Marketing Essentials for Businesses

This assignment delves into the fundamental elements of marketing, examining core functions like market research, product development, pricing, promotion, and distribution. It explores the marketing process, highlighting key stages from identifying target audiences to evaluating campaign effectiveness. Additionally, the assignment touches upon essential digital marketing strategies for contemporary businesses.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ........................................................................................................................................1
TASK 2..........................................................................................................................................13
A...........................................................................................................................................13
B...........................................................................................................................................15
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23

INTRODUCTION
In the present era, marketing has become an important concept for the business
organizations. This creates value for their customers and provides them with products that fulfil
their needs. Marketing is an action process which is used to sell products and services to the
targeted customers. This process helps the firm to sustain their competitive advantage as
compare to other market players. For this, organizations use many tools and techniques so that
they can create a strong base of customers and can earn more profits than their rivals. Marketing
mix is adopted by the organization so that they can provide quality services to their consumers.
These are some variables in this process such as price, place, promotion and product. The present
report is based on EE Limited which performs its operations in the telecommunication industry.
This enterprise focuses on the marketing strategies so that they can increase their sales and
generate more profits. The below mentioned report emphasizes on the market concepts and its
trends which help the company to get success in the market. Along with this, it also explains
roles of the manager and what process should be used by him to improve its overall performance.
Further, it also focuses on the extended marketing mix that how these elements help the
organization in attaining all the goals.
TASK 1
1

