Principles of Marketing and Communications

This project analyzes the smartphone market in the United Kingdom, focusing on Eco-Fone, a major smartphone company. It examines the buying habits of older customers, explores the potential for expanding the business to Kingston, and evaluates the company's performance based on customer satisfaction surveys and error analysis using Poisson distribution.

PRINCIPLES OF
MARKETING AND
COMMUNICATIONS IN A
DIGITAL WORLD

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Overview of the phone market of United Kingdom...............................................................1
TASK 2............................................................................................................................................1
Preparation of an appropriate line chart.................................................................................1
TASK 3............................................................................................................................................2
Identification of the features which is making smartphone popular within older customers.2
TASK 4............................................................................................................................................3
TASK 5............................................................................................................................................4
TASK 6............................................................................................................................................5
Presentation of the findings....................................................................................................5
TASK 7............................................................................................................................................6
TASK 8............................................................................................................................................7
TASK 9 – REFERENCES...............................................................................................................8
TASK 10 - CONCLUSION.............................................................................................................8

INTRODUCTION
Today, smartphone industry has become one of the most essential and biggest industries
across the world. Eco-Fone is one of the major smartphone companies in the United Kingdom.
Its main purpose is to provide the people with smartphones which makes their work easy.
Younger and older generation both makes use of smartphones in order to make things easy and
better. Smartphone today provide each and every service to their users, it includes from their
tracking of health, better communication, ease of access to services etc. The below identifies the
mobile phone market in United Kingdom (Bailey and Ingram, 2017). It explores the buying
habits of older people and what makes them attractive towards the sold products.
TASK 1
Overview of the phone market of United Kingdom
In United Kingdom, mobile phones are seen as one of the most important aspect of an
individuals' life. It is used in order to make things easy and ensure that everything is available to
the hands of a human being. 85% of the adults make use of smartphones in the country and the
data would reach to 90% by 2020. It can be seen that the use of smartphone is continuously
increasing. The youth in United Kingdom makes maximum use of smart phones. They use
mobiles in order to make calls, use internet, take pictures, make videos, use social network etc.
As per the done research and survey in United Kingdom, it shows that 34% of the adults in the
country checks their smartphones within the 5 minutes of their waking up. 17% of 16-24 years of
people look at their smartphones 100 time daily. The market of United Kingdom in terms of
mobile phones is largely spread across the country as there are 1900 stores of mobile phones are
present in the country (Nguyen, 2018). The e-commerce sales of mobile phones are also
increasing day by day, because maximum of the purchase is taking place online. It has been also
seen that maximum of the sales come from the mobile phone market because people tend to
purchase smart phones which are made of the best quality and are expensive.
TASK 2
Preparation of an appropriate line chart
Year Laptop Smartphone Tablet
2012 36% 62% 41%
2013 12% 91% 33%
2014 12% 82% 45%
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2015 34% 75% 26%
2016 55% 70% 78%
2017 82% 73% 91%
The above depiction of the line graph showcases that in the upcoming period the usage of
laptop, tablet, and smartphones is increasing significantly. However, in comparison to other
gadgets the usage of smartphone has seen to be risen significantly over the time period. Thus, it
is important for Eco-phone to put its focus on indulging unique features in its smartphones (Zook
and Smith, 2016). This is going to help and will provide and increase in the both of the level of
revenue and profit margin as well.
TASK 3
Identification of the features which is making smartphone popular within older customers
Smart phones are very common among both older and younger people in United
Kingdom. In United Kingdom, 71% of the old people aged between 55-75 have seen to be keep
their own handset. Old people these days are being attracted from the cell phones very fast
because of the kind of services which cell phones are providing to them. These services include
health services, better management of their daily rituals, scheduling, planning and a lot of other
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services as well. The other major services which are attracting older people includes the feature
of bill payments which is being used by them in order to pay fast bills of groceries, taxis etc.
This makes old people to make use of smartphones again and again provides them with
satisfaction of having services in their hands. The other importance of smartphones in the older
age groups is for the entertainment purpose (Ots, and Nyilasy, 2017). The old people often make
use of smartphones in order to watch Television, entertainment programs etc. which often allows
them to spend their time.
