Marketing Essentials Report: Marketing Plan Development for EE Limited

This report provides a detailed analysis of EE Limited's marketing strategies, including a comparison with Vodafone's approach. It begins by outlining the key roles and responsibilities of the marketing function within an organization and its interrelation with other departments. The report then delves i...Read More

Marketing Essentials
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Marketing Essentials 1
Contents
P1. Key roles and responsibilities of marketing function in an organisation and explain how
interrelates with other functional units............................................................................................1
P2. Comparing the manner in which EE Limited and Vodafone (another company) take use of
the elements of marketing mix (7Ps) for the attainment of the business objectives........................2
Product.........................................................................................................................................3
Price.............................................................................................................................................3
Place.............................................................................................................................................3
Promotion....................................................................................................................................3
Process.........................................................................................................................................4
Physical Evidence........................................................................................................................4
People..........................................................................................................................................4
P3. Developing and evaluating a basic marketing plan for EE Limited..........................................5
Executive Summary.....................................................................................................................5
Overview of the Organisation......................................................................................................5
Marketing Situational Analysis of EE Limited: Internal and External........................................5
Internal Analysis......................................................................................................................5
External Analysis.....................................................................................................................6
SWOT Analysis.......................................................................................................................8
Marketing Objectives...................................................................................................................8
Marketing Strategy......................................................................................................................9
STP Analysis.............................................................................................................................10
Conclusion of marketing plan....................................................................................................11
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

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P1. Key roles and responsibilities of marketing function in an organisation
and explain how interrelates with other functional units.
Marketing can be understood as a term used for introducing the services and products to the
market and the potential customers so that the people can be aware of those products as well as
there can be effective selling and distribution of the products. In present time there are a number
of organisations and thus the competition is continuously rising for acquiring the competitive
benefits. To attain those advantages and to have an established position in the market, there is
effective use of the marketing strategies and a marketing plan (Hollensen, 2014). There is a vital
importance of marketing function in an organisation as it helps in the promotion of the products
their effective selling as well as distribution by various channels. There is high importance of
marketing function and also has a strong interrelation with other functional units of the company.
In respect with the selected organisation EE Limited, it has been analyzed that the marketing
function also regulates the various other departments and functions of the organisation. The
marketing function at EE Limited not only improved the distribution of services but also
increases the loyalty of the customers and helps in retaining the customers for a longer time
frame. Marketing function contributes to the growth and success of EE Limited as it helps in the
introduction of those products that can meet the needs and demands of the customers (Krasnikov
and Jayachandran, 2013).
There is interrelation between the management function and the other departments including
research and department, sales, production and financial departments or functions of the
organisation. Marketing assist research and development as it offers input for understanding the
kind of services or products are the most demanding and marketable. In the sales department,
marketing helps in developing a better association with the customers through effective
marketing and advertisings of the products and making sales effective. It assist the production
function as marketing helps in proper estimation of the number as well as kind of products
required by the market and the same to be produced by the company. Marketing has a key role in
affecting the financial function as the marketing plan comprises of both the future as well as for
the existing services and products. Marketing helps in guiding the investment decisions as well

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as it also helps in forecasting the sales through effective marketing strategies (Armstrong, et al.,
2015).
P2. Comparing the manner in which EE Limited and Vodafone (another
company) take use of the elements of marketing mix (7Ps) for the attainment
of the business objectives
Marketing mix can be understand as a specific set of marketing tools that the organisations
control for enhancing and boosting the marketing of the products. The marketing mix is the most
vital part of a marketing plan that is used and implemented by the companies for identification of
the customers’ needs and requirements so that the companies can effectively meet those
customers’ expectations and for fulfilling their needs. Marketing mx can also be understand as
placing the correct things at the correct place at a correct time and in a correct price (Khan,
2014). For achieving the competitive benefits and upsurge revenues, it is essential for the
organisations to take use of an appropriate marketing mix technique (Verhoef and Leeflang,
2013).
Vodafone and EE Limited both give each other a striving competition as they deal in a similar
business in the United Kingdom. Across the world, Vodafone is the second largest service
provider in the telecommunication sector and also provides its services in UK whereas EE
Limited is the largest telecommunication service provider in the UK. Both of these organisations
take efficient use of the marketing mix in their businesses for the achievement of the desired
objectives. The following is the comparison of the use of marketing mix in both the selected
organisations.

