EE Limited Marketing Plan Analysis

This assignment delves into the comprehensive marketing plan of EE Limited, a prominent telecommunications company. It scrutinizes various aspects of their strategy, such as product offerings and services, target market identification, competitive analysis using Porter's Five Forces model and PESTEL analysis, and a detailed budget breakdown. The assignment also emphasizes control mechanisms through tools like budget analysis and timely reporting to ensure the plan's effectiveness.

MARKETING ESSENTIALS
1

Table of Contents
INTRODUCTION................................................................................................................................5
TASK 1.................................................................................................................................................5
TASK 2.................................................................................................................................................9
2 a.....................................................................................................................................................9
2b...................................................................................................................................................13
Marketing plan....................................................................................................................................13
Executive Summary.......................................................................................................................13
Company Overview- .....................................................................................................................13
Current marketing situation analysis.............................................................................................14
Objectives-.....................................................................................................................................17
Strategy..........................................................................................................................................17
Segmentation targeting positioning...............................................................................................18
Tactics and Action..........................................................................................................................19
Budget............................................................................................................................................19
Control...........................................................................................................................................19
Conclusion.....................................................................................................................................19
CONCLUSION..................................................................................................................................20

Illustration Index
Illustration 1: EE limited......................................................................................................................6
Illustration 2: Vodafone........................................................................................................................6
Illustration 3: Marketing Mix...............................................................................................................7
Illustration 4: Porter five force model................................................................................................10
Illustration 5: PESTEL analysis..........................................................................................................12

INTRODUCTION
Marketing is very important concept for any business organisation. In the absence of
effective marketing plan and strategy, company can not get popularity and it can not announce the
information about its product and services. Marketing is a process of buying and selling of goods
and services between buyers and sellers and its value is determined in terms of money. In order to
conduct effective and appropriate programs of marketing, corporation uses some marketing
principles which play a crucial role in developing competitive marketing plan. These principles
consider on strategies for the organisation which are relevant to the product, price, place,
promotion. In other word it can be said that marketing principles is is an idea that form the widely
agreed upon basis of most product promotion strategies. In this project report the important and
value of marketing has been addressed with respect of EE Limited. It is a British mobile network
operator, internet service provider and a division of BT group. Its major objective is to develop an
effective brand image in the market for telecommunication services and provide an effective
telecommunication services to customers. This research has provided the depth understanding about
the marketing plan, principles, strategies. In addition to this the marketing roles and responsibilities
for improving performance of various department of organisation.
TASK 1
Converted in PPT
TASK 2
2 a
As per the above given scenario, EE limited is facing the issue related to poor cross functional
communication and a lack of marketing orientation through the organisation. By this inappropriate
marketing management and ineffective customer services, most of buyer has dissatisfied. Thus
company's goodwill has been declined in the market. Further entire performance has also been
decreased as compared to the competitors (Aaker, 2011). EE limited is a telecommunication
company which have large numbers of competitors such as Vodafone, O2, Three etc. One major
competitor of EE limited is Vodafone. This competitor have used effective and competitive
marketing strategies to compete with rivals. In order to analyse the marketing strategies of EE
limited and Vodafone, marketing mix is an Important model. It have several elements such as
product, prices, place, promotion, physical evidence, people and process. These various elements of
the marketing mix defines the marketing objective and strategies.

Extended marketing mix of EE Limited& Vodafone: Product- EE limited is the most advanced telecommunication corporation in the UK which
offered mobile and fixed communication services to its customers. It current marketing
strategies is to compete Vodafone services so it is planning to produce the 4G services for
customer (Nykiel, 2007). This services will faster than compare to Vodafone. Various
channels such as call centre, shops, complaints, management, customer services, websites
and social media has been provided by network operator of EE limited. Cited venture have
major products is about cell phone, broadband connection, tablets, SIM card , Wi-Fi etc. EE
limited products have major objective to satisfy customer need. All these products have
quality features and potentiality to compete with the rivals in the market. EE limited
provides 2G,3G,4G network to its customers. Cited venturer's product have quality to
distinguish it from its competitors in the market (Whittaker, 2009). On the other hand
Vodafone delivers distinguish product and services to its customers such as Vodafone live.
Under this service it includes chat, messaging, games, ring tones function, travel and sports
information, music players, video players, social media application etc. Along with this, the
major feature of this product is to communication network (Bahadir, Bharadwaj and
Srivastava, 2015). It provide an effective telecommunication network through which
customer can communicate each others. However, Vodafone has unable to develop tablets
and smart phones as compare to EE limited.
 Price- Price is the most essential attribute of marketing mix of EE limited and Vodafone. EE
Illustration 2: Vodafone
Sources:Edward, 2000.
Illustration 1: EE limited
Sources:Kumar, 2010.