TASK 4
IS IT IMPORTANT FOR ECO-FONE TO EXPAND THE BUSINESS TO KINGSTON
PROS SCORE/10 CONS SCORE/10
Increased the Scale
and output efficiency
8 Increase logistic
Complexities
5
Improves Exposure of
Brand in a number of
locations
4 Greater Needs of
Capitals
2
Greater Impact
towards local
community
7 Weekend Business
Culture and
Relationship
5
Broaden the business
horizons
9 Timing Issues 4
Customers and Sales
base needs to be
increased
5 Language Barriers 8
Increased the brand
awareness
6 Currency Fluctuations 4
Reaching new
customers
9 Diverse Culture 5
TOTAL PROS 48 TOTAL CONS 33
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AVERAGE PROS 48/7= 6.85 AVERAGE CONS 33/7= 4.71
INTERPRETATION: As per the above tabular presentation done of the force group
analysis, it is identified that the company Eco-fone should go to expand its business. It can be
seen that the total number of pros for the expansion is more than its cons which are 6.85 and 4.71
percent respectively. From the required expansion of the business in Kingston, the company Eco-
Fone can enjoy numerous benefits such as raising of its output and efficiency. Other benefits are
that by raising its efficiency it will raise its business scale as well. Along with it, the company
will improve the brand exposure in multiple locations of the business.
Its business zone is also going to be broaden from the expansion in Kingston. The Eco-
fone will is also going to raise the base of the customer along with the business sales from this
expansion. From this, it can be clearly understood that the company Eco-fone is now able to
move towards growth and expansion. Also, the successful expansion of the Eco-fone business,
the management needs to look towards the cons of it and need to effective measures in order
mitigate and resolve risks related to business failure. With the help of force field, the risk of
failure of the business and the company can be overcome and the organization can easily expand
its business into Kingston.
TASK 5
Particulars Figures
Asked price £400000
Negotiable price £350000
Time 15 years
Repayment mortgage £350000
Rate of mortgage 7%
Particulars Figures
Debt payment [((1+0.07) ^ 15) -1] / [0.07 * (1+0.07) ^15]
Total amount of loan / Discounting factor
1.76 / 0.19
=9 .11
Total amount of loan 350000 / 9.11
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= £38419.32
Repayment amount on monthly basis
38419.32 / 12
= £3201.61
TASK 6
Presentation of the findings
H0: Null hypothesis: There is not significance of the statistical difference which took place in
the figure of two shops with regard to the net taking.
H1: Alternative hypothesis: There is a statistical difference which is significant and that is the
one taking place in the two shops figure with regard to net taking.
Given:
Sample 40
Average 100
Standard deviation 20
Second shop
Mean 90
Standard deviation 40
Calculation of Z score
Table 1
Average (first shop) 100
Average (second shop) 90
SD (first shop) 20
Z score assessment
(100 – 90) / 20
= 0.5
Table 2
Mean value (first shop) 100
Mean value (second shop) 90
SD (second shop) 40
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Z score assessment
(100 – 90) / 40
=0.25
The outcome of Z score assessment clearly exhibits that the null hypothesis is very honest
and the other one is completely rejected. On the basis of statistics, the hypothesis which is
alternative is rejected when as per the p>0.05. From this evaluation, it can be stated that
statistically there is no significant difference is taking place in the mean value of figure that is net
taking (Bhattacharya, 2018).
TASK 7
Ques 1 Ques 2 Ques
3a
Ques
3b
Ques
3c
Ques
3d Ques 4 Ques 5 Ques6
Mean 2.95 2.89 1.98 2.50 3.25 2.51 2.51 2.52 3.71
Standard
Error 0.15 0.09 0.08 0.09 0.12 0.10 0.12 0.09 0.11
Median 3 3 2 2 4 3 2 2 4
Mode 4 3 2 2 4 3 2 2 4
Standard
Deviation 1.48 0.95 0.84 0.87 1.25 1.07 1.19 0.92 1.15
Sample
Variance 2.18 0.90 0.71 0.76 1.56 1.13 1.41 0.84 1.33
Kurtosis -1.46 -0.72 0.24 -0.65 -0.82 -1.21 -0.17 -0.13 0.24
Skewness -0.03 -0.27 0.75 0.26 -0.89 -0.16 0.84 0.47 -1.10
Range 4 4 3 3 4 3 4 4 4
Minimum 1 1 1 1 1 1 1 1 1
Maximu
m 5 5 4 4 5 4 5 5 5
INTERPRETATION: As per the above calculation, it can be interpreted that the
decision related to the expansion of Eco-phone and the descriptive statistics results distinctly
showcases that the average mean is (2.95), which means that the number of customers which buy
products from the company Eco-phone in between the time of six months and 1 year. On the
other hand, 50% of the participants which support this prospect as per the median value which is
(3), The value of the more is (4) which represents tat the large number of consumers will be
buying the products from the Eco-phone in more than one 1 year.
