EE Limited's Strategic Market Planning: A Case Study

The assignment content is about the market planning of EE Limited, a company that aims to increase its brand image by implementing different techniques and strategies. The company has two prime strategies for future operations: targeting and positioning. Management must identify appropriate vendors and promote services among large numbers of people. Tactics and actions include implementing modern tools, training staffs, focusing on promotional processes, and allocating monetary resources. The budget for the process is £260,000. Control methods involve checking sales generation, customer feedback, market share, and financial condition.

Table of Contents
Task 2A.......................................................................................................................................................3
Comparison of extended marketing mix of EE ltd and Telefonica UK Ltd.............................................3
Marketing Essential of EE Limited.............................................................................................................6
Task 2b: Marketing Plan for EE Limited.....................................................................................................6
Executive Summary.................................................................................................................................6
Overview of the Company.......................................................................................................................6
Current Marketing Situational Analysis..................................................................................................7
Internal Environment Analysis............................................................................................................7
External Environmental Analysis........................................................................................................9
SWOT Analysis.................................................................................................................................10
Objectives of the organization...............................................................................................................11
Strategies of the organization to achieve the objective..........................................................................11
STP Strategies of EE Limited................................................................................................................12
Tactics and Action.................................................................................................................................12
Budget of the process............................................................................................................................13
Control of the process............................................................................................................................13
Conclusion.............................................................................................................................................13
Reference...................................................................................................................................................13
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Task 2A
Comparison of extended marketing mix of EE ltd and Telefonica UK Ltd
Marketing mix is regarded as the marketing technique that is utilized by the marketing managers
for creating value of the services and the products so offered to the consumers. The marketing
mix comprises of 7 components namely – product, price, place, promotion, physical evidence,
process and people. In this section of the assignment, the marketing mix of EE ltd will be
compared and contrasted with the marketing mix of one of the competitors of EE ltd. The chosen
competitor in this case is Telefonica UK ltd. In this particular section, a detailed analysis of how
the components of the marketing mix at EE Ltd differs from that of Telefonica UK ltd.
PRODUCT
Telefonica UK and EE Ltd are two major players in the UK telecom industry and they compete
with each other as they are well-known 3G/4Gservice providers in the UK. Both the companies
although provide the same products along with the services offered like as phone, tablets, SIM
cards etc, still the nature of the services are slightly different from each other. While EE Ltd
renders only 4G telecom services, Telefonica UK ltd offers 2G, 3G and 4G services (Hollensen,
2015). The nature of the service specifications by both the telecom service providers also differ
from each other. EE Ltd has launched 4G Voice or Volte, whereas Telefonica UK Ltd has
introduced O2 Drive.
PRICE
The basis of differences in the prices of the telecom services being offered by these two telecom
service providers can be ranged on the data transfer rates and the existence of the competition
levels. While Telefonica UK ltd offers 4G network data transfer rate up to 800 mbps at a
determined price, EE ltd on the other hand offers data packs at double speed 4GEE up to 60
mbps only and the prices charged are lower. The prices of the Wi-Fi services also differ from
each other. The price charged for the telecom kit by Telefonica UK Ltd is £ 46 and includes
dashboard phone, in car charger and power packs. On the other hand, EE ltd charges less for the
services offered and they also offer premium offers.
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PLACE
Both EE ltd and Telefonica UK Ltd are major telecom service providers in the UK. EE ltd while
attempt to reach out to more than 30 million subscribers and accordingly owns 550 branches,
Telefonica UK Ltd attempts to reach out to only 8, 00, 000 subscribers from different parts of the
UK. EE Ltd operates only in the UK and is not widespread in other European countries. The
broadband services offered by EE ltd is used by almost 97% of the total UK population whereas
only 85% of the total population uses double speed 4G network services (Kotler, et al., 2015).
Almost 99% of the total population have tendency to use 2G networks as the same seems to be
cheaper. On the other hand, Telefonica UK Ltd has access in countries apart from the UK like as
Ireland, Germany and Netherlands.