2

3

4

5

6

7

8

9

10

11

12

13

TASK 2
A.
Marketing mix is a combination of those factors which are under control of the
organisation for affecting the customers so that they can purchase products of the organization
(Braslow, 2015). Some of the elements of marketing mix are price, place, product and
promotion. There are some extended variables such as physical evidence, process and people. O2
and EE Limited both are following these elements so that they can generate more revenues and
can attract more customers (Basic elements of the marketing function. 2012). EE Limited and O2
both are performing their operations in telecommunication industry. Business organizations
have to monitor the performance of their services and due to the changing taste and preferences
of the people the firm have to change these variables.
Distinction in EE limited and O2 on the basis of marketing mix:
Marketing mix of EE Limited:
Product: Products are those commodities which are consumed by consumers for
satisfying their wants and demands (Chahal and Sharma, 2006). It is the responsibility of firm to
offer products that are in demand. EE Limited offer many services such as broadband,fixed line
and mobiles to their customers. This industry also launch some tablets and smartphone in order
to attract more customers than the competitor.
Price: Price of the commodity should be related to their quality. Customers pays this
amount so that they will be able to consume the services that the firm is offering. EE Limited
adopts pricing strategy for sustaining their competitive advantage in the UK market. The firm
will not cut down the prices of their products rather they add some more features so that
customers can satisfy their needs (Chamorro-Mera, Miranda and Rubio, 2014).
Place: They are related with channels of distribution from which products are delivered
to the final users. EE limited offer its services through variety of channel such as retail outlets,
call centres, websites and social media (Introduction of marketing essentials. 2016). The firm is
using online channel in order to provide services to the users. This is very simple and direct
method. The telecommunication industry also open new retail stores in the country so that sales
can be increased.
Promotion: This is an important element of marketing mix because through this brand
image of the firm can be improved. EE Limited more focused on their public relation with the
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different kinds of stakeholders (Chang and Chin, 2011). If this relationship get improved then the
firm can achieve its all objectives and their overall performance can be improved. Along with
this, the firm also uses online media and advertisements in order to promote their products and
services.
Physical evidence: They are related with the physical existence of the firm in the
business environment. Physical evidence of products is important for the customers that they buy
such products from EE Limited. Sometimes, risks are also associated with services therefore it is
the liability of the management to give some hints to the customers so that they can buy the
products of the firm (Clow and James, 2013).
Process: It is related to the medium from which products are delivered to the customers.
The distribution channels must be effective for making the customers happy and satisfied with
the products and services. Consumers are not only focuses on the services but they also focuses
on the process that how they receive these services.
People: Employees, employers and leaders all have a vital role in the success of the
company. Customer services should be effective so that the firm can satisfy the need of the
people. So, it is the responsibility of these people to provide the quality services to the users
(Cua, Reames and Chai, 2013). In return, EE Limited will give some compensation and rewards
to their employees so they feel motivated and work hard for the organization.
Marketing mix of O2:
Product: O2 offer its products and services to the consumers such as mobile phones,
tablets, business apps and accessories. The firm established as a trustworthy and quality brand in
UK market (Dioko, 2016). They also offer some accessories such as memory card, smart
watches with their products so this will attract more customers and the firm can increase their
profits.
Price: The firm offer quality services to their customers at relevant prices. O2 provide
products and services according to the need of consumers. Along with this, they also provide an
opportunities to the customers so that they can choose their plans on the basis of their budget.
The company follow skimming strategy and on the basis of this they are able to maintain the
high price and high promotion (Draelos, 2010). Through this they can also gain the market share
as compare to other competitors.
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Place: O2 is the second largest telecommunication industry in UK that provide the
services to the customers. The firm provide its services through different channels such as retail
outlets. The firm have approx 450 outlets in the country. They work on their distribution
channels and it is the strength of this industry.
Promotion: Promotional activities are used by these kind of industries so that they can
increase their sales (El-Gohary, 2010). O2 mainly uses social sites to promote their products and
services. Some social sites are facebook, youtube, twitter and so on. The firm place an
advertisement on the social sites to attract more customers. They also offer free tickets of rugby
match on their websites so that people can buy services of the company.
Physical evidence: They are affiliated with the physical existence of the company in UK.
. The firm have approx 450 retail outlets in the country and they are also following expansion
strategy in order offer their services throughout the world. People don't want to purchase such
things that are new in the market so it is the responsibility of an enterprise to provide an demo of
that products. So that customers will buy such services that fulfil their need and demand.
Process: Process are connected with channels of delivery which are taken in use by O2.
These channels should be effective so that customers can easily access their services.
Promotional activities aggressively used by the organizations because its profits are totally
dependent on the advertisement campaigns (Banerjee, 2013). On the basis of these, they have to
improve their services so that consumers will get satisfied with the products of O2..
People: All the people who are working in the organization are important for the success
of O2. Employees are responsible to provide quality services to the customers because through
this they can increase their revenues. If customers are not able to provide good services to the
service users then it will degrade the performance of O2. So for this, the manager have to
provide training and development to their employees because this can enhance their skills,
knowledge and experience (Beatty and Samuelson, 2014). On the basis of these core
competencies, staff members will be able to make happy to their customers.
B.
Company Overview
EE company is a mobile phone company and mobile networking operator that also
provide internet services. It is an advanced company with the largest service provider. This
company also provides mobiles services that includes data services, messages and voice that are
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very basic requirements for everyone. Retail companies and business customers that comes
under EE it provides services to all of them (Papasolomou and Melanthiou , 2012). The cited
company also offers the accessories of mobile phones, tablets for children and financial services.
This company is a subsidiary company of BT group plc. It offers its services in its retail outlets
and to the business customers. On an average the firm has about 580 retail stores. The firm also
offers 4G services along with broadband solution services. Apart from these services, financial