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As per the reference of the question number 2, the mean value which is present for 3 in
turn showcases that between 1 and 3 years, the customers are using the product of the company
Eco-Fone. In addition to this, the statistical data is straightly displaying that the services which
are customer rated of the Eco phone are fair and antitrust. Along with this, the aspects of the
ratings of the customer pertain to sales staff, quality, price and value of goods. Therefore, in
order to accomplish success in the highly competitive era of the business, it is important for the
business to focus on the expectations and demand and needs, these things require to be placed on
the top by the organization which is providing services to the consumers in order to provide
effective services to its customers (Killian and McManus, 2015). Further, it also aids in raising
the consumer level of satisfaction and to raise both productivity and profitability. The survey
response shows that the customers which are unlikely prefer to recommend the products of the
Eco Fone. Thus, the organization needs to lay its emphasis on the aspects which are modern as
well as on the product quality and service as well. From this, the company is going to become
able to achieve desired level of success or outcomes in the market of Kingston.
TASK 8
 Random Poisson variable: 2
 Mean success rate: 15
 Probability Poisson P(X=2): 0.00
 Probability Cumulative P(X<2): 0.00
 Same as above P(X>2): 1
 Same as above P(X>=2): 1
As per the case scenario, the company Eco-Fone used to send a number of 10,000
invoices in a month. Also, it is having an average of two returned with a per month error. It has
been seen as very important for the Eco-Fone to ensure the reduction of errors. These errors in
general are impacting the product quality of the offerings of the company. Thus, with distribution
of Poisson, it has become effective and easy for the organization to reduce the errors so that the
product quality can be improved and the average number of returns will be minimized.
The distribution of the Poisson is a frequency which is desecrated and provides the
probability of independent number of events occurring in a fixed time. It helps the management
to predict the chances of the certain events from happening when you are aware as how often
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they have occurred (Blakeman, 2018). From using this tool, the company can identify the
probability of the errors which are happening very offensively.
This process of the Poisson is for the series of discrete events, in which the average time
between the events is known but exact time of events is seen to be random. Thus, with the
application of distribution of poison, the company can analyze the chances of errors with regard
to see how many returns are coming.
TASK 9 – REFERENCES
Books and Journals
Bailey and Ingram, 2017. A Practical Guide to Marketing for Lawyers. Law Brief Publishing.
Bhattacharya, 2018. How is sustainability changing the marketing world? Mapping Out
Marketing: Navigation Lessons from the Ivory Trenches. p.52.
Blakeman, 2018. Integrated marketing communication: creative strategy from idea to
implementation.
Rowman & Littlefield. 2018. A marketing communications approach for the digital era:
Managerial guidelines for social media integration. Business Horizons. 58(5). pp.539-
549.
Nguyen, 2018. MARKETING COMMUNICATION PLAN FOR HO CHI MINH CITY
UNIVERSITY OF TECHNOLOGY (HCMUT) TO ATTRACT MORE
INTERNATONAL STUDENTS.
Ots, and Nyilasy, 2017. Just doing it: theorising integrated marketing communications (IMC)
practices. European Journal of Marketing. 51(3). pp.490-510.
Zook and Smith, 2016. Marketing communications: offline and online integration, engagement
and analytics. Kogan Page Publishers.
TASK 10 - CONCLUSION
Form the above report it can be identified that the company Eco-Fone is having many
opportunities to expand its businesses in global market. The smart phone of the company is
merely a decade old and every year it is becoming ever more integral in the lives of the people.
Along with it, the report also concludes that the company Eco-Fone needs to go for the
expansion of the business. The average number of the total cons and pros for the expansion of
the business evaluated from the force field analysis explains that the business is having a good
opportunity to expand itself. The report also showcases that from expanding its business into
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