PROMOTION
EE Ltd seems to have launched the re-branding and re-positioning campaigns since 2012. The
free access to Wi-Fi networks is the key for the company to stay and build cordial connection
with the subscribers. At cheap prices, EE Ltd campaigns that “No other network is bigger, faster
and more than reliable”. As a result, EE ltd has a strong customer base. Telefonica UK ltd on
other hand promotes their brand by offering their subscribers with best car insurance if the
subscribers select O2 Drive etc. As a result, both the competitors are trying to launch new
promotional tactics to attract new subscribers with new data plans offers.
PHYSICAL EVIDENCE
The extent of serving the subscribers is somewhat limited to the marketing efforts and
promotional campaigns. EE Ltd has tried to introduce a new iPhone along with 4G network at a
price of £46 per month. Telefonica UK Ltd offers O2 home campaigns for the mass that tend to
reside at flats (Peter & Donnelly, 2011). New plans launched by either of the companies are
adaptable on a monthly basis and are suitable on special occasions with the facilities offered with
the smartphones, tablets and iPads or iPhones etc.
PEOPLE
No business can run smoothly without skilled employees and staffs. Technical staffs at both the
companies are to some extent considered as the key strength. Today, EE ltd employs nearly
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15000 staffs. Telefonica on the other hand employs almost the double of the total number of the
employees recruited by EE ltd. Telefonica at present recruits 30,000 staffs. Each and every single
staff at the organizations is skilled with technical expertise in telecommunication and networking
processes. However, edging towards the success, both EE ltd and Telefonica UK ltd are trying
to offer expert training and development to each and every staff in different ways so as to enrich
the knowhow of the people.
PROCESS
Here the services are classified according to the preferences and the opinions of the subscribers
and the security issues faced by the subscribers. At EE ltd, all the services are undertaken
orienting to the TOM Hierarchical decomposition. The processes at EE ltd flow as an end-to-end
process. Conversely, Telefonica follows up the record-to-report procedure (Wilson, & Gilligan,
2012). Both the managements are endlessly trying to improve and progress the broadband
services depending upon the differential experiences. Again the payment systems at EE ltd and
Telefonica UK ltd are also different to each other.
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Marketing Essential of EE Limited
Task 2b: Marketing Plan for EE Limited
Executive Summary
Marketing planning is highly essential for any kind of business organization, by implementing
appropriate marketing strategies an effective marketing plan; an organization could be able to
enhance the business functionalities in the broader platform of the business process. The paper is
showcasing the organization EE Limited, famous mobile network service provider of UK. The
organization is the sub division of British telecom. In this case overall marketing environment of
this organization has been chosen for the analysis purpose. Different analysis tools and
techniques have been used to justify the overall matter. After having analysis; it has been found
that the organization has huge strength in delivering 4G service to the customers, but lack of
brand image business is getting trouble in the organizational premises. According to the senior
managers of respective organization; though the organization has the strength in delivering 4G
service to the customers; still it needs to make appropriate strategies so that they can gain a good
brand image in the business process. This paper is mainly highlighting that particular quotient.
Prime concern of this paper is to make a promotional campaign process by which they could be
able to promote the service among customers.
Overview of the Company
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EE Limited is the
company which has
been able to achieve
multiple network
related service
towards the
customers. End users
always prefer the
service of this
company due to its authentic and valid service. In the year of 2013, the value of overall mobile
market was 15GBP. It could be expected that this market has the potential to make growth or
hike by 7%. As customers are now friendly with different mobile devices and they use 4G
service, this growth could be achieved by the end of 2018. For different nation mobile business
has been playing a crucial role on the overall economic condition of the nation. Through this
image overall industry condition could be understood. On the basis of that in near future, this
business has huge expectation and growth could be found in future. In the year of 2010, EE
limited was formed by the collaboration tow big telecom giants like T-Mobile and Orange
Company. EE was the first organization that set up 4G services in UK. On the other hand
respective business also focused on to make 1.5billion GBP investment by the end of 2014 to
cover 98% mobile market of UK. EE has been the first organization that has operations with 700
stores. Through this overall discussion overall organizational background could be easily
understood.