Limited is using the skimming structure of pricing. As per this strategy, company charges
the highest initial price that customer will pay. As the demand of the first customers is
satisfied, the company lowers the price to attract another, more price sensitive segment. The
major objective of this pricing strategy used by EE limited is to maintain and protect
position as 4G UK. EE limited products process is high as compare to O2 and Three but low
as compare to Vodafone (Barrett and Weinstein, 2015).
Vodafone has set the high prices of its product and services. It targets of ll customers like young,
old, adult, business executives etc. Its network is most famous and fast that's why it offers high
prices as compare to other telecommunication company. It also have monthly prices plans for
clients in the market.
 Place- EE limited has used both online and offline channels of distribution. It have various
physical stores through which customers can directly purchase its product. On the other
hand, those customers who prefer to buy online product, cited company gives online facility
of shopping. Its guidance page on internet is most effective and convenient which can easily
available to potential customers (Extended Marketing Mix: The 7 Ps of Marketing. 2014).
EE limited Physical store in established in the commercial road in the UK market so every
local customer can reach there easily. On the other hand Vodafone is also provided its
telecommunication products and services by use of online and offline channels (Chen and
et.al., 2015). It has more than 300 physical stores in the market. Further it provides online
facility to its potential customers. By use of online channels, Vodafone's customers can
easily access and purchase product and services as per their requirements.

 Promotion- Promotion activities is most essential activities through which company can
promote its product and services in the market. By use of this techniques company can
announce and convey information related to product price, feature, discount, offer and
additional message to customer. EE limited uses various marketing campaign in order to
promote its 3G and 4G services. Generally it is using social media, billboards, road show,
poster, TV, celebrity endorsement's type of promotional channels. On the other hand
Vodafone is using print media such as newspaper, magazines in order to promote its product
and fastest services. Further, TV advertisements, social media, billboard also used by cited
venture (Cochoy, 2014.). Vodafone uses environment friendly strategy I n the advertisement
which can easily understand by customers. Physical evidence- Physical evidence is most essential marketing mix by which company
can easily touch with market. EE limited physical stores are more attractive and established
in the commercial area in the UK market so every one can easily reach there. In addition to
this, sales services of offline stores is attractive so many customer attracted towards it. On
the other hand Vodafone physical store uses Company logo in order to attract large numbers
of customer and its s\ales executive is very skilled whose presentation is more attractive as
compare to other company (Extended Marketing Mix: The 7 Ps of Marketing. 2014). In
addition to this it have attractive appearances and environment friendly presentation.
Illustration 3: Marketing Mix
(Sources:Cochoy, 2014).

 Process- Process refers to the entire procedure of customer relationship with organisation
such as customer enter into company to exist. Moreover, handling customer complaints,
their requirements, managing demand and supply has been also included in the customer
management. EE limited has used traditional customer management system under which
feedback option has not included. Cited venture requires adopting modern or electronic
customer relationship management system (Dhar and Varshney,2011). Thus, it can solve
customer quarries and fulfil their requirement related to product and services. On the other
hand Vodafone is using operational customer relationship management system under which
it concentrates computerisation, enhancement and improvement of services. These area are
used on the offering customer support mostly.
 People- This is another important attribute of marketing mix under which all peoples are
included such as customers, employees etc. EE limited has focused the attention on the
customer and according to their requirement it providing product and service's. So it can
said that it is effectively satisfied their needs and deliver full satisfaction. However, it does
not properly focus on the needs of personnels in the company so it is facing high level
employees turnover (Extended Marketing Mix: The 7 Ps of Marketing. 2014). EE limited
should focus on the employees needs related to their working condition so as every people at
workplace can satisfied by company policies, practices as well as services. On the other
hand Vodafone, effectively satisfy the needs of customers as well as employees.
2b
MARKETING PLAN
Executive Summary
Following Business plan defines the entire business environment of EE limited. The main objective
of this marketing plan is to discover the company condition in the market. In addition to this
internal and external analysis of EE limited has been addressed in this plan of marketing . With
assistance of Porter five force model, company industrial position in the market can identified.
Company Overview-
EE Limited is a British mobile telecommunication company which is dealing with mobile network
operator, internet service, mobile services etc (EE limited. 2016). Further in the mobile services it
includes voice, messaging and data services and fixed voice, TV and broadband service through

