Marketing Strategies: Achieving Business Objectives for EE Limited

This report provides a comprehensive analysis of marketing essentials, comparing how firms utilize marketing mix elements to achieve business objectives, with a specific focus on EE Limited. The report includes a detailed examination of the marketing mix of two companies, a proposed marketing plan for EE Limited, and recommendations for improving their marketing functions. It covers key aspects such as situation analysis, market approach, marketing mix conclusion, and organizational strategies. The analysis incorporates both external factors (political, economic, social, technological, environmental, and legal) and internal factors (strengths, weaknesses, opportunities, and threats). Segmentation, targeting, and positioning strategies are also discussed, along with a budget and action plan to enhance customer base and brand awareness. The conclusion highlights the potential for EE Limited's growth through corrective measures and strategic implementation.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Comparison of the ways in which firms use elements of marketing mix to achieve complete
business objectives.......................................................................................................................3
Marketing plan.............................................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is an effective concept that affects the overall functioning of the organization. It
includes the complete understanding about the market place under which the whole department
works. It is dependent upon the consumers in order to make profitable relationships and
consumer driven market strategies (Hole, Pawar and Bhaskar, 2018). The business firm have to
realise the importance of the customer relationships and their ways to get innovative approaches
towards the marketing strategies adopts within the business firm. The project effectively
illustrates the marketing mix of two companies and moreover it focuses on expansion of the
marketing plan of EE limited. Apart from this, the study will also highlight the discussion about
the marketing plan along with certain recommendations so that the company is able to improve
their marketing functions.
MAIN BODY
Comparison of the ways in which firms use elements of marketing mix to achieve complete
business objectives
Advertising is a methodical procedure to create consciousness about goods and services
offered by the firm in order to satisfy their customers. The marketing manager opts for different
marketing strategies and techniques in order to make people attentive about the continuation of
the goods within the market place. It is important to market the product so that the firm can able
to attract the consumers that enable them in order to produce high quantity of profits for them.
Every firm has to prepare certain team that works for the betterment of the firm to take decisions
on marketing mix which is most significant component of this function (Folinas and Fotiadis,
2017). Marketing mix is an instrument that plays a fundamental role in advertising the products.
It includes the rudiments that need to be analysed in order to prepare marketing plan. It creates
elements in collaborative manner to form a base for development of favourable marketing
strategies for the offered goods. The 7 P’s of marketing mix has been discussed below:
 Product: this involves the physical good that need to be obtainable to the consumers by
the firm. Product can be touchable and insubstantial in scenery. Every manufactured
goods follows the life cycle which is called product life cycle that deals with the situation
when it introduces in the market place till the product remove from the external

environment. The creation goes through dissimilar phases such as opening, enlargement,
development and declination.
 Price: Price can be described as the amount which has been offered by the firm in order
to sell their products. It has been intended by totalling the total price of the manufactured
goods after analysing the profit margins of the organization. Different strategies has been
utilised at varied stages because of the civilization and excellence that any product is
offering or serving. The products that already have brand value are offered as premium
range products while newly introduces products has been offered at comparatively low
cost.
 Place: In the promotion combine, place is distinct as affecting their merchandise form
preliminary point to the planned users. All the mediators are involved in this procedure as
it defines as how and where the invention has been bought to their end clients.
 Promotion: This is an activity that focuses on creation of consciousness of the product in
the market (Fill and Turnbull, 2019). Different promotional measures have been utilised
by firms to location their product within the market place or in the intellect of the
consumers.
 People: People include all the humans that want to get products according to their own
taste. People plays important role in marketing the product. The performance majorly
worried with promotion squad workforce, allocation people, and staff members as well as
selling persons.
 Process: It includes all the activities that enable the firm to reach their consumers. This
tool majorly concludes the stream of the actions that takes place from developed to the
product liberation.
 Corporal confirmation: it helps the firm to generate a kind of feeling about the product
to their consumers.
Marketing process planning
1. Situation analysis: This is very significant stride of the advertising preparation
procedure as it includes the examination of the atmosphere that is connected with the firm
and affects the promotion rehearsal.

