4G Network Impact on Business

This assignment examines the significant impact of 4G network technology on businesses. It discusses how 4G has revolutionized communication within enterprises and strengthened relationships with stakeholders and customers. The analysis highlights the benefits of 4G, such as improved network reliability and efficiency, and its contribution to business growth. Additionally, the assignment explores the future prospects of 4G, considering its continued development and increasing adoption.

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MARKETING ESSENTIALS
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MARKETING ESSENTIALS
Contents
Introduction.................................................................................................................................................3
Task 1..........................................................................................................................................................4
The concept of Marketing............................................................................................................................4
Different marketing process........................................................................................................................4
Role and responsibilities of the marketing manager....................................................................................5
The interrelation of the marketing manager with other functional departments of EE Limited...................5
Value and importance of the marketing role................................................................................................6
Significance of effective interrelationship between different functional departments of EE limited...........6
Task 2..........................................................................................................................................................7
2a) the 7Ps of marketing mix.......................................................................................................................7
Product....................................................................................................................................................7
Price........................................................................................................................................................8
Promotion................................................................................................................................................9
Place........................................................................................................................................................9
People....................................................................................................................................................10
Process...................................................................................................................................................10
Physical evidence..................................................................................................................................11
2b. Marketing Plan....................................................................................................................................12
Executive Summary...........................................................................................................................12
Company Overview...........................................................................................................................12
Current Marketing Situation Analysis...............................................................................................13
Objectives..........................................................................................................................................17
Strategy..............................................................................................................................................17
Segmentation, targeting and positioning (STP).................................................................................19
Budget and Control............................................................................................................................19
Conclusion.........................................................................................................................................20
References.................................................................................................................................................21
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Introduction
This assessment is based on the marketing approach of EE limited and the role of marketing
manager will also be discussed. In addition, Marketing 7P’s, Porter’s five force model and
SWOT analysis will be explained to identify current market opportunities for EE limited for
future trends. However, in this paper, various types of aspects related to marketing strategies will
be evaluated through proper arguments and justifications for the performance of EE limited
(Plesničar and Zaletel-Kragelj, 2014) .
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Task 1
The concept of Marketing
The mobile phone industry certainly depends on the customer satisfaction and customer loyalty.
Talking about the EE Limited which is a famous mobile manufacturing company of the UK.
According to current market research, the industry of mobile phone has gone through evolution.
In other words, Android is one of the significant operating systems which has been implemented
by many mobile manufacturing companies including EE limited. On the other hand, the overall
marketing concept is divided into several factors such as demand of customers, a price of
products and market opportunity(Lawrence, Pernici and Krogstie, 2005). Each and every
segment of the marketing concept has its individual significance. Besides that, demands of the
customers are playing an extraordinary role in the marketing concept. As per indicated by
famous experts, in order to meet the expectation of customers, the management of EE limited
needs to provide a user-friendly and innovative mobile handsets to their customers. In addition,
with the help of this marketing strategy, the management of EE Limited can increase the rate of
their potential customers. On the other hand, the price of mobile is one of the sensitive issues
from the side of the customer's end. In other words, most of the customers require latest mobiles
in minimum rate. As a result, the management of EE limited needs to focus on their expected
customer’s spread amount(Kotler, 2012).
Different marketing process
The management of EE limited needs to observe their marketing process in order to increase the
revenue. On the other hand, the mobile phone industry includes various types of marketing
process such as order collection, delivery, feedback collection and customer’s review. Each and
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every aspect of the marketing has its individual importance. Besides that, EE Limited has
different stores around the UK, and each and every outlet contains latest mobiles manufactured
by this company. According to sales, headquarter efficient amount of mobiles to specific stores.
Apart from that, in the process of delivery, a transportation system required by the management
of EE limited. In other words, through a vehicle various types of mobile handsets have been
delivered to different outlets of the EE limited. The final process is customer's review collection,
and in this process, the management of EE Limited can analyze and determine the manufacturing
faults which done during the production process (Jones, 2001).