various telecommunication technologies. Cited venture rendering its services to retail and business
customers under the EE , orange, and T -mobile brands. It also deal hand sets and affiliated
accessories and renders management support, pension trustee and finance services (Ferrell, and
et.al., 2014). EE limited was the result of the collaboration of two telecommunication industry that
is Orange and T -mobile. EE limited is the first company which introduced 4G services in the
market and its have reached 98% coverage in the UK.
Current marketing situation analysis
Internal Analysis
Internal environment consist with internal components. In order to analyse internal condition of
corporation, porter five force model can used by marketing manager-
 Bargaining power of buyers- As per the previous discussion it has been ascertained that EE
limited is the telecommunication company so its have large numbers of competitor available
in the market. Thus its bargaining power of buyer can high because buyer have option to
Illustration 4: Porter five force model
Source:(Ferrell and et.al., 2014)

switch toward another company for purchase product and services if cited firm changes
products' prices and features. Bargaining power of suppliers- EE limited has low threats of suppliers because its brand is
enough for sell its product into the market. Further cited venture has not largely dependent
on the suppliers and if any suppliers will increase prices if raw material then it can switch
toward another supplier. Threats of new entrants- Threats of new entrant is law because EE limited is famous in the
UK market and it deliver high quality telecommunication services such as 4G. Thus another
company may face the difficulty of large investment if they comes into the market. Degree of rivalry- EE limited have large numbers of competitor in the market such as O2
and Three. Threat of substitutes- AS per the previous discussion it has been founded that EE limited
have large numbers of competitors which provides the same telecommunication services to
its customer. Thus, it can be said that EE limited has high threat of substitutes available in
the UK market. If company will minor change into price, feature of services then customer
can switch to another company.
SWOT Analysis
In order to analyse the internal strength and capability of company, SWOT is another essential
model. Further it is used in order to analyse company competency for sustain in the competitive
market
Strength
 EE limited have high level market share
because of its high quality and features.
 One another strength is its skilled and
well qualified workforce which
continuously giving their efforts to
achieve objective.
 It have its own brand logo which attract
large numbers of customers.
 Pioneert the 4G market and owns the
large 4G customer base in the uk.
 It highest performace levels in speed and
was the first operator that introduced 4G
Opportinuties
 Opportunities to expand its business
operation in the India and china market.
 More chances to advance its products
and services by offering new packages to
customers (Jaramill and Spector, 2015).

in cenntral London.
Weakness
 It have low brand recognition and EE
customer still associate their network as
orange or T mobile.
 It has not provided 4G roaming facility
when its customer travel abroad.
 It have high level of competitors so
customer can change their preference
frequently.
Threats
 It have major threat of highest
competition in the market. So it requires
to always new strategy for compete with
rivals.
 Increasing popularity of free application
such as Skype, what app, viber, emo etc.
External Analysis
In order to analyse the external competency of the company, PESTEL model is very suitable and
essential. External environment of business organisation consist with various components which
largely affect to the performance and business operation of company. These components are as
follows-
Illustration 5: PESTEL analysis
Sources:Yan, 2009.

