Marketing Essentials: Roles and Responsibilities of Marketing in EE

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MARKETING ESSENTIALS
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Contents
INTRODUCTION........................................................................................................................3
ACTIVITY A................................................................................................................................ 4
EXPLAIN THE KEY ROLES AND RESPONSIBILITIES OF THE MARKETING FUNCTION OF EE.....4
ROLES AND RESPONSIBILITIES OF MARKETING RELATE TO WIDER ORGANIZATIONAL
CONTEXT.............................................................................................................................. 6
ROLES AND RESPONSIBILITIES OF MARKETING IN THE MARKETING ENVIRONMENT..........7
SIGNIFICANCE OF INTERRELATIONSHIPS BETWEEN MARKETING AND OTHER FUNCTIONAL
DEPARTMENTS OF EE...........................................................................................................9
ACTIVITY B.............................................................................................................................. 11
COMPARE THE APPLICATION OF MARKETING MIX OF EE AND VODAFONE MOBILE
NETWORKS......................................................................................................................... 11
EVALUATE DIFFERENT TACTICS APPLIED BY EE AND VODAFONE TO ACHIEVE THEIR
BUSINESS OBJECTIVES........................................................................................................14
CONCLUSION.......................................................................................................................... 16
REFERENCES........................................................................................................................... 17
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INTRODUCTION
In the following assignment, a report would be designed determining the concept of
marketing in detail. The roles and responsibilities of marketing will be explained in context
to EE phone stores in the UK. The roles and functions of marketing in the changing
environment of the UK and the roles of marketing with their interrelation to the other
functional department of the organization along with their significance will also be
explained in the report. In the second part of the report, a comparison would be conducted
between the EE network operator and its biggest competitor Vodafone in terms of the
elements of the marketing mix applied by the companies. The last part of the report will
include the development and evaluation of a marketing plan for the organization.
Everything Everywhere (EE) is the largest telecommunication company founded in 2010
having headquarters in England. EE is a mobile network operator that provides internet
services in the UK serving 26.9 million customers and ranks first in Europe for providing 4G
services (Bernal et al. 2016).
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ACTIVITY A
INTRODUCTION
Being a trainee marketing manager of EE network operator, this report is made to describe
the roles and responsibilities of marketing in the business considering the factors of the
marketing environment. The importance of interrelation of marketing function with the
other departments will also be analysed (Blythe and Martin, 2019).
EXPLAIN THE KEY ROLES AND RESPONSIBILITIES OF THE MARKETING
FUNCTION OF EE
MARKETING: the marketing function of an organization plays a significant role in the
promotion and selling of the products offered by the company. The marketing of a product
helps in making consumers aware of the product and its specifications. The marketing of the
product helps in increasing the sales and profitability of the business (Blythe and Martin,
2019).
ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION INEE
Communication and promotion: The marketing department is responsible for promoting
the products and services of the company to a large number of populations through various
sources like internet, personal selling, etc. and maintain long term relations with the
consumers by managing effective flow of communication with them and enhancing their
satisfaction (Moorman and Day, 2016).
Market research: the research of the market is very necessary for the marketing
department in order to analyse and understand the needs and requirements of the
consumers and the problems faced by them with the existing products of EE. The marketing
manager of EE focuses on developing new products considering the choices and preferences
of the consumers (Blythe and Martin, 2019).
Increasing brand recognition: the activities of marketing conducted by the marketing
manager of EE are focused upon creating awareness of the products and services of the
company in front of the target population through advertisements on television, radio,
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social media, etc. that helps in increasing the brand recognition and customer base of the
organization (Moorman and Day, 2016).
Development of new product: It is the responsibility of the marketing manager to
understand the needs of the consumers and analyse the strategies and plans of the
competitors before making the decision of product development in EE so that the
developed product help in boosting the sales (Moorman and Day, 2016).
Thus, there are many roles and responsibilities of the marketing function in EE that needs to
be performed in order to attain the objectives of the organization and gain success.
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ROLES AND RESPONSIBILITIES OF MARKETING RELATE TO WIDER
ORGANIZATIONAL CONTEXT
The roles and the responsibilities of the marketing department are related with the
functions of the other departments and thus, coordinated efforts are made by the
departments in order to achieve the desired goals of the departments as well as the
organization (Baker and Hart, 2016). The roles and functions of the marketing department
interrelated with that of other departments such as finance, operations, research and
development, human resource, etc. can be explained as follows:
Preparing marketing budget: The marketing team of EE Ltd. communicates its needs and
coordinate with the finance department while preparing the budget for the team. the
budget helps in effective allocation and utilization of funds for each activity to be conducted
in the marketing and promotion of the products of the company (Baker and Hart, 2016).