Current Marketing Situational Analysis
Internal Environment Analysis
In this particular case internal environment of EE Limited has been considered. Internal
environment could be incorporated with different aspects which are mentioned below;
Marketing Essential of EE Limited
Value chain Analysis: Omni-channel based trading process is followed by the organization EE
Limited. On the basis of this principle respective business organization could be able to execute
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their functionalities in different small stores to retail merchants. It has been found through
analysis that respective organization now has 700 store presences in the market of United
Kingdom (Cooper, 2013).
Overall logistic issue has been mentioned in the above mentioned table.
Product Portfolio Analysis: For analyzing this factor BCG matrix of the product must have to be
focused. Through this process, management of the company could be able to understand the
market positioning of the business process. EE Limited has strong reputation in delivering 4G
service to the customers; but the organization has faced huge challenges due to their poor brand
prospect in the market.
The above mentioned diagram showcases the market positioning of different brands present in
EE. The 4G services of the business have got the opportunity to attract large number of
customers. Through this process overall market growth of the company could be understood. On
the other hand the company has been able to acquire 60% share of the overall market. On the
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basis of this principle 4G service could easily be placed in the star section of the matrix. After
launching the 4G service, the company face trouble to promote the 3G service among the
customers and growth is very less. On the other hand market share of this business is very high.
For this reason this product stays in cash cow section. Through this process a brief portfolio of
the overall service of EE Limited could be understood.
External Environmental Analysis
Impact of Political Factors: Political power and other governing bodies have found that in UK,
people stay far from city face huge trouble regarding mobile network. Senior managers of EE
stated that though they could be able to satisfy 76% of their customers, most of them belong to
the urban areas. In rural areas, this satisfaction rate is very less. Due to this issue, management of
the organization takes the government project and government also invested the amount of
150billion GBP for the development and betterment of the overall network issues in rural areas
(Schoell, 1993).
Impact of economic factors: Due to the recession UK economy faced huge challenges and on
that very situation respective management of the company had to bear huge tax rate for any kind
of service generation, but this present situation is highly suitable for business expansion.
Economic condition of UK has been changing from 2013.
Social Factors: British people love to access smart mobile phones and daily usability of mobile
phones have been increasing day by day. In this particular case EE has been able to satisfy 76%
urban people by delivering their service. The organization also needs to focus on rural sector of
the nation and through this process respective business could be able to enhance the business
potential.
Technological Factors: As EE belongs to the telecom sector, respective management of the
company must have to be efficient enough to execute any kind of telecom related functionality.
Through technological advancement, the company could be able to establish 4G network service.
This technological functionality must have to be increased so that the company can get more
brand image.
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Legal Guidelines: Overall service of the organization must have to be set on the basis of
consumer act law. For making any kind of business decisions appropriate legal aspects need to
be focused. EE Limited has always focused the legal issues and telecom related norms before
initiating any kind of process.
Environmental Issues: Lots of environmental issues which must have to be followed in the case
of EE Company’s environmental factor. The company and management must have to incorporate
different principles so that they could be able to follow all kinds of legal guidelines in the
business process.
SWOT Analysis
Strengths:
 In the market EE has been the leader in deliver quality network service to the customers.
 The organization could be termed as the pioneer of delivering 4G services.
 Both rural and urban areas have been covered by EE Limited.
 Network speed is high and customers can excess this properly.
 Lookout Security application has been launched by the company. Through this process
security of the overall process could be maintained in an efficient manner.
Weakness:
 As discussed earlier the organization has been facing main trouble due to poor brand
prospect in the market. The organization always focuses on value for money service. Customers have reviewed this brand as a poor network service provider. 4G roaming facilities are not available in this case. Customers have risen different complains due to poor operations of this organization.
