An Exploration of its Impact on Consumer Behavior

Marketing and its various aspects are the main focus of this collection of texts. The list includes academic articles, books, and online resources that delve into essentials of marketing, corporate communication, human resources marketing, entrepreneurial marketing, social engineering, services marketing, and marketing research. These works explore concepts such as reputation management, strategic planning, integrated marketing communication, consumer behavior, and the impact of smartphones on advertising campaigns. The sources also touch upon appealing to millennials, with a focus on understanding their preferences and behaviors in the digital age.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
A..................................................................................................................................................1
B..................................................................................................................................................4
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing essentials play a significant role in the success of each and every business
entity. Today business environment is too competitive which requires using appropriate and
suitable marketing essentials which can help to attain organisational goals and objectives
effectively. Due to technological advancement and innovation, marketing essentials are also
evolving and providing new opportunities for the growth and development in market. Main
objective of marketing elements is to promote firm's product and services in the market which
can help to increase their market share and profitability. This report is based on EE Ltd which is
a leading and well known mobile network and internet service provider brand in the United
Kingdom. They provide telecommunication and internet services to their approximately 30
million customers in the country. Business unit has to understand the significance of marketing
which can provide competitive advantage over its rival companies. EE limited was found in early
2010 and today, it is one of the largest mobile network providers in the UK. Today, they provide
4G services reaches 80% and their 3G services network reached 90% market.
TASK 1
Covered in PPT
TASK 2
A.
Marketing mix is that tool which is used by every company or business organisation to
help the marketing department to determine needs and wants of customers. Marketing mix is also
the combination of variables which are controlled by company in order to attract customers to
purchase the products and services. Elements of marketing mix are predominately associated
with 7ps which is people, promotion, place, price, product, physical evidence and process.
Vodafone is also the biggest company in mobile network operator who provides
telecommunication products and services in all over the world. EE Ltd and Vodafone; both are
using the same elements of marketing to perform their functions well in the organisation and to
provide the high quality of services to customers. Both companies have to monitor the
performance of services which are provided to customers because needs of them are changing
from time to time (Ogunmokun and Tang, 2012). Comparison of marketing mix in both the firms
is described as below:
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EE (Everything Everywhere) Limited Vodafone
Product – EE Ltd offers many services to
customers which are related to financial and
telecom services along with many more. The
products which are provided by this company
are internet services, data, texting services,
etc. Organisation should provide those
products and services only which are highly
in demand to satisfy the requirements of
customer needs.
Place – The channel distribution of this
company is poor as compared to Vodafone.
The network services are not provided in
other countries that can improve their brand
position (Papasolomou and Melanthiou,
2012). It also provide the services through
various modes of communication in domestic
country. They use social media sites, retail
outlets, etc. to deliver the services. It is
important for this company to open more
telecommunication stores to other countries
also for increasing their customers and
profits.
Promotion – This is an important technique
which is used by every company to attract a
large number of customers from different
areas. This telecom company is using various
techniques like sales promotion, advertising,
making strong relation with the public and
direct selling (Reynoso, 2013). While using
these techniques, it also improves the brand
Product – The products are tangible and
intangible. This company provides both
tangible and intangible products and services.
It offers a wide range of services to
customers which is messaging, data services,
fixed line solution and many more. Main aim
of this firm is to assist the customers with
their communication needs. It orders to fulfil
the core needs of customers, Vodafone offers
a wide range of tariff targeted to different
customers.
Place – This is the largest mobile network
company in all over the world. Organisation
has more than 160 million subscribers
throughout the world. The cited organisation
is providing their services in rural areas also
to attract a large number of customers.
Vodafone is trying continuously to improve
their 3G and 4G services in rural as well as in
urban areas also. The service centre of this
company is available everywhere so that
customers can purchase the products from
directly retail stores. If any customer is
having the problem regarding Vodafone
network services then they can easily go to
the service centre.
Promotion – This company use frequently
local name recognition to maintain the
customer trusts and to reach in other areas
also. Vodafone advertises its brand value
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position of company. It is beneficial for the
firm to promote their products and services in
different countries.
Price – For this firm, it is difficult to set the
prices of products and services. The
organisation should set prices reasonable so
that every customer can easily use these
services. Pricing strategies policies can be
used by the company to gain the market
position. In order to beat the competitors, EE
Ltd should introduce more features on the
services to attract a large number of
customers.
People –Stakeholders of this telecom
company plays an important role in order to
attain the success. EE Ltd is conducting the
market research time to time to identify those
customers who are willing to use these
services. For cited company the employees
are very important because through this the
employees deliver the best services to
customers.