 Political factor- This factor included governmental rules, regulation, tax policies, etc. When
company operate its business in the UK market then it have to focus on this component. The
UK government examines issues related with the sufficiently of national coverage, where
areas far from urban centres face significant issues. Economical factor- This factor is directly impact on the company performance because it
includes economic condition of country (Yan, 2009.). Prices of EE product has to set
according to the economic condition, inflation , recession rate of country. Social and cultural factor- It includes customer taste, preference, culture, social norms,
customs, income level and their choice. EE limited has to develop product and services
according to the needs and wants of the customers. Further it has to consider the income
level of customers. Changing regular taste of customer can develop the issue for cited firm. Environmental factor- This factor includes the natural resources of environment such as
climate, air, water, soil, fuel,weather, climate etc. Company has to changes in its business
operation according to the environmental issues. Legal factor- This factor includes some legislation and regulatory framework related to
customers ,employees, and company. Cited venture have to follow the some law and rights
related to business practices such as safety standards, labour law and consumers rights.
 Technological factor-This is the major factor which can largely affect EE limited because it
includes all electronic and technological equipment which can mostly used by EE limited.
According to change in technology company have to change in its business operation. If
technology changed then EE limited have to switch its product features, value and prices.
Objectives-
The main aim of this marketing plan is to improve the transformation and quality of
telecommunication services. Further company have continuously efforts to overcome the barriers
about the connectively of network. Company have major aim is to deliver an excellent quality of
telecommunication services in the reasonable process (Muhamad, Melewar and Alwi, 2012). It
wants to become the world best telecommunication company and acquire the large numbers of
customers from the various countries. It wants to expand its business into another country.
Strategy
Marketing mix Analysis Future strategy

Product Firm offers
telecommunication services
and 4G network to its
customers.
In future it will focus special quality of
product and services according to customer
needs and wants.
Place Company has to develop
effective distribution channels
so customer can easily reach
that.
In future company will provide online as
well offline channel of distribution.
Price It have to use that pricing
strategy which can compete
with rival.
In future it will adopt competitive pricing
strategy.
Promotion Company has adopted
traditional promotional tools
such as advertisements and
print media (Extended
Marketing Mix: The 7 Ps of
Marketing. 2014)
It will use the social media, search engine
optimisation and other online marketing
tool of promotion.
People Employees has not satisfied
by company working practices
and policies. Further it has
inappropriate communication
channels to talk with
customers
It will consider employees requirement and
make them satisfied. Further it will use
direct communication channels to fill the
gap between customers and company.
Physical evidence It has well established
physical stores in n the
market.
It will increase the numbers of physical
stores in the UK market with attractive
appearances.
Process It has less effective sales and
marketing as compare to
rivals.
Company should adopt effective customer
relationship management functions.

Segmentation targeting positioning
Segmentation
Segmentation is a process of divided the market into sub market. It have various types such as
Demographic, Geographic, Psycho graphic and Behavioural. EE limited can adopt demographic
segmentation under which it will focus on the income level of customers.
Targeting
It is a process of determining the segmented market to which a specific services is to be marketed.
EE limited focused on the higher income and lower income group of customers. According to their
purchasing capacity and income level, services can deliver to them.
Positioning
Positioning is a process of communicating the brand identity and value proposition to the targeted
customers. EE limited provide product and services according to customer capability. According to
their financial condition, services will deliver to them.
Tactics and Action
 EE use online channels in order to promote its product and services in the market.
 It will excellent customer relationship management under which it provide the options of
customer feed back in order to identify their queries and complaints (Salavati and Karami,
2015)
 It will conduct effective market research through which it identify current requirement of
customers related to product and services of telecommunication.
Budget
The above marketing paln is entire cost is about 1000 GBP.
Activities Cost
Market research 200
Technological development 350
Employee recruitment and training 150
Relationship management 110
Database management 190
Control
In order to control the entire marketing plan of the cited venture various tools can be used-
 Budget analysis- By use of this method of controlling and monitoring,EE company can

analyse budget on timing basis which will assist the business in ensuring progress of
company. Further it also analyse the financial aspects of venture (Sethuraman, Tellis and
Briesch, 2011).
 Timely report- By use of this tool, company can measure the gap between actual and
expected results for the business activities. Further it will assist in manage the work
development and procedure in the market.
Conclusion
From the entire marketing plan it has been concluded that company is considering in developing an
effective and strong brand image in the market. Further by use of this marketing plan, the depth
knowledge about company has been gained. It has been concluded that EE limited can sustain in the
market by adopting effective marketing strategy, tactics, planning, positing and by conduct effective
market analysis.
CONCLUSION
Marketing is a process of buying and selling of goods and services between buyers and
sellers and its value is determined in terms of money. This research has provided the depth
understanding about the marketing plan, principles, strategies. From this project it has been
concluded that EE has large numbers of competitors so it have to adopt effective marketing strategy
to compete with them.

REFERENCES
Books and journals
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