Role and responsibilities of the marketing manager
Various types of roles and responsibilities of the marketing manager have been utilized for the
different purpose. In other words, the marketing department is working under the observation of
the marketing manager. On the other hand, the marketing manager coordinates and plans
different marketing activities such as identification of the potential customers, developing
marketing campaigns and focusing on the activities of different teams. Moreover, the marketing
manager also prepares a business plan in order to execute various marketing strategies to
increase the profit of the organization. Apart from that, some significant roles of the marketing
managers are that, analyze current market opportunities, identify the market objectives,
implement strategy, control the activities of team members and prepare an action plan for future
trends (McKeever, 2002).
The interrelation of the marketing manager with other functional departments of EE Limited
As early mentioned, the marketing manager concludes a proper business plan which includes
various strategies and techniques to increase the profit of the organization. On the other hand, the
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CEO of the EE limited needs to approve the business proposal of the marketing manager for
upcoming stages of strategy implementation. Besides that, the production department has to
identify changes which include the business plan proposed by the marketing manager. On the
other hand, human resources department is also influenced by the business plan of the marketing
manager because the HR manager needs to know the modification related information for the
selection process. On the other hand, customer service policies also enhanced by the business
plan of the marketing manager of the EE limited (Joynt and Morton, 2012).
Value and importance of the marketing role
It is already notified that EE Limited is a well-established mobile manufacturing company of the
UK. On the other side, many significant studies explained the significance of the evolution which
occurs in the mobile industry last few years. In this evolution, most of the customers want full
touch screen android or windows based mobiles in low prices. So, the management of EE limited
recognize the demand of their potential customers and introduce innovative mobile handsets with
the help of market research. Moreover, the marketing role includes various types of value and
importance such as analyzing customer’s expectation, collection adequate information related to
new mobiles and estimating price for new and upcoming mobiles (Joynt and Morton, 2012).
Significance of effective interrelationship between different functional departments of EE limited
EE limited includes various types of functional departments such as production department,
human resource department, delivery department and service center department. Each and every
department is interrelated with each other and has an individual impact on the organizational
performance. Moreover, with the help of cooperative collaboration, the management of EE
limited can focus on the current market trend to recognize the requirements of the customers. In
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addition, after identifying the needs of the customers, EE limited can influence each department
to prepare and deliver effective mobiles for their customers.
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Task 2
2a) the 7Ps of marketing mix
The marketing mix contains seven important components which considered as critical parts to
understand the present market situation (Shapiro, 2001). Aside from that, the EE Limited is one
of the well-known a mobile phone manufacturing company in the UK, which is concentrating on
the present marketing pattern to draw the attention of more customers to the organization. Seven
sorts of variables of the 7-Ps marketing mix will be discussed. Apart from that, the marketing
mix comprises of the entire marketing process of an organization. Besides that, the application of
7P’s can upgrades the planning and execution of various kinds of the marketing strategy of the
management (Alexis, 2007). On the other hand, the EE Limited is the UK mobile phone
company which gives quality products and service to the customers. Aside from that, this EE
Limited is one of the effective key players in the UK mobile phone industry, which
comprehensively deals with the providers, frameworks of marketing and advertising procedures.
In this paper, the significance and impact of 7Ps of the marketing mix on EE Limited will be
evaluated, and the implications of the process in the organization are additionally categorized. In
addition, the marketing process of the organization and online customer service will be portrayed
in this assessment(Onkar, 2009).
Product
There are two classes of product viewpoints are examined in many studies, for example, tangible
and intangible. On the other hand, the tangible products are considered as physical which is
created in the organization. Though, the intangible products include the non-obvious things, for a
case service or run of the mill types of plan. It is shaped by the car industry including that
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industry who create any tangible product. Similarly, as per the perspective of the management of
the EE Limited, it has been delivered a fast and operative product as mobile which can draw the
attention of many client's notices. With respect to, they have amazing models or handsets which
include android, Windows, Java and Linux operating systems. Moreover, they additionally
manufacture LCD displays, wireless speakers in a reasonable price which a customer can easily
purchase. In addition, the greater part of the multipurpose models which specified in above is
available in the stores of EE Limited. On the opposite part, Telefonica is a rival company of EE
limited with limited stroke and low performed mobiles handsets(Mital, 2008).
