Marketing Essentials: Marketing Mix and Strategy Analysis Report

This report delves into the core concepts of marketing, emphasizing its crucial role in organizational success. It examines the marketing strategies of EE Limited, a UK telecommunications company, and provides a comparative analysis with Vodafone. The report explores the significance of marketing mix elements—product, price, place, and promotion—in achieving business objectives and crafting effective marketing plans. It covers various aspects, including selling and product concepts, situation analysis, marketing strategy development, and customer relationship management. The report also analyzes the responsibilities of a marketing manager, such as brand development, competitive intelligence, and public relations. Furthermore, it highlights the relationship between marketing and other functional areas like finance, production, research and development, and sales, illustrating how integrated marketing efforts drive overall growth, customer satisfaction, and economic stability. The report also contains a comparison of the marketing mix between EE Limited and Vodafone, analyzing how they use price, product, place, and promotion to promote and deliver their products in the market.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
PPT slides...............................................................................................................................3
Task 2.............................................................................................................................................18
a) Marketing mix of EE Limited and Vodafone...................................................................18
b) Executive summary..........................................................................................................21
Company overview...............................................................................................................21
Internal analysis....................................................................................................................22
External analysis...................................................................................................................23
SWOT analysis.....................................................................................................................23
Objectives of the company...................................................................................................24
Strategy.................................................................................................................................25
Segmentation, targeting and positioning..............................................................................25
Tactics and action.................................................................................................................25
Budget...................................................................................................................................25
Control..................................................................................................................................26
CONCULSION..............................................................................................................................26
REFERENCES..............................................................................................................................27

INTRODUCTION
Marketing is one of the most important function of organizations. Marketing is a strategy
that promote and sale the products to the targeted customers. This build a strong relationship
between customers and the company by providing them products that satisfy the demands and
needs of the consumers. Marketing essentials helps the firm to provide products in right time and
at right place to the targeted customers. These can help the industry in increasing the sales and
that will lead to the profitability. The present report is based on the EE Limited. It is a company
that operates in UK telecommunication industry. They provide services such as fixed line,
mobile telephony and broadband (Grier and Bryant, 2005). The below mentioned report is
focused on the role of marketing and identify its relationship with other functional areas of the
business. Along with this it also explains the importance of marketing mix such as product, price,
place and promotion in achieving the objectives and developing an excellent marketing plan.
Task 1
PPT slides

Selling concept: This is related to the promotion and selling of products to the customers. To
increase the sales EE Limited should promote the goods. Mobile is now became the centre of
attraction in the marketing process. Through this company can build a strong network with their
customers and sales can be increased in future.
Product concept: Customers will prefer products and services that have some unique
features than competitor’s goods and services. So EE Limited should focus on the quality and
packaging than their rival. If company shows their brand product then they can have some brand
loyal people and they will buy products in future also.
Production concept: Here the EE Limited should focus on the production so that products
will be available to all the customers. If customers get products according to their needs then
they will purchase products in future from the same firm.

Situation analysis: In this stage manager identify the opportunities in order to satisfy the needs of
people. Company should identify their available market opportunities so as to maximize their
competitive strength. They have to analyse the internal and external environment in which they
operate. Market manager of EE Limited can conduct a research and and can set the objectives for
the company.
Marketing strategy: After identifying the best opportunities to fulfil the needs now
marketing manager have to develop a strategy. So here, EE Limited have to segment the market
into different groups on the basis of location and customer behaviour. They can target some
segment according to the strength and opportunities of the organization. Position the products in
the mind of the consumers so that they can buy those products.
Marketing Mix Decision: After developing a marketing strategy now manager have to
focus on the variables of the marketing mix. These elements are price, product, promotion and
place. EE Limited have to choose a product that satisfy the need of particular groups and they

have to set a price according to the disposable income of consumers. Promotional activities have
to be followed by manager and choose a appropriate place to distribute the products.
Implementation and control: In this stage marketing plan developed and the product is
launched. After the launch marketing efforts should be monitored by the manager and change the
elements of marketing mix according to the need of customers.

Market research: This is the role of marketing manager to conduct a research in the market to
identify the needs and wants of the customers. Information can be gathered by using the
questionnaire, interviews, observation, focus group method and so on.
Marketing strategy and plan: Marketing manager have to develop a strategy in order to
target some groups and position the products. The plan is very important part of the decision
making process. This gave the direction to the employees that how they should perform in the
work environment.
Customer relationship management: This relationship should be managed by the
marketing manager of the EE Limited. This is easy to sustain the existing customers and hard to
attract new ones. This relationship shows at very levels of the buying process of consumers.

Feedback : This is the method to improve the performance of the EE Limited and this
will lead the firm towards the success. Continuous feedback should be given to the employees so
that workers will be able to know about their performance in the company.
There are some responsibilities of marketing manager:
Brand development: This is the most important responsibility of manager to develop the
brand of the EE Limited. For this he has to work on promotional activities of the products such
as advertisements, effective logo, brochures and so on.
Competitive intelligence: This can be achieved by sustaining the competition in the
market. For this manager has to develop some strategies and make qualitative business decisions
that will drive more benefit to EE Limited then its competitors.
Public relations: Manager promote their new products and services in many public
events. They can also deliver the quality services to the customers and should interact through
the customers relationship management. They can provide feedback to improve the relation with
workers.

Marketing play a mediator role between the company and the external environment. This is
related to other departments in order to achieve overall growth.
Finance department: Marketing play a vital role in investment decisions of EE Limited.
This provide financial information to all the customers and also give the details about the sales
that take place in the market. Marketing manager has to set the prices of the products according
to the financial capacity of the firm and along with this they also have to focus on the income of
the customers.
Production department: This department deals with the products according to the demand
of customers. The marketing strategies can identify the responses of the consumers that can
influences the demands of products. Demand is forecast by the marketing manager and according
to the demand this department supply the products. If supply doesn't match with demand then EE
Limited will not be able to provide services to the customers.
Research and development: The manager have to monitor this department from the
launching of new products to implementation. The researchers provide the information to the EE
Limited that what kind of products are more demanding in the market. This department have to
continuously monitor the products that are consumed by targeted customers and change the
variables of marketing mix according to the changing lifestyle of consumers.
Sales: These people deals with the clients personally to maximise the profits of the EE
Limited. Marketing manager make the strategies to identify the demand and supply of the
targeted consumers and sales person sale the products to the targeted customers.