Marketing Objectives and Goals of EE limited | Report
15 Pages5178 Words86 Views
Added on 2020-01-28
Marketing Objectives and Goals of EE limited | Report
Added on 2020-01-28
ShareRelated Documents
MARKETINGESSENTIALS1
TABLE OF CONTENTSINTRODUCTION ...............................................................................................................................3TASK 1 ................................................................................................................................................3Covered in PPT................................................................................................................................3TASK 2 ................................................................................................................................................3a)Comparing EE limited extended marketing mix with Vodafone..................................................3b) Marketing plan for EE limited.....................................................................................................5Executive summary .........................................................................................................................5Company overview .........................................................................................................................6Internal analysis...............................................................................................................................6External analysis..............................................................................................................................7SWOT analysis................................................................................................................................8Objectives........................................................................................................................................9Marketing strategies.........................................................................................................................9Segmentation, Targeting and Positioning Model...........................................................................10Tactics and actions.........................................................................................................................10Budget ...........................................................................................................................................11Control...........................................................................................................................................11Conclusion....................................................................................................................................12CONCLUSION .................................................................................................................................13REFERENCES...................................................................................................................................142
INTRODUCTION “The heart of a business organisation is in marketing”. The study and management of exchange ofrelationships is called Marketing. It is the activity, a combination of establishments and processesfor making, communicating, delivering and exchanging products and services which hold a valuefor customers, partners, clients and society as a whole. Marketing techniques consists of selectingtarget markets through analysing markets and segmentation of market and understanding themethods which impact the behaviour of consumer (Babin and Zikmund, 2015). From the point ofsociety, marketing offers link between society's material needs and the economic patterns ofresponse. Through this, marketing satisfies desires and needs by developing exchange processes andcreating long term relationships. The recent approaches of marketing consists of relationshipmarketing which lays emphasis on consumers, business marketing or industrial which paysattention on a firm or institution and social marketing which focuses on benefits to the society(Kennedy and Parsons, 2014). The present report is prepared on the principles of marketing and forthis purpose EE limited has been taken into consideration. It is a mobile phone company which isfacing poor functional communication and lack of marketing orientation. The report is going tocover an overview of different marketing processes and a marketing plan to meet marketingobjectives and goals of EE limited.TASK 1 Covered in PPTTASK 2 a)Comparing EE limited extended marketing mix with VodafoneThe marketing mix are considered as the most important elements under the process of marketing.This includes product, price and place and promotion. Along with that, extended marketing mixsuch as physical evidence and process as well as people are also connected with the same. Therecomparison of marketing mix of EE limited is being done with Vodafone as it is the competitors andUK based firm. These are explained as follows-Product-It is the most important element of marketing mix under which management ofcorporation to include the significant aspect as product. Here, EE limited covers productrange such as SIM card, headphones and mobile payments as well as 4g network along withretail stores which are offering varied range of products and services. Along with thatservice range of firm consists of radio frequency summary and virtual network agreementthrough which potential buyers can effective be satisfied. On the other hand, product range3
of Vodafone; mobile telephony, digital television and internet services along with fixedphones (Babin and Zikmund, 2015). The product and service range of EE limited is morestronger as in November 2016 firm reach to more than 99% of UK population with its 2Gand 4G network. At the same time, additional products offered by EE limited are generallyhigher than Vodafone.Price-It another p stands for pricing strategy of the business where EE limited followsskimming pricing. This strategy is used to recover the cost of operation and then graduallyincrease overall rate of return in the marketplace. Furthermore, pricing strategies cannotcontain discount as initially the price of products and services are kept higher. On the otherhand, Vodafone follows the premium pricing strategies under which all related packages areoffered on higher price (Hajli and et. al., 2014). This kind of strategy facilitates to increaseoverall rate of return through which competitive edge of form is created in the marketplace.In this manner, unique pricing strategies are adopted by both companies for grabbingattention of more buyers and retain them for longer time span. It can be critically evaluatedthat, occasion discount is provided to customers with adoption of suitable strategy.Place-Place is also the significant element of marketing through which product is deliveredto end users. EE limited has varied store across UK for offering services among users.Similarly, Vodafone approaches to online application through which mobile payment can bedone so that accordingly users can get the recharge for their phones in relatively less timespan (Huang and Sarigöllü, 2014). Apart from this, place for EE limited is physical store andonline operation both. Furthermore, Vodafone expended its business across the globe alongwit innovation in its products and services. With the application of such kind of strategies, itbecomes easy to attract more users and retain them for longer time span. Apart from this,small cities are approached by EE limited to expand its operation and covers remote areasalso for its growth.Promotion-It reflects that communicating detail regarding products and services amongdifferent parties who are directly or indirectly associated with firm. Here, EE limited usesappropriate mode of communication such as social media marketing strategies andTelevision ads for promoting its speedier 4G network services (Lee and et. al., 2014). This isthe reason that plenty of buyers are approached by EE limited just because of introduction of4G services at the first time. In the same manner, Vodafone focuses upon using bothtraditional marketing strategies and internet. Owing to this, different application are appliedfor payment procedure and availing services to users. Furthermore, appropriate marketingcampaign are prepared through which it becomes easy to increase sales turnover with4
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Assignment Marketing Essentials - EE Limited & Vodafonlg...
|13
|4417
|476
EE Limited and its Application to Marketing Planning Processlg...
|14
|4295
|79
Marketing Concepts Of Ee Lmitedlg...
|16
|4774
|89
The Role of Customers in Marketlg...
|15
|5093
|161
Report On EE Limited - Role Of Marketinglg...
|29
|6182
|99
Marketing Essentials- EE Limitedlg...
|18
|3781
|40