Marketing Mix and Entrepreneurship

This assignment delves into the concept of the marketing mix and its relevance to entrepreneurial ventures. It examines various elements of the marketing mix, including product, price, promotion, and place, and analyzes how entrepreneurs utilize these components to develop effective marketing strategies. The assignment also explores the specific challenges and opportunities faced by entrepreneurs in implementing the marketing mix and provides insights into successful marketing practices within the entrepreneurial landscape.

Marketing Essentials

Executive summary
For every organization marketing is essential elements. It is important to target market.
Through this organization can maintain identify it potential customers and also assist to
organization for maintaining its long term growth. EE limited is UK based company which is the
Biggest organization which offers its services in telecommunication industry. The marketing
essential collects all different types of elements of which assist to develop marketing strategy.
Marketing Mix is strategy which is used by organization for making its marketing
strategy. The marketing mix helps to entity for findings different ways to develop their markets.
To develop an effective marketing plan it includes different types of areas. For developing
market plan different types of Analysis are conducted. For developing markets organization used
targeting – segmenting -positioning. So its is concludes that for a developing an effective
marketing strategy it is important to considered all marketing essentials for develop of
organization.

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................2
..........................................................................................................................................................3
..........................................................................................................................................................3
TASK 2............................................................................................................................................9
2a Marketing Mix of EE limited and its competitors.............................................................9
TASK 2b Marketing Plan ....................................................................................................12
CONCLUSION .............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
In the present scenario, marketing is considered as an essential aspect within the firm that
support the company to engage in the selling activities so that customers can easily get attracted
towards the purchasing and selling merchandise (Boone and Kurtz, 2012). In the essence
marketing basically include different activities accompanying with advertising of products
among the customers. Along with this, application of marketing activities would support the
company in attaining the higher market share with promoting their services.
For the present report the selected organization is EE Ltd. and O2 both are the leading
companies in the telecom industry that deals in offering the range of mobile services to their
different segment customers. On the other hand, the report also provide an comparative analysis
of the marketing mix element in the different telecom companies. Along with this it also engage
in devising the marketing for the cited firm so that they can easily attain their marketing
objectives.
1

TASK 1
2

The concept essentially shall obligate EE Limited to effectively analyze the needs of
consumers, and on basis of the ascertainments address each one of them. Originally, during the
nineteenth century, it was believed that the consumers shall purchase every thing available in the
market, and hence, were only production oriented. Then the focus was shifted to product
orientation, which has now evolved in the passing years and is now viewed as Relationship
3

Marketing. The primary focus of this form of marketing is developing a lifetime value of the
customers. The most successful adaptation of this form of marketing has been in the B2B world.
The structure of the marketing department of EE Limited is quite lengthy to include the
Vice President at the top, who is in charge of the entire department. Followed by him their in a
hierarchy of positions, starting from Marketing manager, market researchers, public relations and
Creative services. This structure is designed in a manner to take care of every aspect related to
the HR operations, which are very wide in nature. The marketing operations of EE Limited
function with the approach of developing demand in respect to the goods and services of the
entity. The primary focus is on end-to-end optimization of activities of marketing.
4

In pursuance to marketing concept, EE Limited shall discover the needs of customers
which are unfulfilled and consequently, address those needs through introduction of products in
the market. This process of identification of the requirements of market shall be undertaken in
the following manner:
An extensive analysis of the external as well as internal environment shall be undertaken
to identify the unfulfilled needs of customers. The former shall assess the macro factors, which
tends to affect the operation of the firm from outside, on the other hand, the latter shall make an
assessment of the micro factors which are internal to EE Limited. Some of the frameworks which
can be employed in such situations are PEST, SWOT or 5C Analysis.
After identification of the unfulfilled needs, the company shall develop a strategic plan in
pursuance of the available opportunities. An effective market research shall enable the firm to
efficiently position newly introduced product in the market. Hence, the specific strategies it
involves are Segmentation, Target market selection, positioning and lastly, value proposition in
respect to the target market.
Once all the tactical decisions are undertaken by the management, the role of marketing
mix begins. Some of the specific actions included are: Development of product which is
inclusive of the process of specification, designing and lastly producing the product. Followed by
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product development, decisions pertaining to pricing are undertaken, distribution contracts are
developed and promotional campaigns shall be evolved.
However, ultimate function of manager is to make sure that different set of strategies are
implemented that will enable to promote the products and services to customers.
Public relation: They are one who represent the media so that they are able to deliver or
present the products to customers. Interviews and interaction are made so that they will be able
to clarify and explain all the information about the products and services that are provided by
organization. They are helpful enough to raise the market share and brand recognition. For
example, when EE limited comes up new product, then they have media interaction so that
information is provided to public.
Brand development: There are different type of strategies that can be implemented with
the help of which brand recognition is developed. Further, it also includes developing positive
perception among mind of customers towards the services and products that are delivered to
them. In this context, manager of EE limited will make sure that all the strategies that will enable
to develop brand image among customers will be used and it will help to raise the sales and
profitability.
Competitive intelligence: There are many organizations that deliver their customers with
similar products and services. However, people prefer to buy the services of that firm that fulfils
6

