Marketing Essentials Report

This report provides a comprehensive analysis of EE Limited's marketing strategy, a major UK telecommunications company. It begins with an executive summary outlining the importance of marketing for organizational growth. The report then delves into a detailed examination of EE Limited's marketing mix, comparing it to competitors like O2. A marketing plan is developed, incorporating SWOT and PESTEL analyses to identify strengths, weaknesses, opportunities, and threats. The plan includes specific, measurable, achievable, relevant, and time-bound (SMART) objectives, strategies, tactics, and a budget. The report concludes by summarizing the key findings and emphasizing the crucial role of marketing in achieving organizational goals. The report utilizes various marketing frameworks and concepts, drawing on numerous academic sources to support its analysis.

Marketing Essentials

Executive summary
For every organization marketing is essential elements. It is important to target market.
Through this organization can maintain identify it potential customers and also assist to
organization for maintaining its long term growth. EE limited is UK based company which is the
Biggest organization which offers its services in telecommunication industry. The marketing
essential collects all different types of elements of which assist to develop marketing strategy.
Marketing Mix is strategy which is used by organization for making its marketing
strategy. The marketing mix helps to entity for findings different ways to develop their markets.
To develop an effective marketing plan it includes different types of areas. For developing
market plan different types of Analysis are conducted. For developing markets organization used
targeting – segmenting -positioning. So its is concludes that for a developing an effective
marketing strategy it is important to considered all marketing essentials for develop of
organization.

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................2
..........................................................................................................................................................3
..........................................................................................................................................................3
TASK 2............................................................................................................................................9
2a Marketing Mix of EE limited and its competitors.............................................................9
TASK 2b Marketing Plan ....................................................................................................12
CONCLUSION .............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
In the present scenario, marketing is considered as an essential aspect within the firm that
support the company to engage in the selling activities so that customers can easily get attracted
towards the purchasing and selling merchandise (Boone and Kurtz, 2012). In the essence
marketing basically include different activities accompanying with advertising of products
among the customers. Along with this, application of marketing activities would support the
company in attaining the higher market share with promoting their services.
For the present report the selected organization is EE Ltd. and O2 both are the leading
companies in the telecom industry that deals in offering the range of mobile services to their
different segment customers. On the other hand, the report also provide an comparative analysis
of the marketing mix element in the different telecom companies. Along with this it also engage
in devising the marketing for the cited firm so that they can easily attain their marketing
objectives.
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TASK 1
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The concept essentially shall obligate EE Limited to effectively analyze the needs of
consumers, and on basis of the ascertainments address each one of them. Originally, during the
nineteenth century, it was believed that the consumers shall purchase every thing available in the
market, and hence, were only production oriented. Then the focus was shifted to product
orientation, which has now evolved in the passing years and is now viewed as Relationship
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Marketing. The primary focus of this form of marketing is developing a lifetime value of the
customers. The most successful adaptation of this form of marketing has been in the B2B world.
The structure of the marketing department of EE Limited is quite lengthy to include the
Vice President at the top, who is in charge of the entire department. Followed by him their in a
hierarchy of positions, starting from Marketing manager, market researchers, public relations and
Creative services. This structure is designed in a manner to take care of every aspect related to
the HR operations, which are very wide in nature. The marketing operations of EE Limited
function with the approach of developing demand in respect to the goods and services of the
entity. The primary focus is on end-to-end optimization of activities of marketing.
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In pursuance to marketing concept, EE Limited shall discover the needs of customers
which are unfulfilled and consequently, address those needs through introduction of products in
the market. This process of identification of the requirements of market shall be undertaken in
the following manner:
An extensive analysis of the external as well as internal environment shall be undertaken
to identify the unfulfilled needs of customers. The former shall assess the macro factors, which
tends to affect the operation of the firm from outside, on the other hand, the latter shall make an
assessment of the micro factors which are internal to EE Limited. Some of the frameworks which
can be employed in such situations are PEST, SWOT or 5C Analysis.
After identification of the unfulfilled needs, the company shall develop a strategic plan in
pursuance of the available opportunities. An effective market research shall enable the firm to
efficiently position newly introduced product in the market. Hence, the specific strategies it
involves are Segmentation, Target market selection, positioning and lastly, value proposition in
respect to the target market.
Once all the tactical decisions are undertaken by the management, the role of marketing
mix begins. Some of the specific actions included are: Development of product which is
inclusive of the process of specification, designing and lastly producing the product. Followed by
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product development, decisions pertaining to pricing are undertaken, distribution contracts are
developed and promotional campaigns shall be evolved.
However, ultimate function of manager is to make sure that different set of strategies are
implemented that will enable to promote the products and services to customers.
Public relation: They are one who represent the media so that they are able to deliver or
present the products to customers. Interviews and interaction are made so that they will be able
to clarify and explain all the information about the products and services that are provided by
organization. They are helpful enough to raise the market share and brand recognition. For
example, when EE limited comes up new product, then they have media interaction so that
information is provided to public.
Brand development: There are different type of strategies that can be implemented with
the help of which brand recognition is developed. Further, it also includes developing positive
perception among mind of customers towards the services and products that are delivered to
them. In this context, manager of EE limited will make sure that all the strategies that will enable
to develop brand image among customers will be used and it will help to raise the sales and
profitability.
Competitive intelligence: There are many organizations that deliver their customers with
similar products and services. However, people prefer to buy the services of that firm that fulfils
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all the needs and requirement of customers but promotional strategies enables to develop
curiosity among mind of customers and they tent to purchase the products and services. This
enables to attain competitive advantage and to develop a strong customers base that increases
profitability.
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The concepts of profitability analysis as well as budgeting occupies a key aspect of
planning in the marketing department. Various marketing decision undertaken by the manager
can be seen as investment decisions. For instance the decision to develop a new products, shall
necessarily include employment of financial tools and criteria which are essentially utilized in
financial matters. Many of the managerial accounting practices can be related to the concept fo
financial management, which in turn evaluates the new products as well as related marketing
activities.
The products and services supplied to consumers involve pre and post purchase services
from the end of the company. These services, although are one of the tools of marketing, are
often included under the department of customer service. It is a known fact that offering these
services is one of the most effective promotional tactics and hence, can be associated with
managerial activities. The function of procurement is primarily based on ascertainments of
shortage of material and hence requires management of material. This process is subject to any
change or modification in product being sold in the market. The point of overlapping is the
marketing research in respect to the needs and preferences of the consumers. The result of this
analysis acts as one of an essential inputs for the procurement department.
Every action of the marketing manager is subject to approval by the legal department, as
all the promotional and advertising activities shall be in compliance with the applicable laws. For
instance the advertisements shall avoid using brand names of the competitors or publish any
derogatory information.
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