Marketing Plan Analysis Report: EE Limited (Telecom)

This report presents a comprehensive marketing plan analysis of EE Limited, a major telecommunications company in the UK. It begins with an introduction highlighting the importance of effective marketing plans in the modern business environment. The situation analysis examines EE Limited's mission and vision statements, providing insights into its goals and values. The industry analysis delves into the telecommunications sector, exploring market trends, financial performance, and the impact of external factors such as political, economic, social, technological, legal, and environmental (PESTLE) influences. The report also includes a competitor analysis, identifying key rivals like Vodafone and O2, along with their market shares and customer analysis. A SWOT analysis of both EE Limited and Vodafone is provided, comparing their strengths, weaknesses, opportunities, and threats. The report concludes by summarizing the key findings and emphasizing the importance of adapting to the dynamic market conditions to maintain a competitive edge. The report uses data and figures to support the analysis. The report is based on the assignment brief given which includes the topics to be covered in the report.

Marketing Planning

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Contents
INTRODUCTION.................................................................................................................................1
Situation Analysis..............................................................................................................................1
Industry Analysis...............................................................................................................................1
Competitors Analysis........................................................................................................................3
Conclusion.............................................................................................................................................5
References.............................................................................................................................................6

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INTRODUCTION
In modern day business environment, it is crucial that they have an effective marketing plan
for taking their business to a new level (Crawford, 2013). In the making of marketing plan, it
is crucial that any organisation understands its internal and external environment. Telecomm
industry has flourished in their business at much faster rate as compared to many other
industries. This has increased the number of companies operating in this industry and hence
increasing its competition. EE Limited is one of the biggest telecomm companies in U.K.
This report examines the internal and external environment of EE Limited. It also presents
the competitor’s analysis of the cited firm.
Situation Analysis
The changing global business environment calls for the need to have a detailed market
research (Nardotto, Valletti and Verboven, 2015). Mission and vision statements act as a path
bearer for the companies so as to ensure that they are moving in the correct direction. The
mission statement of EE telecomm states:
 To build a digital backbone for U.K.
 Providing excellent services to their clients using their centres, stores and online
platforms.
 Giving a personalised experience for their clients using their services and products
and the way in which it is sold to customer.
Its vision statements:
To become the market leader especially in terms of providing best network and services to
the clients so that people trust them with their digital lives.

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Figure 1: Machine 2 machine communication
Industry Analysis
It is crucial that every company understands its internal and external environment
(Bacchiocchi, Florio and Gambaro, 2011). This can be done with the help of various tools.
Telecommunication sector reach into daily lives have expanded at much faster rate (Melody,
2011). This has also helped the companies like EE telecomm to increase their profit margins.
This is evident from their financial data.
Its report on their financial performance till the mid of 2016 suggests that in one quarter it has
generated the revenue of 5775 million euros. EE’s growth in revenue as compared to 2015 at
the same time is around 35%. The profit increased by 16% with and profit after tax is 802
million Euros while the operating profit is 963 million Euros. They have been making many
kinds of investments in various parts of the world especially in terms of buying of ventures.
EE limited has been able to make their mark in the industry by the kind of services they
provide. Their competencies include having higher profit margins, highly skilled workforce,
advanced technologies, huge customer base and effective leadership. Along with this their
core values suggests to improve the lives of customers with their digital services. Their major

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competitive advantage includes the customer base they have in the market. Currently it is the
largest mobile network operator in UK (Beesley and CLittlechild, 2013).
EE’s have made segments in the market based on various variables. But the major segments
on which they have focused upon are the people in the age group of 15 years to 55 years. The
changing trend in the sectors suggests that customers are demanding of high internet
connection speeds. This type of demand is made more by the youngsters and hence EE will
have to focus on fulfilling such kinds of demands.
On the other hand the Telecomm. Sector condition can be understood by the facts:
 There is 19% increase in the sale of the mobile phones in the year 2018.
 There are four major mobile network operators namely Vodafone, EE, O2 and Three.
 As per Ofcom’s figures, 4G services are now available to around 72% of the areas in
UK having signal strength to be used in the indoor.
 By the end of 2017, Telefonica needs to deliver indoor 4G coverage to 98% of the
people.
 Large number of mergers in the industry has reduced the competition.
 5G technology is expanding in the market.
GVA Contribution of the Telecom Sector in UK
GVA (£bn)
2010 2011 2012 2013 2014 2015 5 year
growth
Telecoms 24.7 25.4 26.0 28.0 29.1 30.2 22.3%
% of UK
total
1.7% 1.8% 1.7% 1.8% 1.8% 1.8%
UK Total 1,414.6 1,452.1 1,495.6 1,551.6 1,624.3 1,661.1 17.4%

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Since GVA is increasing hence it can be said that the growth of the telecomm sector in UK is
positive. Since the contribution of EE limited in UK is big hence it is understood that
company is flourishing.