Process – The process of products and
services should be effective so that EE Ltd
can easily satisfy customer’s needs. The
services can also be provided through online
so that customers are up dated with the
company informations that what services
they are providing (Whitlow, 2012). The
customers of this company mainly focus on
the that how organisation is delivering the
through broadband, TV and social media in
order to attract a large number of customers.
The marketing promotion of this company is
very strong due to introduction of Vodafone
Zoo Zoos.
Price- The products and services which are
offered by this company is competitively
high so every people cannot afford to use
these services. It order to gain the
competitive advantage, Vodafone should
ensure that it provides high quality services
and high speed of data with the best network
range to customers. It offers a post-paid and
pre-paid option to customers with different
tariffs so that they can easily satisfy their
wants (Riddle, 2013).
People – For this company, customers are
very important. These services are usually
used by the rich people to show their status.
There are so many customers who live in
rural areas so they are not able to use the
services of Vodafone network operator. The
firm time to time identifies the needs of
customers that which network is mostly used
by the people like 4G or 3G.
Process – Vodafone delivers the services in
good manner so that customers are not facing
the problem to use services. The proper
system and process is used by this company
to execute their service in best possible
outcomes.
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services to customers.
Physical evidence – EE Ltd is providing
both goods and services to customers so that
for them it also important to shoe their
physical presence in the market. It helps the
company to know that who are the market
leaders that have establish a psychological
evidence and physical evidence in the
marketing.
Physical evidence – Company is providing
the services to their customers so, it is very
important for the organisation to show their
physical presence between the customers.
But there are many customers who believe in
the services of Vodafone if they do not also
give their physical evidence.
B.
Executive Summary – In EE Ltd marketing essentials plays a significant role because it
provide the support to marketing department to make proper planning so that company can easily
promote their brand name in domestic and outside the country. The present report evaluate the
EE marketing environment that the organisation is using the suitable marketing strategies to
asses the needs of customers on time (Al-Ekam and et al., 2012). The recommendation also
included to improve customer care services to retain them for a long period of time. The
company is also introducing the android phones so that people can enjoy the services easily. EE
Ltd also analyse the SWOT to determine their position in the organisation as well as in the
market.
Company Overview – EE Ltd is largest mobile operator company in UK who provides
the internet service also. EE Ltd was the first company in UK who introduced the 4G network
services with the use of advanced technology. The company has made an investment of 1.5
billion pond when it introduced the 4G services. In UK, EE Ltd is to be considered as largest
provider with more than 700 retail stores who provide services to approximately 27 million
customers (Berkowitz, 2016). The financial services, pension trustee services are also provided
this company. The company sold those accessories which are related with the mobile handsets
such as headphones, android phones, tablets phones and many more items.
Current market situation analysis
Internal analysis – This term is used as a study of internal environment which determines
the strength and weaknesses of EE Ltd. This internal analysis is done to understand the
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weaknesses of the company and how EE Ltd can improve their weaknesses. The company has
efficient organisation structure and high staff morale which gives opportunities to participate in
the management activities. Internal analysis can be done on the basis of primary activities and
supporting activities. Primary activities which includes inbound and outbound logistics,
marketing and sales and many more (Clow and James, 2013). On the other side, supporting
activities includes the infrastructure facilities, human resource management, technology and
purchasing and many more.
Inbound logistic refers to transport, storage and delivery of products and services which
are coming into the organisation. It covers every thing that what the company is ordering from
supplier, purchasers. For EE Ltd inbound management material includes that the organisation
have to manage the inventory and warehouse management, supplying production lines, pick and
pack etc. Outbound logistic refers that what are the products which are going out the
organisation. Marketing department should coordinate with the sales department which help the
organisation to increase their sales and to capture large market area. If infrastructure facility is
good then it will easy for the company to transfer the products on time with consumers (Dibb
and Simkin, 2013). EE Ltd have to use more new advanced technology to attract large number of
customers and to provide the products and services at reasonable price so that the purchasing
power of the customers will be increase.
External analysis – The external environment of EE Ltd can be analyse through the
PESTEL factors which includes political, economical, social, technological, environmental and
legal factor. It helps the organisation to make the appropriate plans which does not effect the
external environment of the company. EE Ltd should first understand the customers needs and
conduct the market research to introduce the new products and services. The external factor can
also be term as macro factors to determine the external environment (Lamb, Hair and McDaniel,
2011). PEST analysis is explained as below:
Political factor – The rules and regulations which are made by the government affects the
EE Ltd business objectives. The government should be stable so that these rules and regulations
should not be affect the telecommunication market. The government identifies that rural areas
faces many difficulties in coverage of mobile network services. The research of national
coverage shows that 76% customers are satisfy in urban area and in rural area it is diminishing at
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67%. In the contrary, UK government and Ofcom has been collaborated with each other to invest
approximately 150 million pond to provide the mobile network services in rural areas also.
