Unit 2 Marketing Essentials Assignment Copy - EE Ltd.
Added on 2020-01-16
28 Pages6859 Words180 Views
Marketing Essential1
TABLE OF CONTENTSINTRODUCTION................................................................................................................................2TASK 1.................................................................................................................................................3Introducing the concept of marketing including current and future trends......................................3Overview of the marketing process..................................................................................................5Explaining the key roles and responsibilities of the marketing manager at EE Limited..................7Explaining how roles and responsibilities of marketing influence and interrelates with otherfunctional departments of EE Limited..............................................................................................9Addressing the values and importance of the marketing role in the context of EE Limited..........12Emphasising on the significance of having effective interrelationship between differentfunctional departments of EE Limited............................................................................................14TASK 2...............................................................................................................................................15Marketing mix of Vodafone............................................................................................................16Marketing mix of EE ltd.................................................................................................................17MARKETING PLAN FOR EE LIMITED COMPANY....................................................................19Executive summary........................................................................................................................19Company overview.........................................................................................................................19Internal analysis..............................................................................................................................19External analysis.............................................................................................................................20Objectives.......................................................................................................................................21Strategy...........................................................................................................................................21Segmentation, targeting and positioning........................................................................................22Budget.............................................................................................................................................22Control............................................................................................................................................22REFERENCES...................................................................................................................................24
INTRODUCTION Marketing is an activity that is associated with the buying and selling of a service or aproduct of the company. It covers various activities such as promotions, distribution of thegoods, 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. Marketingactivities increase visibility of brand of the company by creating the awareness in the targetmarket. This facilitates the firms build a good position of the business in the industry. Thepresent research is based on marketing essential where to understand its significance, EE Limitedcase study is taking into the consideration. It is a mobile phone organization of the UK which hasoffered wide range of services to its customers and business clients (EE limited, 2016). As perthe given case study, it has noticed that cited organization has deal with poor cross functionalcommunication and a lack of marketing orientation through the organization. The current studywill highlight the principles of marketing, basis of marketing plan, elements of marketing mixand theories related to marketing. Along with this, roles and responsibilities of marketingmanager, interrelationship of different departments and marketing activities etc objectives willalso cover in the present research. 2
TASK 1Introducing the concept of marketing including current and future trendsThe marketing is the philosophy by which an organization can study the needs of itscustomers and then take several course of actions to satisfy those needs better than the rivals. EELimited has used this concept to serve its service users. The basic idea of marketing followed bythe cited organization is to fulfil the demand of the consumers by solving their issues andsatisfied them (Brandell, 2014). From the establishment of the business to the present time, thisframework has been changed with the time. 3
In modern era, EE Limited has developed strong marketing plans and strategies toidentify the customers’ requirements. It facilitates the organization to increase the market sizeand generates more profits by keeping the end users happy. Societal concept is the currentmarketing trend in which companies are focusing over meeting the service users needs bycompletely satisfying them rather than making profits (Asaduzzaman, Hossain and Rahman,2014). EE Limited has been adopted this concept for welfare of community, increase theawareness in the customers and meet their demands. 4
Apart from this, future trends of marketing will be based on tools and techniques. Thesewill be digital marketing methods, mobile technology, online marketing etc. These will speed upthe marketing activities of the organizations and will highly influence the customers. This trendwill amplify level of competition in different industries to gain the attention of the end users(Feldman, 2013). Overview of the marketing processFor EE Limited, marketing process plays an important role in developing a goodmarketing plan to promote the services among customers. The steps of related to followingmethod are as follows: 5
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