Marketing Essentials: Roles, Mix, and Marketing Plan for EE Company

This report delves into the core principles of marketing, using the EE company, a UK-based telecommunications provider, as a case study. It begins by defining marketing and outlining the key roles and responsibilities of a marketing function, including product development, pricing, distribution, promotion, and sales. The report then examines how these marketing functions relate to other departments within an organization, such as production, finance, human resources, and research. A significant portion of the report is dedicated to analyzing the marketing mix (product, price, place, and promotion) and provides a detailed comparison between EE company and Vodafone. Finally, the report outlines a marketing plan for EE company, aiming to achieve its goals and objectives. The report highlights the importance of marketing in driving organizational success by satisfying customer needs and increasing profitability. The analysis includes various marketing mix elements, and comparison between EE and Vodafone's strategies.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function......................................................1
P2 How roles and responsibilities of marketing related to the wider or organizational context.3
TASK 2............................................................................................................................................4
P3 Comparisons of marketing mix .............................................................................................4
TASK 3............................................................................................................................................7
P4 Marketing plan for an organization........................................................................................7
CONCLUSION ...............................................................................................................................9
RFERENCES.................................................................................................................................11

INTRODUCTION
Marketing is an activity of collecting, communicating and exchanging value to customers
to satisfy their needs. It is an essential process for organization to deliver goods and service to
target customers. Buying and selling products is one of the main characteristics of market that is
more important for any business to achieve higher profitability. Basically marketing process is
used every company to increase awareness among the customers regarding products. It is a tool
which helps in promoting features of products in order to increase organizational sales in
appropriate manner. It define best marketing mix which involve product, price, place and
promotion. Marketing is a significant process that increase the overall productivity as well as
profitability of the company (Papasolomou and Melanthiou, 2012). Present report is based on EE
company, that provide mobile network, internet service to its customers in UK. This company
earn more profits every year by providing quality products to its customers. Various roles and
responsibilities of marketing function is mentioned in this report. Along with this marketing
plan for the refereed organisation is also discussed which will assist the same in achieving its
goals and objectives.
TASK 1
P1 Key roles and responsibilities of the marketing function
Concept of marketing: It is a set of activity which define customers needs and demands
after that provide quality products to satisfy their wants in appropriate manner. Marketing
process is a wide concept that include various functions in order to attain higher success at
marketplace. EE company use these concepts in their organizational activities to deliver quality
service to customers so that they receive maximum satisfaction There are some roles and
responsibilities of marketing functions which are as follows: Product development : it is important sectors of marketing function which helps to make
and offer innovative products to its customers. Marketing department of the EE company
conduct various researches to identify customers needs and demand and after that
produce quality products accordingly. Pricing of products : It is also an important role of the marketing to set right price of the
product (Pike, 2015). Cited company tries to set optimum price of the products and offer
to large number of customers in order to achieve more profits in appropriate manner.
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 Physical Distribution: It is more important for every organization to make available
quality products to it customers at right place and using effective distribution channels
tools to achieve more profitability in effective manner. This function of marketing helps
in delivering the products from place of production to the place of its consumption. Promotion: It means to influence the customers by providing various information about
the products. Organization use attractive tools to increase the awareness about the
products and service. In absence of this function no one can buy the products with any
information regarding this so that is more important function of marketing to increase
sale of the products (Silver and et.al., 2012) . Selling: It is also an essential function of marketing to sell final product to customers. It
helps in exchanging goods and products as well as in developing relationship among
customers and organization. Financing: To have enough funds is important for a company, therefore it is also an
essential roles performed by marketing function. Under this it provide financial fund
which is crucial for the business to evaluate their activities in smooth manner. Marketing information system: It is also an important utility of marketing to store,
collect and maintain relevant as well as important information to take better decision to
achieve positive results in their process and get effective targets.
Role of marketing:
Marketing play an important role in every organization to maintain the overall
performance of the company. It assist in maintaining the relationship among customers. The
main purpose of marketing is to evaluate the customers needs (Wirtz, 2012). Basically it is an
effective activity that is used by the company to attract large number of customers by providing
quality products and also contribute in increasing sales of the firm.
There are various roles and responsibilities of marketing department which are as follows:
 Identify the brand
 Management of all the campaign to increase the marketing action.
 Managing and production all the promotional activities that are used in marketing
process.
 Effective and appropriate communication.
 Undertake research of customers as well as market.
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 Monitor all the marketing activities about the competitors.
 Maintain coordination among all the marketing activities.
 Make and use innovative process.
 Manage marketing budget.
 Use effective process to increase sales (Siricharoen, 2013).
 Communicate with all the department in organization about market activities as well as
trends.
 Provide value products to its customers.
P2 How roles and responsibilities of marketing related to the wider or organizational context
Marketing is not a just a concept of buying and selling the products but also define the
customers needs and provide quality products to satisfy their demand and get higher satisfaction
by them. Marketing function is more important and it affect the business process in various way.