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(Source: Ofcom, 2017)
It is also essential that companies understands the effect of external factors on their business.
External environmental analysis of EE limited is as follows:
Elements Description
Political In UK, policies and rules regarding the
business operations have changed. The
decisions like Brexit will affect the
operations of the cited firm. UK government
has been favouring telecommunication
industry which will help in their business
expansion (Cambini and Rondi, 2011). The
common regulatory framework adopted in
2002 aims to improve the quality of services
in the European region.
Economic In a last decade European economy has fallen
down considerably yet EE has been able to
generate huge amount of profits. In the
changing global environment, increased
taxation has lowered the margin of profits for
the organisations. The amount of financial

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resources this company will help in their
investment plans. With the slowdown in the
American economy the situations for the
company has become difficult. Service value
imported and exported by Telecomm sector
in 2015 was around £5.1 billion and £6.4
billion respectively.

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Social With the increasing demands of fast
connections especially in providing internet
facilities have forced the company to make
changes in their operational procedures (De
Stefano, Kneller and Timmis, 2014). This is
directly or indirectly affecting the business
operations. Since the number of youngsters in
Europe has increased hence the cited firm
will have to make sure that they are able to
meet the demands of this population. 92% of
adults in the UK market. By 2023 around
85% of the 55-75 years old people will have
smartphones.
Technological In the communication industry the changes in
the technologies being used in their operation
have changed sharply. Everything in the
industry is getting interconnected.
Automations have reached to next levels in
the industry and the cited firm will have to be
ready with their long term plan so as to
incorporate these changes. Since the
changing technology is an expensive process
hence company will have to make a sound
investment plan in this regards.
Legal The legalities related to customer services
have strengthened. The cases of call drops
and misconducts have been closely monitored
by the concerned authorities. Communication
Act 2003 aims to safeguard the interest of all
the stakeholders connected with the industry.
The E-privacy Directive (2002/58/EC) aims
to protect the individual’s privacy and
regulate the processing of the private data in

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this sector.
Environmenta
l
There are environmental issues that have
been raised against the use of high frequency
signals. Companies are not allowed to keep
towers on the above of residential areas. It is
also affecting the weather as well as health of
the people. For the company this is one of the
biggest challenges.
(Source: OpenSignal, 2017)
Along with these there are other factors that are leading to changes. Some of them are:
 Consumer’s demand: Since the amount of data that is required by the customers is
increasing at much faster rate hence the companies will also have to change their
plans accordingly so as to ensure that customer retention.
 Innovations: There are huge amount of innovations going on in various parts of the
world in the communication technology (Tuttlebee, 2012). These innovations are

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pressurising the EE limited to invest a considerable amount of money in the research
and development so as to stay ahead of their competitors.
(Source: Choose.co.uk, 2016)
Competitors Analysis
In UK’s telecomm industry there are many competitors emerged in the telecomm industry
especially in the last few years their growth have been highly fast (BT, 2016). The biggest
competitors of EE limited are Vodafone group plc., O2, Hutchison 3g UK limited, and
Telefonica U.K. Ltd (D&B, 2018).
Competitor’s
name
Market share
In U.K.
Customer
analysis
Vodafone group
plc.
23% This company
has the
customers from
all backgrounds.
Their major
customers
include people

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that demands
service of
reasonable rates.
O2 33% This company’s
customers also
lie from all
ranges. They are
also attracted
towards lower
priced services.
(Source: Shape network limited, 2016)
Swot Analysis of EE limited and Vodafone
Among its major competitors Vodafone is one of the emerging and fast expanding mobile
networks and hence comparison between the two has been done (France-Presse, 2015).
Elements EE limited Vodafone
Strengths  It is having 27 million
consumers are in their
base (The telegraph,
2018).
 It is having massive market
coverage.
 Very high revenue is
generated by the company.