Marketing Essentials: EE Ltd Marketing Plan Analysis Report

This report delves into the core principles of marketing, focusing on EE Ltd, a UK-based mobile phone company. It examines the importance of marketing in achieving business goals and the significance of the extended marketing mix. The report analyzes current and future trends in the mobile network industry, emphasizing the need for effective communication, marketing orientation, and customer satisfaction. It includes a situation analysis, marketing strategy development, and marketing mix decisions. Furthermore, the report compares EE Ltd with its competitor Vodafone, evaluating their marketing strategies, product offerings, pricing, place, promotion, physical evidence, process, and people elements. The report also details the marketing plan, covering services, pricing strategies, distribution channels, promotional activities, and customer service approaches. The report concludes with a comprehensive marketing plan aimed at achieving EE Ltd's marketing objectives and increasing customer base.

Marketing Essentials
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TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2..........................................................................................................................................11
2a Comparing EE Ltd and another competitors.........................................................................11
2b Producing marketing plan for EE Limited............................................................................15
CONCLUSION .............................................................................................................................21
REFERENCES .............................................................................................................................22
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INTRODUCTION
In the modern era marketing is considered as one of the important concept that
significantly focuses on various activities that are relating with the purchase as well as selling of
wide range of merchandise to the target customers. This involves several activities that are
associated with advertising as well as delivery of the product to potential customers. Along with
this through utilization of marketing activities support can be provided in relation influencing
and inclusion of the customers with the products and services (Hashim and Hamzah, 2014).
Therefore such act assist in enhancing the loyalty of the customers towards purchase of range of
products and services. In order to attain goals and targets of the business. In order to attain goals
and targets of firm there is greater responsibility of the marketing manager in focusing on taking
into account the elements which are associated with extended marketing mix.
The main focus of the present study is towards gaining knowledge regarding the key
principles of marketing for EE Ltd. The company is mobile phone firm that is operating UK.
The organization's poor functional communication as well as lack marketing orientation assist
them in assessing the concept and role of marketing for the organization. Along with this report
will address the elements of extended marketing mix to the procedure of marketing planning that
assist in attaining targets of the firm with effectiveness. Along with this study covers promotion
plan that is needed for creating awareness of product in the market. At the end marketing plan
will be developed in order to achieve the aim and objectives of marketing.
TASK 1
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Marketing is an approach to gain high level of profit with customer satisfaction. It
includes concentration on various factors related to product such as goods quality, price
determination, place and promotion of resources. Including this, marketing focuses to produce
and supplement services according to market demand as determining consumers attitude and
perception. It is able to recognize product value in market also presents competitive strategies to
make position to increase productivity and profit earning capacity of organization. It is valuable
for long term sustainability in market.
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Current trends:- EE limited is of BT group provides mobile and network operating
services to large number of customers. At present, analyses of current trend is presented that
there is poor functional communication and lack of marketing orientation is determined. In this
regard, it is observed that organization is facing issue related to poor coordination of departments
as finance, production and operation, marketing and HR departments.
Future trends:- EE limited requires to implement marketing strategy by focusing on
service qualities and advertising techniques for its effectiveness. It is determined that by applying
effective marketing orientation tools company can implement its position in market through
facing complication. It can recover current issues by proper management of resources and
accurate market research. In addition to this, it can be forecast that in future time, there will be
increasing in demand for mobile and network services by providing great efficiency.
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 Situation analyses:- At first, marketing manager of company requires to recognize
problem occurs at workplace. It includes factors such as determining problem, analyses
of causes that why this issue arises. Therefore, it is able to step forward to recover the
issue smoothly. Marketing strategy:- After analysing issue, next step is forwarded to prepare plans to
reducing the issue. It involves action plans and strategies to gain effectiveness and sustain
product value. Marketing mix decisions:- It includes decisions related to marketing tools as identifying
product qualities, pricing and analysing position and demand for services. Including this,
decisions are taken for further business activities.