Price
In order to conclude the price of the product is one of the basic choices which are completed by
the administration of the organization. Similarly, the price variable is one of the basic elements
of the marketing mix which assumes a remarkable part in the service business. Though the
management needs to rectify different kinds of problems, for example, the external manner of the
client, the specific amount spread by the client, the requirement of client and so on. These factors
create pressure to settle a definitive price of the product. Be that as it may, the necessity of the
client is playing a critical to estimate the price of the product carried out by the organization. For
itself, a large portion of the customers is basically price sensitive who want the great quality
product at a practical price. In this manner, the management needs to review the criticism and
price expectation before introducing the price of the product. In other sense, the current market
research is playing a fundamental role to execute the price strategy. Discussing the mobile price
of the EE limited which appealing and less expensive than Telefonica which is a mobile phone
company in the UK(Price and Jaffe, 2008).
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Promotion
In order to expand the awareness and fame of the association, the promotion is one of the
important elements which is utilized by the EE limited. Though, with the assistance of
promotional action, the management of the EE limited can spread awareness among existing and
potential customers about the modifications and upgrades in the range of mobile handsets. At the
end of the day, a consumer can get affirmation about the most recent products and service of a
specific organization(Illert and Emmerich, 2008). Moreover, the promotional activities can
enhance the awareness about a specific products or services in the client's essence. For a case, a
well-known automobile company advances a product like a car in the market with low price
offer and it is very typical that people can express the enthusiasm on that specific car. Aside from
that, in the mobile industry, the promotional movement is not so much expensive but rather more
compelling. In other sense, EE Limited provides existing offers, which includes 05% discount on
each mobile set from 25th December to first January as a limited period offer. Consequently, it
can be notified that the promotional program of EE Limited is a kind forthright and successful
strategy which can draw the reflection of customer’s sole. On the other hand, the advertisement
is the main component which is used by the frequent organization. Besides that, the management
can spread products and service related information through various sorts of media, for example,
web, TV, radio, newspaper. Moreover, Telefonica does not have enough popularity comparing to
EE limited in social media and other advertising media(Illert and Emmerich, 2008).
Place
The place is an enormous variable of the 7Ps marketing mix, and it remarkably creates an impact
on the present marketing condition to verify current place is suitable for the organization or not.
On the other hand, it is examined that the UK contains lots of individuals who visit mobile phone
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stores all the time. Though, the place of marketing should be proper for the extension of the
organization. In other sense, EE Limited is now settled as a notable mobile phone organization.
Besides that, there is huge demand about the fame of this organization, yet the competitive
market is massive on the grounds that there are numerous well known a mobile phone
organizations exist in the UK such as Vodafone, Telefonica and so on. Thus, to shape the rate of
customers and productivity of the organization, they need to create modern and superior mobiles
handsets(Eldridge, 2012).
People
The principle spine of the organization is the control and presentation of employees, and all
commercial relies on upon the people or stakeholders. Consumer loyalty is the most critical basic
to the accomplishment of the organization. As it were, in the service industry, the quality of
appearance is a straightforward section which can respect any customers. As far as mobile phone
industry, the principle employees are technical and IT specialists which manufacture the mobile
phones for the important customers to utilize. On the other hand, the criticism or feedback of
customers can upgrade and enhance the interpersonal skills of organization's employees which
prompt to the achievement. In other sense, with the assistance of positive inputs of customers,
the management of EE Limited can motivate and gives fundamental training to employees to
enhance representative performance. Moreover, Telefonica includes smaller groups of
employees and customer base rather than EE limited(Karten, 2009).
