Marketing Strategy Implementation and Impact

This assignment delves into the critical aspects of marketing strategy implementation. It examines the role of marketing managers' commitment and involvement in successful execution, highlighting the connection between their actions and marketing outcomes. The analysis further explores the influence of Business Intelligence and Supply Chain Management on marketing decisions, demonstrating the interconnected nature of these business functions. Lastly, the assignment emphasizes the importance of considering conflicting values within professional practice and the evolving landscape of marketing studies.

Marketing Essential
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................3
Introducing the concept of marketing including current and future trends.................................3
Overview of the marketing process.............................................................................................5
Explaining the key roles and responsibilities of the marketing manager at EE Limited............7
Explaining how roles and responsibilities of marketing influence and interrelates with other
functional departments of EE Limited........................................................................................9
Addressing the values and importance of the marketing role in the context of EE Limited....12
Emphasising on the significance of having effective interrelationship between different
functional departments of EE Limited......................................................................................14
TASK 2..........................................................................................................................................15
Marketing mix of Vodafone......................................................................................................16
Marketing mix of EE ltd...........................................................................................................17
MARKETING PLAN FOR EE LIMITED COMPANY...............................................................19
Executive summary...................................................................................................................19
Company overview...................................................................................................................19
Internal analysis........................................................................................................................19
External analysis.......................................................................................................................20
Objectives..................................................................................................................................21
Strategy.....................................................................................................................................21
Segmentation, targeting and positioning...................................................................................22
Budget.......................................................................................................................................22
Control.......................................................................................................................................22
REFERENCES..............................................................................................................................24

INTRODUCTION
Marketing is an activity that is associated with the buying and selling of a service or a
product of the company. It covers various activities such as promotions, distribution of the
goods, selling etc. It can be defined as an organizational function that uses to create,
communicate and deliver value to customers by managing relationship with them. Marketing
activities increase visibility of brand of the company by creating the awareness in the target
market. This facilitates the firms build a good position of the business in the industry. The
present research is based on marketing essential where to understand its significance, EE Limited
case study is taking into the consideration. It is a mobile phone organization of the UK which has
offered wide range of services to its customers and business clients (EE limited, 2016). As per
the given case study, it has noticed that cited organization has deal with poor cross functional
communication and a lack of marketing orientation through the organization. The current study
will highlight the principles of marketing, basis of marketing plan, elements of marketing mix
and theories related to marketing. Along with this, roles and responsibilities of marketing
manager, interrelationship of different departments and marketing activities etc objectives will
also cover in the present research.
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TASK 1
Introducing the concept of marketing including current and future trends
The marketing is the philosophy by which an organization can study the needs of its
customers and then take several course of actions to satisfy those needs better than the rivals. EE
Limited has used this concept to serve its service users. The basic idea of marketing followed by
the cited organization is to fulfil the demand of the consumers by solving their issues and
satisfied them (Brandell, 2014). From the establishment of the business to the present time, this
framework has been changed with the time.
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In modern era, EE Limited has developed strong marketing plans and strategies to
identify the customers’ requirements. It facilitates the organization to increase the market size
and generates more profits by keeping the end users happy. Societal concept is the current
marketing trend in which companies are focusing over meeting the service users needs by
completely satisfying them rather than making profits (Asaduzzaman, Hossain and Rahman,
2014). EE Limited has been adopted this concept for welfare of community, increase the
awareness in the customers and meet their demands.
4

Apart from this, future trends of marketing will be based on tools and techniques. These
will be digital marketing methods, mobile technology, online marketing etc. These will speed up
the marketing activities of the organizations and will highly influence the customers. This trend
will amplify level of competition in different industries to gain the attention of the end users
(Feldman, 2013).
Overview of the marketing process
For EE Limited, marketing process plays an important role in developing a good
marketing plan to promote the services among customers. The steps of related to following
method are as follows:
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Situational analysis: Under this, EE Limited determines opportunities to meet unfulfilled
consumer needs. During this process, company has analyzed own capabilities to understand
whether they are able to complete the demand gap or not. By using various models applications
such as 5C analysis, PEST analysis, SWOT framework etc, a proper situation investigation
carries by cited firm (Dapko and Artis, 2014).
