The Marketing Essentials - EE Limited

Added on - 28 Jan 2020

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UniversityMARKETING ESSENTIALSByDateNameLecturer’s Name
MARKETING ESSENTIALSContentsIntroduction.................................................................................................................................................3Task 1..........................................................................................................................................................4The concept of Marketing............................................................................................................................4Different marketing process........................................................................................................................4Role and responsibilities of the marketing manager....................................................................................5The interrelation of the marketing manager with other functional departments of EE Limited...................5Value and importance of the marketing role................................................................................................6Significance of effective interrelationship between different functional departments of EE limited...........6Task 2..........................................................................................................................................................72a) the 7Ps of marketing mix.......................................................................................................................7Product....................................................................................................................................................7Price........................................................................................................................................................8Promotion................................................................................................................................................9Place........................................................................................................................................................9People....................................................................................................................................................10Process...................................................................................................................................................10Physical evidence..................................................................................................................................112b. Marketing Plan....................................................................................................................................12Executive Summary...........................................................................................................................12Company Overview...........................................................................................................................12Current Marketing Situation Analysis...............................................................................................13Objectives..........................................................................................................................................17Strategy..............................................................................................................................................17Segmentation, targeting and positioning (STP).................................................................................19Budget and Control............................................................................................................................19Conclusion.........................................................................................................................................20References.................................................................................................................................................21Author’s Name:Page2of23
MARKETING ESSENTIALSIntroductionThis assessment is based on the marketing approach of EE limited and the role of marketingmanager will also be discussed. In addition, Marketing 7P’s, Porter’s five force model andSWOT analysis will be explained to identify current market opportunities for EE limited forfuture trends. However, in this paper, various types of aspects related to marketing strategies willbe evaluated through proper arguments and justifications for the performance of EE limited(Plesničar and Zaletel-Kragelj, 2014).Author’s Name:Page3of23
MARKETING ESSENTIALSTask 1The concept of MarketingThe 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 implementedby many mobile manufacturing companies including EE limited. On the other hand, the overallmarketing concept is divided into several factors such as demand of customers, a price ofproducts and market opportunity(Lawrence, Pernici and Krogstie, 2005). Each and everysegment of the marketing concept has its individual significance. Besides that, demands of thecustomers are playing an extraordinary role in the marketing concept. As per indicated byfamous experts, in order to meet the expectation of customers, the management of EE limitedneeds 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 oftheir potential customers. On the other hand, the price of mobile is one of the sensitive issuesfrom the side of the customer's end. In other words, most of the customers require latest mobilesin minimum rate. As a result, the management of EE limited needs to focus on their expectedcustomer’s spread amount(Kotler, 2012).Different marketing processThe management of EE limited needs to observe their marketing process in order to increase therevenue. On the other hand, the mobile phone industry includes various types of marketingprocess such as order collection, delivery, feedback collection and customer’s review. Each andAuthor’s Name:Page4of23
MARKETING ESSENTIALSevery aspect of the marketing has its individual importance. Besides that, EE Limited hasdifferent stores around the UK, and each and every outlet contains latest mobiles manufacturedby 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 managementof EE limited. In other words, through a vehicle various types of mobile handsets have beendelivered 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 manufacturingfaults which done during the production process(Jones, 2001).Role and responsibilities of the marketing managerVarious types of roles and responsibilities of the marketing manager have been utilized for thedifferent purpose. In other words, the marketing department is working under the observation ofthe marketing manager. On the other hand, the marketing manager coordinates and plansdifferent marketing activities such as identification of the potential customers, developingmarketing campaigns and focusing on the activities of different teams. Moreover, the marketingmanager also prepares a business plan in order to execute various marketing strategies toincrease the profit of the organization. Apart from that, some significant roles of the marketingmanagers are that, analyze current market opportunities, identify the market objectives,implement strategy, control the activities of team members and prepare an action plan for futuretrends(McKeever, 2002).The interrelation of the marketing manager with other functional departments of EE LimitedAs early mentioned, the marketing manager concludes a proper business plan which includesvarious strategies and techniques to increase the profit of the organization. On the other hand, theAuthor’s Name:Page5of23
MARKETING ESSENTIALSCEO of the EE limited needs to approve the business proposal of the marketing manager forupcoming stages of strategy implementation. Besides that, the production department has toidentify changes which include the business plan proposed by the marketing manager. On theother hand, human resources department is also influenced by the business plan of the marketingmanager because the HR manager needs to know the modification related information for theselection process. On the other hand, customer service policies also enhanced by the businessplan of the marketing manager of the EE limited(Joynt and Morton, 2012).Value and importance of the marketing roleIt is already notified that EE Limited is a well-established mobile manufacturing company of theUK. On the other side, many significant studies explained the significance of the evolution whichoccurs in the mobile industry last few years. In this evolution, most of the customers want fulltouch screen android or windows based mobiles in low prices. So, the management of EE limitedrecognize the demand of their potential customers and introduce innovative mobile handsets withthe help of market research. Moreover, the marketing role includes various types of value andimportance such as analyzing customer’s expectation, collection adequate information related tonew mobiles and estimating price for new and upcoming mobiles(Joynt and Morton, 2012).Significance of effective interrelationship between different functional departments of EE limitedEE limited includes various types of functional departments such as production department,human resource department, delivery department and service center department. Each and everydepartment is interrelated with each other and has an individual impact on the organizationalperformance. Moreover, with the help of cooperative collaboration, the management of EElimited can focus on the current market trend to recognize the requirements of the customers. InAuthor’s Name:Page6of23
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