EE Marketing Analysis and Marketing Mix

This report provides a comprehensive marketing analysis of EE, a telecommunications company. It delves into the marketing mix, examining the 4Ps (Product, Price, Place, Promotion) and the extended 7Ps (including People, Process, and Physical Evidence). The report also includes a detailed marketing plan for EE, covering an executive summary, company overview, internal and external analysis using PESTLE, and a SWOT analysis. Furthermore, it outlines marketing objectives, strategies, and tactics, including segmentation, targeting, and positioning (STP). The report concludes with an assessment of EE's market position and recommendations for improvement, emphasizing customer satisfaction and 4G subscriber growth.

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Marketing Analysis
EE and marketing mix.
Marketing refers to simply putting the right products in the right place including their
combinations. The right time at which the product is also applied matters in the marketing mix.
Different organizations try their best to put the marketing mix right. This is normally a difficult
part of the organizations. The marketing mix is dominated by the 4P’s of the marketing, the 7
P's that defines the marketing services and the theories of 4cs.
In modifying the 4 Ps, another model that is mainly used in the marketing services industries was
developed. Its aim was to ensure more value basing the deficiencies that the 4Ps have. Different
organizations use the elements of business mix differently for them to achieve their objectives.
The following part presents the elements of the business mix and how different organizations
uses them in strive to meet their targets:
Product
A product can either be tangible or intangible. It is normally produced in strive to meet the
satisfactory needs of the people. Goods and services that an organization produces are regarded
to be the forms of products. Different organizations ensure that their products are worthy by
basing on such factors as demands, prices and how their competitors serve their customers.
For the EE to meet the demand from their customers, they put into consideration the
development phase of the product’s life cycle. The Orange Company uses their marketers to
explore research on the demand for the product before they are delivered to the market.

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Unlike other organizations whose products are environmentally defined, EE’s products are
functional throughout all seasons. Other organizations base their product’s improvement on the
environmental considerations such as weather for products that have peak sales at different
seasons such as rainy season (Brassington, F. and Pettitt, S. 2000).
Clothing is an example of such products. In this case, the organization increases the production
of such products when the right season comes. For the organizations whose products are not
based on environmental factors such as the EE, their products are improved using other factors
such as competitor’s counter strategies. EE Company did overdo the orange company in the year
2010 by basing on this strategy.
EE organizations create their product mix right by expanding their current product line through
diversification of their product line. For example, the introduction of the 4G network to increase
the reliability of the network. This strategy will ensure that customers have a wide range of
products to choose from. This strategy will also help the organization to evaluate the best line of
product that is preferable to the customers; both the active ones and the potential ones.
Organizations need to answer the questions regarding the general improvement of their products
including the needs of the clients from the product, how the client will use the product, the place
where the client shall use it, the features that are important from the client’s perspective, the
catchy name that is likely to attract the client’s attention and the product’s appearance
(Brassington, F. and Pettitt, S. 2000).
Price
The amount that the customer has to pay for him or her to enjoy the services of the product is
regarded as its price. It is another important element of the marketing mix definition price is

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normally used by the organization to determine their profitability and survivability. Therefore,
the organizations must have right and clear strategies to ensure a positive turn from their product
choices.
One way that EE set its price right is by using the price adjustment to match the competitor’s
prices and customer demands from the product. If one organization raises its price so high from
what their counterparts are offering, there is a likelihood that they will lose their customers
unless they satisfy them that their increase in price is due to the increased in quality of their
services. On the other hand, adjusting the price has a big impact on the business. It will affect
sales and demand of the product.
For EE organization to be able to adjust their products and be able to maintain its reputation with
the customers, it needs to have maintained a positive picture in the market. This strategy is
therefore partially applicable to EE organization because it has not had a long time in the
industry.
Pricing helps in shaping the product’s perception by the customers. Those organizations that may
raise their prices high may either be regarded as producing more quality product or being greedy
for the return value. The perception depends on the organization’s view by its esteemed clients.
Low prices, therefore, may be viewed by clients as the inferiority of the products. On the other
hand, overly high prices may outweigh the benefits of the product as viewed by the customer
(Jobber, D. 1995).

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Place
The element of the place is quite important considering the marketing mix definition. This
element specifies the placement of distribution of products. EE organization positions and
distributes its products and services in a place that is accessible to customers; both the esteemed
and the potential ones.
Different organizations use different strategies for distribution of their products and services.
These strategies include:
The intensive distribution, this distribution strategy is used by organizations by places their
goods and services abundantly in many retail locations distributed to many regions. The
availability of retail locations and the resources available in a given organization determines
whether this strategy is good for an organization or not.
The exclusive distribution, this kind of strategy is used by an organization to make distributions
to a specified client or a given region basing on the region’s demand for the product. It is
normally used by the organizations whose products are specifically aligned to a given group of
customers.
Selective distribution, this strategy is used by the organizations whose products are used only by
a specific group of people. These organizations, therefore, make their products available for the
selective markets only.
Franchising, some organizations produces products that are specifically aligned to a given brand
only and within a given period.

