Marketing Essentials for Small Businesses

This assignment delves into the fundamental concepts of marketing, specifically focusing on their relevance to small businesses. It examines key marketing functions such as market analysis, product development, pricing strategies, promotion techniques, and distribution channels. The analysis emphasizes the adoption of e-marketing by small enterprises and investigates factors influencing this trend. The assignment also explores the impact of integrated marketing communication on consumer behavior and decision-making processes.

Marketing Essential

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................9
Task 2a: Compare EE Limited with another competitor Vodafone............................................9
Task 2b: Marketing Plan...........................................................................................................11
CONCLUSION .............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is a crucial aspect of business operation which helps the companies in
attaining effective and significant growth and development in the economy (Banerjee, 2013).
Well defined marketing measures helps in attaining high sales and significant brand identity for
companies operating in the economy. Effective and creative marketing measures are adopted by
the businesses for creating a well-defined development within the market. The present study will
evaluate the strategies adopted by EE limited to attain a competitive brand image in the
economy. The organization is a mobile network company which is established and operating in
UK with an effective range of services for its consumers. The organization however is facing
some major communication issues within its cross functional team. Lack of effective marketing
orientation has led to develop the stated issues within the economy (Marketing process, 2017).
The study will evaluate and analyse the interrelationship between different organizational
departments which will help the organization in developing a well-defined communication and
growth aspect for the business. In addition to this marketing plan and effective marketing models
will also be implemented in the study to attain a significant brand image for the business.
TASK 1

TASK 2
Task 2a: Compare EE Limited with another competitor Vodafone
Marketing mix is a innovative concept of marketing. This concept defined as a marketing
tool which helps to attain objective of organisation. 7Ps of marketing mix are mention below:
Product- Word product defines something that consumer gets via exchange their need or satisfy
themselves against that product (Beatty and Samuelson, 2014). EE Ltd. is the service provider,
main services are voice transfer and internet assess in form of 3G or 4G. Consumer get services
of this entity and company increasing its network signal quality.
Price- Price is a most and important determination of consumer satisfaction. Always costumer
wants to know the price and discount rate of that particular product. As a first inventor of 4G
services EE Ltd. quit increase its price than 3G (Mobilitytechzone.com, 2013) services.
Place- Place refers making of product, availability of product for costumer and easily providing
services. EE Ltd. reach that place from where it can easily providing its product and services. At
the time providing better services and if needed EE Ltd. designed its websites for online
costumer support services which assist buyer to purchase online product and get discount rate at
a same time (Marketing essentials, 2017).
Promotion- It plays a important in a marketing process. Promotion refers an activity that
sending information to consumer and try to attract consumer toward their product. Results,

consumer aware about that product and it increases sale. EE Ltd. use traditional techniques for
promotion like television adds, media sites, posters, hoardings and internet. EE Ltd. introduce
new service called as video calling service which helps company in fulfilling its desire level of
satisfaction. EE ltd also setup their adds on social networking sites like Facebook, Twitter and
adds on YouTube as well. Take help of Google for advertising product and aware consumer
about their product and its qualities.
People- The members of company like managers, directors and officer plays an important role in
marketing mix. Duties of these people are to resole consumer's problem in an timely, quickly
and efficient manner. They helps company to achieve their objectives and provide entity a desire
level of satisfaction. For providing their effort for company, EE Ltd. give rewards to their
employees like bonuses, incentives offer for travelling and much more (Berens, 2007).
Process- The EE Ltd. provides variety of services to their costumer like voice transfer, internet
assess and tangible services are providing mobile phones. However these services useable,
efficient and effective which easily access by consumer. Because buyers interested in receiving
the goods and services not only in having or buying product. So organisation have to provide
better services to their costumer which attracts more and more consumer towards product.
Physical evidence- Costumer have a risk when they use first time a new product which they can
not used before. As to get a new product they are not experienced before and also company not
experienced before delivery. EE Ltd. needs to provide a better service to their costumer, also
improve its product quality, in order to enhance companies growth (Introduction of marketing
essentials, 2016).
Vodafone is one of the greatest telecommunication brands. In India, it operates as a joint
venture with Essar. Marketing mix of Vodafone includes:-
Product – Vodafone provides the wide range of products to the consumers which includes data,
messaging etc. The aim of the business entity is to assist the consumers with the communication
needs. It includes the different products are Vodafone branded phones, smartphones, handsets,
voice as well as messaging services. The company is providing the best product quality to
customers. Corporation branded services are designed to meet the consumer needs (Black,
Clemmensen and Skov, 2010).
Place – The company marketing strategy is to focus on the needs and wants of the consumers
and lead when it comes to providing the revolutionary telecommunication services. Vodafone

