This assignment delves into the importance of E-Essentials in the market, highlighting their role in impacting customers and opportunities. It also discusses strategies for overcoming weaknesses and providing maximum satisfaction to customers through effective supply of products and services.
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MARKETING ESSENTIALS
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Table of Contents INTRODUCTION...........................................................................................................................1 PART-1............................................................................................................................................1 P1 Roles and Responsibilities of Marketing Function................................................................1 P2 Roles and responsibilities of marketing relating to the wider organisation context..............2 M1 Roles and Responsibilities of marketing in context to marketing.......................................3 M2 Interrelationship between marketing and other functional units of an organisation............3 D1 Key elements of the marketing function and interrelate with other functional units of an organisation................................................................................................................................4 PART-2............................................................................................................................................4 P3 Ways in which different organisations apply the marketing mix to raise objectives............4 M3 Different tactics applied by EE company.............................................................................6 D2 Strategic marketing plan that applies the use of 7 Ps............................................................6 PART-3............................................................................................................................................6 P4 Evaluating basic marketing plan............................................................................................6 M4 Detailed coherent based marketing plan...............................................................................8 CONCLUSIONS..............................................................................................................................9 REFERENCES................................................................................................................................9
INTRODUCTION Marketing is method of buying and selling of goods in the market. It is a process under which a producer produced down the goods in the market and after producing goods it essentially sends down goods to his seller in way of providing satisfaction to them(Becker, 2015). The buying and selling of goods process is not an easy process because there are so many activities is done between them to make down the product successful at each course such as packing, branding, tagging, labelling,advertising anddelivering.Thecurrent report isbasedon Everything Everywhere limited company which is a British mobile network operator, internet service provider company having the largest network and its headquarters is situated in UK. This report also covers how the EE company plays down a role, responsibilities under marketing and interrelates their functions with other units. PART-1 P1 Roles and Responsibilities of Marketing Function Understanding Customer needs:The First role of marketing department is to understand the customer needs and produce the goods and services accordingly. In EE limited company the marketing department task is to plan down the product and services through internal channels by way of creating surveys, they capture the information ad receiving feedback from them. Conducting campaign for marketing initiatives:The marketing department also running down the campaign and taking initiatives and focuses on producing the goods and services and communicate with their customers(Benedetti, Piersimoni and Postiglione, 2015). In this cited organisation they also launching various campaigns to attract its customers. Improving sales:The cited organisation marketing department is to know about their users and their feelings so for improving the sales of their product they directly contact with their customers Managing marketing budget:The marketing department under EE limited company should be able to make down the plan according to their budget such as sales budget, productionbudgetandsoon(Taherdoost,SahibuddinandJalaliyoon,2014).They focusing down the budget firstly and accordingly they prepare their plans to raise down objectives. 1
Conducting marketing research:Before launching down any product and services in there market firstly they conducting down the market research on their product and by using that technique first they identify its impact and after completing it they launch their product successfully in the market. Developing marketing strategies:The marketing department of the cited organisation forming various plan and strategies and implement it while carrying out their production and, marketing and develop their strategy regarding the course of product and by using that they launching it to their customers and such things help them in increasing their sales and also make their product successful. P2 Roles and responsibilities of marketing relating to the wider organisation context There are certain roles and responsibilities relating to marketing and they are as follows: Defining and managing brands:Branding is essential feature without that the value of goods can not be determined(Conradie, Roberts-Lombard and Klopper, 2014). So, company should determine their brand properly, so that leads to attract its customers and directly helps them in increasing their sales. In cited organisation brands plays and important role and it is necessary for the marketing department to manage their brands properly. The department is to analysis the market properly and then