There are some points which define relation of all marketing function with other department of
the EE company which are as follows:
Marketing function and production department: Under this division all the activities of
marketing is highly related to the production department because it tells about demand of the
products in market so that production section make and decide actual quantities that is required
to satisfy customers demand in appropriate manner. Production department produce final
products according to the mare demand which assist in achieving desirable goals and objectives.
Marketing function and finance department: Under this activity finance department provide
enough fund to market section to undertake promotional activities of their products. It is more
important for the organization to provide proper fund by the financial department so that
marketing sector complete their whole activities and get better results in appropriate manner.
Both are interrelated because without finance it can not provide its products to customers. Both
are important pillars which contribute in development as well as growth of the EE company.
Marketing function and human resources department: Under this activities human resources
department is also interrelated because they set final products which is deliver by the company to
its customers in this marketing department give best direction about the products and its features
(Asaduzzaman, Hossain and Rahman, 2014). So that both are evaluate their activities to satisfy
customers needs and get better satisfaction b y them.
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Marketing function and research department: In this research department of business
organization undertake various research to evaluate the dissatisfy customers. For this they
provide helps in collecting all relevant information about the customers so that company add new
products and service in their activities so that it is main responsibility of marketing department to
promote new and innovative products in front of large number of customers so that they buy its
products in order to increase company sales.
Hence, all departments of business are depend on the marketing function activities.
Because it include final products and service which offered by the company to its customers. All
the activities of marketing should be done in effective manner in order to achieve best and
positive results and also attract mire and more customers toward the products (Desai, 2013). EE
company also give proper attention to these functions which helps them to increase the sale of
the products which is offer in market and get competitive advantage from its rival.
TASK 2
P3 Comparisons of marketing mix
Marketing mix is a combination of various elements which is used by the EE company to
increase number of customers toward their services. Firm undertake various activities to evaluate
the customers demands and increase the buyer number in order to achieve higher profitability in
appropriate manner. This process include four elements such as product, price, place and
promotion but on other hand it also define some important elements which also used in the firm
like people, process and physical evidence (Definition of 'Marketing Mix', 2017). Comparison of
marketing mix with EE company and Vodafone Ltd. In this comparision EE is a largest digital
communication company which provide and deliver mobile and communication services to its
customers. They always undertake various researches to find new and innovative way to produce
effective services to attract more customers toward its products to achieve more profitability in
appropriate way. On the other hand Vodafone is a world biggest telecommunication company
that provide various services to its customers. in today's complex market it grow readily by
providing quality services to their public and also provide best ideas to implement their process
in the world.
Basis EE company Vodafone Ltd.
Product EE company provide high quality Vodafone provide wide range of
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products and service to its customers
at affordable price in order to satisfy
their needs. It is more important for
the company to do some research to
ensure that it meets up customers
taste or not after that make products
(Fazlollahtabar, Aghasi and Forte,
2012).
products to its customers like
messaging, data all these are assist in
company to meet customers
expectation and get higher satisfaction
by them. This company get success in
satisfying customers need according
their preferences as well as taste. There
are some important products of
Vodafone like branded phones,
Smartphone, message and voice
services, internet services which assist
in growing their business at large place.
Price EE company use price strategy in
their marketing process which assist
in delivering quality products to its
customers according their
requirement. They set their product
price according to their quality so
that they increase their sale volume
in appropriate way.
Vodafone's products having
competitive price so that every people
get assemble it easily. They use various
process to compete their rivals by
providing quality services like high
speed data, better network range at
reasonable rate. So that every type of
customers fulfil their needs and use its
services (Gertner, 2011). They use
better price strategy to attract more
customers like provide reward points
on their specific products so that large
number of customers buy its services at
affordable price.
Place It play an important role in
marketing where firm provide their
products and service to its
customers. EE company include
Vodafone operate their activities in
UK. Also based on Mumbai. This
company used various distributional
channels to provide quality products to
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distributional channels and other
outlets of the company in the whole
world to target their customers.
its customers on effective place which
is convenient for them and easily buy
the products. They also set their
segmentation on effective place which
aid in increasing the sale volume of the
firm in appropriate manner.
Promotion EE company include various
promotional tools to increase their
sale and also their brand image in
customers mind as well as in front of
global market (Ionitã, 2012). For
increase revenue and sale of the
company it use sales promotion,
public relation, direct marketing,
internet marketing, publicity and
many more activities which assist in
increasing the products sale as well
as profitability of the company.
Company use various promotional
activities to promote their products and
service through TV, social media to
invite large number of customers. The
famous point of promotion is Zoo Zoos
Vodafone which is more popular to
attract as well as invite people in order
to increase their sales activities in
market. They also undertake various
market research to ensure about the
products and service which is useful
for the customers or not.
People EE company include various
customers, suppliers and
experienced staff members to get
higher success and capture
competitive advantage at market
place. With the help of these firm
easily increase their profitability
level.
Vodafone recruit skilled and
experience people for their staff. They
all are well performed their job and get
effective results. With the help of
experienced staff firm achieve higher
success in marketplace.