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When selecting a right distribution place, EE organization made assessments such as the place
where the clients are looking for the product, means of accessing different distribution channels,
the strong sales force needed and the dominant places where clients make their purchases
(Jobber, D. 1995).
Promotion
This element of marketing mix definition is used by various organizations to boost their sales
and the recognition of their brands. It is composed of strategies that are used by the organizations
including:
The sales organizations, this kind of strategy is used by the organizations by letting their
marketers improve the sales of the products using such means as the Internet, radio commercials
and the print media. The organization’s scale of production determines whether to use this
strategy or not.
Public relations, this is a strategy used by an organization to promote its sales by using
communications that are not paid for. Those organizations whose products are either new or have
been branded prefer this kind of product promotion strategy.
Advertising; this strategy typically covers the communication about the product sales. This
strategy is paid for. Therefore, organizations whose products are not of large scale as to demand
more sales may use other methods of promotions such as the public relations.
Sales promotion, this is the use of informal communication to promote the organization’s
product. This method is mainly used by organizations whose products need oral information to

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explain them to potential customers. This strategy is normally used by the satisfied clients and
the ordinary people.
People
It is important to consider the people both from the target market and those who have direct
relations to the business.
Organizations need to make a research that aims at discovering whether the people targeted who
are in demand of their products are enough to keep the business moving. Firstly, the employees
are the intermediate people who make the service deliveries. Without them, the business is likely
to shut down. Various organizations, therefore, use different strategies to have them and train
them accordingly so as to match the organization’s expectations (Baines et al., 2012).
As for the targeted people, the type of people who will be able to use the organizations’ products
will determine what and how the employees in that given organization will perform. If the users
of the products are going to genuine and have faith on the organization’s products, then the
employees shall have an ample working environment and are likely to produce the best to them.
Honestly is another attribute that the organization seeks from all the involved parties to ensure
that its goals are met effectively (Baines et al., 2012).
Process
The execution of the organization‘s services is greatly affected by the process and the
organization’s systems. Therefore, for an organization to minimize costs, there is a need for it to
ensure well-tailored processes.

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All the organization systems including the sales system, payment systems, distribution systems
and any step involved in ensuring a smooth working organization needs to be well –tailored.
Physical evidences
There is a need for the organization to provide tangible evidence that a service was delivered.
This is important for the organization’s current use and future use. Physical evidence also
pertains how a business’ products and services are perceived by the customers and other parties
outside the business organization.
Physical evidence justifies that a given organization is indeed present or has been established.
Take an example of branding where McDonald branded his business as ‘fast food.' Whenever
anybody hears about that name, he or she is likely to think of the name of the established.
Different organizations, therefore, use different techniques to reinforce their physical evidence.
Branding and choice of the name are among the strategies used.
The 4Ps of the marketing mix definition covered the product, place, promotion and the price of
the products in the organization. It omitted people, physical evidence, and the process. These
three elements that were omitted by the 4Ps are very critical as discussed in the above part
(Brassington and Pettitt, 2000)..
EE’s Organization Marketing Plan
The executive summary
The report herein was used to evaluate the overall environment of the EE’s marketing operations.
Once the evaluation has been made, various strategies would be recommended basing on various
models that will be used as an assessment and examination tools. The overall telecom’s view

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was regarded in making the critical assessment and examination of the EE’s marketing
operations. The revelation from this indicates that despite of EE having a good network
technology, its brand image is not as good as to have an appeal to the potential customers. There
was a recommendation, made to counter this issue. There is need to serve customers
satisfactorily and have price propositions from them so as to reach an effective conclusion that
will serve all the parties right.
EE Company’ overview
This network provider was developed in the year 2013 with a value estimated to $ 15 billion.
There is an expectation that the market will have grown steadily reaching the year 2018. This is
based on the fact that there is an over increment in the number of mobile device owners. Another
factor that is seen to increase the market’s value is the successful higher network rollout that is
expected to increase the demand of the mobile device users. The EE Company has been seen to
be resilient compared to its counterparts when it comes to the economic downturn. This
phenomenon has been attributed to the fact that most consumers are shifting from the renowned
pre-pay services to post-pay services. When this happens, consumers are going to be tied into a
longer term contract using the services. The fact that customers are going to stay as long as their
services are paid for makes them make ties that will let them continue the EE services
(Brassington and Pettitt, 2000).
EE Current Marketing Situation Analysis
Internal analysis
EE is considered the largest provider of the network that cut across all the UK. It collaborates
with Orange and T-Mobile as it strived to provide the best to its esteemed users. The company’s