Process
The processing framework is the impression of the marketing plan of any association that
includes the mission, vision and desirable goals. In the section of mobile phone industry, the
primary process is that, production process and client service process. Two processes are
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similarly enormous as per the management of EE Limited. The production process includes
somewhere in the range of a few stages, hardware accumulation, and software or operating
system installation. After accomplishment of the complete preparation, the part of customer
service process starts. Engineer or technical people of the organization direct and finish produce
process, yet service process is done by the client mind officials at service focuses. Apart from
that, Telefonica applied almost similar process to manufacture mobiles (El-Halwagi, 2006).
Physical evidence
The physical confirmation is a viable component. However, it is extremely hard to comprehend
in the mobile phone industry on the grounds that there are no unmistakable products offered to
the customers(Connecting with your customers, 2006). Additionally, EE Limited offers
numerous offices to express the physical evidence. On the other hand, in the service center, the
physical evidence of EE limited is expressed more effectively. There are so many customers are
satisfied by the service quality of the customer care executives of EE limited. Apart from that,
Telefonica does not have enough service centers in the UK, and the customer care executives of
Telefonica are not well behaved.
Summary
There are a few types of operational exercises recognized in the mobile phone organization
industry, for example, handle a difficult situation, customers appraisal, dispute explanation and
resolve, client maintenance, and so on. In the most recent couple of years, the huge process has
been actualized keeping in mind the end goal to improve service in the mobile industry.
Additionally, this evaluation essentially influences the strategies of the marketing mix in EE
limited. Aside from that, in the mobile industry, many rival companies such as Telefonica,
Vodafone and so on has implemented unique strategies to attract customers. In other sense, the
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experts of this a mobile phone organization industry need to concentrate on the service quality as
like upgraded operating systems, gestures and in build essential applications which they give to
the current customers at reasonable prices(Connecting with your customers, 2006). Moreover,
the real goal of this a mobile phone industry is consumer loyalty which improves chance to build
the rate of the potential customers. All together words, the management of the EE Limited needs
to concentrate on the consumer loyalty as far as price, service and stable association with the
customers on a long haul premise rather than Telefonica.
2b. Marketing Plan
Executive Summary
A written document that provides the detailed actions required to accomplish more than one
specified aims and objectives of a company to sell a service or product, product line or brand as a
whole is known as a marketing plan. A marketing plan is necessary for a business to achieve the
objectives of an organization. A strategic plan and a marketing plan is different from each other.
A strategic plan is concerned with the strategy of a company and it is a small portion of a
marketing plan. Here, the marketing plan is done in an organization. The program consists of
marketing strategies and analysis of the current market situation (Westwood, 2011). Moreover, it
includes market segmentation, positioning and targeting along with budget and control. The
plans contain SWOT analysis along with the internal and external analysis of business. With the
help of these reports, the organization able to make a profit in future.
Company Overview
The company considered here is EE limited. The full form is Everything Everywhere. The
company is located in the United Kingdom and it is a mobile network operator as well as internet
service provider or ISP. The organization was established in the year 2010 with the aid of merger
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of their respective Orange and T-Mobile business in the UK (Bleicher, 2014). The company is
headquartered in Hatfield, UK. The main offices are located in Darlington, Leeds, Bristol,
London and North Tyneside. In 2016, 30th September, the company started to provide 4G
network to more than ninety-eight percent population of United Kingdom. The interesting
information is that Virgin Mobile UK, Asda Mobile as well as The Co-Operative Mobile operate
on the company’s network under the arrangement of MVNO. Moreover, the organization has
more than five hundred and seventy-four stores, and it delivers services employing website.
Current Marketing Situation Analysis
From the financial side, United Kingdom has advanced a lot. It is easier for mobile network
organizations to sell their products and services at a very fast rate. Consequently, the
organizations make quick profits leading to the rapid advancement of the country's economic
position (Ferrell and Hartline, 2005). During 2008-2009, the customers of UK felt chary about
their expenses because at that time the country came to a period of decline. As a result, the
householders got affected by the action plan of the government which includes VAT
augmentation to twenty percent as well as national benefit's reductions.
