Identifying Weaknesses and Opportunities in a Mobile Phone Company

As there are many other targets that can provide better returns, the company's current market may not be its strongest option.

MARKETING ESSENTIALS

INTRODUCTION
The report presented below highlights clearly on analysing the concept of marketing with
respect to EE Limited that is mobile phone firm in UK. The presentation prepared as below
reflects the weak cross functional communication within the organization and lack of market
orientation in understanding the market structure of the market. This report therefore attempts to
provide detailed description upon how to improve the managerial functions by effectively
applying various theories related to management. It has been further included here how to design
effective marketing plan that enables the company to overcome its weaknesses to achieve a
better position in the industry by effectively utilizing technological up gradations and applying
managerial skills. With the emergence of modern concept of marketing the application of
elements of marketing mix have been extended to include people, process and physical evidence.
The traditional 4P's of marketing have therefore replaced the 7P's of marketing. The required
guidelines upon understanding this concept of marketing mix to design an effective strategic plan
have been mentioned here with in-depth study work on the same. It has been clearly observed
that almost all of the large scale operating companies have been sincerely applying the principles
of marketing to influence major section of customers group to purchase the products introduced
in the market.
TASK 1
Covered in PPT
TASK 2
2.1
APPLYING EXTENDED MARKETING MIX TO MARKET PLANNING
Market planning involves designing market plan and framing appropriate strategies for
same. This concept of marketing undertakes various elements of marketing such as product,
price, promotion and place. However these are the traditional 4P's of marketing whereas the
modern concept has modernised to include extended marketing mix of other 3P's of marketing
such as people, physical evidence and process (McDaniel, Lamb and Hair, 2012). The modern
marketing mix thus includes 7P's of marketing. The complexity of the concept of marketing has
forced the company to understand not only the traditional elements but also focuses on its
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various customers, the managerial process and physical evidence too. The traditional P's of
marketing focuses on framing organizational strategies by focusing highly on features required
with respect to products by the customers. Price involves deciding on a cost effective price for
the product that can be achieved by obtaining raw materials at lowest cost as compared to the
competitors. Place involves deciding on framing distribution strategies for selling out the units of
output to the customers. This involves deciding policies with respect to developing store outlets
which can be reached out easily by the customers. Promotion involves deciding on the product
strategies by using such marketing strategies that influence maximum percentage of customers
and attract the potential customers. Each of these extended 7P's of marketing are explained
below:
 Process: Company has a series of process undertaken. These process can be with respect
to any including production process, promotional process and distribution process.
Process involves a great deal of planning so that each of the part of company's activities
are aligned with the overall performance of the company. The company has applied
effectively designing of each of the process which involves using latest technology and
techniques. The functioning of each of these process involves application of disciplinary
functions. The process must be carried out with discipline and according to the guidelines
given by the executives (Stone and Jacobs, 2008).
 Physical evidence: Physical evidence is an important factor that helps the customers to
differentiate between the products of two companies working on similar basis. With
respect to the company mentioned, the mobile phones manufactured by the company
possess features such as high quality 4G service and technological oriented features
related to company's products. Physical evidence is the proof of company's better
performance as compared to other competitors in the market. The physical evidence that
provides a unique representation to the company can become its strength and latter if it
continues with same it can become its core competence. As in case of the company
included here company is researching and planning on to develop a list of updated
services that are potential of becoming physical evidence of company's performance
(Blythe, 2008).
 People: The overall performance of the company depends on how its employees are
recruited and how efficiently they perform the task assigned to them. The strategic plan
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and the marketing plan must focus on training its personnel in such a manner that they
utilize best of time to produce maximum units of output. The company mentioned here
involves great deal of efforts of designers and engineers to be required as the company is
manufacturing technological based products.
2.2
MARKETING PLANNING
Executives
Within an organization, it is important for any firm to make assure that they have
effective marketing plan so that they will be able to attract more and more customers (Hardon,
Manderson and Cartwright, 2016). There are different type of products and services that are
delivered by the organization and to provide adequate information, it is essential to make use of
marketing planning. In order words, it enables to raise awareness among customers for the
services and products that are delivered by the firm.
Company overview
EE Limited is a type of organization that provide their customers with services in which
they deliver mobile phones at UK. Major players include T-Mobile and Orange companies and
together they have formed EE Limited (Ryan, 2014). There are different type of other services
and achievements that cited firm has. It was the firm to introduce $G technology at UK. Further,
they make sure that they provide their customers with high quality services. Further, cited firm
has made up to £1.5 billion within 4 years of time and it holds up to 98% of the share at UK in
2014. Moreover, it is also considered to be the largest internet service providers which holds up
to 700 stores and holds up 27 million service users.
Current marketing situation analysis
Internal analysis
EE Limited have effective organizational structure in which they make sure that all the
tasks which are provided are completed and also aim at delivering high quality services to their
customers. So as to make sure that internal environment is analysed effectively, it important that
the value chain is proper focused and analysed (Malshe, Krush and Torkistani, 2016). The
ultimate aim of value chain is to make sure that proper bifurcation is made for the resources in to