2. Market approach: Dissimilar tactic have been made to complete firm objectives that
have been locate after analysing the overall state of affairs of the firm and the
marketplace.
3. Marketing blend conclusion: This support the marketers to apply the procedure in
controlled method to appraise the course.
4. Organize: this last step assist the vendor to make sure out the opening among the
designed procedure and the genuine procedure that has been demeanour.
Comparison of marketing mix of two firms:
Tools EE limited Telstra
Product This firm provides telecom
network forces to their
consumers. The manufactured
goods of the company include
the system services and
internet services like 3G and
4G devices. Company also
offers mobile phone, SIM card
and other services as they
provide (Šedí, Skowron-
Grabowska and Illés, 2018).
This company serves the
customer with their best
telecom services along with
various features such as chats,
calling, etc.
Price The enterprise is the advertise
head as it uses dissimilar
pricing schemes at varied
situations with different
products. Initially they use
dissemination pricing strategy
and later onwards they
introduce 4G services which is
the premium strategy
(Brychkov and Domegan,
Telstra utilise penetration
pricing method to compete
with their competitors due to
which they work at
competitive prices.

2017).
Place EE limited includes direct
marketing by utilising internet.
The establishment has more
than 300 stores in UK from
where it operates. Independent
retailers contribute their part
in selling their products
(PHAM, 2020).
Promotion Through nonstop advertising
and community associations.
Advertising is the primary tool
adopt by the firm.
People Marketing director, auction
personnel and distributers are
comes under this stage.
Their employees are
considered by them as most
important people for the firm.
Process It includes the actions that do
agreement with manipulating
the consumers to purchase the
creation.
IT and data warehousing
procedures are used for
consumer forces.
Physical evidence It includes the ambience of
store, design of mobile phone,
and the logo of the firm.
The punch line of the firm
along with their logo.
Marketing plan
Executive summary
The plan will illustrate the internal as well as external business atmosphere that affects
the marketing strategies followed by EE limited. The firm is a telecom system supplier firm that
aims at enhancing the marketplace reporting and product name awareness within the market
place. Different methods has been utilised in the plan to evaluate the surroundings of the
corporation along with some recommendations for company expansion.
Company overview
EE limited is created in year 2010 by doing amalgamation of T-mobile and Orange. The
firm is measured as marketplace manager of telecom industry and covers around 98% of the

market by their business in initial years (Pochiraju and Seshadri, 2019). The company has high
level of potential to grow and expand but lacks in brand recognition as their consumers still
know the firm by their previous merger company names. The company is extremely in growth
stage.
Market analysis
 Political factors: Government of UK has limited amount of participation in the
operational of the telecom manufacturing as the authoritarian ability which is accountable
for performance of the telecom corporation. The administration only engages into some
of the chief assessments like investment decisions of the firm within the industry.
 Monetary factors: The recent financial state of affairs of the industry is highly
constructive for the telecom companies with the enhancement in number of mobile users
along with technological advancement that support establishments in the manufacturing
to cultivate with enormous tempo.
 Communal factor: Diverse section of people with varied option needs to be hand out by
the firm. This attracts the usage of dissimilar advertising schemes to draw diversified
clients. Thus it is significant for the EE limited to come in front with the schemes that are
in favour of this segment as it helps to form large customer base (Klepek and Starzyczná,
2018).
 Technical factors: These factors have immense collision on telecom advertising schemes
as they need to opt for newest industrial tools to advertise the product. This is because the
advancement of knowledge reaches more and more consumers in less amount of time
frame.
 Environmental factors: These issues do not have any blow on the advertising rehearsals
of EE limited.
 Lawful Factors: The rules and regulations of the telecom industry provide the structure
to prepare policies for the functioning of the telecom companies.
Apart from external analysis, it is also very much essential to evaluate internal analysis as it
influence the performance of each and every subdivision of the firm. Promotion is core part of