Opportunities:
 Increasing use of Smartphones could help the organization to invent new ideas and
concepts in the business platform.
 If the organization focuses on the post-paid service then the company might get more
numbers of customers.
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 Brand image of the organization also could be increased by implementing different new
modules and systems.
Threats:
 Different free applications can harm the growth of the overall process.
 Different other companies like Vodafone, Three and O2etc have been giving tough
challenge to this organization.
Objectives of the organization
Objective 1: The organization has the goal to enhance the overall satisfied customers by the end
of next financial year. The organization has the dream to increase the target by 20% in next
financial year. For this reason the organization and its product must have to be reached to each
and every person of the nation. As per above discussion, the organization has been able to satisfy
70% of the customers. If they could be able to achieve 20% more; then they could be able to grab
the overall market properly with good brand image.
Objective 2: Increase the subscription of 4G service by 40% in next financial year. At this
present moment EE Limited is one of the major 4G service providers of the nation. If the
management wants to increase the percentage then they must have to focus on their brand as they
are facing trouble due to poor brand image.
Strategies of the organization to achieve the objective
Strategies to fulfill objective 1:
The company must have to focus on the brand prospect of the business process.
In the rural sector they need to set good pricing policy so that every single individual
could be able to access the service properly.
The organization also needs to focus on developing beneficial strategies for penetrating in
the rural sector (Kotler and McDougall, 1984).
The organization also needs to set some specific guidelines in the business process which
could attract large number of customers in the rural sector.
EE Limited must needs to set basic network devices which could be easily accessed by
the people stayed in rural sector.
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Strategies to fulfill objective 2:
In this case respective organization must have to focus on both rural and urban areas.
As lots of other organizations have been giving same type of service, respective business
process must have to make some innovative moves in the case of business process.
4G services needs to be roaming free and no extra charge will be required for this
process.
Through implementing these strategies respective business process must have to focus on the
beneficial policies by which they could be able to get success in the business process.
STP Strategies of EE Limited
Segmentation of the business process: segmentation is the way by which overall buying
characteristics and mentality of customers could be understood. The paper is delivering the
business operations of EE Limited and the company has two prime strategies for the future
operations. For both these case, management must have to judge the demand and needs of the
customers. After knowing these elements they need to think for the strategy (Stone and Jacobs,
2008).
Targeting the Strategy: After the segmentation; management must have to identify appropriate
people for the process. In this case management must have to identify proper vendor those could
be able to deliver network service to the customers.
Positioning of the overall process: Through positioning of the business process EE Limited
could be able to promote the service among large numbers of people.
Tactics and Action
Appropriate tactics and action needs to be maintained in this business process so that overall
functionality could be executed in an appropriate and significant manner. Some following
elements must have to be maintained by the management of the company;
To increase the business process by implementing modern tools and techniques.
Staffs and employees will be given specific training so that they could also execute
working activities properly.
Management also needs to focus on promotional process.
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Monetary resources will highly be required for executing these types of activities.
Budget of the process
Sector Investment in GBP
Set up new technology 50,000
Recruitment of staffs 30,000
Training of staffs 40,000
Promotional campaign 120,000
Documentation and legal verification 20,000
Total =260,000GBP
Control of the process
Lots of methods are there by which management of EE Limited could be able to control the
overall process. In this case following method might be used;
Management of the company could check the sales generation after the implementation
of the overall process.
Feedbacks of customers also could be taken as the verification method of the process.
Market share must have to be checked properly.
Financial condition can play significant role in the business process.
Conclusion
The overall paper is showcasing the market planning of EE Limited. The organization wants to
increase its brand image by implementing different techniques and strategies. For this reason
different types of analyses have been made to focus on this issue. Overall market environment of
EE Limited has been judged to observe the business condition. On the other hand target market
and segmentation process also have been checked.
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