Marketing strategy: After determining the best opportunities to satisfied unfulfilled
consumers needs, a marketing strategy has developed by EE Limited. It has included several
activities such as create market segmentation, selection of target market strategies etc. By
obtaining the information from the following stage, cited organization has prepared marketing
strategy to address the target market (López Varela, 2014).
Marketing mix decision: In this phase, EE Limited has used the application of marketing
mix method to take marketing mix decisions. This has covered product, place, promotion and
pricing decisions of mobile communication services.
Implementation and control: At this point, the prepared marketing plan has
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implemented and the services have been launched to meet unfulfilled demand of the customers.
On the basis of changes in market, adjustment in the marketing mix can be made either by
making changes in advertising message or redesign marketing plan. The executed plan has
controlled by EE Limited with the help of different activities so that the aim of the marketing
plan can be attained (Petkus, 2013).
Explaining the key roles and responsibilities of the marketing manager at EE Limited
According to the given case study, it has been determined that EE Limited has faced the
issues related to poor cross functional communication and lack of marketing orientation. In order
to address these challenges, company has appointed a new marketing manager in the
organization. In this context, the key roles and responsibilities of marketing manager at cited
firm is as follows:
Carry out market research: Marketing manager of EE Limited conducts a proper market
research to gain a clear understanding of what the consumers are really want or expect from the
company side related to services or products. This thing enables him to find the new market
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opportunities for its existing services. Along with this, marketing manager also work in the
direction of study the competitors’ strategies so as to develop more superior quality mobile
communication services and use new as well as effective marketing techniques (Japutra, Ekinci
and Nguyen, 2014).
Setting of marketing strategy: EE Limited marketing manager responsible for developing
marketing strategies to promote the existing and new services in the marketplace. The aim of
carry out the following role by the marketing manager to increases the sales volume and
maintains a competitive edge against the rivals.
Customer relationship management: This is the one of the most important role play by
marketing manager in EE Limited where he collects the information about the customers and
prepare a survey to determine whether the end users are satisfy with cited firm mobile
communication services or not. The generated data from the survey shares by marketing manager
with its employees of marketing and other departments to bring the significant improvement in
the services to offer excellent services to the clients (Ovwigho, Isiorhovoja and Idoge, 2014).
8

Determining new business opportunities: Marketing manager of EE Limited assess the
market trends in order to determine new market opportunities for company services. With the
help of this, it becomes easy to analyze the buying behaviour and pattern of end users in various
situations. Along with this, by using sales forecasting information, marketing manager of the
cited firm estimates future performance of the organization in telecommunication industry of the
UK. Further, via marketing analysis, new strategies develop by marketing manager of EE
Limited to make the business in competition in new market places (Njau and Karugu, 2014).
Explaining how roles and responsibilities of marketing influence and interrelates with other
functional departments of EE Limited
Activities of marketing department of EE Limited have influenced and interrelate with
other departmental functions. In this context, the role and responsibilities of marketing inspire
other functional department of cited organization is as follows:
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Finance: EE Limited marketing plan involves the information related to finance. By
considering the marketing plan, finance department takes the decisions to grant the investment to
execute the action plan. Marketing activities of the organization helps in forecast the sales of
existing service with the help of marketing strategies (Ramaseshan, Ishak and Rabbanee, 2013).
The below mentioned figure has showed the link or interrelation between finance and marketing
activities of EE Limited.
10

Production or operational: EE Limited marketing activities have facilitated operation
department to estimate the number of services needed to increase to meet the unfulfilled demand
of the customers and business clients. With the help of customer satisfactions survey, marketing
department has collected the response of the service users and try to find out the total number of
demand of mobile communication services in the present and upcoming future (Toedt, 2014).
This activity has influenced operation department of cited organization to produce the services as
per the estimated demand. Relation between operation and marketing activities of EE Limited
cab defined as follows:
Research and development: Generated information and database from marketing
activities of EE Limited has helped R&D department to work on the issues and loopholes that
affect the quality of mobile communication services. Along with this, it has assisted the research
functional area to work out on new things that can add more value in the services for the end
users (Vos, 2014).
