Marketing Essentials Report

This marketing report provides a detailed analysis of EE Limited, a prominent UK mobile phone company. It examines the core concepts of marketing, the roles and responsibilities of a marketing manager, and the interrelation between different functional departments within the organization. The report delves into the 7Ps of the marketing mix, providing a thorough explanation of each element and its application within EE Limited's context. A comprehensive marketing plan is presented, including an executive summary, company overview, current marketing situation analysis (using Porter's Five Forces and SWOT analysis), objectives, strategies, segmentation, targeting, positioning (STP), and budget and control. The report concludes by summarizing EE Limited's marketing approach and highlighting key strategies for success in the competitive mobile phone market. The document includes numerous references to support its analysis and conclusions.

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MARKETING ESSENTIALS
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MARKETING ESSENTIALS
Contents
Introduction.................................................................................................................................................3
Task 1..........................................................................................................................................................4
The concept of Marketing............................................................................................................................4
Different marketing process........................................................................................................................4
Role and responsibilities of the marketing manager....................................................................................5
The interrelation of the marketing manager with other functional departments of EE Limited...................5
Value and importance of the marketing role................................................................................................6
Significance of effective interrelationship between different functional departments of EE limited...........6
Task 2..........................................................................................................................................................7
2a) the 7Ps of marketing mix.......................................................................................................................7
Product....................................................................................................................................................7
Price........................................................................................................................................................8
Promotion................................................................................................................................................9
Place........................................................................................................................................................9
People....................................................................................................................................................10
Process...................................................................................................................................................10
Physical evidence..................................................................................................................................11
2b. Marketing Plan....................................................................................................................................12
Executive Summary...........................................................................................................................12
Company Overview...........................................................................................................................12
Current Marketing Situation Analysis...............................................................................................13
Objectives..........................................................................................................................................17
Strategy..............................................................................................................................................17
Segmentation, targeting and positioning (STP).................................................................................19
Budget and Control............................................................................................................................19
Conclusion.........................................................................................................................................20
References.................................................................................................................................................21
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Introduction
This assessment is based on the marketing approach of EE limited and the role of marketing
manager will also be discussed. In addition, Marketing 7P’s, Porter’s five force model and
SWOT analysis will be explained to identify current market opportunities for EE limited for
future trends. However, in this paper, various types of aspects related to marketing strategies will
be evaluated through proper arguments and justifications for the performance of EE limited
(Plesničar and Zaletel-Kragelj, 2014) .
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Task 1
The concept of Marketing
The mobile phone industry certainly depends on the customer satisfaction and customer loyalty.
Talking about the EE Limited which is a famous mobile manufacturing company of the UK.
According to current market research, the industry of mobile phone has gone through evolution.
In other words, Android is one of the significant operating systems which has been implemented
by many mobile manufacturing companies including EE limited. On the other hand, the overall
marketing concept is divided into several factors such as demand of customers, a price of
products and market opportunity(Lawrence, Pernici and Krogstie, 2005). Each and every
segment of the marketing concept has its individual significance. Besides that, demands of the
customers are playing an extraordinary role in the marketing concept. As per indicated by
famous experts, in order to meet the expectation of customers, the management of EE limited
needs to provide a user-friendly and innovative mobile handsets to their customers. In addition,
with the help of this marketing strategy, the management of EE Limited can increase the rate of
their potential customers. On the other hand, the price of mobile is one of the sensitive issues
from the side of the customer's end. In other words, most of the customers require latest mobiles
in minimum rate. As a result, the management of EE limited needs to focus on their expected
customer’s spread amount(Kotler, 2012).
Different marketing process
The management of EE limited needs to observe their marketing process in order to increase the
revenue. On the other hand, the mobile phone industry includes various types of marketing
process such as order collection, delivery, feedback collection and customer’s review. Each and
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every aspect of the marketing has its individual importance. Besides that, EE Limited has
different stores around the UK, and each and every outlet contains latest mobiles manufactured
by this company. According to sales, headquarter efficient amount of mobiles to specific stores.
Apart from that, in the process of delivery, a transportation system required by the management
of EE limited. In other words, through a vehicle various types of mobile handsets have been
delivered to different outlets of the EE limited. The final process is customer's review collection,
and in this process, the management of EE Limited can analyze and determine the manufacturing
faults which done during the production process (Jones, 2001).
