Marketing Essentials Report

This report is a comprehensive case study of EE Limited, a telecommunications company, focusing on its marketing strategies and challenges. It begins with an introduction to marketing principles and then delves into a detailed analysis of EE Limited's current marketing situation. Task 1 examines the roles and responsibilities of the marketing manager, the interrelation of marketing with other business functions (finance, production, R&D, procurement, HRM), and the value and importance of marketing for EE Limited. Task 2a compares EE Limited's use of the extended marketing mix (7Ps) with that of its competitor, Vodafone. Task 2b presents a comprehensive marketing plan for EE Limited, including an executive summary, company overview, situational analysis (internal and external analysis, SWOT analysis), objectives, strategies (7Ps), segmentation, targeting, and positioning (STP), tactics and actions, budget, and control. The report concludes with recommendations for EE Limited and a self-evaluation by the author.

MARKETING
ESSENTIALS
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
TASK 2 a........................................................................................................................................14
Comparison of how EE Limited and its competitors have used various elements of the
extended marketing...................................................................................................................14
TASK 2b........................................................................................................................................17
Producing a marketing plan to meet EE’s marketing goals and objectives..............................17
CONCLUSION..............................................................................................................................22
RECOMMENDATION..................................................................................................................22
SELF EVALUATION....................................................................................................................22
REFERENCES..............................................................................................................................23

INTRODUCTION
Marketing defines as a creating, promoting and delivering of products and services to the
customers and other business consumers. Scope of its do not limit to influence the end users to
buy goods from store. There are many other areas where marketing apply such as organizations,
places, people, events, information, ideas etc. American Marketing Association states that
marketing is the activity of different processes that use in creating, communicating, distributing
and swapping various offers that have value for service users. It is very useful in transferring and
movement of products from firm to the end users (Asaduzzaman, Hossain and Rahman, 2014).
This helps in rising and maintaining the standard of living of the community. Marketing
generates employment opportunities for local and national community. The present research is
based on marketing essential and to understand its importance, EE Limited organization case
study is taking into the consideration. It’s newly appointed marketing manager has noticed about
the poor cross functional communication and lack of marketing orientation in the firm. Objective
that will highlight under the current study are explain principles of marketing, develop a basic
marketing plan and elements of marketing mix to attain outcomes.
TASK 1
Slide 1
Maximum 10 slides please arrange the assignment into the page, each page one slide, if you can’t
fit two slides in one page
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Slide 2
3