Process High quality and affordable cost is a
primary process of the EE company
so that they added values in their
process on priority basis. They focus
Vodafone use effective process to
deliver their product at market place
which assist in saving time as well as
money in order to increase the overall
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on customers convenience so that
they able to increase their
performance at marketplace.
efficiency of the product and company
(Jones and Rowley, 2011).
Physical
evidence
EE company use final element
which define the quality of the
company as well as its products.
Firm include Ambiance, layout and
branding in their physical evidence
in order to achieve positive results.
Physical evidence include interaction
process with in the business. It also
include the place where Vodafone
provide its products and service.
TASK 3
P4 Marketing plan for an organization
Marketing plan is a important document that define all the activities which is performed
in the business to achieve short and long terms goals. It is a written format that prepare by the
manager of the EE company to get higher success at marketplace. It is based on the goals and
objectives that required in firm to get success. Executive summary: Every marketing plan define effective ideas and process which is
related to the market as well as products (Katengeza, Okello and Jambo, 2011). All ideas
should be clear and consider by the all peoples who work in a marketing plan. The whole
summary of marketing plan define the aim, objectives, mission and vision of the EE
company. It maintain the short details of all activities which perform in the plan like
target of market, segmentation and position of the company. It also define the short
information of the marketing that helps in taking decision of the company.
 Company overview: It define all the information of the company which is more important
in marketing plan. It define company details and other various details I order to attar large
number of customers toward the company. There are some various things involve in the
marketing plan are as follows:
Company Name: EE company
Type of company: Division
Industry: Telecommunication
Headquarter: Hatfield, United Kingdom
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Owner: BT Group
Number of employees: Approx 15000
 Current marketing situational analysis: It is more important for the company to analysis
the current situation of the market which assist in maintain the operational efficiency in
appropriate manner. For this internal and external environment analysis by the firm to
evaluating the customers needs and wants and also define their satisfaction level. Internal analysis: This process is related to the whole department which is more
important for the EE company to get higher success at marketplace (Lancaster and
Massingham, 2010). It also include effective type of process which define the specific
skills and ability of the company and it called as core competencies of the EE company. External analysis: It defines the uncontrollable factors by the company and impact on
firm's performance. These factors are political, social, legal, economical, and
environmental all play an important role in the business activities and also define better
opportunities and treats which is faced by the company at the time of production process. SWOT analysis: It is a process of identifying strength, weakness, opportunities and
threats of a company exist in the environment. Strength of the EE company help it to get
competitive advantage and decrease the negative effect of its weakness. Further it assist
the managers to identify the opportunities and threats exist in the business environment. Objectives: The main and important objective of making marking plan is to attract large
number of customers towards its brand. EE company provide quality products to its
customers in order to increase performance as well as profitability of the company. Strategy: Under this process EE company use effective and impressive strategies to make
their products and invite more and more customers to buy its product in large number.
These are based on future cost of the firm to eliminate the errors there are some reason
behind using strategies to overcome for risk, reduce uncertainty in appropriate manner. Segmentation: EE company used various market segmentation to make and produce
quality products to the customers at different prices. It is totally based on their age and
income. Under this some segmentation is based on customers taste and preferences and
some is related to beliefs and attitude of the customers.
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 Target: It is important for organization to set their target customers they can be kids,
teenagers and other family members (Mihart, 2012). All those are using company
products and service to fulfilling their demands. It is essential for the marketing plan
because company have to know about their target customers as well as market who buy
its goods. Positioning: In this positioning of EE company is initial level. They development their
brand image in customers mind by using effective strategies and also face its competitors
in marketplace. Tactics and actions: EE company achieve extra benefits by using effective action and
tactics in marketing plan. Under this it also always tries to solving all the troubles and
problems which arise in customers mind. It assist in increasing number of customers
towards its products and service in appropriate manner. Budget: It is more important for the EE company to making effective marketing plan. It
define the effective comparison between income and expenditure (Nguyen and Simkin,
2012). The main purpose of budget is to measure as well as evaluate total cost of
establishing market plan. EE company also identify the fund which required in the
marketing plan to get effective success. Control: In marketing plan controlling is one of the important part which assist in
achieving organizational goals and objectives with any problems. It is done by the
manager of the company to reduce the operational cost of the products and increase their
profitability.
 Conclusion: In above mentioned marketing plan, it can be concluded that effective
strategies are analysing before making plan. Company also evaluating all the aspects at
the time of making any products in order to satisfying customers needs.
CONCLUSION
From the above mentioned report, it can be concluded that marketing is core concept of
business organization to exchange best relationship between firm and customers. It is a effective
communication process to motivate service user to buy company products in order to increase
their sales volume. Marketing function play important role in performing all the responsibilities
in appropriate manner. On the other hand it also summarized that marketing mix define their four
elements which improve the overall performance of the marketing plan to achieve all desirable
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goals and objectives in appropriate manner. Manager of EE company also make effective plan to
achieve short and long term goals in increase the efficiency the whole process of organizational
activities to get higher success.
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Definition of 'Marketing Mix'. 2017. [Online]. Available
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