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.

To earn Profits: The marketing function helps the firm in increasing the profits by using the
promotional and advertisement activities. Through these marketing manager can reduced the cost
of the products according to the demand of the customers.
Planning and decision making: Marketing department help the EE Limited in making the
decisions and plan the strategy to achieve the goals. This functional unit take some decisions like
what, how, when and where to produced goods and services.
It is source of new ideas: Marketing department analyse the business environment of the
company. It tells about the demand, taste, lifestyle, need and preferences of the customers. This
behaviour of consumers help the EE Limited to develop new ideas to attain objectives and
improve the growth.
Provide goods to customers: Marketing play a mediator role between the producers and
end users. These are the people who provide products and services to the consumers.

It improves the standard of living of the society: Marketing satisfy the needs and wants of
the customers. EE Limited fulfil the demands and ultimately it improves the standard living of
society.
It provide employment: Marketing gives the employment to the people like some people
are working in the sales, warehouse, transportation and market research. Through this they can
improve their living style.
It stabilizes the economic conditions: Marketing department can stabilizes the demand
and supply of the customers and EE Limited. If Both are balanced then economic condition can
also improved.
It stabilizes the effective distribution: Marketing manager of the EE Limited focuses on
the strategies that can improve the growth. The manager can segment the market and according
to that company position the products. This can improve the distribution of goods.

Trust: If different departments related to each other they can build a trust with each other through
effective communication. If trust is build then correct information can be delivered to each other
and performance can be improved of EE Limited.
Customer service: If relationship between these departments is not good then EE Limited
can suffer in customer services. If a transparent communication flow is there then they can
improve the customer services. Company should improve these services to sustain new
customers and attract new customers.
Efficiency: If production department doesn't supply sufficient products and services
according to the demand of the customers. EE Limited can suffer in their revenue because supply
and demands both are not matched with each other. Communication improves the efficiency
between all the departments and its overall performance.

Conflict: If communication gap is there in the departments then this will create conflict
between all the employees of different functional unit. If conflicts are increased in EE Limited
then they have to suffer in their productivity. If productivity get decreased then overall
performance is also decreased.

Task 2
a) Marketing mix of EE Limited and Vodafone
Marketing mix is the most important concept of the marketing process. It play a vital role
in making any strategy and in distributing products. It is a strategy that is used to promote the
products and services in the market. These elements of marketing mix can be changed according
to the taste and preferences of the consumers. EE Limited and Vodafone both are using these
strategies to promote and deliver their products in the market. It is a good strategy that every
company is following and it also reduced the risk that is associated with the marketing plans.

This is used to effectively achieve all the objectives of the organization. The marketing mix have
four variables such as price, product, promotion and place. Along with this there are three
extended variables such as people, process and physical evidence.
Comparison of marketing mix between EE Limited and Vodafone:
Marketing mix of EE Limited-
EE Limited uses these variables in order to develop a effective marketing process. Like if
company is developing any new data plan for its customers then they have to focus on these
variables. These elements should be altered if consumers needs get changed. This strategy help
this industries to attract new customers and increase the profits. These variables are:
Price: Price is an essential element of the marketing mix. This is the amount that
customers pay in the exchange of products. Marketing manager of EE Limited should set the
price according to the salary of people and for this he should perform some pricing strategy.
Price should justify the product (YU and LI, 2005). This company offer their products to every
customer.
Product: Product is the commodity that is given to the customers in order to satisfy their
need and demand. Manager should launch a right type of product that have some demand in the
market. Company should add extra features in their services to attract more people. The product
of telecommunication industry is can be tangible and intangible.
Place: It is an intermediary and a channel through which products are transferred from
producer to end user. It is the position where products are delivered to the consumers. The place
can be any physical position such as any retail outlet and also virtual position such as internet.
Promotion: It is very important concept in marketing mix because it can increase the sales
and number of customers in EE Limited. It deals with the promotional activities of the
organization such as advertisement, personal selling and public relations. They are also using the
TV to promote their services.
Extended marketing mix of EE Limited:
Physical evidence: It is the environment where services are exchanged between buyer and
seller. It is related to the products that are given to the end user. It is the proof of service that take
place between both the parties. Some risks are attached when any buyer is going to purchase any
new product. So, EE Limited have to explain the special features to the customers before
delivering any product and service in order to the success of the company.