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Product
The product is an item that is taken use for the satisfaction of the customers’ needs which is sold
by the companies for generating revenues. It is a challenging task for the companies to have a
proper selection of an adequate product so that the demands of the buyers can be met. To have
development of right product for the potential customers, EE Limited focuses on the
identification of the needs of the customers in respects with the product they need. After
identification of the needs, EE Limited launch such product which can match those identified
needs and requirements whereas on the other hand Vodafone offers an extensive and diverse
range of prices of the products so that the needs of the customers can be satisfied (Ernst, Hoyer
and Rübsaamen, 2013).
Price
Price is the value in monetary terms placid by the customers in exchange of the product. The
primary objective of an organisation is to offer affordable products at reasonable prices so that
the consumers can buy it and can also be retained fir a longer time frame as it is one of the key
factor in influencing the customers. EE Limited takes use of this approach for the identification
of the expectation of the potential customers in respect to the product’s prices and then offer the
prices accordingly whereas on eth other hand Vodafone itself set the prices that are affordable
and reasonable to attract the customers.
Place
Another vital aspect of a business is the place as the companies are required to target the markets
of distribution so that there can easy and accessible availability of the products to the customers.

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And this is the reason the organisations emphasis on the distribution techniques in the marketing
function (Brooks and Simkin, 2012). EE Limited take potential use of exclusive and effective
techniques of distribution whereas on the hand Vodafone take use of a few specific distribution
techniques as there are few selective stores of the company in several segments and
comparatively EE Limited has large number of stores.
Promotion
Promotion is one if the most vital aspects of marketing mix as it has been started using as a
strategy by the organisations for enhancing their brand visibility of the various products.
Promotion is used as an advertisement technique for increasing the awareness for the products
and developing an interest among the people for buying those products. Both Vodafone as well
as EE Limited take use of the promotional strategies for enhancing the awareness of the products
and services among the target group of customers (Talpau, 2014).
Process
In the business strategies of the organisations, there is a process used by the companies for
selecting an appropriate process so that the quality of the services as well as the products can be
reflect. There is a need to have appropriate process for fulfilling the aims and objectives of the
market. EE Limited also have a huge emphasis on selecting a correct process for assuring that
the products there is on-time delivery of the products to the target customers. On the other,
Vodafone has its emphasis on ensuring that the products delivered have high elves of efficiency
and effectiveness (Eastman, et al., 2015).
Physical Evidence
Physical evidence is the environment of the products in which they are deliverer as well as it is
also determines the environment in which the customers and the company interacts. It is one of
the significant marketing tools for the organisations as they first select the physical environment
by identifying strategies and target market. EE Limited as well as Vodafone takes use of this as
they separately recognize their environment and analyses the distribution channels and the
preferences and the taste of the customers (Meffert, 2013).
People
There is a vital role of people in the marketing mix as it refers to the human resource of the
personnel that are responsible for influencing the other people to whom products are distributed.

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The people who are the markets are responsible to develop interaction with customers and
understand their needs and requirements related to the products so that the most appropriate
products can be delivered to them. EE Limited have it emphasis upon the recruitment of
competent people to have effective and efficient performance outcomes whereas on eth other
hand Vodafone have its emphasis on the research of the selected target market for fulfilling the
needs and expectations of the buyers (Luan and Sudhir, 2010).
P3. Developing and evaluating a basic marketing plan for EE Limited
Executive Summary
The purpose of this report is to develop a marketing plan for EE Limited for enhancing the
marketing skills as well as to offer a new set of guidelines to the organisation for improving the
level of effectiveness and efficiency of work so that it can constantly achieve huge growth. The
report will highlight the company overview, situation analysis of the organisation, marketing
objectives, marketing strategies, STP analysis and control techniques and budget for the
organisation.
Overview of the Organisation
“Everything Everywhere” well known as EE Limited is a UK based organisation in the
telecommunication sector that offers extensive telecom services to the individuals. It is one of
the largest and strongest mobile network operators in UK that offers the best telecommunication
and internet services to the masses and is the largest operator of the 4G services in the entire
Europe. The company has it’s headquarter established at Hatfield with approximately a total of
15,000 employees (EE Limited, 2017).
Marketing Situational Analysis of EE Limited: Internal and External
There six performed the current market situational analysis of the organisation to have a better
market plan so to get the knowledge of the internal as well as the external environment where the
organisation is operating presently. Following is the current market situational analysis of EE
Limited to develop a better and improved marketing plan for EE Limited. Following part will
highlight the internal analysis, external analysis and the SWOT analysis to evaluate the various
market opportunities and threats (Yu, Ramanathan and Nath, 2014).