the firm that is pretentious by other meaning as all the occupation of the corporation are
interlinked with each other.
Strengths
 Market position in the mobile network
provider industry.
 Wide coverage
 Highest performance level and was the
first operator that introduced 4G.
 Security of devices and data.
Weaknesses
 Low brand recognition.
 Poorly rated customer service.
 No 4G roaming available when
customers travel abroad.
 Low value for money proposal.
Opportunities
 Chances in advancement of products
and services.
 Getting profit through post paid
customers.
Threats
 Enhanced popularity of free
applications.
 Aggressive competitors are available
within the market space.
Objectives
 Increase the customer base by 20%.
 Enhance the number of fulfilled consumers.
 Improving cross practical statement.
 Augment numeral of 4G users by the end of this financial year.
Segmentation, Targeting and Positioning
Segmentation is the procedure of categorization of the advertise into diversified section.
There are dissimilar basis on which the market has been segmented. The company segmented the
market according to the demography, behaviour, geography, etc. It also based on the behaviour
of the people that should be utilised by EE limited to serve their consumers with strategies that
are according to the behaviour of the consumers.

EE limited has focused on objective their clientele that are more gainful for them. The
most commercial for the firm are the youngsters as they are with the forces and the products that
corporation provide (Perepelkin, 2017).
Positioning is the process through which the EE limited attempt to construct the picture
of the merchandise in the mind of the consumers as the firm provides high quality products to
their consumers.
Budget
Particulars Amount in £
Advertising 500
Staff members 1000
Digital marketing 500
Miscellaneous 300
Total £2300
Action and control
In order to implement the plan of generating awareness among the consumers, the firm tries
their maximum to implement the plan in a manner which fulfils the ultimate reason to adopt the
specified strategy. The tasks are distributed among the employees according to their talent and
abilities to perform better and handle the situations in most effective manner. After the actions
procedure the marketing managers of EE limited tries their level best to check the effectiveness
of the plan in most appropriate way (Rosário, 2021). It is extremely required for the marketing
players to manage each and every movement that considers the actions with attractive place in
order to recover or take necessary activities at the accurate point in time and at the right place.
For controlling measures, the firm follows certain strategies and methods through which they are
able to serve their purpose in most effective manner.
CONCLUSION
From the above report it has been concluded that after merger of two companies the EE limited
has been generated in 2010. With certain corrective measures the firm is highly able to expand in
the latest market situation. The study describes the details after analysing the external and

internal environment of the firm through which the leaders suggests that the firm is still leading
within the marketplace of UK but still have come drawbacks that affects their marketing
practices.

REFERENCES
Books and journals
Hole, Y., Pawar, S. and Bhaskar, M.P., 2018. Service marketing and quality
strategies. Periodicals of Engineering and Natural Sciences (PEN), 6(1). pp.182-196.
Folinas, D. and Fotiadis, T., 2017. Marketing and Supply Chain Management: A Systemic
Approach. Routledge.
Fill, C. and Turnbull, S., 2019. Marketing communications: touchpoints, sharing and disruption.
Pearson UK.
Šedík, P., Horská, E., Skowron-Grabowska, B. and Illés, C.B., 2018. Generation marketing in
strategic marketing management: case study of honey market. Polish journal of
management studies, 18.
PHAM, H.C., 2020. Factors Affecting the Market Share of Retailers: Evidence from
Vietnam. The Journal of Asian Finance, Economics, and Business, 7(11). pp.413-419.
Pochiraju, B. and Seshadri, S. eds., 2019. Essentials of Business Analytics: An Introduction to
the Methodology and Its Applications (Vol. 264). Springer.
Klepek, M. and Starzyczná, H., 2018. Marketing communication model for social
networks. Journal of Business Economics and Management, 19(3). pp.500-520.
Perepelkin, J., 2017. Implementation and evaluation of a marketing for pharmacists elective
course. Pharmacy Education, 17.
Rosário, A.T., 2021. Based Guidelines for Marketing Information Systems. International Journal
of Business Strategy and Automation (IJBSA), 2(1). pp.1-16.
Brychkov, D. and Domegan, C., 2017. Social marketing and systems science: past, present and
future. Journal of Social Marketing.
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