Role and responsibilities of the marketing manager
Various types of roles and responsibilities of the marketing manager have been utilized for the
different purpose. In other words, the marketing department is working under the observation of
the marketing manager. On the other hand, the marketing manager coordinates and plans
different marketing activities such as identification of the potential customers, developing
marketing campaigns and focusing on the activities of different teams. Moreover, the marketing
manager also prepares a business plan in order to execute various marketing strategies to
increase the profit of the organization. Apart from that, some significant roles of the marketing
managers are that, analyze current market opportunities, identify the market objectives,
implement strategy, control the activities of team members and prepare an action plan for future
trends (McKeever, 2002).
The interrelation of the marketing manager with other functional departments of EE Limited
As early mentioned, the marketing manager concludes a proper business plan which includes
various strategies and techniques to increase the profit of the organization. On the other hand, the
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CEO of the EE limited needs to approve the business proposal of the marketing manager for
upcoming stages of strategy implementation. Besides that, the production department has to
identify changes which include the business plan proposed by the marketing manager. On the
other hand, human resources department is also influenced by the business plan of the marketing
manager because the HR manager needs to know the modification related information for the
selection process. On the other hand, customer service policies also enhanced by the business
plan of the marketing manager of the EE limited (Joynt and Morton, 2012).
Value and importance of the marketing role
It is already notified that EE Limited is a well-established mobile manufacturing company of the
UK. On the other side, many significant studies explained the significance of the evolution which
occurs in the mobile industry last few years. In this evolution, most of the customers want full
touch screen android or windows based mobiles in low prices. So, the management of EE limited
recognize the demand of their potential customers and introduce innovative mobile handsets with
the help of market research. Moreover, the marketing role includes various types of value and
importance such as analyzing customer’s expectation, collection adequate information related to
new mobiles and estimating price for new and upcoming mobiles (Joynt and Morton, 2012).
Significance of effective interrelationship between different functional departments of EE limited
EE limited includes various types of functional departments such as production department,
human resource department, delivery department and service center department. Each and every
department is interrelated with each other and has an individual impact on the organizational
performance. Moreover, with the help of cooperative collaboration, the management of EE
limited can focus on the current market trend to recognize the requirements of the customers. In
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addition, after identifying the needs of the customers, EE limited can influence each department
to prepare and deliver effective mobiles for their customers.
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Task 2
2a) the 7Ps of marketing mix
The marketing mix contains seven important components which considered as critical parts to
understand the present market situation (Shapiro, 2001). Aside from that, the EE Limited is one
of the well-known a mobile phone manufacturing company in the UK, which is concentrating on
the present marketing pattern to draw the attention of more customers to the organization. Seven
sorts of variables of the 7-Ps marketing mix will be discussed. Apart from that, the marketing
mix comprises of the entire marketing process of an organization. Besides that, the application of
7P’s can upgrades the planning and execution of various kinds of the marketing strategy of the
management (Alexis, 2007). On the other hand, the EE Limited is the UK mobile phone
company which gives quality products and service to the customers. Aside from that, this EE
Limited is one of the effective key players in the UK mobile phone industry, which
comprehensively deals with the providers, frameworks of marketing and advertising procedures.
In this paper, the significance and impact of 7Ps of the marketing mix on EE Limited will be
evaluated, and the implications of the process in the organization are additionally categorized. In
addition, the marketing process of the organization and online customer service will be portrayed
in this assessment(Onkar, 2009).
Product
There are two classes of product viewpoints are examined in many studies, for example, tangible
and intangible. On the other hand, the tangible products are considered as physical which is
created in the organization. Though, the intangible products include the non-obvious things, for a
case service or run of the mill types of plan. It is shaped by the car industry including that
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industry who create any tangible product. Similarly, as per the perspective of the management of
the EE Limited, it has been delivered a fast and operative product as mobile which can draw the
attention of many client's notices. With respect to, they have amazing models or handsets which
include android, Windows, Java and Linux operating systems. Moreover, they additionally
manufacture LCD displays, wireless speakers in a reasonable price which a customer can easily
purchase. In addition, the greater part of the multipurpose models which specified in above is
available in the stores of EE Limited. On the opposite part, Telefonica is a rival company of EE
limited with limited stroke and low performed mobiles handsets(Mital, 2008).
Price
In order to conclude the price of the product is one of the basic choices which are completed by
the administration of the organization. Similarly, the price variable is one of the basic elements
of the marketing mix which assumes a remarkable part in the service business. Though the
management needs to rectify different kinds of problems, for example, the external manner of the
client, the specific amount spread by the client, the requirement of client and so on. These factors
create pressure to settle a definitive price of the product. Be that as it may, the necessity of the
client is playing a critical to estimate the price of the product carried out by the organization. For
itself, a large portion of the customers is basically price sensitive who want the great quality
product at a practical price. In this manner, the management needs to review the criticism and
price expectation before introducing the price of the product. In other sense, the current market
research is playing a fundamental role to execute the price strategy. Discussing the mobile price
of the EE limited which appealing and less expensive than Telefonica which is a mobile phone
company in the UK(Price and Jaffe, 2008).