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Internal Analysis
The internal analysis comprises of the working of the organisational workforce of an
organisation as when any company grow and expand, there is a vital effort of the employees.
Therefore, to identify the current and actual situation is must. When analyzing the internal
environment of the company, it has been evaluated that there is a strong workforce who ensures
that the customers are satisfied and have a better and improved association with the customers.
There are also effective measures taken by the company in order to have a satisfaction of the
needs of the employees to so that they can have a better dealing with the customers. Some of the
employees have few issues in the marketing team of the company but EE Limited is striving hard
to resolve those issues (Stacey and Wilson, 2014).
External Analysis
The external analysis comprises of the analysis of all those factors which are not in control of the
company but have a great influence on the business operations and marketing functions of the
company. At the time of developing marketing plan it is essential that there must be conducted
an external analysis. While analysing the external environment of EE Limited, it is evaluated the
following things:
Political Factors
There is an environment of deregulation and there is increased competition in the market as a
result of deregulation. The deregulation helps the international players to enter in the markets of
UK and give striving competition to the already existing telecommunication companies.
Economic Factors
Because of the melting down of the various international economies, there is also pressure upon
the economy of UK and there is a pressure to increase the GDP of the country. There are
pressure imposed on the organisations to offer products and services at affordable prices to exist
in the market as the purchasing power of the customers is not so strong.
Social Factors
There is a great influence of the social factors on the telecommunication companies as there has
been a great influence of the social networking platforms which have offered innovative and easy

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ways to communicate and interact. And thus, because of the influence of these social networking
platforms the business of telecommunication companies is slowing down.
Technological Factors
The telecommunication industry is much dependent upon the technology industry and so any
new technology has a great impact on the telecommunication business. The companies are
required to be updated and have a great possession of innovative and pioneering technologies to
maintain their sustainability in the market (McDonald and Wilson, 2016).

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SWOT Analysis
To identify the various threats, opportunities, strengths and weaknesses of the company, there
will be used the SWOT analysis technique.
Strengths Weaknesses
 The leading and the largest
telecommunication operator in the UK
 Extensive number of stores in several
regions of the country
 There is a very less focus upon the
individual customers.
 The services are found to be slow in
nature
Opportunities Threats
 There is an opportunity to have more
customer base as there is increasing
interest of the potential customers.
 The company can have expansion by
taking use of the innovative
technologies.
 There is an increase competition in the
telecommunication industry
 There are continuously rising the
various regulations on the telecom
industry.
Marketing Objectives
For any efficient marketing plan, there is a need to set specific and effective marketing objectives
as it defines the vision, mission and values of the company and help in having development of
marketing plan in correspondence with the organisational objectives and goals. Following are the
marketing objectives of this marketing plan:
 To offer effective telecommunication services to the customer at reasonable prices.
 To offer improved telecommunication connectivity services in the rural areas
 To resolve the grievances and issues of the customers
 To improve the quality of the services offered to the customers
 To support and encourage the development of telecommunication services in almost all
type of regions.