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support as primary activities. In this context, below given are the division make for two
activities:
Support activities: Infrastructure: IT infrastructure is sophisticated Technology: Make use of new technology when even and were ever it is introduced. It
includes 2G, 3G and 4G. Human resource management: HRM within the organization are highly knowledgable
and skilled.
 Purchasing: Advertising through Procure Central
Primary activities: Operations: Networking Operations Inbound logistics: Networking and tools related to IT. Further, it includes Personal
Digital Assistance Outbound logistics: In order to make their distribution, firm has about 700 stores. In
addition to this, they also provide their products online and this is helpful to provide
customers with proper reach for their products and services. Customer service: There are about 6 customer centres in which cited firm also provides
after sale services. In addition to this, online assistance is also provided online in case of
any type of issue related with the products. Sales and marketing: It makes use of promotional tools that are helpful enough to attract
customers and to deliver information regarding the products.
External analysis
In order to make proper analysis of external environment, telecom industry is possible
with the help of PEST analysis. In this context, political factor aims at delivering strong
regulations related to roaming as it has high impact over price. Further, as per political aspect it
includes strategic collaboration with Ofcom and UK government (Gummesson, 2014). This is
done in order to render network areas at non-urban areas. Further, it includes inflation and
recession due to which the sales is affected. When customers fail to pay for the services that are
rendered to customers, then it negatively affects the sales. Moreover, in situation like global
recession people do not feel safe for purchasing mobile services or internet. Further, changes in
taste and preference take place frequently. This is only possible when they will be able to
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conduct market research frequently. It will enable to understand develop services accordingly.
When survey is conducted, management will get to know the areas in which improvement is
required in the services and products that is delivered to customers. Lastly, changes in
technology take place frequently and it is important that firm update or make use of technology
so that they will be able to provide their customers with better services (Malshe, Krush and
Torkistani, 2016). In this context, cited firm do make use of new technology and it helps them to
provide adequate services to their service users.
SWOT analysis
SWOT analysis can be determined as the tool that enables the organization to understand
where they stand. It is helpful to make changes in the operations as per the issues that are faced
by the firm:
Strength:
 It has a large market share in which they provide their customers with 4G services.
 It features about 100 franchised stores that are located at malls.
 Further, it was the first organization to launch 4G services and thus it has the highest
market share (Ritter, 2014). Its sponsorship is with football and so the visibility of brand is high to customers.
Weaknesses:
 The use social media is not effective and thus they fail to develop positive perception
among customers mind. They aim at targeting business segment and this is type of weakness as there are many
other targets that can provide them with better returns.
Opportunities:
 There many potential markets in which business expansion is possible. There are many target markets where they can target their customers and gain more profit
and this will also help to develop strong customer base.
Threats:
 There are many organizations that provide their customers with similar products and
services. There are various IT attacks which are threats for the organization (McDonald and
Wilson, 2016).
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Objectives:
As per the current situation of the market, cited firm should diverse the marketing goals
and objectives. This will enable them to achieve and gain more profit and raise their sales. The
main objectives of EE Limited is to raise the customer base by 50% within a year. Further,
another objective is to increase 4G subscribers by 20%. This will enable to gain more profits and
to raise market share.
Strategy: Company needs to frame such strategies that enables itself to achieve overall
objectives by providing quality products to the customers.
The strategy of utilizing managerial techniques to build a leading position in the market by
motivating teamwork within the organization (Spiller and Scovotti, 2008).
Segmentation, targeting, positioning: These are the techniques used by the company
within the context of marketing to provide better services to the market. Market is a complex
place. The company has divided it into various parts depicting common characteristics and
features. Targeting is the technique used to choose a particular section of customer group
servicing whom would lead to maximize profit and other benefits. Positioning is done for
deciding level of position of product in customer's mind to evaluate company's brand image.
Tactics and Action: It has become very important for the company to influence and
attract various customers by introducing schemes that enable the company to defeat the
competitors.
Budget: Budget is a plan of finance used to evaluate financial needs and requirements of
various departments. Budgeting is used to distribute funds on the basis of detailed research
undertaken (Baker, 2009).
Control: Control involves participation of an efficient leader in monitoring and
controlling the activities of employees to ensure disciplinary work within the environment.
CONCLUSION
The report presented above highlights the concept of marketing and its importance in
present competitive environment on account of rapid industrialization. Along with list of core
competences and characteristic features there are list of areas wherein the company is lacking
behind. On the basis of report presented above it can be easily concluded that the company is
growing at a high speed to be able to lead the mobile phone industry. The revolution that
emerged better technological advancements and improved managerial skills of personnel
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involved in operational and business activities of the firm. There are a list of opportunities
available in front of the company which it can exploit by using its strengths effectively. There
are a list of threats that can endanger company's performance and affect the company negatively
if it does not continue using the techniques and principles of marketing. Marketing must not be
viewed as just a process involving production but it also includes even packaging and levelling
activities along with the major activities of producing the product and attaining a position in the
market that ensures long term sustenance in future too.
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