Internal Analysis
Core Competencies and Competitive Advantage: Today's mobile technology of United
Kingdom is very advanced due to the presence of some famous companies. Therefore, the
mobile and IT companies go through an extreme heat of competition. There is more
advancement, where there is intense competition. The competitors EE Limited are Vodafone
Group PLC, Telefonica UK Limited and Hutchison 3G UK Limited (Drejer, 2014). Due to the
implementation of 4G network by EE limited, the organization achieved competitive advantage.
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Since the company is working on a joint venture with Deutsche and Orange, thus, competitive
advantage is gained.
External Analysis
Porter’s Five Force Model
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EE Limited can analyze the level of competition within the development of business by utilizing
the Porter’s Five Force Model. The model is described below:
 Threats of New Entrants: If EE Limited makes a huge profit and able to attract the
customers within the area as well as internationally, then it is a threat to other competitors
such as Vodafone and Hutchison (Asad, 2015).
 Threats of Substitutive Rivalry: If the company launches new service which is more
efficient than the competitor companies then it is a threat of substitute service to the
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organization. For example, EE limited utilizes 4G network which is an upgraded
technology than 3G service of Hutchison 3G UK Limited.
 Bargaining power of buyers and suppliers: It refers to the market outputs as well as inputs
respectively. On the other hand, it helps to increase the prices along with managing the
cost. Here, the customer has the power to bargain products or service of EE limited, if the
client finds it unaffordable to use 4G network (Raskovich, 2013). Therefore, the company
should set affordable prices.
 Competitive Rivalry: It is very common that competition exists in the UK as the country
has gone through various levels of development based on technical fields. The main
rivals of EE Limited are Vodafone Group PLC, Telefonica UK Limited and Hutchison
3G UK Limited.
SWOT Analysis
Hollensen stated that SWOT analysis is an approach interestingly proposed to perceive suitable
advancing frameworks for the company to take after. The particular strategic tool will depict the
strength, threats, opportunities and weakness of EE limited.
Opportunities
The industry of mobile telecommunications has logically grown using setting up of various
MVNOs. It has encountered one hundred and twenty-three organizations in the United Kingdom.
It is a fantastic segment of B2B business advancement for EE, particularly with its full 4G
organizations.
Strengths
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One of the essential characteristics of EE is the greatest extension, comprising most prominent
3G network over the country (Plesničar and Zaletel-Kragelj, 2015) . The strength is due to free
roaming between two operators Furthermore, the EE limited works the most significant measure
of retail stores, five hundred and seventy-four stores (containing hundred Foundation stores). The
stores are arranged on the high paths and malls. Then, EE pushed 4G advantage much sooner
than various enemies that allowed offering access to more than seventy percent of UK masses,
making the company a leader in the market.
Threats
The threats consolidate the future improvement of 4G that prompts to raise contention and
competitors can take the central position in this market. Also, increase number of IT strikes at
mobile phones can dampen customers from using the data limits on their handsets that will be
contemplated the association's edges(Dahlman, Parkvall and Sköld, 2011) .
Weaknesses
EE has some fundamental weaknesses that conflictingly impact its operations, picture, and profit.
Firstly, the organization brand is to a high degree week due its late dispatch differentiated and set
up brand names. Additionally, visit particular issues are making customer experience issues,
including put off messages, lost banner and disillusionments to make calls (Balasubramanian,
2014). Hence, it has conflictingly considered the purchaser reliability. Finally, EE was set
extensively more focus on concentrating on a business partition that pondered the losing
customers and pays by 3.6 percent for consistently.
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Objectives
The objectives and proposed strategies of EE limited are all set by the marketing director of the
organization. The objectives are discussed below:
 According to the marketing director, the primary purpose is to increase the amount of
satisfied customer by twenty percent in the next year. If the company can raise the level
of customer satisfaction by twenty percent in the next year, then EE Limited will gain
loyalty escalations from their clients (Wise, 2014). Subsequently, trust and confidence
will be built among the customers, and the company is thereby leading to the
establishment of strong business-to-customer or B2C relationship.
 The objectives also consist of the increment of salaries of employees to attract new
Millennials in the company. As a result, the company will be benefited on the fields of
technology.