all the needs and requirement of customers but promotional strategies enables to develop
curiosity among mind of customers and they tent to purchase the products and services. This
enables to attain competitive advantage and to develop a strong customers base that increases
profitability.
7

The concepts of profitability analysis as well as budgeting occupies a key aspect of
planning in the marketing department. Various marketing decision undertaken by the manager
can be seen as investment decisions. For instance the decision to develop a new products, shall
necessarily include employment of financial tools and criteria which are essentially utilized in
financial matters. Many of the managerial accounting practices can be related to the concept fo
financial management, which in turn evaluates the new products as well as related marketing
activities.
The products and services supplied to consumers involve pre and post purchase services
from the end of the company. These services, although are one of the tools of marketing, are
often included under the department of customer service. It is a known fact that offering these
services is one of the most effective promotional tactics and hence, can be associated with
managerial activities. The function of procurement is primarily based on ascertainments of
shortage of material and hence requires management of material. This process is subject to any
change or modification in product being sold in the market. The point of overlapping is the
marketing research in respect to the needs and preferences of the consumers. The result of this
analysis acts as one of an essential inputs for the procurement department.
Every action of the marketing manager is subject to approval by the legal department, as
all the promotional and advertising activities shall be in compliance with the applicable laws. For
instance the advertisements shall avoid using brand names of the competitors or publish any
derogatory information.
8

In order to act as one of the vital factors for growth of the company, the marketers are
required to abide by the corporate strategy. Spreading innovation is one of the newest of the
responsibilities of a marketer. They are required to trace the direction in which the company is
growing, and appraise their company with the same. The marketing activities operate in the
market to create value of the product as well as of the company.
9

It is highly vital for EE Limited to maintain an effective communication amongst
different functions of the business. For instance, every action of the marketing manager is subject
to approval by the legal department, as all the promotional and advertising activities shall be in
compliance with the applicable laws. They recommend avoiding use of brand names of the
competitors or publish any derogatory information. Hence, in order to ensure timely
communication of this information, an effective communication system shall be in place. It shall
avoid uncertainness and prepare EE Limited to face all the contingencies in an effective manner.
10