Human resource management: HR department of EE Limited has closely worked with
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marketing department to manage the human resource and hire the skilled staff members to
perform various marketing activities. On the basis of HR manager has prepared job descriptions,
job specification, trainings and development programs etc for the personnel of marketing
department of the organization. The below figure shows the relationship between human
resource and marketing activities of EE Limited.
Addressing the values and importance of the marketing role in the context of EE Limited
In EE Limited, marketing plays various important roles in the organization. The major
objective of advertising is to keep satisfying the end users by offering the value added services in
the exchange of money. It allows the firm to increase the interaction with the customers. By
considering this, the values and importance of marketing role in the context of EE Limited is as
follows:
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Managing and changing strategies: EE Limited marketing activities has helped in
redesigning of the tactics according to changes in market conditions and legislations. By
considering requirements of the end users, company has made the alterations in services to make
its more effective (von der Heidt, 2015).
Good communicator: Marketing of EE Limited has a good communicator because
methods used by the organization have effective in nature and able to communicate the
information about the services. With the help of this, management has delivered the accurate
information about features about mobile communication services to the business clients. Further,
it has allowed the cited firm has gathered current demand of services in the market.
Creating good brand image: EE Limited marketing activities has helped in create a good
and positive image in telecommunication industry of the UK. By delivering right and correct
information to the end users and business clients, firm has gained the trust of the customers. This
is the only reason which has made the company competitive in the marketplace. Therefore, it can
be state from the above discussion that marketing of EE Limited has accountable for build a
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good image of the brand among the target markets (Šerić, Rozga and Luetić, 2014).
Boost up sales volume: With the effective marketing activities, EE Limited has able to
enhance the sale volume of mobile communication services year over year. The reason of this is
company ads are more influencing which has motivated the audience to connect with EE Limited
services. From this, customers have gained the complete and accurate information about the
services of the organization and they have taken decision to use cited firm services.
Emphasising on the significance of having effective interrelationship between different
functional departments of EE Limited
As per the given case study, it has been determined that EE Limited has faced poor cross
functional communication issue along with lack of marketing orientation. These have created
barriers in the success of the organization (Saranya and Santhi, 2016). These situations can only
be overcome when there is an effective interrelationship between different functional
departments of EE Limited. It delivers various benefits to the firm in terms of improve sharing of
information, decision making process, pricing decisions etc.
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For example, if marketing department not shares the appropriate information of
marketing budget with the finance department then it will create miscommunication between
both functional areas and create delay in other activities. On the other hand, if marketing section
communicates complete information related to marketing plan budget in a systematic manner
then it will become easy for finance department to grant the funds within the less time
(Makhitha, 2016). So, by effective coordination and cooperation between all functional areas of
EE Limited, it will deliver the significance benefits to the business.
TASK 2
Marketing mix is considered as one of most significant aspect for every business firm
because it allows ensuring that strategic options are well employed. With an assistance of this,
the work performance of organisation can be advanced in critical manner. In order to have
effective sustainability, every business firm need to focus on diverse marketing mix so that goals
and objectives can be accomplished in desired manner (Alessandri, 2012). It has been witnessed
that four elements like product, price, place and promotion are essential to consider by
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management of EE Ltd and Vodafone. With an assistance if this, level of success can be
advanced for sustainable development. It has been noticed that overall working of businesses is
also dependent over extended marketing mix like process, people and physical evidence.
Marketing mix of Vodafone
Product: It has been witnessed that Vodafone is considered as one telecom service
provides in the world. Company is operating its business in diverse areas of world and holds
impressive brand image in the market. Number of services is offered by the company in order to
meet customer needs. Classification of services can be as internet, calling, messaging using
digital technology, etc (Baines, Fill and Page, 2013). It means company is offering wide range of
services which might help society in their daily activities. Along with this, Vodafone is also well
focused towards improvement in its technological server so that more and more customers get
attracted. It is one of key reason that there are number of plans in context to 3G and 4G. By
having an improvement in networking system the needs of customers are being accomplished
effectively (Baker and Saren, 2016).