services, pension trusted services are also offered by the company. (Hauer , 2011). The firm also
provides with the handsets and their related accessories to its customers.
Internal analysis
Its an term which is taken in use for studying the environmental factors involved in the
business planning in which all the strengths and weaknesses of the company are analysed which
is known as Internal analysis. It is a kind of assessment which is done to understand or get
knowledge in terms of its strengths and weaknesses of the firm for the purpose of observing and
identifying them. They provide a good and valuable meaning for the business. (Mihart, 2012). Its
a concept which is taken in use for evaluating specific characteristics of organisation that are
consisting of capabilities, key competencies and resources. In the entire procedure all the
strategies which are developed and objectives which are planned are generated for making the
organisation grow and progress.
Under internal analysis firm can take use of 5M which are manpower, materials,
methods, money and machines. (Marketing essentials. 2017). There are as follows- Manpower: The stated firm hires skilled employees which increases the productivity as
there is a saying that great products are produced by great people. This will also give help
to the human resource management. This grows the employees efficiency and
effectiveness. (Nguyen and Simkin , 2012). If the employees of EE company are highly
skilled then they will finish their work with very less time. This in turn will be a
motivating factor for other employees and to have a talented workforce. Materials: The cited firm has to lay emphasis on the material as the entire business relies
on the material which makes the product powerful, it has an essential role in business
success and growth. (Berens, 2007). The material must be checked in an appropriate
manner in terms of their weight, strength and survival which makes the product useful
and it will also reduce the processing time of products and services.
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 Machine:This is a very essential and vital component before preparation of the product,
when machines and tools are performing appropriately then only the products can be
produced and with no problems. (Desai, 2013). When the machine is efficient enough it
will increase the product. Each machine of the production process should be dependable,
long-lasting, incisively build and designed. Methods: The methods should be effective, created with utmost care so that they meet the
satisfaction level of the customers. The manufacturing should be done with some extra
efficiency for maximising the operations in EE company.
 Money: The cited firm has to make investments for making the product more better and
improved so that it increases the quality of product. This in turn will lead to higher
profitability in the company.
External analysis
This is a procedure in which all the external environmental factors are identified and
evaluated so that their negative and positive influences on the company can be determined. This
is basically a type of keeping a check on forces outside the organisation. (Kennedy and Parsons,
2014). This is helpful in executing decisions that are supporting the firm to move forward for the
future success and growth.
For doing external analysis, PESTLE analysis is taken in use for understanding the
different marketing principles. (Black, Clemmensen and Skov, 2010). Its a type of tool to
measure the tracks in the environment in which the product is to be brought through making
plans. Firstly, the firm should gain knowledge of the place and products before bringing their
own products. This will be assisting the company in various ways. (Rudden, 2016). Its a term
that is used to know about the all the external factors on the organisation by using the macro
environmental frame and there are as follows- term that is used to know about the all the external
factors on the organisation by using the macro environmental frame and there are as follows-
PESTLE analysis is helpful for examining extrinsic forces
Political factor- Its a model of external analysis made by the government that which are
designed by the government which also impact the policies and procedures of the EE limited.
The changes in the government policies, regulations makes a significant impact on the marketing
strategies and goals of cited firm. The research connected to the coverage events depicts that the
overall customer contentment is 76 percent which shows a spatial difference and decreasing at 67
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percent in the rural region. (Puddle, 2015). Thus, their policies impact goals and objectives of
organisation and many times it is hard to track them and then achieve the desired results.
Economic factor – These factors includes several factors that are significantly influential
on the purchasing power of consumers. (Shepherd, 2005). The income level showcases their
buying power. Inflation is also one of the factor that affects the firm as well as purchasing power
of consumers. The supply of money is not under control of the company.
Social factor – There are various customer segments which depict that there are varied
behaviour of customers in the telecom market. These factors influence the wants and desires of
consumers and the size of potential market. (Fox and Wareham, 2010). Some of the factors
includes age group, culture, traditions, habits, living standard of consumers.
Technological factor – Many times dramatic changes can take place in the company
because of the rapidly developing technologies in the current business scenario. There are
numerous technological advancement taking place each and every day. (Wu, Kirkole and
Huang, 2016). The cited firm offers 4G services with broadband solution services. For instance,
when mobile handsets were launched, they were having very few features. But with the passage
of time as the technology has advanced and developed, there are now touchscreen phones with
internet facilities and much more. (Marketing process. 2017). The mentioned company can also
take use of newly upgraded technologies that are introduced in the market. It will provide its
customer with more better and improved quality of services.
Legal factor- The regulator determines the customers capability to terminate their
contacts without any punishment, under the situations of price additions without, the notification
in a period of month. The rates of roaming have been decreasing in the period and it has been
anticipated that till 2015 they will be abolished.
Environment- These factors are taken into the consideration in telecom because there are
categorised in production and the use of handsets, the development of the applicable
infrastructure and also the impacts.
SWOT analysis
EE limited can take help of SWOT analysis for understanding the strengths and
weaknesses. It is a procedure under which firm's internal environment is examined for knowing
its strengths, weaknesses, opportunities and threats. This is easy and understandable for the firm
to do the analysis and make improvement accordingly for achievement of goals and objectives. It
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is a tool that is taken in use for analysing the internal environmental forces which affects the
organisation. It is taken in use for improving products and their usage so that they are successful
in the market. This will reduce the possibility of rejection for the products. This tool is divided
into two heads. One is internal factors which are firm's strengths and weaknesses. The second
category is external factors that are opportunities and threats. (Whitlow, 2012). this is a very
essential analysis for improving the conditions of the products. This analysis examines strengths,
weaknesses, opportunities and threats of the cited mobile phone company. The internal factors
such as strengths and weaknesses are in control of the firm and the firm only regulates them. On
the other side, opportunities and threats are external factors which sometimes cannot be regulated
by the company because these factors are difficult to regulated by the business entity.