Slide 3
4

In the present times, EE Ltd places high level of emphasis on building and
maintaining effectual relationship with the customers. By considering such aspects, now
company gives advertisement about their services on social sites. Through this, company can
develop awareness among the customers about latest plan and promotional offers.
Further, now company gives more preference to CRM strategy which in turn helps
company in building the long lasting with customers. In this way, by resolving all the queries of
customers business unit can develop high level of satisfaction among them and thereby
generates high loyalty.
Slide 4
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Situational analysis: EE ltd conducts situational analysis with the aim to make
assessment of market trend and competitor’s position or strategy. In this, by making evaluation
company can develop highly suitable and competent framework.
Marketing strategy: At this stage, business unit develops segmentation, targeting and
positioning strategy. Hence, by identifying and serving suitable target market EE Ltd can
maximize both productivity and profitability.
Marketing mix: At this stage, EE Ltd develops marketing mix by taking into
consideration the customer needs and requirements. Further, EE Ltd operates in service industry.
Hence, it needs to consider product, price, place, promotion, people, process and physical
evidence while determining the marketing mix.
Implementation and control: In the last stage, manager implements marketing plan
and make continuous monitoring of it with the aim to assess deviations. In this way, by taking
corrective action within the suitable time frame company can attain success to the great extent.
Slide 5
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In EE Limited, marketing manager has some roles and responsibilities which are as follows:
Market research: Marketing manager of EE Limited responsible for having a good knowledge of
the customers demand and requirements. With the help of good marketing research skills, he able
to develops an accurate picture of target market by using existing resources. Marketing manager
considers personal opinion of the consumers by conducting surveys such as via questionnaire,
internet interviews, analysing buying patterns etc.
Personnel management: Every good marketing manager responsible to motivate employees so
that they can inspire to given their best. EE Limited marketing manager arranges additional
training for department employees with the aim of providing them growth opportunities. At the
time of hiring of new personnel for department, marketing manager takes a part in interview and
other selection processes.
Slide 6
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Planning: Every marketing department of organizations requires a plan so that they can know
about what they want to attain and how to achieve it. In EE Limited, marketing manager
responsible for develops plan for various marketing activities to accomplish the busine4ss
objectives. He is also accountable for the implementation of that plan by giving huge efforts.
Along with this, marketing manager of cited organization determines strengths and weaknesses
of the business to set marketing goals and develop the strategies to reach at those objectives.
Further, he also builds up success metrics to track on marketing activities.
Budgeting: Marketing manager of EE Limited responsible for development of workable budge
and send it to top management for approval. In this, budget divides into different type of
expenses for marketing activities such as promotional, advertising, market research etc. Along
with this, marketing manager of cited organization develops budget for salaries and other
additional incentives for whole marketing department.
Developing pricing strategies: This is another marketing manager responsibility in EE Limited.
Under this, he has to study price charge by competitors on services and products. After that, a
survey related to determine price elasticity for the end users carry out. This helps in find out
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whether consumers are sensitive towards the price changes or not. By doing this, marketing
manager of EE Limited able to identify prices of goods by calculating raw materials, costs of
production by adding some profit percentage. So, with the help of following process, marketing
manager of cited organization determine products prices for various purpose.
Slide 7
Marketing is considering as a good communicator medium between the organization and its
business world. It keeps its focus over deliver the information to the customers. This establish the
interaction of marketing department with other departments with the aim of attain the business
goals. In the case of EE Limited, there are different types of roles and responsibilities of
marketing that influence and interrelate with other functional departments of company. On the
basis of this, most essential business functions which marketing function influence them are as
discussed in the slide.
Finance: Marketing plans of EE Limited has included financial information. In this situation, it
has helped finance department to take the investment decisions on the basis of developed plan. It
has also given inputs on forecasting of sales of new and existing products and services under
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various marketing strategies cases. The below figure shows the link between marketing and
finance activities.
Production or operational: Marketing activities of EE Limited has assisted production and
operational department to estimate the number and types of goods needed to be produced.
Several develop marketing strategies have helped in collected responses from markets in order to
determine the actual demand of particular goods. The gather information from marketing
activities have assisted production department of EE Limited to produce the services and
products as per the demand. Below figure clearly demonstrate the interrelation between
marketing and production activities of cited firm.
Research and development: Numerous marketing activities of EE Limited has assisted research
and development department to work on development of new products and services to stay
remain in the competition. The generated information has aided research department to
understand which kind of goods are likely to be most marketable and which type of features in
the products like most by the end users. On the basis of this, it has become easy for R&S
department of EE Limited to take decisions either includes new designs in existing services or
develop a new one to meet the needs of the customers. Link and interrelation between marketing
and research and development of cited organization is as follows:
Procurement: This is the most important functional area of EE Limited. Company has used
various methods of procuring materials and maintain the stock of it. Marketing research provides
information regarding acceptance of customers of offer products of organization. This thing has
worked as an input for effective planning of procurement of materials. With the help of collected
information from marketing activities, procurement department of EE Limited has able to
changed production activities or plan to purchase new materials to introduce new kinds of
products in market to meet the demand. Interrelationship between marketing and procurement
activities of cited organization is as follows:
Human resource management: Marketing department of EE Limited has closely worked with
HRM to make sure that hire employees must be skilled and efficient. It has assisted the HR
manager to develop various job descriptions, designing training programs, screening of
applicants, developing incentive systems etc. The below mention figure will clear demonstrate
link and interrelation between marketing activities and HRM activities of EE Limited.
Slide 13
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Key objective of marketing is to develop satisfying relationship with the consumer
that can able to deliver benefits to both organization and end users. At organizational level of EE
Limited, it is a huge business functions which essential to operate the business for generating
profits. This facilitates the firm to establish and increase the interaction with the target
customers. In this context, values and importance of marketing role in the context of cited
organization is as follows:
 Manage and change architect: Marketing activities of EE Limited has supported in the
redefining the strategic guidelines of the organization as per the change in the market.
During this process, needs and requirements of internal and external customer have taken
into the consideration.
 Communication facilitator: Marketing of EE Limited has defined the features and
characteristics of the products and services in more effective manner to target customers.
This has allowed the management to deliver the right information about the goods to
consumers by creating value for them. Along with this, cited company has gained the
recent trend information and demand of the products. From this data, marketing
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