Marketing Essentials Report

This marketing report provides a detailed analysis of EE Limited's marketing plan for 2017. It begins with an introduction outlining the importance of marketing in a competitive environment, using EE and Vodafone as case studies. The report then delves into a comprehensive analysis, including an extended marketing mix comparison between EE and Vodafone, covering product, price, place, promotion, physical evidence, people, and process. A detailed marketing plan is presented, encompassing an executive summary, company overview, situational analysis (internal and external using 5M and PESTLE analyses), SWOT analysis, objectives, strategies, segmentation, targeting, positioning, tactics, budget, and control mechanisms. The report concludes with a summary of the marketing plan's potential to help EE Limited achieve its objectives and emphasizes the need for the marketing team to seriously follow the plan. The report also includes a substantial list of references.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
TASK 2 a.........................................................................................................................................8
TASK 2b .......................................................................................................................................12
Executive summary;..................................................................................................................13
Company overview;..................................................................................................................13
Current marketing situational analysis;.....................................................................................14
Internal analysis;.......................................................................................................................14
External analysis;......................................................................................................................15
SWOT analysis;........................................................................................................................16
Objectives;.................................................................................................................................17
Strategies;..................................................................................................................................17
Segmentation, Targeting and positioning;................................................................................17
Tactics and actions;...................................................................................................................18
Budget;......................................................................................................................................18
Control;.....................................................................................................................................18
Conclusion;...............................................................................................................................18
CONCLUSION..............................................................................................................................18
REFERENCES .............................................................................................................................20

INTRODUCTION
Marketing plays a very important role to place the products and services at the target
audience more effectively by attract them through various marketing strategies(Hoványi, 2013).
In the competitive marketing environment, the role of marketing-mix strategy is help them to
grow and expand business at the local, global as well as international level. Therefore, by
adopting this strategy the mobile industry develop innovate or unique products by adding more
valuable services so, the customers are highly satisfy. For this, sales will also increase and give
the firm to create brand image in the minds of its clients by target potential market. Along with
this, the organisation also conduct marketing research by various primary and secondary source
such as questionnaire, conduct interview, Journals, Newspapers and Publishers etc. In the
telecommunication industry the EE limited company is established its business in the 1989 and
generate annual revenue is £7480. They offer various products and services that connect the
people across the country recently it have a more than 13 million customer all over the world. In
the UK they open more than 600 retail stores and sell the 4G internet networking services and it
is a second largest in Europe as a operator(Dioko, 2016). On contrast, the Vodafone company is
a competitor they also sell various types of products such as 3G, 2G, Hutchison in the United
Kingdom. In the research project report, the study is on the subject of extend marketing-mix by
comparison on both mobile company and also concept of marketing of current as well as future
trend. Also, explain the role and duty of marketing manager in the organisation in the business-
to-consumer as well as business-to-business marketing.
TASK 1

TASK 2 a
A)Extend Marketing-mix
In the modern environment there is advancement of technology that increase competition
and company modify or develop new marketing strategies. In the mobile industry many firms in
the UK develop unique features, design and innovative products. To maintain in the competitive
world each organisation try to adopt flexible marketing-mix than its competitors(Dibb and
Simkin, 2013). EE limited have a strong brand image in the UK market and on the other side the
Vodafone is a competitor of it. The both firm increase sales in the potential target market by
adopting extend marketing-mix so, there is a comparison of both marketing strategies that are as
follows-

Product- The customer's expectation relating to mobile product and services are quite.
For that reason many firm develop that goods that satisfy their needs. They are highly demand
from the mobile companies are they want variety features with valuable services in the product.
Along with this, the attractive design and features at fair price that maintain its standard of living
of customers. EE limited is very well known as a Everything Everywhere that they cover a wide
area network so, the people connect each other. The cited company create its product by
considering customer requirement and deliver them in the target market. They provide wide
range of product such as T- mobile, tablets etc. along with 4G internet service in the target
market (Blery, Katseli and Tsara,2010). Whereas, Vodafone company purpose is that to identify
the customer's communicate needs and offer products in the different market segments. By
considering this, they also deliver wide range of goods that involves messaging, fixed line
solutions,voice and Data etc. with value added services. It also offer Handsets, smartphone and
voice & messaging services that are have unique features in the product portfolio. This are
available at high-ended features at low cost in which touch screen and various multimedia such
as pictures, audio, video as well as text messaging etc.
Price- Customer's are very sensitive as well as emotional with the price while they
buying a product. They always access those goods and service that made available with best-

