Marketing Mix Essentials for Businesses

This assignment delves into the core components of the marketing mix, providing a comprehensive overview of its significance in contemporary business operations. It examines various aspects of marketing strategy, including product, price, promotion, and distribution (place), along with their interplay in influencing consumer behavior and achieving marketing objectives. Students are expected to demonstrate an understanding of these fundamental concepts and apply them to real-world scenarios.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in PPT.......................................................................................................................3
TASK 2............................................................................................................................................3
TASK 2a: Compare EE Limited with another competitor Vodafone....................................3
Task 2b: Marketing Plan........................................................................................................6
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In the present era, marketing is important for every company in selling products.
Marketing helps in creating the value which assist in satisfy the needs of consumers which helps
in improving the sales. Marketing is an action process which assists in selling products to
targeted consumers (Babin and Zikmund, 2015). It helps the business entity in sustaining
competitive advantage from the other competitors. Organisation has to use appropriate tool and
techniques for creating strong base of consumers and earning maximum revenue from their
rivals. Marketing mix is ratify by the firm which assist in providing the best quality merchandise
to their consumers. Marketing mix having different elements which include price, place, product
and promotion. The present report is based upon EE Limited which is carrying out its operation
in telecommunication industry. It focuses on different marketing strategies which help in
increasing sales and generating maximum profits. The below mentioned report emphasizes on
different marketing concept which succour the business entity in attaining the success (Basic
elements of the marketing function, 2012). Moreover, it also explains the role of manager and the
process which is used by him to improve the performance in the market which helps in attaining
the goals.
TASK 1
Covered in PPT
TASK 2
TASK 2a: Compare EE Limited with another competitor Vodafone
Marketing mix is a combination of different variables which can be controlled by
members of EE Limited which succour in attracting consumers so that they can purchase many
products and on the basis of that, they can increase sales of the firm. EE Limited and Vodafone
both are using same elements of marketing mix which helps in carrying out proper functions as
well as operations (Al-Hasan, Thomas and Mansour, 2016). Along with this, it also aids in

providing e best and qualitative products to the consumers. The staff members have to provide
services according to the needs of consumer so that they can attain goals and objectives.
Elements EE Limited Vodafone
Product The business entity has to offer
many services which are related to
financial as well as telecom
services. Firm have to provide
those services which are highly in
demand so that they can satisfy
needs of the consumer (Baker and
Saren, 2016). Consumer get
services of this entity and
company increasing its network
signal quality.
Main aim of the enterprise is to assist
the consumers with the needs of
communication. Vodafone offers as
well as provide wide range of tariffs or
services like messaging, data services
etc. which is targeted according to
different consumers so that they can
satisfy needs of the consumers and by
that the company can increase their
sales and attain maximum profit.
Price It is difficult for the business entity
to set prices of products and
services. They have to provide
services to the consumers at a
reasonable price. The staff
members can use pricing strategy
policy to gain market position and
attain the success. To beat the
rivals in the market EE Limited
have to introduce more features in
the services which assist in
attracting the consumers.
The products and services which are
provided by Vodafone are having high
price so every people cannot afford to
use the services of business entity. For
attaining competitive advantage,
Vodafone should ensure that they
should provide high quality services
with high speed of data with the range
of best network to the consumers so
that they can increase their sales and
earn maximum profit. It offers post as
well as pre paid options with distinct
tariffs to customers so that they can
satisfy their requirements (Introduction
of marketing essentials, 2016).
Vodafone have to use the effective

price strategy which will helps in
attaining the goals and objectives.
Along with this they can obtain the
leading position in the competitive
market.
Place The distribution channel of EE
Limited is poor which as
compared to Vodafone. They do
not provide the network services in
other countries that can improve or
increase their position of brand.
They use social media sites, retail
outlets etc. which helps in
delivering services to the
consumers.
Vodafone is the largest network
business entity in the whole world. This
company provides best network in the
rural areas and by that they can attract
large number of consumers. Company
have to improve their 3G services to 4G
services in the rural as well as urban
areas.
Promotion This is the important and essential
technique which is used by EE
Limited which helps in attracting
consumers from the different areas
(Banerjee, 2013). The technique
which is used like sales promotion,
advertising as well as making
strong relation with the public and
direct selling as it helps in
promoting the services.
This business entity uses the local name
recognition which succour in
maintaining trust of consumer and to
reach the other areas also. Vodafone
advertises its brand value through
different medium like television,
broadband and social media so that they
can attract large number of consumers.
Process The process of providing or
delivering services to the
consumers should be effective so
that they can easily satisfy needs
as well as requirements of the
Vodafone delivers appropriate services
in the proper manner so that consumers
may not face any problem in attaining
or using the services. Vodafone
members have to use the appropriate