planning is to be done so that negative impact will not arise on their brand. The company have to consider out the tangible and intangible elements that made impact on their brand directly or indirect and creating its value. The tangible elements in form of product, price, labelling, branding, tagging and intangible in form of the experience that the consumer has had with brand, their relationship with the brand .The brand manager should decide out the market properly and to check down the overall impact that create on their customers regarding taste, fashion and preferences. Producing marketing and promotional materials:The cited organisation have to adopt down the promotional process with great care so that sales will not be impacted and promotional activities will be carried out effectively. The said organisation marketing department also have to consider down the production and promotional technique in marketing. It should have been created in such a way that it tells about the product positivity and also attract its customers. They have to care regarding the elements such as product design, logo, graphics, colour, design the such all the important things are to be 2
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taken care by the production department and according to that promotional technique in form of advertising is done to make down the product successful and fulfils down the objectives for which it is meant. Marketing is more than just branding:Marketing tells about how the organisation will conduct their business and to whom they want to conduct their business and such message will be clear and effective manner so that the other organisation will conduct theirbusinesswithyou.Ithelpsdownincreatingawarenessoftheproduct, service ,brand among with target market so they can also believe that company can help them in accomplish their goals. The cited organisation also following down such lines to make their business effective and establishing their dominant position in the UK market. M1 Roles and Responsibilities of marketing in context to marketing There is a great role and responsibilities of marketing in context related to EE limited company and marketing department plays down an essential role and managing their brands in such a way it gives clear description about the product and also attract its customers. It also using their promotional technique method and reaching their product and services to their customers and also attracts them. They also using marketing and conduct their business with other organisations and helps down the other organisation in accomplishing their goals and by that way it is one of the largest company and capture down the market successfully and raising its brad value in the market. M2 Interrelationship between marketing and other functional units of an organisation There is a great relationship between marketing and other functional units of an organisation. The effective communication techniques plays down a vital role in the enterprise. It helps down the management in performing their basic functions such as planning, organising, directing, staffing and controlling. In EE limited company it focusing down the certain importance related to it and they are as follows: The effective communication process helps down the employees and also motivate them todotheiractivitybecausethetaskandworkwhichbeenassignedbyusing communication technique will be clear and it guides them to perform their activity. It also helps down in creating the relationship among employees and management and also helps down the employees and staff to perform their task and also helps them in 3
improving their performance in order to make down the organisational decision effective and raising its objectives and growth. There are certain other ways which helps down the organisation in developing their performances such as Journals, meetings, conferences and seminars and EE limited company performance will be better when they focusing towards the communication and using that properly while conducting their working. D1 Key elements of the marketing function and interrelate with other functional units of an organisation The communication techniques which are using under the cited organisation motivate their employees and guides them to conduct their working. It also helps down an employees and staff during conducting their activity so that task can be done and effective decisions will come out. Moreover, there are certain methods are using in form of meeting, seminars to develop down the performanceoftheenterprise.Thecitedorganisationusingtheeffectivecommunication techniques and focusing on it to make down the relationship better and it also helps down the organisation in raising there objectives. PART-2 P3 Ways in which different organisations apply the marketing mix to raise objectives The EE limited company is one of the largest mobile network company in UK. It has near about 30 million customers and considered to be one of the largest operator of 4G services and it is also adopting various marketing mix process and applying it to conduct their selling and providing network to their customers as compare to Vodafone. It also using 7ps and there strategy is different as compared to Vodafone Product:Product is something that buyer can purchase form the market in order to meet their requirements and satisfied their wants. In EE limited company they are dealing in providing service to their users so the connection can be made and while providing services it is essentially important for the people to examine the range of the product firstly regarding their signals strength,4g services then after satisfaction the customers purchase it and the EE limited company main aim is to give maximum satisfaction to their customers in terms of quality and service in each course. But, in Vodafone it includes vice, messaging and data solutions and company offers a different services and products to their customers according to their needs and different segments of customers. 4