have to do proper work so that they they can improve their services and currently provides the3G
services on GSM technology. There are plans to upgrade the network to 4G. The stores of
Vodafone are the major service providers to consumers and having the stores in every corner of
the country.
Promotions – The business entity use the local name recognition and maintain the trust of its
local consumers. It assist in promoting its global appeal and have to do effective communication
so that they can create its bran value. Vodafone doing the advertisement for attaining its brand
value through billboards, TV and the other outlets of social media which succour in attracting
large number of consumers (Basic elements of the marketing function, 2012).
Price – In attaining the success of high competition, Vodafone has to ensure that they are
providing high quality services to the consumers like high speed data or good network. Company
sell different products and services which offers the various price structure so that these services
can suit the different needs of the consumer. Vodafone have to use the effective price strategy
which will helps in attaining the goals and objectives. Along with this they can obtain the leading
position in the competitive market.
Process – It is related to the delivery channels that are used by Vodafone. The company have to
use the effective channels which will helps in attracting the large number of consumers and by
that they can easily access their services. The profits of the business entity depends on the
advertisement campaign. So the staff members of Vodafone have to improve the services so that
they can satisfy the needs of consumers (Mihart, 2012).
People – All the person who are working in Vodafone are important because they helps in
reaping the success in the market. Employees are responsible in providing the qualitative
services to the consumers which helps in increasing the revenues. The manager of Vodafone
have to provide the proper training along with the development so that they can provide best
services which will help in making the consumers happy.
Physical evidence – it is related to the physical presence of the firm in UK. It is the
responsibility of Vodafone that they have to provide demo when they launching the new
products as well as services in the market (Braslow, 2015).
Task 2b: Marketing Plan
 Executive Summary – EE Limited is a company which deals in mobile and network
operators. Along with this it provides the different services in different countries. The

business entity is using the advanced services with the provider of the large services in
the net services. This company also sells the accessories of mobiles which helps in
fulfilling the needs and wants of the consumer. Along with this it provides the
satisfaction to the consumer. EE Limited have to do internal as well as external analysis
as this analysis helps the firm to overcome all the weakness and strength about the
company's product (Chahal and Sharma, 2006). The employees of business organisation
have to make the products according to the requirements of the consumers which helps in
attaining the leading position in the market.
 Company Overview – EE Limited is a mobile related company and also a mobile
network operators which provides the internet services. It is a advanced business entity
which having a largest services provider. EE Limited is a corporation which assist in
providing the mobile services like data services, messages and voice as these are the basis
need for every person. This business entity also sells the accessories of mobile to the
consumers which includes the handsets, tablets for children which is android (Chamorro-
Mera, Miranda and Rubio, 2014). Along with this they are providing the different
financial services so it is known as everything and everywhere formally. EE Limited
provide the services through retail stores along with the business consumers. This
company having 580 stores in the market. Current marketing situation analysis
◦ Internal analysis – It is a process which assist in identifying and evaluating to specific
characteristics which includes the resources as well as capabilities of the business
organisation (Martin and Reed, 2015).
▪ Primary activities – These activities are used to provide a business entity with a
competitive advantage. It helps in creating the value and generating a higher
profit. Inbound logistics includes warehousing as well as inventory control of a
raw material of company. Outbound logistics are the activities which needed to
get a finished product for EE Limited (Chang and Chin, 2011). Marketing and
sales are the activities which helps the buyer in purchasing the product. Service
activities are those which increase a product value.
▪ Supporting activities are those which helps in doing the proper business. It helps
in doing the proper management of the business activities of EE Limited by

taking a help of human resource department so that they can attain the goals and
objectives. These activities includes the implementing payroll procedures along
with the internal communication structure so that they can do appropriate control
on cost and on the basis of that they can do the best purchases (Clow and James,
2013).
◦ External analysis – It is the process which helps in scanning as well as evaluating the
various sectors which is related to external environment which helps in determining
the positive and negative trends which having a impact on the performance of
organisation (Kennedy and Parsons, 2014).
PEST analysis of EE Limited:-
◦ Political factors – The change of policies of government on a regular time which
having a impact on the objectives of EE Limited. In this factor research related with
the coverage incidents which shows the 76% consumer satisfaction (Cua, Reames and
Chai, 2013).
◦ Economic factors – In this, inflation is main factor which having a impact on EE
Limited along with the consumer purchasing power.
◦ Social factors – This factor affects the needs and wants of the consumer along with
the size of potential markets. Some factors which are included in this are age group,
living standards of people etc.
◦ Technological factors – EE Limited can adopt the new technology which are
available in the market so that they can provide the better quality of services (Hsu,
2011).
SWOT analysis of EE Limited:-
◦ Strength – There are 27 million consumers along with the largest network in 4G
network services in UK (Desai, 2013).
◦ Weaknesses – The main weakness of EE Limited is that they have to target the
business segments and on the other side it also lose the consumer satisfaction. Along
with this it provides the poor services as compared to the other competitors.
◦ Opportunities – The company use the appropriate technology which will helps in
increasing the sales as well as internet services. EE Limited provides the tablets to the