customer. The staff members
provide the services online with
the updated information that what
are the services that they are
providing.
process so that they can execute or
deliver their best services and achieve
the good results (Braslow, 2015).
People In EE Limited, Stakeholders play
an important and essential role as
it helps in attaining success. The
employees have to do market
research so that they can identify
needs of the consumers time to
time and on the basis of that they
can identify the willing customers
who will be using the services of
EE Limited. Employees have to
deliver best services so that they
can attain targets.
In Vodafone, consumers are most
important person. The services of
Vodafone are used by rich people to
show their status. There are so many
people who live in rural areas and they
are not able to use services of network
operator of Vodafone. The staff
members have to identify needs of
consumers time to time and provide
network like 4G or 3G.
Physical evidence EE Limited has to provide good
and best services to the consumers
so that they can show their
physical presence in the market. It
assist the firm to know that who
are the leaders of the market so
that they can show the physical
evidence in the marketing and by
that EE Limited can improve their
sales as well as attain maximum
revenue (Marketing essentials,
2017).
Vodafone is providing best services to
their consumers so it is important for
the company to show their physical
presence among the consumers. But
some consumers who believe in the
services which Vodafone are providing
to consumers then if they do not also
give their physical evidence.

Task 2b: Marketing Plan
 Executive Summary
In EE Limited, marketing play a essential as well as important role which support the
marketing department in doing proper planning so that they become successful in promoting the
brand name whether it is domestic or international market (Chamorro-Mera, Miranda and Rubio,
2014). The present study evaluates the marketing environment of EE Limited so that they can
use the suitable marketing strategy which aid in assessing the needs of the customers in a proper
and appropriate time. The workers of business enterprise have to improve the consumers care
services so that they can retain for a long time and also introduce android phones so that they can
enjoy the services.
 Company Overview
EE Limited is a largest operator and telecommunication company in UK who provide or
deliver the best internet services to the consumers. EE Limited is the first business entity who
deliver the 4G services by using the upgraded technology (Cua, Reames and Chai, 2013). The
financial, pension and trustee services are also provided by the firm. Moreover, company also
sold the accessories related to the mobile phones like headphones, android phones, tablets and
many items. Current marketing situation analysis
◦ Internal analysis – It is a analysis for the study of internal environment which assist
in determining the strength and weaknesses of EE Limited (Purvis, 2016). This
internal analysis helps in understanding the weakness of the business entity. The
company having the efficient structure of the organisation and high staff morale
which assist in capturing the opportunities so that they can participate in the
management activities.
▪ Primary activities – These activities are used by the company to deliver the best
services so that they can earn a competitive advantage. It assist in creating the
value so that they can generate a higher profit Saluja and Singh, 2014). Inbound
logistics includes the warehousing along with the inventory control of a raw
material of EE Limited. Outbound logistics are those activities which are needed
to get a finished product for EE Limited. Marketing as well as sales are those

activities of the business entity which helps in purchasing the merchandise to
buyer. Along with this services activities helps in increasing the product value.
▪ Supporting activities – These are those activities which helps in doing the proper
business. Along with this it assist in doing the proper management of the business
activities by taking a help of a department of human resource so that the staff
members of EE Limited can attain the goals and objectives (Simintiras, Dwivedi
and Rana, 2014). Supporting activities includes the implementation of payroll
procedures as well as the structure which is related to the internal communication
so that they can do the proper control on cost and on the basis of that consumers
of EE Limited can do best purchases so that company members can attain the
goals and objectives.
◦ External analysis
SWOT analysis
Strength Weaknesses
 Strong market leading position in a
country.
 Performance of the business entity is
high (Pike, 2015).
 It is the first operator which introduce
4G network services in London.
 EE Limited having largest mobile retail
stores and they are located in malls or
on high streets.
 Brand name is very weak as it does not
provide the services in the international
market.
 Technical issues always generate like
lost signals, failure to make calls.
 They have to do more focus on target
segment of business as it lose the
consumer every year (Reynoso, 2013).
Opportunities Threats
 It is a leader of 4G so it has a
opportunity to boost or increase the
revenue by doing the more sales.
 By using upgraded technology introduce
new products.
The consumers are afraid by using the new
and innovative application on the mobile
phones due to increase in hackers as it reflects
the profit of the company (Woodside, 2015).