Gathering information from the market: The marketing and R&D manager together
conducts research of the market of EE network operator in order to identify the needs and
demands of the consumers, their problems with current product and services, competitors’
products, etc. to grab opportunities from the market to develop or innovate products and
services (Baker and Hart, 2016).
New product development: The marketing manager focuses on the development of a new
product with the help of information collected from the research department and then
works in coordination with the operations team for bringing changes in the existing product
or developing new products to attract a large customer base (Baker and Hart, 2016).
Lead generation: The marketing team of EE works in coordination with the sales team in
order to plan activities of sales and promotion that leads to an increase in the number of
prospective consumers of the business. The marketing and sales department focuses on the
promotion and physical distribution of the products and services of EE (Baker and Hart,
2016).
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ROLES AND RESPONSIBILITIES OF MARKETING IN THE MARKETING
ENVIRONMENT
The marketing manager of EE has to perform their roles and responsibilities in the business
considering the internal and external environment of the company including all the factors
such as competitors, customers, suppliers, political, socio-cultural, economic, natural
environment factors, etc. as these factors can affect and influence the decision-making done
by the marketing department (Abushova et al. 2016). The microenvironment factors affect
the business decision of EE directly and the macro environment has an indirect influence on
the marketing operations of the business. The roles and responsibilities of marketing in
context to the factors of the micro and macro environment can be explained as:
MICRO ENVIRONMENT
Consumers: The primary objective of EE is to increase the satisfaction of the consumers by
providing valuable products and services to prospective consumers. It is the responsibility of
the marketing manager to understand the needs of the consumer effectively in order to
satisfy them (Abushova et al. 2016).
Competitors: EE has to face tough competition from other mobile network operators like
O2, Vodafone, etc. thus, the marketing manager must identify the strategies and policies of
the competitors, the products and services offered by the competitors so as to develop new
and innovated products and services that are better than that of the competitors in order to
gain competitive advantage (Abushova et al. 2016).
MACRO ENVIRONMENT
Political and legal factors: The marketing team of EE must be aware of the rules and laws
framed by the government in the UK while making decisions in the business as these factors
include trade policy, consumer protection, taxation and pricing policy, etc. that affects and
influence the decisions of the marketing manager (Abushova et al. 2016).
Economic factors: The responsibility of the marketing manager of EE lies in marketing the
product which includes the pricing physical distribution and promotion of the product. The
economic factors like inflation, exchange rates, the purchasing power of the consumer,
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interest rates, etc. must be considered by the marketing team while decision-making
(Abushova et al. 2016).
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SIGNIFICANCE OF INTERRELATIONSHIPS BETWEEN MARKETING AND
OTHER FUNCTIONAL DEPARTMENTS OF EE
The activities and functions of the marketing department are interrelated with the tasks
performed by the sales, finance, HR, operations and R&D department of EE. Thus, the
marketing manager must build an effective relationship with the other teams and they must
work together to accomplish their responsibilities and achieve the desired goals (Nguyen et
al. 2018). The interrelations between marketing and other departments of EE are important
for the business as it helps in:
 Improving the flow of communication between departments.
 Decision-Making becomes effective.
 The objectives of different departments are aligned and this interrelation helps in
attainment of objectives.
 Improving the products and services offered to the customers and increase their
satisfaction (Nguyen et al. 2018).
The objectives of the business can be achieved with the help of the interrelation of the
marketing department of EE with another functional department in the following ways:
Marketing and R&D department: The coordination between the marketing and
research team helps the marketing managers to understand the needs and
requirements of the consumers that help in increasing the satisfaction of consumers by
bringing innovation in the products and services offered by EE (Nguyen et al. 2018).
Marketing and HR department: the marketing manager of EE has to communicate the
estimated requirement of personnel for the marketing team along with the skills needed
so that the HR team can recruit and selected talented candidates with required
capabilities and help them in training and development to increase the productivity and
efficiency of the marketing department.
Marketing with finance team: The marketing and finance manager of EE work together
for preparing a budget for the marketing team that helps in conducting the activities of
the marketing and promotion so that funds can be easily allocated and effectively
utilized at the time of need (Nguyen et al. 2018).