Strength Weaknesses
 There are 27 millions customers.
 Its has the largest coverage in 4G
network services in UK.
 It sponsors the movie events, big
football that has increased the position
of brand of the company.
 This makes the business segment its
targets and on the contrary it also loses
the customer contentment.
 It provides not very effective services
compared to the other rival firms.
 It has no appropriate location by which
the sales of production can be grown.
Opportunities Threats
 It uses technologies that can make
increases in the internet services and
sales revenues.
 Organisation may also offer tablets and
phones which will make growth in
sales revenues and can reap large
amount of profits for the firm.
 It has to face competition with many
close rival firm such as Vodafone,
Telefonica UK limited and many more.
 Many close rival companies are
providing more better products with
low prices.
Objectives
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EE limited has to pay attention on the contentment of its customers for increasing sales
and services in the market.(Martin and Reed, 2015). There are several objectives of the mobile
firm which are listed below:
1. To grow return on investments and make increase in shareholders returns.
2. To make an increase in the new worth or owner's equity fund in the firm.
3. To achieve growth in the 4G subscribers within the next two years.
4. To reduce the customer services costs.
5. To increase the trust and loyalty of customers.
6. To acquire market share largely.
7. To make investments in heavy amounts for research and developments field so that new
and advanced technologies are accepted and applied in the firm.
Strategy
EE company should adopt the pricing policy strategy to increase the sales of the product
and services. These strategies will be helpful for the firm in fixing the price of its products and
services through application of the policies. (Mittal, 2014) there are some policies which are
stated here:
 Penetration pricing: With this policy, the products are offered with low prices for gaining
market share. When the cited mobile company achieve the desired market share, it will
automatically increase the prices of products and services.
 Price skimming: under this policy when the products are introduced in the market the
firm sets high prices for its offerings. The high prices of the products and services
attracts the new rival firms in market and due to this price goes down as there is an
increase in supply of products. However, after two to three years the price of that
particular product observes an automatic fall.
 Competition pricing: The cited phone company has to fix the prices as per the prices of
its close rivals. If the prices of the products offered by company are high, the customers
may switch to the products provided by its competitors. This will created problems for
the firm. On the contrary, when the firm fixes lower prices of its products, the customer
will not get attracted towards it and they may develop a perception that products are not
of standard quality.
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Segmentation, targeting and positioning
Segmentation is a procedure which is used to divide market in various small segments as per
the features of the products which analyses the purchasing behaviour of the customers. After
grouping the market into varied segments, EE company is required to select some segments
according to the demographic factors like income level, status, age, living standard etc. in that
selected target market, the firm has to position its strategies for highlighting it as compared to tis
close rival companies. When the STP is settled by the firm then it will become easy to sell its
offerings in various segments and finally it will grow the sales.
Tactics and Actions
Tactics are the included frameworks like business, integration, growth, and user
experience. EE company needs to know about what all are the priority to manage the
organisation or the business (Desai, 2013). Through actions all the plans that should be
implemented within the time limit for estimating as to how much time is required to solve the
issues that the company is facing. EE company can also increase their sales of the products and
services in international market. So, that the company can take proper actions and and is able to
implement them with the firm's goals and objectives. Tactics are taken in use by the firm for
hitting the targets within time and what proper activities are taken for making them collectively.
It is essential to take appropriate actions for implementing them within time so that objectives
can be accomplished.
Budget
Budget is a process that is used to calculated the total cost of plans or production. If the
cited firm have adequate budget in can make an increase in its cost on advertisement,
promotional activities and sales . The company has to examined that how much financial
resources are require for promoting the brand position in other nations for the better business
(Rudden, 2016). This also shows that how much the government is able to give natural resources
to the organisation so that it can increase the quality of its products and services. . The expenses
done by the company should be analysed with the last years expenses so, to know about the
increment in different years. If the mentioned firm does not prepare annual budgets then it would
be tough for the marketing department to achieve the marketing objectives.
Control
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Control is the most crucial function of the EE company management. Its the
responsibility of the senior management to have a control over all the different departments. Its
important to keep good coordination between other departments. Marketing manager should
control the price of products and services (Whitlow, 2012). Many a times when prices are low
then consumers develops a thinking that the firm is offering low and cheap quality products and
services. Contrary to this, when prices are high then they are not capable enough to afford such
highly prices products and services. Its important to manage the price of the services and the
product according to customers demands. Marketing mix has a control on the seven Ps in various
nations for attracting people. It is easy for the firm to offer its products and services in other
nations.
Executive Summary
EE limited is mobile phone organisation which offers various mobile phones and internet
services in several nations. The firm is advanced with the large service supplier in the field of
internet services. It also gives other accessories which are majorly according to the wants,
preferences and tastes of the customers. Android tablets are also launched by the firm for
specially targeting kids. This is making the customers more attracted towards the organisation.
(Hauer, 2011) The cited company is able to analyse its external environmental factors as well as
internal factors which are supportive for further designing of marketing plans and strategies.
SWOT analysis helps the organisation to understand the demands and needs to improve the
products according to the public and for the company.
CONCLUSION
From the above mentioned report it has been concluded that marketing is a core concept
of any business organization. Manager have to perform its different roles and responsibilities in
the firm so that overall performance can be improved and they will be able to achieve its
objectives. Some of the promotional activities are performed by the firm such as online
marketing, newspaper and so on. Through these activities an enterprise can endorse its business
on large scale. Marketing manager should always focus on the innovations so that they can
sustain their competitive advantage over its rivals. EE Limited can use SWOT and PESTLE
model and on the basis of these they can analyse their internal and external environment. After
examine the business environment of company, the firm can improve its overall performance
that will lead towards the success.
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