Economical factor – In this factor the business targets are affected by the consumer
purchasing power. If their level of income is high then they will use the high quality of service of
EE Ltd (Heuvinck, Vermeir and Geuens, 2010). For the customers it is important that they can
satisfy their needs with in level income of there. If in the economy there is little change in the
inflation rate or deflation rate then it will directly impact on the purchasing power of the
consumer.
Social factor – There are different customers in the potential market so it is difficult for
EE Ltd to satisfy the needs of every customers. In telecom market each customers are segmented
with their different purchasing power. The same age group combines several ways of
communication like they are using the same social sites such as Facebook, you tube or making
the free calls by using the different applications. EE Ltd has to understand the culture, values and
beliefs of customers to provide them products and service to satisfy the needs (Hoványi, 2013).
Technological factor – in dynamic environment, EE Ltd have to adopt the those new
technologies which provides the suitable online services to customers. The company has
introduced the 4G network services with using the advanced technology to fulfil the
requirements of customers. The marketing manager of this company have coordinate with the IT
department so that they came to know about the what new technologies are available in the
market. In modern era, there is a rapid change in the techniques which are using by the telecom
companies so that they have to conduct the proper market research on time to time to use new
technologies (Illing and Anders, 2016).
Environmental factor – Telecom companies have do not have much interaction with the
environmental factors. For example, EE Ltd company make something beneficial for the
customers only and they re-cycling the old phones, sim cards etc which help the company to
increase their sales and to increase the environmental awareness among the people.
Legal factor – EE Ltd have to follow some rules and regulations which are made by the
telecom government in order to set the prices of their different plans. The roaming services
which are provided by the company should not be so much high which break the rules of tariff
authorities.
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SWOT analysis – The SWOT analysis is basically designed to help the organisation in
identifying their suitable marketing strategies that company follow to lead in the competitive
market. Strength, Weaknesses, Opportunities and Threats these analysis help EE Ltd to identify
their current situation in the organisation as well as outside the organisation. This analysis is used
when EE Ltd want to analyse the internal environment factors to improve their services. The
SWOT analysis of EE Ltd is explained as below:
Strengths
 The strong market leading position in
the mobile network industry in own
country.
 The performance of the company is
high and was the first operator that
introduced the 4G network services in
London (Jones, and Rowley, 2011).
 EE Ltd operates largest mobile retail
stores 574 which includes the 100
franchise stores and these stores are
located in malls and on high streets.
Weaknesses
 The brand name of company is very
weak because it does not provide
mobile network services outside the
country.
 Technical issues are also there in the
organisation by which customers are
facing the problems which include the
lost signals, failure to make calls.
This issue negatively impact on the
customer satisfaction.
 EE Ltd more focus on the to target
the business segment so it reflect on
losing the customers every year.
Opportunities
 EE Ltd is the leader of 4G so it has a
opportunity to boost the revenue
through selling the more an more 4G
phones.
 The company have more chances to
use the new technologies to introduce
new products and services by offering
a new tariff plans to customers.
 The use of mobile services has been
increasing now a days rapidly so EE
Threats
 In future, there is a growth of 4G and
5G network services which can leads
to intensive competition and the
competitors can make their leading
position in telecom market.
 The customers are afraid to use the
different application on mobile
phones due to increase in the hackers
so it also reflect on the margin profit
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Ltd has a opportunity to attract more
customers which help to generate
large revenue of the company.
of the company (Joshi, 2012).
 There are so many competitors of this
company like Vodafone, O2 who
provide the best services to the
customers of EE Ltd.
Objectives – EE Ltd have to develop some objectives which help the organisation to get
successful in mobile industry. The objectives must be SMART which means specific,
measurable, agreed, reasonable and time based. On the other side, from the above analysis it can
be decided that EE Ltd needs to improve the quality of service regarding the customers to retain
them for a long period of time and to secure more market leading position in the telecom market.
The some of the objectives of EE Ltd are as follows:
 To increase the number of customers by 40% in next five years.
 To provide the data services at reasonable cost so that customers can easily afford to use
these services.
 To provide high quality of services to customers to retain them for a long period of time
(Kennedy and Parsons, 2014).
 To increase the 4G subscribers by 50% in next five years.
 To increase the brand name awareness between the customers which help EE Ltd to gain
the competitive advantage from the competitors.
Strategy – There are many marketing strategies which can be used by EE Ltd. The cited
firm can use the pricing strategy to retain the customers for a long period of time. The pricing
policy are of three types which are described as below:
Price skimming – It this policy when company introduced a new products or services in
the market then they charge high price on starting. After one or two years are completed for that
products and services then ultimately the prices comes down. Hence, it attract the customers to
provide the services at reasonable cost.