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CONCLUSION
The report focused on the roles and responsibilities of the marketing function of EE and
the interrelation of the marketing department with the other functional units of EE. The
responsibilities of the marketing manager in the internal and external environment of
the business were also being discussed.
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ACTIVITY B
COMPARE THE APPLICATION OF MARKETING MIX OF EE AND VODAFONE
MOBILE NETWORKS
ELEMENTS OF
MARKETING MIX
EE LTD. VODAFONE
PRODUCT EE Ltd. Is a large
telecommunication company that
provide mobile network services to
millions of customers in the UK. the
products offered by the company
include 3G and 4g internet
services, EE mobiles, SIM cards,
etc. and the services provided by
the company include video
conferencing, chatting, payment of
bills electronically, surfing the
internet, etc. to a wide range of
population (Sunny and Anael,
2016).
Vodafone offers a vast range of
products and services to consumers.
The products and services offered
by Vodafone include post-paid, pre-
paid and value-added services,
smartphones, calling, messaging,
handsets, using internet, online
billing, etc. the company provides
one of the best services in the
telecommunication industry and
targets a large number of
population through different
segmentation (Laws and Mo, 2015).
PRICE There are various types of pricing
strategies used by the EE network
operator depending on the
situations of the market and type
of product offered by the company.
The penetration pricing strategy is
used to expand the business and
increase market share.
At the time of new and innovative
product development, EE uses the
skimming strategy to gain profits
early before competitors enter the
market.
The pricing of the company also
depends on the price set by the
competitors to increase
profitability in the business.
Vodafone company formulate
different pricing strategies for the
products depending on the target
market segments.
The company sets prices according
to the prices of the competitive
products for increasing customer
base.
The company also set prices
depending upon the value offered
by the product.
Vodafone also applies a penetration
strategy to beat the competition
and attract a large number of
consumers (Laws and Mo, 2015).
PHYSICAL
DISTRIBUTION
The physical distribution of the
products offered by EE is done with
the help of many intermediaries
such as wholesalers, retailers,
agents, manufacturers, etc. that
help in transferring the product
from point of manufacturing to the
Vodafone has 300 outlets in the UK
from where the business is
operated and the products are sold
to the target customers. Vodafone
has a strong network of physical
distribution in the country and has
many customer care centres for
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point of consumption. EE markets
its product through different
sources such as the internet,
personal selling, etc. and also
warehousing and transportation of
the products are included in the
physical distribution process. EE
has 700 retail stores in the UK
through which products and
services are offered to the
consumers (Sunny and Anael,
2016).
helping the consumers by solving
the problems and thus, providing
their best services to the
consumers.
PROMOTION The promotional activities
conducted by the marketing
managers of EE include direct
marketing of products through
advertising on the internet, social
media, radio, television and
publicity.
The EE mobile network operator
uses many sales promotion tools
like discounts, buy one get one
free, sampling and various other
offers to increase the attraction of
the consumers towards the
company’s products and services.
The promotional activities
conducted by the marketing
managers of Vodafone include
advertising on T.V,., newspapers,
magazines, billboards, etc. and
providing customized services to the
consumers like different data plans
offered by the company.
The Vodafone brand is endorsed by
sports celebrities like David
Beckham and Michael Schumacher
to grab the attention of the
consumers.
The brand also got great recognition
due to the commercial
advertisement of Vodafone
ZooZoos.
PEOPLE EE telecom company employees
more than 15,000 employees and
provides its services to 26.9 million
consumers in the UK. EE has four
interest groups for its employees
that focus on different areas such
as disability, gender, Christians and
Muslims in order to avoid any kind
of discrimination with the
workforce of the company. The
people in the EE comprises of the
workers working under sales,
customer service, retail shops, etc.
that work with the motive of
achieving the objectives of the
organization (Sunny and Anael,
2016).
Vodafone has employed 100,000
people in companies all around the
world. The company offers its
services to a large number of
populations and serves more than
400 million subscribers in the world
and operates its business in 150
countries. The customers and the
employees of the company act as
the strongest pillars that result in
the growth of the company. The
marketing manager of the company
gives the highest priority to the
satisfaction of the interest of
consumers and employees of the
organization (Amoako, et al. 2019).
PROCESS The process involved in the Vodafone company uses
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