 EE Limited is recommended to focus on driving the 4G subscriber to avoid losing the
competitive advantage. The company also aims to pioneer reputation into the aggressive
4G follower, for example, O2 and Vodafone (Wise, 2014).
Strategy
The marketing strategy of EE Limited includes all the marketing goals into one complete plan.
Besides, a good marketing strategy can be drawn only when there is a research process. The
marketing strategy also consists of marketing mix or extended marketing mix strategy to
accomplish the maximum profit and sustain the business (Jain, 2015). A marketing strategy is
concerned with the identification of business goals. The business goals can be identified by the
implementation of SMART method. Moreover, the policy should include the profile of the
competitor along with the potential customers. Marketing mix helps to improve the client
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feelings with the operator. It also develops the bonding between the customers and the
organization.
Product: EE Limited provides the customers with 4G services. Their primary product is the
voice transfer of duty. The company's second service is the purchase of sim cards (Shapiro,
2013). These products are essential for the customer to communicate fast with people regarding
work and other purposes.
Process: It is significant for the company to give information to the customers about the process
behind the delivery of products to them. They want to know.
Promotion: It is also an important part of the marketing mix strategy. Promotional strategy helps
in sending a message to the customers about the goodness of the organization. EE limited do
promotion by advertising in media such as television, Facebook, Instagram, and YouTube. The
central strategy of the company is a campaign (Jain, 2015). Campaigning helps potential
customers with unique benefits from the service.
Physical evidence: During purchase time, the customers are provided with all the details of the
products as evidence so that the clients cannot quarrel with the company after the service
utilization.
Place: Place is concerned with the different types of methods by which EE Limited can
distribute their products and service to the particular area. London is the best place where they
can sell their products and attract more customer since the place is busy all time (Srivastava,
2016). The products can be distributed to another place using delivering via own branded store as
the flagship for the development of the brand.
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Price: Price is concerned with the determination of customer choice. Different prices have been
set by the organization to various services given to the clients. Moreover, the companies should
be very careful in price setting strategy so that they can fulfill customer demands.
People: The employees, leaders, and manager play a significant role in the success of EE
limited. The internal stakeholders should be awarded rewards behind an excellent customer
service (Richter, 2013).
Segmentation, targeting and positioning (STP)
Market segmentation depends on the behavioral, psychographic, demographic and geographic
variables. It means the demands of the customers are divided based on these four variables.
Based on characteristics of the customers, market segmentation is done and after that targeting
and positioning are done (Wahyudi, 2013). For example, based on demographic segmentation,
the company target new generation and young customers with a considerable amount of income
per month. These clients can afford to buy and use 4G services and products. It all depends on
the psychographic segmentation which includes new and innovative lifestyle and personality.
Therefore, EE limited targets such types of the customer where they could sell their 4G services
along with Orange and T-mobiles. On the other hand, EE Limited can achieve their target market
by reaching these types people with their innovative products and these can be accomplished by
implementing the extended marketing mix (Choi and Kim, 2015).
Budget and Control
Since EE Limited launched the first 4G LITE service in the UK, their budget is thirty-one euro
per month which will continue for two years. Moreover, the organization announced new
superfast 4GEE price plan offers which includes the high budget. New twenty GB super-fast
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4GEE plan is also included, and it has the budget of forty-six euro per month on SIM only for a
limited time. The customers can take unlimited calls as well as a text for 24 months.
Conclusion
Like EE every company should make a marketing plan and strategies to increase their business
and future and serve customers. During 2013, the market value of mobile network provider was
estimated at 15.8 billion euros. Besides, by the end of 2018, the market is expected to grow
steadily with a seven percent increase. It has been estimated due to the rapid growth in some
mobile devices owned by the clients as well as the efficient rollout of the 4G network. According
to the research, EE Limited became the leading network provider in the UK market due to the
provision of internet and 4G network to the seventy percent population of the country. Today,
technology has advanced a lot, and it is recommended to every company to use 4G network as
their communication media inside and outside the enterprise. The use of 4G network avoids
network problems and thereby leading to the strong relationship among every stakeholders and
customer of the company.
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