Marketing Essentials Report: Marketing Plan for EE Limited

This report provides a comprehensive analysis of marketing essentials, using EE Limited as a case study. It begins with an introduction to marketing concepts, current and future trends, and an overview of the marketing process. The report then delves into the roles and responsibilities of a marketing manager within EE Limited, highlighting the importance of cross-functional communication and marketing orientation. It explores how marketing influences and interrelates with other functional departments like finance, production, R&D, and human resources. Furthermore, the report emphasizes the values and significance of the marketing role in the context of EE Limited, including managing strategies, communication, brand image, and sales. The report also includes marketing mixes of Vodafone and EE Ltd and provides a detailed marketing plan for EE Limited, covering executive summary, company overview, internal and external analysis, objectives, strategy, segmentation, targeting, positioning, budget, and control. The report concludes by emphasizing the importance of effective interrelationships between different functional departments within EE Limited.

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.
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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).
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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.
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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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