 Implementation and control:- After organizing activities, the next step includes its
implementation and monitor. In this process, marketing manager of EE limited develops
product efficiency and also monitors critically to gain proper balance between production
and supplement of resources.
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 Analyses of market research:- Marketing manager of EE limited recognizes product
value and position in market. It is accountability of manager to identify accurate market
position and product value in competitive market. Preparation and implementation of action plans:- For effective product value at market,
manager prepares and implements plans regarding services and marketing tools like price
determination and effective place to reach out customers for producing services.
 Makes decisions for production and distribution system:- It is responsibility of
marketing manager to makes decisions related to production and distribution of
resources. In this process, manager prepares strategy for quantity to produce services
according to market demand.
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 Optimum utilization of resources:- Effective marketing manager role is valuable for
systematic production and distribution of mobile and network operating services. It is
useful for proper use of raw materials and reduction of wastage goods.
 Effective customer satisfaction:- Marketing aims to achieve great customer satisfaction
which influences demand and profit earning capacity of organization. Therefore, effective
customer satisfaction is determined.
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Marketing department of EE limited is interconnected with other departments such as
finance, research and development, production and operation departments. It creates effective
environment of entity in market also increases strength to face competition and sustain product
value in market.
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 Better quality services of EE limited:- Accurate market research is able to generate ideas
to gain better quality services of mobile and network services. Therefore, better
performance of workers emerges loyalty towards product services.
 Attractive tools to develop product in market:- Marketing essential as promotion is
useful to advertise and develop service value at high level. Thus, marketing is able to
increase demand and profit earning capacity of organization.
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TASK 2
2a Comparing EE Ltd and another competitors
EE Limited is regarded as one of leading British mobile network operator as well as
provider of internet services that is involved in providing services with respect to
telecommunication to various segment of customers around the varied nations and region. The
organization is regarded as one of the well known and largest operator of mobile network
operator in UK. The services of the company are used by 28 million customers. Further it deals
in providing 4G mobile services within the area of Europe. Along with this the business have and
provide greater range of mobile network services that includes 2G, 3G as well as 4G in United
Kingdom. The business has 700 retain outlets around the region of UK. The major competitor of
EE Ltd is Vodafone (Hung, 2010).
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Vodafone Plc is considered as one of the British multinational telecommunication which
deals in providing huge number of Telecom services as well as internet services to large number
of customers within local as well as global market. The company is operating in around 26
nations.
In order to attain business target as well as objectives both the organization's marketing
manager focuses on developing market plan that lay emphasis towards covering various aspect
that are associated with extended marketing mix. The key target of EE Limited in related with
becoming the leading network company around the world in addition to the development of new
digital services. Along with this, objective of marketing is in delivering outstanding broadband
and networking services by means authorized store or online platform (Jones and Rowley, 2011).
Moreover another EE Ltd target of marketing is towards increasing the customer base by 20% in
the years to come. Thus in order to attain the target of EE Limited the marketing manager focus
on the elements that are associated with extended marketing mix. Such has been presented in
manner enumerated below:
Product/ service: Te major element in the marketing mix includes the product and services that
needs to be offered in order to satisfy and meet the requirement of the target market. EE Ltd
offers various services to the customers. Therefore in order to enhance the base of customers by
20% in future course of time the marketing manager needs to focus on providing new services so
that they can fulfill the demand of customers (Brady, 2014). For example, in order to target
young customers or individual with low income firm is required to focus towards offering
prepaid services.
Price: In order to sustain dominant position within Telecom market EE Ltd needs to focus on the
skimming pricing. As this assist it in attaining sound position in UK market. There is presence of
various other operator of mobile network that influence low cost services for customers.
Therefore the focus of EE Limited has to be on offering extra services as it would increase the
value of the new services.
Place: Another element of marketing mix is place through which EE Limited is embodying
several channel (Brooks and Simkin, 2011). This assist it in making delivery of the services to
the final user. For instance, with enhancement in usage of internet services the emphasis of the
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