Price:The cited organisation must be very careful in designing and deciding out the price of the product's ad services that they are transferring and providing it to their users and whatever they are deciding they decide according to their customers while in Vodafone, the products and services mentioning its prices so it makes clear to their customers before purchasing the products and services Promotion:It is one of the important concept and the cited organisation conduct their promotional activity using down a traditional technique such as television, internet, advertising for promotional work and by that way they targeting their customers and also providing a chance to their users to give their opinions while in Vodafone using down the promotional activity and appeal to their customers by using various iconic personalities and sportsmen and increasing their brand value and promotional activity conducted by them with help of advertising, social media platform and by that way they reaching their products to the large number of individuals(Siegel and Worrall, 2014). Place:In order conducting down the effective marketing the EE limited company giving down maximum satisfaction to their customer, the company using down the process of channel marketing and also distributing their product and services by using various distribution methods while in Vodafone it includes voice messaging, data solutions and company offering down different services and products to their customers according to their needs and different segments. People:The every individuals in form of leaders, managers and employees playing down a vital role under the company's success. The team of effective people are there who helps down the customers in solving down the issues and grievances and playing their part to make down the product successful. In Vodafone, they always give priority to them, their customers and it also having a staggering people who conduct their working and solving te issues which arise in the minds of customers and they are the important individuals in the growth and development of Vodafone. Processes:In cited organisation, the customers not only taking interest in purchasing down the products and services but they also interested regarding the receive of product and services. The EE company is providing various services and it should have taken care that all the process should have been conducting out in an effective manner and consumer can access it easily. But, in Vodafone they give their customers a great value and 5
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whatever they decide according to their users and providing various facilities in top ups, SIM cards according to their needs. Physical evidences. The EE company offering down different ways of clues and evaluating its quality and provide the services accordingly in order to gain success in the market. The Vodafone issue SIM card to their every customers and having different customers service centre across the nations. Moreover, they have different vouchers, top ups, digital services facility and all such things they provide to their customers and gaining success in the markets. M3 Different tactics applied by EE company The various tactics used by EE Company in form using down the strategies and plans to sale down the product in the market(Kapadia, Rajana and Varma, 2015). They prioritize to their customers and their products sales, They communicating with the customers time to time regarding the services they provide, by using down such tactics they give maximum satisfaction to their customers and increase their sales. D2 Strategic marketing plan that applies the use of 7 Ps The strategic plan prepared by the company to increasing their products and services and using their strategies and plans under different strategies under marketing mix concept for making their product successful at each course and it also helps down the cited organisation in increasing their sales and also helps down them in attracting their potential customers(Laran and Tsiros, 2013). PART-3 P4 Evaluating basic marketing plan It is a document which essentially use by the company for advertising purpose by considering out the factors related with the upcoming years. The following activities and steps taken by EE company and they are as follows: Executive:It prepares down the plan which considering out the marketing environment of EE company and also identifying the strategies' ad recommending the suitable methods that to be adopt on by using down the various models(Lehmann and Bengart, 2016). It will be very vital factor to examine down the internal and external factors of the environmental which made an impact on business. The internal factors can be identify through with the help of SWOT analysis and external with the help of PESTLE analysis. 6
The cited organisation performance, value chain and product will be review through this technique. Company overview:It is one of the largest network operator which situated in UK. Various mobile companies are there who operating their functioning by help of EE company. It is the British largest network. The said business is also the part off the BT group which is one of the advance and developing digital communication organisation lie underUKandalsodeliveringdownvariousservicesinformofmobileand communication(Lock, 2014). It has near about 5600 retail stores across the various parts of te nation which essentially conducting activities such as selling down mobile phones and providing down network facilities in form of wholesale and fixed. They mainly considered 3 brands in which they are dealing such as EE roof, orange and T mobile. Current marketing analysis according to the situation:the SWOT analysis can be taken to determine down the current market situation. They have certain strength and weakness and there strength is that they cover down the largest market in UK and other bodies including biggest 3G network. They operating their function near about 580 organisations and including 100 franchise stores which is located