TASK 2
2a Marketing Mix of EE limited and its competitors
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EE limited is the British mobile company which provides its services that are related with
mobile network and internet service (3G, 4G). It is the largest mobile network company in UK
and also delivers their services in Europe (Brassington and Pettitt 2006). Company's products
include different types of services such as 4G network, mobile payments, broadband and retail
stores. Organization is also providing 4G services in European region. It also focuses on
expanding services in other area such as mobile network, mobile services and broadband. The
major competitors of EE limited is O2 company which is the second largest telecommunication
service provider in UK and it also provides similar services like EE limited.
The organization is developing its market by making different types of marketing
strategies. Extended marketing mix helps the entity for making their marketing strategy better.
Company's main objective is to expand its services in telecommunication industry by providing
various services like 4G services and mobile networks in UK and outside the region(Caemmerer,
2009). EE Limited and its competitors use marketing mix elements for making their business
more profitable. In extended marketing mix elements, there are elements that are enumerated as
follows product, place, price, promotion, people, physical evidence and process.
Product
In this element, organization offers different types of products according to consumer
preferences. It is that elements which provides opportunities to company for attracting more
customers in business
. EE limited offer different types of services to their customers such as 4G network, mobile
network, mobile network, HD voice callings and Broadband network. The new service which is
provided by the organization is mobile payments (Huang and Sarigöllü, 2012). It is first
contactless mobile payments and also offer services with Masters Card which assists the firm to
making their mobile payments networks more advance. On the other hand, O2 offers fixed line
and Broadband services along with its new products features “mobile wallet” to attract more
customers in the market. O2 is also offering various types of mobile apps such as my O2, O2
Wifi and O2 drive. The company is also associated with many organizations such as Apple, Sony
and Samsung. It also offering different types of accessories such as smart watches, fitnesses
brands, memory card and case as well as protection.
Place
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Under this marketing element, entity identifies the suitable place for expanding its
business activities. Place plays an important role in marketing strategy. It is that element which
helps the company to meet its customers demand EE limited provides its services in UK and
Europe. The company have 700 retail stores (Kotler and Armstrong, 2010). It also sells it
services through independent retailers. Customers are able to identify company's products
thorough independent dealers. Organization's mains offices are located in Bristol, Hatfield and
London. On the other hand, its competitor O2 operates its operation in UK and provides its
services through Android and iOS devices. Company also provide its services by mobile
application. Entity is also offering its services in Germany. It has 450 retail stores and
organization is also developing offering its services through internet.
Price
Its is that element which attracts more customers in firm. The main aim of this element is to
make product more reasonable as according to customers’ needs. EE limited offers the best
services to its customers at reasonable price. Company offers different types of products for its
customers at the lower price (Lamb, Hair and McDaniel, 2011). Company offer Unlimited
Broadband and weekend calls and provides discount on their services. These all schemes help
the organization in attracting more customers. For UK market, entity charges high prices form
its customers and in other countries they charge lower price from its customers for expanding
its markets. However, its competitor O2 gives more discounts on their customer services. Entity
offers monthly plans as well as prepays options for its customers. For setting prices of its 4G
services company use skimming prices strategy and results of this strategy are effectively
attracted customers more customers. Prices of products are varies handset to handsets.
Promotion
Advertising, public relations, personal spellings are included in the promotion. . This tool
assists the organization for attracting more consumers in their business. It is medium for
organization to make aware their customers about the product. For promoting its product EE
limited uses magazines, advertising on TV and social media (Luan and Sudhir, 2010). For
making their 4G services more valuable, they use social media as promotional tool. It also offers
its services through independent retailers. In its stores staffs are well trained and assist the
company for developing public relations. It also uses press releases for maintaining its PR. On
the contrary to this, O2 also uses similar promotion strategy for its services and make
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engagements with Apple and Android devices for promoting their services. For promoting its
products company also use social media such as Facebook, Twitter and You Tube etc and have
presences on social media for digital advertisement.
People
Every organization needs talented and skilled workforces for operating its business.
Having right people in organization is very essential because most of interaction with consumers
is done by the staff members. If organization has well trained staff then they offer more services
to their customers. Being a service industry, EE limited use their resource more efficiently to
satisfy their customers (Masterson and Pickton, 2010). They provide training and development
and build strong relationships with their workers. There are more than 15000 employees working
in the company on the other hand in O2 there are 21580 employees working in organization.
Entity is offering its services to more than 23 millions customers and company have recruited
450 apprentices and interns. The company have more than 450 mobiles stores. In O2, HR
management uses Psychological tests and conduct other activities for their employees such as
providing structural training which help to workers to face actual problems. They also give
incentives which motivate people for improving productivity.
Physical evidence
This element includes all types of services and physical elements which organization use
in its business. Physical evidence also includes packaging, internet web pages, Brochures,
Business cards. Physical evidence of EE limited includes buildings and stores design. On the
other hand, for physical evidence O2 uses different types of design for their stores which defines
entity's goals and development (Nwankwo and Gbadamosi, 2011). The layout of stores is
designed in the context of business environment and for attracting more customers. Entity has
four offices in UK and through its official websites they provide company's services.