Price: Vodafone is considering pricing as a critical aspect because it helps in attracting
more and more customers. According to company if pricing is not affordable for customers then
issues might be faced by business. It is one of key reason that business entity consider two kinds
of pricing strategies such as discount rate model and premium pricing. It means Vodafone pricing
strategy is premium but in few areas to enhance the customer base management used to employ
the discount rate model (Bennett, 2010). It also impacts the demand of services in the market
which is beneficial for entity.
Place: In addition to this, it can be stated that place is also a significant value which
impacts the business firm in diverse values. Company is operating its business through both
online platform and direct distribution channel. It means customers can access services by visit
to Vodafone store and official web portal. It helps in improving the distribution and assist in
meeting objectives effectively (Brady, 2014).
Promotion: There are number of tools which are employed by the management of
Vodafone such as television, social media, hoarding, newspapers, print media, etc. It allows to
attract more customers and lead business towards impressive level of success (Brooks and
Simkin, 2011). With an assistance of this, company is improving its brand image. Along with
this, information about services is also shared by using promotional techniques.
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People: Vodafone values to its employees because it assists in meeting key goals and
objectives. By having an application of training and development the skills of workforce is being
accomplished in continuous manner. Number of benefits are being offered to employees in order
to advance the satisfaction level (Desai, 2013). It allows to have sustainable development and
lead business to impressive level of success.
Process: It has been noticed that process is also being taken into account by company in
order to meet the needs of customers. Functional activities like marketing, operational values are
well maintained within organisation (Dudzevičiūtė and Peleckienė, 2010). It also allows to meet
the goals and objectives in desired manner. Customer service is also been taken into account
from the manager of Vodafone to advance performance.
Physical evidence: In addition to this, it can be stated that physical evidence has great
relationship with customer satisfaction. If customers is not having evidence of telecom services
then experience level will get influenced in diverse manner. In this respect, Vodafone is well
focused towards improvement in network system and services (Forshier, 2012). It allows to
improve the overall performance so that goals and objectives can be accomplished effectively.
Effective delivery of services is also beneficial for entity because it advances the market
opportunities.
Marketing mix of EE ltd
Product: EE ltd is considered as a leading telecommunication company which offer its
services within UK. It has been noticed that company is well focused towards impressive
identification of customers needs. On the basis of need identification the products and services
are being offered to customers (Hashim and Hamzah, 2014). It leads business firm to impressive
level of success. It has been witnessed that company is holding high ratio of market share in
broad brand system. It also impacts the success of company is advanced manner. Along with this,
application of 3G and $G network services also provide sustainable development to the business
entity. It helps in meeting the customer expectation and lead business to sustainable opportunities
(Quintal and Phau, 2014).
Price: In addition to this, it can be said that it is also significant for business firm to
make sure that pricing strategy is being designed in appropriate manner. Improved level of focus
on the pricing strategy the EE ltd is continuously improving its market share. Company is well
focused towards low pricing strategy which assist in meeting objectives (Rad and Anantatmula,
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2005). Customers always expect high quality of services in low pricing which attract more
customers and lead business firm to impressive level of success. It has been noticed that proper
support of economic pricing strategy is also beneficial because it assists in meeting objectives. It
also helps in gaining competitive advantage over competitors.
Place: Every business firm need to ensure about distribution channel because it directly
links with the sales. EE ltd is also concerned about distribution channel so that services can be
offered effectively within market. Company uses its local businesses alliances and suppliers as a
method of distribution. Agencies for services distribution is being taken into account from the
management because it helps in development of business (Siebert and Costley, 2013). Customers
can also acquire services from use of official web portal which allows to meet goals and
objectives. Online distribution is referred as one of key method that assist in distribution of
services and lead business firm to impressive level of success.
Promotion: In addition to this, it can be stated that use of diverse promotional methods is
significant for organisation because it assists in meeting key goals and objectives. It has been
noticed that there are various methods of promotion which are employed by the researcher. It has
been noticed that use of television and traditional promotional methods is being referred by
organisation (Tadajewski, 2012). With an assistance of this, EE ltd is having improvement in its
brand image which also improves the long term opportunities. Along with this, market share
improvement and customer base valuation are key benefits that a business entity attains through
improved focus on promotion.