Competition pricing – The prices of products and services which are offer by EE Ltd
should not be so much high or low as compare with the competitors. The prices should be set in
such a manner that they attract large number of customers and to beat the competitors in the
market (Lancaster and Massingham, 2010).
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Penetration pricing – In this strategy the company sell the products and services at a
reasonable price to gain the market position. If once, EE Ltd has achieve the strong market
position then they start offering the mobile network services at high rate. On the other side, it
ultimately increase the market share of the products and services which are offer by the cithe
company.
Segmentation, targeting and positioning - There are various segments in the market
which needs to analyse the behaviour of the consumer after communication between them the
group of people. EE Limited mobile phone company that has many competitors in the market
who are planning to achieve more and more objectives. A consumer market has so many
variables to approach them like income level age living standard education. Companies target
some group of people like young generation and search that what they want more with their
offers and innovative functions like 4G network at a cheap price. EE Limited is a expensive
brand and gives lower services to their customer at very high price which cannot be useful for a
company. It will affect the market position with low leadership quality where it needs to focus on
the quality and services otherwise it will badly affect the market position and the strength of a
company (Lovelock, 2011). On other hand EE limited also targets on the premium and upper
middle class. The motto behind this is only those segments should be targeted who value time
and have the paying capacity. During the introduction stage there was a huge pressure to get
consumers across to hook up with their brand, because getting them to EE limited by their earlier
brand and switching their brand loyalty was too tough. EE limited marketers have been
concentrating totally on the business executive class but now that the basic viable volumes has
been built up and prices have declined to a certain extent they are planning to venture further
field (Illing and Anders, 2016). EE limited is targeting on the professionals by giving free calls in
postpaid connections. Entrepreneur by giving various plan in which they may get internal calling
free. Youth with the „FRIENDZ‟ Scheme. Targeting Students by introducing postpaid
connection only for students and with zero rentals.
Tactics and action - Mobile company has various actions to do for the marketing but it is
not enough to do advertising only there should be many features given by the company on their
product that is more effectively working like transactions, mobile tracker, internet usage speed.
EE Limited should starts many campaigns for the inspiring and know more about the product to
the customer by a smart approach. There is the chain making by the companies to make
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consumers comfortable with many mobile payment services and encourages them to how it
works. Company should define the targets and take it into the actions to achieve them timely.
Budget - A company must prepare his budget after deciding all the actions and plans for
a fix period of time. Government can also taking part to invest some money in the company by
providing various natural resources. Budget comes to enlarge his own business in form of
infrastructure with many planning and for providing wide services. Finance can be given
privately or by the government to disclose how the working of the company will improve the
finance with their goals (Malhotra, Birks and Wills, 2013). This will give you a correct idea for
the profits, cost and return on investment of a EE Limited by monitoring the performance.
Control - At all level a company should makes many control policies and plans to
maximise the return of a unit. Controls are defined by the top level managers who are working
with their associates to analyse that how actual plans are working. Control will help to develop
the performance of managers of EE Limited by using various techniques. Company should do
many surveys and make sure that price and quantity of the product is not so high according to the
market trend. With the marketing plan actions sale are compared with their targeted sales and if
there is low sale then need to find why the audiences are not responding properly (Mihart, 2012).
CONCLUSION
After summing up the report, it can be concluded that EE Ltd is leading company in
mobile sector who introduced the first 4G network services in UK. After analysing the internal
and external factors then it be recommended to the company that it help the organisation to solve
the various issues which are related to customer satisfaction. The managers of marketing
department have a big responsibility to identify the needs and wants f customers so that they can
be fulfil on time. The marketing mix elements are used by the company to attract the large
number of customers. The cited company is using some promotional activities like
advertisement, personal selling etc. to increase the brand name awareness between the
customers. These activities can be beneficial to increase the large scale of profits during the year.
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Reynoso, J., 2013. Essentials of Services Marketing. Journal of Service Management.
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Online
Marketing Essentials. 2016. [online]. Available through: <http://www.bpp.com/lm-product-
details/lmproddetails/10037>. [Accessed on 11th February 2017].
Marketing Essentials. 2016. [online]. Available through: <http://www.imeche.org/training-
qualifications/training-details/marketing-essentials>. [Accessed on 11th February 2017].
5 Marketing Essentials for Your Business to Appeal to Millennials. 2017. [online]. Available
through: <https://www.entrepreneur.com/article/286545>. [Accessed on 11th February
2017].
Marketing essentials. 2016. [online]. Available through:
<http://www.onestopenglish.com/esp/marketing/marketing-essentials/>. [Accessed on
11th February 2017].
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