process
Process includes delivery of services to the customers. In this element, organization
chooses different ways for transferring its products from stores to the consumer. For telecom
industry, the process should be customer friendly (Pagla and Brennan, 2014). For using their
process element more efficiently, EE limited provides its services through information
technology and data warehousing. By using IT and data warehouse entity makes their process
smoother. This technique helps the company to maintain speed and accuracy in their process
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elements. On the other hand, O2 uses data miming process which assists the organisation to
identify the potential and different customers segments. For process company is using aggressive
strategy for promoting its products and services. It also creates awareness to its customers.
Through promotions.
TASK 2b Marketing Plan
Executive
Marketing is important elements for EE limited. It assists to organization for making
aware about their services. By making different types of plan and developing marketing strategy
organization is promotes its brands and achieve its objectives.
Company overview
EE limited is the biggest telecommunication services provider in UK. It is division of BT
group and its headquarter is in UK. The company has other offices in Bristol, Darlington,
Greenock and London. The company providing different types of services related to
telecommunication industry (Peattie and Peattie, 2009). There are 15000 employees are working
in company. It offers it services 4G network, mobile payments, HD voice calling, Broadband
services and retail stores. For 4G network company conduct nationwide marketing campaign and
rebrand its stores. Through this segments company want expanding its services in industry. The
another major step taken by company to provide mobile payments services to its customer and
also company expanded its activities by making deal with Master Card (Rosenbloom and
Dimitrova, 2011). Further EE announces for operating retail stores where customers receives
different types of services which are related to organization products. These stores sell brand
products, services and accessories.
Current market situation Analysis
Internal Analysis
The aim of EE limited is to providing all services to its customers which are related to
telecommunication market. To manage its external environment it is important to understand
organization's internal structures. For Internal Analysis entity use Value chain analysis. Its is set
of activities which help to organization fro delivering product and services to its customers. It
majorly divided in two parts primary and supporting activities.
Primary activities
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 Inbound logistics: Includes arranging activities of material parts, inventory stores and
retail stores (Sicotte, Drouin and Delerue, H., 2012). In this EE limited for inbound
logistics they used IT network and data warehouses. Mobile and tablet services. Operations: Converting inputs into output for this organization uses network operations. Outbound logistics: Process related to storage and movement of information and to the
end line of production. The company has 700 retail stores and also give services to online
stores. Marketing & sales: Create network for communications and delivering products (Usui,
K., 2008). For this EE limited have well trained sales men and qualified employees which
assists to them for making promoting their brand. Customers services: Includes activities which make company's products more efficient
and delivery quality in services to its customers. For making effective customers services
organization offers sale services to its consumers and also they have six customer centres
as well as online support.
Support activities Infrastructure: Includes activities such as accounting, legal and general management.
For this EE limited has advanced IT structures and quality management. Human resources: EE limited have well trained employees and highly qualified
employees who have advanced technical knowledge. Technology: It incudes different types of research techniques and automation techniques
(Wood, M. B., 2008). EE limited adopted different types of 3G and 4G network for
expanding their business activities. Procurement: it includes finding different vendors which help to organization for
assessing the resources. For this organization have procured advertisement centres.
External Analysis
For every business organization it is important to Analysis it external market
environment. For external analysis organization uses PESTEL analysis. It includes different
types of factors which affects business such as political, Economical, social, technological
environmental and legal.
Factors Impacts
Political UK Government stability offers to company for developing long term
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market strategy (Element of marketing process. 2015). However,
separation from EU affects business because company offers largest 4G
network in Europe.
Economical Consumers purchasing power and economic conditions of country affected
business. UK recessions also effected business of EE and fluctuations in
exchange rate and energy costs also affected firm.
Social Social cultures is in favour of company. As increases in uses of
connectivity and networking help to organization for expanding its
business.
Technological Company is trying to adopting different types of technology for their
business and also use of internet and increases inn use of mobile payments
help to organization for attracting more customers (Henley, N., Raffin, S.
and Caemmerer, B., 2013).
Environmental People are getting aware to protect environment and also demanding more
eco friendly products. Company is trying to develop those products which
reduces carbon emissions and also making such products which promotes
renewable energy.
Legal Legal factors includes different types of laws and regulations which apply
on telecommunication industry such bandwidth, transmissions power and
employees safety which affects organization and its activities (Schoppe,
L., 2012).
SWOT Analysis
Strength
EE limited is the biggest company in
telecommunication industry.
First company which introduces 4G network
with high speed
company have the largest network of for the
Weaknesses
Poor customers services and as compare to its
competitors.
4G services are not when consumers are
travelling to aboard
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4G services
Opportunities
company can offers different types of
smartphones and tablets to improve its
profitability
company have opportunity to offers new
packages for their services.
Threats
Aggressive competition's policy used by
Vodafone and O2
increases uses of Viber, whatsApp and other
free applications
Objectives
SMART objectives for EE limited are as described
Specific It will specify about targets of enterprise which needs to be attained in a
particular time period. EE limited will try to enhance its existing market
share by 2 % in 8 months.
Measurable : The objective for EE limited states that company would like to increase