People: In every organisation, employees plays a critical role which allows to meet key
goals and objectives. By having improved focus on the employee satisfaction the business firm
like EE ltd is having a sustainable opportunity. With an assistance of changes in organisational
policies the company is gaining diverse benefits (Teare, 2011). Along with this, improvement in
work standards is also beneficial for business entity which might lead business firm to
impressive level of success. It impacts the organisational structure in positive manner which
creates a better opportunity for employees. It helps in improving employee satisfaction and
ensure that long term sustainability can be advanced effectively.
Process: In order to have work sustainability the business firm also focuses on the
operational improvement. With an assistance of this, EE ltd ensure that work standards are well
maintained which allows to meet key goals and objectives (Thompson, 2003). There are various
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functions in which company is continuously having changes such as customer service, sales,
technical section. Changes in such functions advances the opportunities and ensure that
objectives are being attained effectively.
Physical evidence: It has been noticed that physical evidence refers to various elements
like packaging of products, presentation of physical stores and outlets of the firm etc. In order to
advances the overall outcome the business entity like EE ltd is focused towards improvement in
call services (Teare, 2011). Company is also focused towards resolution of issues in context to
network services so that level of experience can be advanced. It allows to meet the level of
physical evidence which need to be referred effectively from management.
MARKETING PLAN FOR EE LIMITED COMPANY
Executive summary
Marketing plays a critical role in success of every organisation so it is significant to
ensure that key standards are well maintained. Marketing plan is significant because it helps in
effective promotion of product and services so that goals and objectives can be accomplished. By
having an effective application of marketing plan the management of EE ltd can have better
opportunities in the market (Tadajewski, 2012). It also allows to have better understanding in
regard to environmental values so that strategies' application can be advanced. With an assistance
of this, better values can be provided to business so that goals and objectives can be
accomplished effectively.
Company overview
EE ltd is one of leading telecommunication company which operate its business mainly in
UK market. Company is offering wide range of services in the UK which allows to meet goals
and objectives. It has been noticed that evaluation of customer needs is also been taken into
account from the management (Siebert and Costley, 2013). Along with this, improvement in 3G
and 4G aspects is also a critical aspect which is refereed effectively from the management so that
goals and objectives can be accomplished effectively. Advancement in satellite system is also a
key benefit that allows to gain competitive advantage and lead business firm to impressive level
of success.
Internal analysis
Threat of substitutes: It has been noticed that threat of substitute products is medium
because in present market there are few other methods of communication. In addition to this, it
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can be said that by having a use of email and video conferencing methods the use of calling and
messaging services can be reduced (Rad and Anantatmula, 2005). It might affect the business in
negative manner. For effective development of company, management need to have integrated
aspects in its service. It will assist in dealing with issue and improve performance.
Threat of competitors: There are number of competitors in the market which need to be
referred effectively so that goals and objectives can be accomplished. High level of competitors
advances the risk of competitors because it might affect the customer base. If companies are
offering same kind of services in the market then customers can get attracted towards any kind of
product of competitors. It might affect the business firm progress in negative manner (Quintal
and Phau, 2014).
Bargaining power of buyers: In addition to this, it can be said that level of bargaining
power of buyers is extremely high. As there are number of companies who offer same kind fo
services at low pricing so customers prefer to them. If EE ltd is not meeting customer needs in
appropriate manner then it will impact the overall outcome in diverse manner (Hashim and
Hamzah, 2014). If customer satisfaction is high then level of customer bargaining can be
advanced effectively. In order to meet the braining power of buyers the issues need to be
overcome in desired manner.
Bargaining power of suppliers: In addition to this, it can be said that suppliers
bargaining power is low because there are number of suppliers in the market. By having an
improved focus on the bargaining power of suppliers the company can improve its cost. If
supplier is not offering raw material as per expectation and need of company then management
can focus on other suppliers (Forshier, 2012). It means the low cost products can be purchased
effectively which might advance the overall outcome.
Threat of new entrants: It has been witnessed that threat of new entrants is very low
because telecommunication sector demands a high level of investment. It is not an easy task for
new businesses to have investment at vast level which does not impact the business of EE. Along
with this, telecommunication sector also demands a various license which is also a critical task
for organisations.