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Promotion
In order to expand the awareness and fame of the association, the promotion is one of the
important elements which is utilized by the EE limited. Though, with the assistance of
promotional action, the management of the EE limited can spread awareness among existing and
potential customers about the modifications and upgrades in the range of mobile handsets. At the
end of the day, a consumer can get affirmation about the most recent products and service of a
specific organization(Illert and Emmerich, 2008). Moreover, the promotional activities can
enhance the awareness about a specific products or services in the client's essence. For a case, a
well-known automobile company advances a product like a car in the market with low price
offer and it is very typical that people can express the enthusiasm on that specific car. Aside from
that, in the mobile industry, the promotional movement is not so much expensive but rather more
compelling. In other sense, EE Limited provides existing offers, which includes 05% discount on
each mobile set from 25th December to first January as a limited period offer. Consequently, it
can be notified that the promotional program of EE Limited is a kind forthright and successful
strategy which can draw the reflection of customer’s sole. On the other hand, the advertisement
is the main component which is used by the frequent organization. Besides that, the management
can spread products and service related information through various sorts of media, for example,
web, TV, radio, newspaper. Moreover, Telefonica does not have enough popularity comparing to
EE limited in social media and other advertising media(Illert and Emmerich, 2008).
Place
The place is an enormous variable of the 7Ps marketing mix, and it remarkably creates an impact
on the present marketing condition to verify current place is suitable for the organization or not.
On the other hand, it is examined that the UK contains lots of individuals who visit mobile phone
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stores all the time. Though, the place of marketing should be proper for the extension of the
organization. In other sense, EE Limited is now settled as a notable mobile phone organization.
Besides that, there is huge demand about the fame of this organization, yet the competitive
market is massive on the grounds that there are numerous well known a mobile phone
organizations exist in the UK such as Vodafone, Telefonica and so on. Thus, to shape the rate of
customers and productivity of the organization, they need to create modern and superior mobiles
handsets(Eldridge, 2012).
People
The principle spine of the organization is the control and presentation of employees, and all
commercial relies on upon the people or stakeholders. Consumer loyalty is the most critical basic
to the accomplishment of the organization. As it were, in the service industry, the quality of
appearance is a straightforward section which can respect any customers. As far as mobile phone
industry, the principle employees are technical and IT specialists which manufacture the mobile
phones for the important customers to utilize. On the other hand, the criticism or feedback of
customers can upgrade and enhance the interpersonal skills of organization's employees which
prompt to the achievement. In other sense, with the assistance of positive inputs of customers,
the management of EE Limited can motivate and gives fundamental training to employees to
enhance representative performance. Moreover, Telefonica includes smaller groups of
employees and customer base rather than EE limited(Karten, 2009).
Process
The processing framework is the impression of the marketing plan of any association that
includes the mission, vision and desirable goals. In the section of mobile phone industry, the
primary process is that, production process and client service process. Two processes are
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similarly enormous as per the management of EE Limited. The production process includes
somewhere in the range of a few stages, hardware accumulation, and software or operating
system installation. After accomplishment of the complete preparation, the part of customer
service process starts. Engineer or technical people of the organization direct and finish produce
process, yet service process is done by the client mind officials at service focuses. Apart from
that, Telefonica applied almost similar process to manufacture mobiles (El-Halwagi, 2006).
Physical evidence
The physical confirmation is a viable component. However, it is extremely hard to comprehend
in the mobile phone industry on the grounds that there are no unmistakable products offered to
the customers(Connecting with your customers, 2006). Additionally, EE Limited offers
numerous offices to express the physical evidence. On the other hand, in the service center, the
physical evidence of EE limited is expressed more effectively. There are so many customers are
satisfied by the service quality of the customer care executives of EE limited. Apart from that,
Telefonica does not have enough service centers in the UK, and the customer care executives of
Telefonica are not well behaved.
Summary
There are a few types of operational exercises recognized in the mobile phone organization
industry, for example, handle a difficult situation, customers appraisal, dispute explanation and
resolve, client maintenance, and so on. In the most recent couple of years, the huge process has
been actualized keeping in mind the end goal to improve service in the mobile industry.
Additionally, this evaluation essentially influences the strategies of the marketing mix in EE
limited. Aside from that, in the mobile industry, many rival companies such as Telefonica,
Vodafone and so on has implemented unique strategies to attract customers. In other sense, the
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