Process: These are the activities that are used in order to deliver the products and services
to the customers. Customers are interested into the products and along with this they are also
interested in the process of delivering that product that how they get the services. EE Limited
have many services that should be easily accessible by the end users.
People: Managers and employees all play a important role in achieving the objectives and
success in the organization. People can change the perception of public towards the products of
the company. They should solve the problems efficiently and ensure that there customers are
enjoying their services. For this company should give rewards, benefits and compensation to
their workers so that they can give quality services to the consumers.
Marketing mix of Vodafone-
Vodafone also follow the marketing mix approach in their process in order to achieve all
the objectives and goals. This company also launch a 4G network as compared to the EE
Limited. Its elements are:
Price: People can easily access the products and services of the Vodafone. They provide
extra benefits to their customers as compared to their competitors so that they can attract more
customers. Some benefits are like high speed data and good network over its rivals. Company
provide different products as the capacity of customers.
Product: Vodafone provides different types of services such as voice, internet and
messaging. In order to satisfy the needs of employees company provide various services to their
different targeted customers. The industry also provide branded handset to the people with their
plans. The firm provide these services in order to satisfy the wants of end users.
Place: Vodafone launch many data plans with 3G and 4G to their different customers.
Mostly customers purchase their products and services from the stores of the company and these
stores are there in every of country. Some retailers are also selling the services of the
organization. This telecommunication industry have some experienced staff who are taking care
of the customers needs and the employees also solve the queries of the consumers. Vodafone
have powerful mobile network then its rivals.
Promotion: Vodafone promote their products to their customers by using some
promotional activities. The company promote their services by focusing on the brand
ambassador and they choose a famous sports person in promoting their services. They are also
using the TV, social media and direct selling in order to create a value for the company. The

famous promotional strategy for the industry is that they give their advertisement through
Vodafone Zoo Zoos.
Extended marketing mix of Vodafone:
Physical evidence: It is related to the products and services that are offered by the
Vodafone. There are some services that are provided by the company in real environment.
Customers got services like 4G and 3G that are recently launched by the industry. By proving
high speed data and a good network company attract many consumers towards their services.
Process: This is the method that focus on how products are delivered to the customers.
There are some Vodafone stores who act as an intermediary or channel between the customers
and the company. The consumers are not only focus on the services but they are also focusing on
the delivery of that product.
People: Customer care staff and managers all play a important role in achieving the goals.
If these people are experienced then they can provide quality services to their customers and
through this they improve the growth of both employees and organization.
b) Executive summary
EE is a mobile based company which provides different handsets and net services in
other countries. This company is very much advanced with the largest service provider in net
service (Grier and Bryant , 2005). This company provides other accessories which are related to
the needs of the customer. Even android tablets are introduced by this company so that the
children are also happy and more customers are attracted towards this brand. By the above
mentioned company its easy to know what all the analysis are used by this company to know
more about the external and internal analysis about the company. These analysis help the
company to over come the strength and weakness about the product and company itself (Berens ,
2007). SWOT analysis help the company to understand the needs of improvements of the product
and the company.
Company overview
EE company is a company which is related to mobile network operator which also
provides internet services. This company is the most advanced and largest service provider
company. EE is a company which provides mobile services which also includes messages, data
services and voice which are the basic needs (Gummesson , 2005). The companies of retail and
business customers which are under EE it provides them all its services. This mobile company

also sells all the accessories which are related to the mobile like handsets,for children a tablet
which is android and also finance services so its also know has Everything Everywhere formally.
Internal analysis
The term which is used to study about the environment of the business key of the
planning in which the companies all the strength and weakness are studies or observed is called
as internal analysis. Its a type of operation which is done to know the strengths and weakness
about the business so that it can be focused and can be improved, it also gives good valuable
sense to the business (Shepherd , 2005). This concept is used to evaluate the specific characters of
the organization which includes capabilities, resources and core competencies. In this process all
the developed strategies and planning objectives are generated to grow the organisation.
In internal analysis the organisation can use or take help of 5 m that are manpower,
materials, machines, methods and money. These play a great role through which the
organisational can improve the growing conditions of the business in the market. The 5 m are as
follows:
Manpower: If the company hire skilled candidates then the productivity will increase as
its said that great product is produced by great people which also helps in management of
manpower. It increases the the efficiency by the workforce (Shepherd , 2005). If the employees
are well skilled then the work will be completed in less time which will also motivate other
employees and achieve a great manpower.
Materials: Every company should focus on the material because all of the business is
depended on the material which makes the product strong, it plays a important role in the
business. The material should be checked properly by weight, strength, and endurance which will
make the product useful and will also decrease the processing time of the product.
Machine: Its the main and important part before preparing the product, if the machine are
working properly then only the product will be manufactured without facing any problems. If the
machine is efficient then the plant product will increase (Draelos , 2010). Every machine in the
manufacturing process must be reliability, durable, precisely designed and built.
Methods: Methods must be effective, designed carefully to meet the level of satisfaction.
Manufacturing should be followed by more efficiency which will maximize the operation.
Money: The company should invest for the good of the product through which the quality
of the product will increase which will result in profit of the organisation.

