Report on Marketing Mix - EE Limited

Added on - 18 Dec 2019

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Table of ContentsTask 2A.......................................................................................................................................................3Comparison of extended marketing mix of EE ltd and Telefonica UK Ltd.............................................3Marketing Essential of EE Limited.............................................................................................................6Task 2b: Marketing Plan for EE Limited.....................................................................................................6Executive Summary.................................................................................................................................6Overview of the Company.......................................................................................................................6Current Marketing Situational Analysis..................................................................................................7Internal Environment Analysis............................................................................................................7External Environmental Analysis........................................................................................................9SWOT Analysis.................................................................................................................................10Objectives of the organization...............................................................................................................11Strategies of the organization to achieve the objective..........................................................................11STP Strategies of EE Limited................................................................................................................12Tactics and Action.................................................................................................................................12Budget of the process............................................................................................................................13Control of the process............................................................................................................................13Conclusion.............................................................................................................................................13Reference...................................................................................................................................................132|Page
Task 2AComparison of extended marketing mix of EE ltd and Telefonica UK LtdMarketing mix is regarded as the marketing technique that is utilized by the marketing managersfor creating value of the services and the products so offered to the consumers. The marketingmix 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 becompared and contrasted with the marketing mix of one of the competitors of EE ltd. The chosencompetitor in this case is Telefonica UK ltd. In this particular section, a detailed analysis of howthe components of the marketing mix at EE Ltd differs from that of Telefonica UK ltd.PRODUCTTelefonica UK and EE Ltd are two major players in the UK telecom industry and they competewith each other as they are well-known 3G/4Gservice providers in the UK. Both the companiesalthough provide the same products along with the services offered like as phone, tablets, SIMcards etc, still the nature of the services are slightly different from each other. While EE Ltdrenders 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 differfrom each other. EE Ltd has launched 4G Voice or Volte, whereas Telefonica UK Ltd hasintroduced O2 Drive.PRICEThe basis of differences in the prices of the telecom services being offered by these two telecomservice providers can be ranged on the data transfer rates and the existence of the competitionlevels. While Telefonica UK ltd offers 4G network data transfer rate up to 800 mbps at adetermined price, EE ltd on the other hand offers data packs at double speed 4GEE up to 60mbps only and the prices charged are lower. The prices of the Wi-Fi services also differ fromeach other. The price charged for the telecom kit by Telefonica UK Ltd is £ 46 and includesdashboard phone, in car charger and power packs. On the other hand, EE ltd charges less for theservices offered and they also offer premium offers.3|Page
PLACEBoth EE ltd and Telefonica UK Ltd are major telecom service providers in the UK. EE ltd whileattempt 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 theUK. EE Ltd operates only in the UK and is not widespread in other European countries. Thebroadband services offered by EE ltd is used by almost 97% of the total UK population whereasonly 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 becheaper. On the other hand, Telefonica UK Ltd has access in countries apart from the UK like asIreland, Germany and Netherlands.PROMOTIONEE Ltd seems to have launched the re-branding and re-positioning campaigns since 2012. Thefree access to Wi-Fi networks is the key for the company to stay and build cordial connectionwith the subscribers. At cheap prices, EE Ltd campaigns that “No other network is bigger, fasterand more than reliable”. As a result, EE ltd has a strong customer base. Telefonica UK ltd onother hand promotes their brand by offering their subscribers withbest car insuranceif thesubscribers select O2 Drive etc. As a result, both the competitors are trying to launch newpromotional tactics to attract new subscribers with new data plans offers.PHYSICAL EVIDENCEThe extent of serving the subscribers is somewhat limited to the marketing efforts andpromotional campaigns. EE Ltd has tried to introduce a new iPhone along with 4G network at aprice of £46 per month. Telefonica UK Ltd offers O2 home campaigns for the mass that tend toreside at flats (Peter & Donnelly, 2011). New plans launched by either of the companies areadaptable on a monthly basis and are suitable on special occasions with the facilities offered withthe smartphones, tablets and iPads or iPhones etc.PEOPLENo business can run smoothly without skilled employees and staffs. Technical staffs at both thecompanies are to some extent considered as the key strength. Today, EE ltd employs nearly4|Page
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