EE Limited Marketing Plan: Competitive Analysis and Strategies

This report provides a comprehensive analysis of EE Limited's marketing strategies. It begins with an introduction to marketing and its importance, followed by a comparison of EE Limited with its competitor Vodafone, utilizing the 7Ps of the marketing mix. The report then delves into EE Limited's marketing plan, including an executive summary, company overview, and a detailed analysis of the current marketing situation, encompassing internal and external factors. The internal analysis focuses on primary and supporting activities, while the external analysis includes a PEST and SWOT analysis. The report examines EE Limited's strengths, weaknesses, opportunities, and threats, providing insights into its market position and strategic recommendations. The report concludes with a discussion of marketing essentials and their application to EE Limited's operations.

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