External analysis
Its a term or a process through which all the sectors of external environment is
determined by positive or negative ways or trends which impacts the business. Its a type of
checking or examining the factors outside of the organisation by which competition, economy
studied is called as external analysis. This analysis help to the business to stay on the top by
knowing the trends running by the environment. It helps in implement decision which will help
the company to move forward in the business which are more competitive.
In external analysis ,PESTLE analysis is used to know the principles of the marketing. Its
also know as a tool which measures the track of the environment in which the product is going to
be introduced by planning in the market and service. EE company should first learn about the
place and products before introducing the self product which will help the business in many
different ways (Black , Clemmensen and Skov , 2010). PESTLE means political, economic, social,
technological, legal. Its a term used to learn or observe about the external factors on the
organisation by using the macro environmental framework of the PESTLE. There are as follows:
Political: In this process all the government and legal issues are defined by the both ways which
are formal and informal which the company should operate its work. The company should pay
tax on time to due the pressure by the government which will reduce the waste of time. If the
product has to be exported outside the country the company as to first register in the records of
the government so that no issues should occur while trading the product.
Economic: Its the factor in which decision making is done of the organisation. It checks
all the interest rates which helps in the business. International trades are also kept in mind so that
it doesn't make any issue for the company. When a product is imported or exported the company
as to pay for the government which makes the organisation effect a lot.
Social: In this factor the all the cultural trends and population analytics are scrutinize.
Technological: Its a factor in which the new and innovative techniques are used to
improve the product which affects the market.
Legal: There are type of laws which effects the environment of the business both by
external and internal because every company maintain certain policies for their company.
SWOT analysis
EE mobile company should use SWOT analysis to know the company's strength and
weakness. Its a process in which the company's internal environment is observed to understand

the strength, weakness, opportunities and threats which becomes easy for the company to
analysis and improve them so, that the product achieve its success. Its term which is used to
analysis the internal environmental factors of the organisation to improve the certain product so
that the complaints against the product will reduce and the product will earn good (profi Berens ,
2007). Internal factors include strength and weakness of the company whereas opportunities and
threats are included in external factors. This analysis is very important to improve the product
conditions.
Opportunities are the ways in which the company can be improved in many different
techniques. EE company can use new techniques to modify the product so that customer
becomes satisfied by using the product. If the product meets the satisfaction of the customers
need then the market value will increase. By measuring the strength of the company all the excel
decisions are made to improve and meet the advantages in the market.
Weaknesses are the points where the company suffers or faces problems which stops the
company to work to the optimum level of the market. It reduces the potential progress in the
competition.
Objectives of the company
EE company mainly focus on the customer satisfaction through which the company leads
to the loyal success in the telecommunication industry. The company should focus on the needs
of the customer satisfaction so that the productive will increase in the market. There are many
objectives which are as follows:
1. In upcoming year the 4G subscribers must increase.
2. To maximise the satisfied customers.
3. To invest revenue in the development and research.
4. To maximise revenue of the organisation.
5. To maximise on return investments.
6. To rise in the market share will also attract the customers.
7. To expand maximise of the business, every year because this will help the doing business
internationally.
Strategy
EE company strategies are used to make plan so that the succeed or achieve long term
goals. This organisation of telecommunication plays a very crucial role which helps in

identifying the activities which are running in the company. There are mainly two factors which
are internal and external factors which are influenced in the organisation (Gertner , 2011). EE
company considers 4 strategy which are market developing, product development, diversification
and market penetration. These should be implemented by the company because it creates brand
awareness among the other countries through which the company can expand in the new market
for more interested customers.
Segmentation, targeting and positioning
Segmentation is a concept used to divide the market into parts, and purchasers into
different segments which is mainly based on the customers behaviour which includes gender,
social, geographical and many others categories. Its a term in which the small units within a large
market in which the minded persons are segmented. In gender the company divides the segments
on the bases of gender for men and women according to the interest and needs. Its a vice versa
system (El-Gohary , 2010). EE telecommunication company also introduces android tablets for the
use of children so the company can divide the product according to the age also. Targeting is a
system or the process in which the the company sets a target to fulfil the customers desire in
effective and efficient way. This approach are very important to achieve the targets of revenue
maximization in the market with the customers satisfaction. Its the useful method to provide
facilities.
Tactics and action
EE limited company can increase the sale by selling the product in the international
market through which their can take positive actions in a proper way, which can support the
company and the product. So the company also needs to introduce discounts and coupons to
increase the sales of the product.
Budget
Its a process in which the total cost of the plan is calculated. EE telecommunication
company should built towers in different places so that the customer gets the best services of
network. So this company must plan a budget to provide the services. Its a project which shows
the money spend on the plotting the towers for the best services.

Control
Its one of the significant function management of EE limited company, which is useful
to evaluate planning strategies and mistakes which are used to handle the activities of the
company (Gertner , 2011). It also provides services and quality of goods effectively. This
company also recognizes the activities and errors of the organisation which may be profitable for
the customer or may not be. By the regular facilities of the quality production the company will
make its good and high position in the market. Controlling remains the useful technique which
also increase the quality of the product and set the targets according to the customer satisfaction
which is the most important for every company.
CONCULSION
EE is a telecommunication company which deals with mobiles and net services in many
different countries. Its also provide handsets in different sizes and colours which attracts the
customers. This telecommunication company use different types of analysis which helps a lot by
using them. Internal and external analysis play a great role to help the company to know the
strength and weakness of the company and sort them out. If this company use or take help of 5 m
it will be more convenient to achieve the targets in a easy way which is very important to set a
place in the market. The 5 m define the manpower used to produce the product, machines used to
manufacture the product and the machines should be strong. Materials of the product should be
good so that the customer doesn't face any problem while using the handsets. SWOT analysis is
also used through which the company knows the strength, weakness, opportunities and threats of
the company.
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