External analysis Political: It has been noticed that political aspects within UK are stables which is one of
key benefit for EE. Government is focusing on development of businesses which also
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provides a support to long term sustainability. Taxation policies are also well structured
which boosts the opportunities for business entity (Dudzevičiūtė and Peleckienė, 2010).
If political values are not considered then it will impact the business in negative manner.
In addition to this, it can be said that political values need to be referred effectively for
sustainable development. Economic: Economic condition of UK is also impressive because the growth in GDP has
been noticed in past years. It means the company is also having better opportunities in
context to economy. By having a pricing strategy as per economic values the business
entity can have sustainable development (Desai, 2013). The economical condition of
country has improved a lot after the retrieval from period of recession. Any kind of
changes might affect business development in desired manner. Social: In addition to this, social needs must be referred by company otherwise diverse
issues might be faced. It has been noticed that customers ate having effective use of
technological tools which allows business firm to attain better benefits. It means the
telecommunication services can be advanced effectively in the market.
 Technological: It has been witnessed that technological changes also impact the working
of business entity in diverse manner. If company is not having changes in its network
system according to market needs then critical issue might be faced by the company. For
sustainability the business firm need to overcome issues, it will allow to lead business to
impressive level of success (Brooks and Simkin, 2011).
Objectives
 To advance the market share by 10 percent at the end of year 2017.
 To improve customer base in the UK market.
 To enhance sales and profit margin ratio by 5 percent by the end of year 2017.
Strategy
There are number of strategies which need to be referred by management of EE ltd in
order to advance the opportunities. ECRM is a method which allows to advance the level of
record system. With an assistance of this, information about customers can be recorded
effectively so that needs can be identified in appropriate manner. Along with this, improvement
in communication system standards is also beneficial in order to lead business towards
impressive level of success (Desai, 2013). In addition to this, data base system information can
21

also being taken into account for sustainable development within organisation.
Segmentation, targeting and positioning
 Segmentation: Company can focus on demographic and geographic segmentation so that
better opportunities can be attained. Along with this, age, gender and other aspects will
be refereed by the management in order to target customers.
 Targeting: In addition to this, it can be said that differentiation strategy need to be
consider by management so that goals and objectives can be accomplished effectively. It
means company will present its services in the unique manner (Dudzevičiūtė and
Peleckienė, 2010). It will attract more and more customers and ensure that company is
having sustainable opportunities.
 Positioning: By having a use of promotional tools the products and services can be
promoted effectively. Television, online platform also need to referred effectively for
sustainable development.
Budget
Activities Estimated cost (in GBP)
Research and development 220
Database system development 300
Recruitment and Selection activities 400
Employee relations 200
Training and development activities 70
Advertisement, promotions and CRM 250
Miscellaneous expenditures (maintenace and
other related expenses)
80
Total 1520
Control
It is significant to focus on the evaluation process so that goals and objectives can be
accomplished in desired manner. It has been noticed that by having use of 360 degree feedback
system the performance can be measured (Forshier, 2012). Along with this, setting out a standard
is also a significant method which assist in improving the control. Review of system is also
necessary so that goals and objectives can be accomplished in desired manner.
Conclusion
As per the above study, it can be concluded that EE ltd is considered as a leading
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telecommunication company which offer its services within UK. It has been noticed that
company is well focused towards impressive identification of customers needs. On the basis of
need identification the products and services are being offered to customers. It leads business
firm to impressive level of success. It has been witnessed that company is holding high ratio of
market share in broad brand system. It has been noticed that EE Limited has developed strong
marketing plans and strategies to identify the customers’ requirements. It facilitates the
organization to increase the market size and generates more profits by keeping the end users
happy. Societal concept is the current marketing trend in which companies are focusing over
meeting the service users needs by completely satisfying them rather than making profits.
In addition to this, it has been determined that EE Limited has faced poor cross functional
communication issue along with lack of marketing orientation. These have created barriers in the
success of the organization. These situations can only be overcome when there is an effective
interrelationship between different functional departments of EE Limited. It has been noticed that
by having an appropriate understanding about application of marketing tools and principles the
company can have continuous development within organisation.
23

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