PEST analysis
Political – There are different rules and regulations which are made by the government and it
affects the business objectives of EE Limited. Regulatory bodies identifies that members of rural
areas faces so many problems in the network services of mobiles (Mittal, 2014).
Economic – The targets of the business affect the purchasing power of the customer. If the level
of income is high then they will use the high quality service of EE Limited and by that they can
satisfy the needs.
Social – The company having the different consumers in the potential market so that they can
satisfy the needs of the consumer. In the market of telecom, every consumers are segments
according to the purchasing power. EE Limited has to understand the culture, values as well as
beliefs of person which succour in satisfying the needs of consumer (Martin and Reed, 2015).
Technological – EE Limited have to use the upgraded technology which provides the online
services to consumers. The business enterprise has introduced the 4G network services by using
the advanced technology which assist in fulfilling the requirements of consumers. In the telecom
company to use the innovative technology, staff members have to do proper research regularly.
 Objectives of EE LTD
EE Limited have to develop the objectives so that company become successful in the mobile
industry. The employees of the business entity can use SMART approach which helps in
improving the quality of services for a longer period of time (Lane, 2014).
◦ To increase the number of person by 60% in next 7 years.
◦ They have to provide the data services at a reasonable price so that customers can
easily afford the services.
◦ The staff members of EE Limited increase the subscribers of 4G in next 6 years.
◦ To increase the brand awareness between the consumers which helps in gaining the
competitive advantage (Shaik, 2016).
 Strategies of EE LTD in accordance to marketing
There are so many marketing strategies which can be used by EE Limited. They have to
use proper strategy of marketing so that they attain a success for a long period of time (Jain,
Ahuja and Medury, 2013). They can use price skimming policy which assist in introducing a
new products or services in the market and by that they can charge high price from the

consumers on starting. After some years ultimately prices comes down for the products. It helps
in attracting the consumers so that they can provide the services at a reasonable price.
 Segmentation, Targeting and Positioning (STP) strategies
There are various segments in the market which can be used by EE Limited as it helps in
analysing or evaluating the behaviour of consumer by doing the effective communication and on
the basis of that they can attain the success in the market. EE Limited has many rivalry in the
market and by that they have to do proper planning. Along with this they have to use appropriate
approaches like income level, age, living standard (Marketing process, 2017). Companies have to
target people like young generation and search that what they want more with the more offers
and also the innovative functions like 4G network at a reasonable price. EE Limited is a brand
which is expensive and provide the lower services at a high price which can not be useful for the
business entity. This affect the market position of the enterprise with the quality of low
leadership. Moreover, employees of EE Limited have to focus on the quality as well as services
so that they can affect the market position as well as strength of organisation.
 Tactics and Action
Mobile company have to use various actions but it is not enough to do advertising. There
are limited features which are provided by the business entity in their features. They have to do
effective working like transactions, mobile tracker, internet usage speed. EE Limited have to
organise many campaigns so that consumers can know about the products easily by using the
SMART approach (Hoványi, 2013). They have to use the appropriate chain which helps in
making the consumer comfortable with the many payment services in mobiles. Along with this it
helps in encouraging the consumers do to better work. Company have to define the goals and
objectives and by delivering the best services they can achieve those targets in proper time.
 Budget for marketing – The employees of EE Limited have to make proper budgets so
that they can make proper plans and take the actions on the basis of plans in time
(Stanton and Salnikova, 2016).
Marketing budget
Particulars
1st
year
2nd
year
3rd
year 4th year 5th year
Initial money 20000 2500 4800 4200 5600

Investment 17500 15200 15800 14400
Total 20000 20000 20000 20000 20000
Marketing
expenditures
Advertisement 7000 8000 6000 5000 7000
sales promotion 2000 2000 3000 2000 2000
Direct marketing 3000 1500 2500 2500 1500
digital marketing 3000 1000 2000 2000 2000
Social media 1000 1000 1000 1000 1000
printing 500 700 300 400 550
Events 1000 1000 1000 1500 1000
Total 17500 15200 15800 14400 15050
Available balance 2500 4800 4200 5600 4950
 Control in any unwanted activities.
To do control in the activities of the business EE Limited have to use the proper policies
along with the plans so that they can maximise the return. In the business, control can be done by
the top level managers so that they can analyse that how the actual plans working (Dioko, 2016).
By doing the proper control staff members can improve the performance by using the various
techniques. The members of EE Limited have to do many survey so that they can set the price as
well as quantity according to the trend in market. Employees have to make proper coordination
with the members of other departments.
 Conclusion
From the task it has been analysed that they have to make proper budgets while providing
the services so that the staff members of EE Limited can not face problems in delivering the

services. They have to make a appropriate plans according to the requirements of the consumers
so that they can obtain the goals and objectives.
CONCLUSION
Development or improvement of the business in the international market has created a
significant market competition. For doing the improvements in the products the members of EE
Limited have to use the innovative and upgraded technology so that they can attain the goals and
objectives. The present assignment focused on analysing the aspects of marketing which is
endorse by the EE Limited along with the effective measures which the business entity must
select so that they can enhance the aspects which is related to business development. Along with
this it helps in analysing the measures of growth so that they can expand the business and
achieve the success. In EE Limited, employees have to use the proper marketing plan which
succour in evaluating the merchandise. Moreover, they have to use the appropriate elements of
marketing mix which helps in expanding its operations and also assist in overcoming from the
issues which they are facing.
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