product quality with fair price(Cua, Reames and Chai, 2013). Therefore, the mobile firm are take
care of its people's emotions while design its price strategy. Lets compare with the two mobile
company in which EE limited adopt premium strategy on the 3G products that help them to
capture a large amount of profits. In additionally, penetration price strategy that fulfil the
customer expectation in that the price of a product is lower such as 4G. This pricing strategy in
which the product price is set by the organisation initially at low that assist them to reach the
wider fraction of market. Its work on those types of people who switch quickly with the newly
branded product more easily when the product made available at low price. The main objective
of using this strategies is that they highly capture the new market and cost are in control. This
resultant into capture high market share and gain advantage in the potential target market over
rivals. On the other hand, Vodafone adopt competition pricing strategy of products and services
to beat the industry rivalry. This strategy is suitable for those firm who often done same type of
business in that they sale substitutes products. By using this strategy the company have a various
options to set the price for goods and services are at the below or above the competition, at the
competition(Clow and James, 2013). They offer high-quality of products with high speed
internet services in that various price structure that suits various types of customer needs.
Place-The company distribute its products and services in the various types of market
segmentation by adopting distribution channels. Their are various options available to the
company to place the goods so, the audience reach effectively (Brooks and Simkin ,2012). EE
limited reach its customers by adopting sales staff or middlemen and direct options to cover the
wider area that satisfy them in a desired manner. In that they follow the social networking
websites, mail marketing, message through Catalogue that is a very convenient for the buyers.
On the other, Vodafone company cover amazing network all the world by opening stores and
customer's care services stores that help them to satisfy clients needs. It will help to express to
share their queries as well as complainants so, they deliver them as per the customer's
expectation.
Promotion- The company produce products as per the customers requirements but its
requires them to adopt promotional techniques to increase the sales by send the message in the
potential target audience. There are various types of promotional strategies available in the
market are the advertisement, public relations, personal selling and sales promotion etc. EE
limited company adopt both traditional and modern techniques to transfer the message about

products and services (Powers and Loyka,2010). The advertisement tools is adopt in which they
place information to reach the customers on television, social media and newspapers. Along with
this, they also place its products video on YouTube and also on the most popular sites such as
Facebook, Twitter etc. so, the people can express its opinions on it. In contrast, the Vodafone
Company reach the customers at global level by use unique promotional techniques to promote
its products through global brand ambassador. The Telecommunication and social media strategy
through they communicate information about company's products that help them to enhance
brand value. They also reach the clients by advertising on billboards and also use of outlets in
social media etc.
Physical Evidence- It is define as a presence of products and service in the target market
through some material part of it. This part are associate with the goods packaging, logos, signs
so, the customer can easily attract and buy it (Pomering,Noble and Johnson,2011). The people
are not experienced the goods at first sight so, the firms sell them in a different way. The EE
limited company attracts various clients to enhance their probability by use of its logo leads to its
success at the global level. Whereas, the competitor of this is a Vodafone company through the
logo as well as opening the stores in the rural as well as urban areas. It provide a superior
experience to the customers and assist them to main the brand image with sophism.
People- The company aim is that to increase the sales and capture the market covering
the wider area. The people play vital role in it they are the asset of the firm that help them to
attain the objectives in a desired manner. These are the mainly manager, intermediaries and the
employees who are the supporters. EE limited hire the talent and skilled workers so, they are able
to resolve the technical issues and provide outstanding service to the customers. They also
motivate them by deliver them rewards, incentives and various benefits so, they contribute more
efforts towards goal (Blythe,2012). Whereas, the Vodafone company also have the skilled people
who contribute maximum to reach at the goals. For this, they develop them by training on new
technology so, its skills, knowledge and capabilities can be improve effectively. The main
advantages of it is that they optimum utilise its resource that reduce wastage as well as cost to the
company.
Process- The customers use company's products and services if they are available easily.
They are very much interest in the process that available to them effectively. By Consider this,

the EE limited provide the wide ranges of products with valuable services to the wider area
through the online facility so, the people can purchase more easily from anywhere in the world at
anytime (Dibb and Simkin,2013 ). The process of social media marketing helps them to reach the
people more effectively by minimizing advertisement cost through websites are the
Facebook,Twitter and Instagram etc. On the other hand, Vodafone group provide its goods and
services by using process of opening a large number of stores in the UK market so, the people
reach at the product more appropriately.
TASK 2b
Marketing plan; A marketing plan is related to the product promotions in their target
market. It is a written documents which is containing different stages of market plan which will
be followed by the marketing teams to achieve their marketing objectives(Yi and Yazdanifard,
2013). It creates a path for marketing teams to execute their activities according to these and it
helps them to manage their work. Most of the time leaders and board of directors determines the
goals and objectives of marketing for their different teams. After it, marketing managers creates
marketing plans for their teams. It has several steps which is formulated by the team members to
complete their tasks. These steps are based on the demographics where these marketing plan has
to be implemented. This is based on their target market and suitability in different sectors of their
target customers. It can be modified as per the needs of their target market, if their managers and
leaders feels a need to make changes in it. In the starting it is having executive summary which is
having quick information of different phases which is involved in it. Marketing plan is having a
huge significance to make a successful organisation. It is a basic need of an organisation to
obtain their short-term and long-term targets. The organisation can develop their market where
they can easily make sale and manage profitability for their company. As this marketing plan is
based on the EE limited which is working in telecommunication industry, they can increase their
sales and as well as their profits by using this. The market plan emphasis on different
demographics where the company is having set their targets to obtain a particular sum for this
area(Wu, Kirkole and Huang, 2016). Segmentation is a tool to create differentiations on the basis
of demographics and geographic. UK is having various types of difference which can be a base
to make differentiation for markets by the company. After it they have to set their targets which
is detailed in the market plans, it have to be done in well planned strategies to achieve their
objectives. The EE limited have to use suitable options to make perfect positioning of their