children which helps in increasing the sales and earn maximum revenue (Dioko,
2016).
◦ Threats – The company having so many competitors in the market which includes
Vodafone, Telefonica UK Ltd. etc. EE Limited having so many competitors which
offering better products at a lower price.
 Objectives of EE LTD - EE Limited have to focus on satisfaction of the consumers and
this will helps in increasing the sales of the products and services in the market. There are
many objectives of EE Limited are to increase the return on investments. Along with this
it helps in increasing the shareholder return (Draelos, 2010). The company member have
to increase the net worth or fund of owner equity. Another objective is to do reduction in
the cost of consumer services. By providing the best quality services they satisfy the
needs of consumers. Further, the staff members of EE Limited have to increase the
consumer retention for a long term.
 Strategies of EE LTD in accordance to marketing – EE Limited have to adopt the strategy
which is related to pricing policy so that they can increase the sales of the products along
with the services. Company can use competition pricing policy in which the manager
have to set the price of the merchandise according to the competitors (El-Gohary, 2010).
If they set the high price for selling the product to the consumer then they will use the
other services which are provided by the other companies and this will create the issue in
the business entity. But on the other hand, if prices of the merchandise are very low
consumers will not attract easily. They think that company is selling cheap quality
products as well as services which are provided in the market.
 Segmentation, Targeting and Positioning (STP) strategies – Segmentation is the process
which helps in dividing the market in different small segments according to the product
which will helps in analysing the buying behaviour of the consumer. After doing the
segments by the staff members of EE Limited in the different markets, the employees of
the business entity have to choose the segments so that they can target the market for the
mobile operator services (Fox and Wareham, 2010). Market can be segment according to
the different variables which includes level of income, age of the person etc. The target
market which is chosen by the company, for that they have to make the strategies to
highlight it from the competitors. When segmentation, targeting and positioning done

then it is easy for the EE Limited to sale the products in the different segments and by
that they can attain the maximum revenue. Along with this it helps in leading position in
the market when the business entity facing high competition.
 Tactics and Action – Tactics are the included frameworks like business, growth and the
experience of user. Through actions all the plans should be implemented on the time so
that they can resolve the problems which the members of EE Limited facing (Grierand
Bryant, 2005). So, the employees of business entity have to take proper actions and can
apply the actions which helps in attaining the goals and objectives. Tactics as well as
actions helps the business entity helps in attaining the objectives.
 Budget for marketing – It is a process which is used in calculating the total cost of plan of
the business or what the company produce.
Marketing budget
Particulars
1st
year
2nd
year
3rd
year 4th year 5th year
Initial money 50000 14000 13500 19300 14000
Investment 36000 36500 30700 36000
Total 50000 50000 50000 50000 50000
Marketing
expenditures
Advertisement 10000 12000 11000 10000 12000
sales promotion 4000 5000 3000 4000 5000
Direct marketing 3000 3500 4000 6000 4000
digital marketing 5000 6000 5000 5500 3500
Social media 2000 3000 2500 2000 2500
printing 5000 2000 3000 4000 5500

Events 7000 5000 2200 4500 6000
Total 36000 36500 30700 36000 38500
Available balance 14000 13500 19300 14000 11500
 Control in any unwanted activities – It the important function of EE company
management. To doing the control in all different departments is the responsibility of top
management (Hauer, 2011). The employees have to make proper coordination between
different departments. Along with this marketing manager should control the price of the
products as well as services.
 Conclusion
From the above report it has been analyse that the staff members of EE Limited have to
make the proper plans so that they can attain the targets. Manager of the business entity have to
perform its roles and responsibilities which helps in improving the overall performance. The
employees of EE Limited have to do the appropriate promotional activities by online marketing,
newspaper and so on which helps in obtaining the leading position in the market.
CONCLUSION
Global business development has created a significant market competition within the
market. Technological development has helped the people in effectively attaining the
communication and information regarding products and services offered within the economy.
The present study focused on evaluating the marketing aspects adopted by EE limited and
effective measures which the company must adopt to enhance the business development aspects.
The study evaluated a well-defined means of growth measures for the business expansion and
success. The analysis of marketing plan of EE limited helped the organization in creating a
significant development aspect for the company. The organization however is facing some major
communication issues within its cross functional team. Lack of effective marketing orientation
has led to develop the stated issues within the economy. In addition to this the marketing plan
helped in analysing the product and marketing mix which the organization must adopt in order to
expand its operations and overcome the major issues the business is currently facing. As internet

has become a better source to promote any product over the internet. There are various elements
of internet marketing which allows an organisation to develop its products.
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