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evaluation shows that it had covered more than 97 % within its four years of existence. The EE
Company is managed through a hierarchical structure where the decisions made stars from the
top most of the ranking in the structure down to the bottom most one.
External analysis
The ‘’PESTlE’’ factors do it simply to analyze the external environment of the EE company. It
typically stands for political, economic, social technological, legal and the environment.
Politically, the EE Company is seen to have enhanced a wide extension of coverage where all the
regions get civilized and politically acquainted. Economically, the EE Company is seen to
enhanced growth in many unrelated sectors in the UK. On the other hand, some of the sectors
have been disadvantaged economically. For example, the transportation sector since many
people won’t have to travel or make transportations due to the ease made by the
telecommunication industry that renders people to access one another without the necessity of
physically meeting. Socially, the EE Company is seen to have enhanced a lot of social cohesion
both across the UK and abroad. This is majorly contributed by the fact that people and groups
make their contributions regarding any matter arising without necessarily having to meet. EE
Company has also enhanced many social sites such as Twitter where many people share their
social regards.
SWOT ANALYSIS
This analysis has been used to make a summary of the most important issues from the external
point of view and the external point of view. It seeks to summarize the strengths, weaknesses,
opportunities and threats.

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From the evaluation of EE Company, the following strengths were noted: EE is the leader
provider in the market. For this matter, it is likely to enjoy the benefits of trust from the
environment. Secondly, EE Company is the pioneer of 4G network. This network is most used
one in the market due to its efficiency and reliability. Thirdly, the EE network has a very wide
coverage capability compared to other competitor’s network. Fourthly, its security measures for
data are paramount. Many users, therefore, opt for it considering the criticality in security
matters.
The EE weakness includes the following: first, the recognition of its brand is low due to the fact
the name is not catchy enough to take people’s attraction. Many people still recognize Orange
and T-Mobile as their network provider due to their brand name’s high recognition. EE
Company is considered by the customers to have poor customer services compared to other
network providers. Secondly, the 4G services do not provide roaming services when one cross
the boundary b to travel abroad. Thirdly, EE Company has the highest number of customer
complaints compared to other network providers. The worse part of this issue is that most of
them are not solved or either solved in a light way (Brassington and Pettitt, 2007).
The following opportunities are associated with EE Company: it has higher chances of
advancing its products to meet customer needs that are increasing tremendously in usage. The
smartphones and other tablets have enhanced more need for a more reliable network. Secondly,
EE has a chance to overdo the introduced brand by making their own.
As for the threats to EE Company, the following were noted from the analysis: the increasing use
of popular free apps such as Viber and WhatsApp. The ongoing expansion from Orange is
among the providers that are enhancing these free applications. Another threat to EE Company is

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the competitor's aggressiveness to outdo it. The main one among the competitors is the
Vodafone.
Objectives
Marketing has increased the number of customers
The satisfactions of the customers has led to the escalation loyalty and the superiority of the
company in the industry of the telecommunication. The research shows that the providers for the
network have invested for them to approach the new customers or the clients. This can be
exponential when compared to the resources which need to maintain the customer’s existence
base. Mostly with the consideration of the low satisfaction of customers in the EE, it is important
to first deal with the problem in order not to lose the customers before investment of looking for
the new one. The services of the network operator can be provided by channels of different kind
which may include the call center, the shops, and the management department for the
complaints, the back office, website and the media (social media)
Customers should be respected throughout the interaction of the channels and also they should be
treated just like they are part of the company.
On the other hand, when considering the rate of complaints which in this case is very high, the
company should and must provide more of the efficient management complaints through staffing
the concern departments with the intelligent, train well and those inspiring employees who are in
provision of the services with high quality and they can change the disappointments of the
subscribers into the satisfaction (Brassington and Pettitt, 2007). When the system of releasing the
smartphone and the models of the tablets is constantly, EE Company can, on the other hand,
provide the new service chat which can give the permission to the subscribers to change the

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handsets by the addition of the unmortised subsidy. This will increase the satisfaction of the
customers through the offer which is tangible. On the other side, this objective is in connection to
the public relationship, which is the relationship management between the stakeholders and the
organization. This applies to the customers in the EE Company
It has to Increase the 4G subscribers to about 30%
4G network is chosen as the area network for the acquisition for the EE customers as this is the
driver for the main market for the telecom companies. It can be noticed that, in a period of 4
months, EE can attract up to two million subscribers and this number of the subscribers can be
three times. Although the growth can be gradually decreasing, the penetration for 4G in the
United Kingdom can be around7%; this indicates the enormous potential to the continuation of
the exploitation of the market with the growth target enormously.
It has led to the promotion of the 4G where 4G campaign focuses on the awareness of the 4g
befits
Strategy
To put the policy in the context which can be broader to the empowerment of the workplace by
clearly stating the equity of the employment as the imperative of the national.
It facilitates the feedback for the staff and the Questions and Answers
It allays the fears pertaining the staffs
It also complies with the code of the practice in a good manner on the side of the preparation,
during the implementation process and employment monitoring Equity plan.