current market share by 2 % in upcoming 8 months (Boone and Kurtz, 2012).
The objective decided are measurable as specific percentage has been fixed.
It will support for monitoring the performance of business against the set
standards and it is easier to measure the progress against the set standards.
Achievable Proper market analysis has been conducted by EE limited before deciding the
objectives. Data, facts and information have been collected and detailed
analysis have been done for assessing market condition (Brassington and
Pettitt 2006). It has helped in identifying and evaluating about potential
increase in market share that can be achieved by the firm.
Reliable Deadline of 8 months have been set for enhancing the market share of
organization by 2%. It is realistic objective and it is possible for increasing
the market share of enterprise by implementing effective strategies and
procedures.
Time bound The objectives that have been set are time-bound and time scale of 8 months
have been decided for completing this objective.
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Strategy, Tactics& action
To achieve its objectives EE limited uses market development strategy. This strategy
helps to organization for developing its market for its current market (Caemmerer, 2009). This
strategy assist to organization for targeting non buying customers in current markets segments.
The company is trying to expand its business by 2% in 8 months. For this company is focuses on
developing its services for through Mobile payments. In this organization also make a deal with
MasterCard and introducing Near Field communications technology which assists to consumers
to make payments through debit or credit cards. For developing its markets organization uses
social media in which company make strategy to targeted its customers.
EE limted is British multi-national telecommunication company. The company has the
largest market share in telecommunication industry. The company uses different types
promotional tactics for their business. The company is covering all important market area for its
advertisement. EE limited launched a TV for making their 4G services more successful. For
advertisements company also promoted its products on ITV during The X factor which is a one
of the famous shoes on TV (Goi, 2009). For promoting its products in markets company also
uses social media for promoting its products.
Company is planning to develop its market share by 2% in next 8 months so they are try
to targeting youngsters. The company is developing its markets by targeting young people
because 4G services and smart phones are used by them. Social media is another platforms for
company. Through this organization trying to develop its markets (Helgesen, Nesset and
Voldsund, 2009). Social media marketing help to organization for attracting more customers in
business. The social media have wide network of people. Thorough this organization promotes
better services to their customers. The another benefit of social media is that most of the
youngsters use this and company receives more customers at global level.
The another tool used by organization for development of its markets is that offering
attracting offers to their customers (Huang and Sarigöllü, 2012). The company offers different
types of schemes which helps to them for attracting more customers. Offers such as giving extra
talk time services or special offers on festivals. Company is also offering free customers services
for their customers so they gain customers loyalty. The company is also making engagements
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with the company for its markets developments such as for mobile payment's organization is
make deal with Master Card.
Segmentation, targeting, positioning
For developing effective marketing plan marketing manager of EE limited uses different
types of marketing strategy. Market competition is so high that organization developing there
strategy according to different segments.Consumer market is segmented into different types of
Variable such as income level, age, socio economic (Czinkota, and Ronkainen, 2010). EE
limited is focusing on Age and price variables. Most of the mobile services are used by the
young people. For segmentation EE limited use demographic and psychographic. For example in
demographic segmentation firm includes different locations and in psychographic company
make segmentation on income and age variables. For expanding their marketing area
organization offers low prices products for youngsters which uses smart phones and 4G
services.For targeting organization uses differentiated marketing strategy. In this strategy
company focus on targeting two segments in one market. EE limited focusing on providing its
services in young people in market. Youngster uses 4G services so company is trying to their
prices low to attract more customers. For marinating its positions in markets organizations use
pricing strategy (Glassman and Braun, 2010). Under this strategy organization offers low price
services to their customers so they use more services of organization.
Budget & control
In order to accomplish the marketing plan successfully the company must focuses on
preparing the budget so that they can easily allocate and assign the funds to the different
marketing activities. For the marketing plan the total allocated budget is £10 million in which
around £2 million British pounds is allocated to the team that would conduct the current market
situation of the Telecom industry. On the other hand, £5 million British pound would be
allocated to the promotional team so that they can easily engage in the aggressive promotional
activities for promoting the range of internet services. Along with this, £3 million would be
allocated to the marketing team for the additional expenses.
Total Budget Estimated expenditures Time frames
£10 million £2 million for market team 3 months
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£5 million for promotional
team
5 months
£3 million for additional
expenses
7 months
Conclusion
From the above marketing plan it has concluded that through this marketing plan
organization is developing is markets share. With the help of this marketing plan of organization
can perform better and gain more market share.
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CONCLUSION
From the above report it has been concluded that marketing helps to organization in
developing different strategies that support the company in attaining the overall stated marketing
objectives and goals. Along with this report has also concluded that the concept of marketing
occupies a highly instrumental position in the functioning of an organization. It enables the
company to stay aware of the forces prevalent in the market, and further adjust its own
operations in accordance to the same. In this view, the marketing manager plays a crucial role of
creating value, introducing innovation and exploring the growth prospects of the company. In
order to effectively play this role the marketing manager is required to develop a holistic plan
which provides the company with a competitive edge over the competitors.
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