under the shopping malls and streets. It has also weakness that they are generally targeting the segment of business and that affect their individuals. They provide opportunities by way of providing services to the small organisation ad helps them in accomplishing their goals. They grow market in the field of telecommunication so that B2B can be conduct easily between enterprises. Apart from that there are various Threats been involving under EE company limited is that there are various attackers who hacking down the website and attacking down the mobile phones which discourage their customers. The another threat is that there are various competitors are been involved in field of telecommunication and mobile service such as Vodafone group,O2 and so on. Due to increase in competitors in the market it affects their product and services and also losing their value in the market. The External factors can be analysed with the help of PESTLE factors and they are as follows: Political factors:The UK government analysed down the various issue which are bee involve in the market. The UK government frame down various laws and it is very important for the business to implement it while conducting their operations so that maximum satisfaction can be given to the customers at each course and it is essentially 7
for the cited organisation to consider down the factors and follow the rules and implement it for conducting successful operations. The cited organisation need to maintained their standards in services and products as well. Economic factors:economic factors such as exchange rates, inflation also made an impact on the cited organisation, to reduce down such emittance the government take down the various factors to control such process such as involve action plan, VAT and other benefits which made the organisation services effective and also delivery can easily be done. Social factors:Every customer behaviour is different from other and it will be changing according to the demographic condition which create in the market. Some customers only purchase down the services in order to satisfy their wants and some want because to create their reputation through using such branded goods. This factors also made an impactonEElimitedcompanybecausedifferentagegroupshavingdifferent requirements some want internet facility, some want calling or texting message facility and by that way they create an impact on EE company(Null and Lobur, 2014). Technology factors:The advance technology under EE plays down a efficient role because it helps in providing maximum satisfaction to their customers and by using advance technology company created various product and services according to the conditions and demands which create in the market. M4 Detailed coherent based marketing plan The coherent marketing plan helps down the cited organisation IN raising their objectives, the company identified their weaknesses and will try to overcome their weakness by providing various effective services to their customers(Sharma, 2013). So, company increase their work by providing maximum satisfaction to their customers at each course. The other technological and economic conditions also helps down the company because by considering out such condition company produce the goods in the market and increasing their services across the various nations. CONCLUSIONS It can be conclude from the above report that EE playing down an essential role in the market ad it also made an impact on their customers. It also explores down the various opportunities in the 8
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market and that helps down the cited organisation in creating its strength in the market. It also various services to their customers and provide them maximum satisfaction and it can be done effective supply in course of their product and their service and raising its growth and profitability and creating its dominant position in UK. It makes the effective plan so which helps them in identify their strengths and weaknesses and by using that plan company is working on their weakness and try to overcome their weakness by providing various services to its customers. REFERENCES Books and journals Becker, S. J., 2015. Direct‐to‐consumer marketing: A complementary approach to traditional disseminationandimplementationeffortsformentalhealthandsubstanceabuse interventions.Clinical Psychology: Science and Practice.22(1). pp.85-100. Benedetti, R., Piersimoni, F. and Postiglione, P., 2015.GIS: The Essentials. In Sampling Spatial Units for Agricultural Surveys (pp. 49-62). Springer Berlin Heidelberg. Conradie, E., Roberts-Lombard, M. and Klopper, H. B., 2014. Brand awareness in the services sector influenced by eight internal marketing elements.Journal of Global Business and Technology.10(1). p.25. Kapadia, A., Rajana, K. and Varma, S., 2015. OpenStack Object Storage (Swift) Essentials. Packt Publishing Ltd. Laran, J. and Tsiros, M., 2013. An investigation of the effectiveness of uncertainty in marketing promotions involving free giftsJournal of Marketing. 77(2). pp.112-123. Lehmann, S. and Bengart, P., 2016. Replications hardly possible: Reporting practice in top-tier marketing journals.Journal of Modelling in Management.11(2). Lock, M. D., 2014.The essentials of project management. Ashgate Publishing, Ltd.. Null, L. and Lobur, J., 2014.The essentials of computer organization and architecture. Jones & Bartlett Publishers. Sharma, N., 2013. Marketing Strategy on different stages PLC and its marketing implications on FMCG products. International Journal of Marketing, Financial Services & Management Research.2(3). pp.121-136. Siegel, L. J. and Worrall, J. L., 2014.Essentials of criminal justice. Cengage Learning. 9
Taherdoost, H., Sahibuddin, S. and Jalaliyoon, N., 2014. Features’ Evaluation of Goods, ServicesandE-Services;ElectronicServiceCharacteristicsExploration.Procedia Technology.12. pp.204-211. Thomas,D.C.andLazarova,M.B.,2013.Essentialsofinternationalhumanresource management: Managing people globally. SAGE Publications. 10