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 To save the interest of the customers by offering them services at affordable prices.
 To have global expansion by offering services in new regions
 To follow and practice the good governance practices
 To generate profits by extending the customer base with innovative and quality services
(Kotler, et al., 2016).
Marketing Strategy
Every organisation needs some of the specific strategies for the attainment of the set goals and
objectives. In a similar away, there are following marketing strategies for EE Limited to achieve
the set objectives:
Identify the competitive edge
It is a strategy of EE Limited to identify the competitive edge where there is analyzed that proves
and policies are used by the competitors in their business so that there can be considered the
areas of improvement and remain the market leader (Shaw, 2012).
Promotional and advertising strategy
EE Limited also takes use of the promotion and advertising strategy as the marketing technique
as it uses newspaper advertisements, television advertisements, any many other for fetching the
attention of the potential customers for buying eth products and it also take use of the
promotional approaches for example the free cost distribution so that there can be achieve
increase awareness of the products by the customers an o sales and revenues can be generated
(Arnett and Wittmann, 2014).
Forecasting of sales
EE Limited also take effective use of the forecasting strategy as with the use of this strategy they
company try to forecast or predict the sales ration by analyzing the previous records and data.
There is a comparison of the actual sales with the estimated sales so that they can be found the
diversions and proper strategies can be taken use (Baker, 2014).
Sales program

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There is a sales program at EE Limited where the employees are offered with training regarding
the new and innovative technologies emerged in the market so that the organisational workforce
can support in getting effective outcomes by working efficiency on new technologies.
STP Analysis
Segmentation
In the marketing planning, there is a vital role of segmentation as the complete market is divided
into segments which enables the businesses to get diversified and there can be effective
recruitment of different marketing executives for every ingle segment so that there can be
effective working. All the customers are segmented on the basis of geographical, demographic
and behavioral segmentation. The geographical segmentation comprises of the people who can
easily access the services of EE Limited such as the rural areas are somehow deprived of these
services. The demographic segmentation comprises of customers who are under the bracket of 15
to 50 are the maximum customer group of the company and from the behavioral segmentation,
the customers who have a habit of surfing internet and watching online videos and also have to
make a number of calls ate the customers of EE Limited (Czinkota and Ronkainen, 2013).
Targeting
There can be an increase in the ales of EE Limited by targeting the most potential customer
segment. From various segmentations, the most potential is on the basis of the behavioral
segmentation as thee can be identified the people who have high usage of internet and are the
reliable customers of eth company.
Positioning
To position in the market there is a need to have effective positioning strategies. EE limited take
use of the governance practices by contributing for the development of the society and being
responsible for the community. The company also take sue of other marketing and promotional
strategies for positioning itself as the market leader in UK (Foxall, 2014).
Tactics, Budget and Control

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There are some tactics and actions that are required to have in the marketing plan such as there
must be personal interaction with the customers to develop association with them and have better
results of the marketing plan and have reliable customer base. The employees must also be
offered with adequate training to have better communication with the customers as well as to
resolve the issues of the customers. For the effective implementation and execution of the
marketing plan, the estimated budget could be £10 million (Slater, Hult and Olson, 2010). There
is a there is also a vital need to have effective control of the various activities so that the
organisation can gain effective results of the marketing plan. There will be controlling techniques
to review the progress of the plan as there will be measured the actual results with the planned
outcomes so that deviations could be found and appropriate steps can be sued to have efficient
and productive results of the marketing plan.
Conclusion of marketing plan
The marketing plan will help in bringing innovative changes in the policies and practices of EE
Limited so that there can be find pioneering ways to capture new markets as well as to have
increased customer bases. The marketing plan will help EE Limited in getting increased brand
visibility and strong market share and long term sustainability.
Conclusion
From this report, it can be concluded that there is a high significance of marketing in the success
and growth of the organisations. In EE Limited, marketing plays a vital role for developing it as
the largest and leading telecommunication organisation in UK. The report has presented the ways
in which EE Limited and Vodafone take use of the marketing mix tool for effective marketing of
their products and it is analyzed that EE limited takes much potential use of these 7Ps of
marketing. From the marketing plan, it has been concluded that all the factors such as STP
analysis, situational analysis, marketing objectives, strategies, tactics, budget and control also
play a significant role in shaping eth future of the company and thus it must kept effective focus
on the execution of the marketing plan.

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