Marketing Essentials Report

This report provides a comprehensive analysis of marketing essentials, using EE Ltd., a leading British telecommunications company, as a case study. It begins by defining marketing and exploring current marketing trends, including online marketing, word-of-mouth marketing, mass marketing, and direct marketing. The report then details the marketing process employed by EE Ltd., outlining situation analysis, marketing strategy, marketing mix decisions, and action and control. The roles and responsibilities of a marketing manager are examined, followed by an analysis of the influence and interrelationship of marketing with other functional departments (sales, operations, and finance). The value and importance of the marketing role are discussed, emphasizing the impact on sales, company reputation, and competitive advantage. The report then delves into a comparative analysis of EE Ltd.'s marketing mix elements against its competitor, O2. Finally, a detailed marketing plan for EE Ltd. is presented, including an executive summary, company overview, situation analysis (internal and external), SWOT analysis, objectives, strategies, tactics, budget, and control mechanisms. The report concludes by summarizing key findings and emphasizing the importance of a cohesive marketing approach for organizational success.

Marketing Essentials

INTRODUCTION
Marketing is the process by which the individual and organisation identifying the need
and demand through exchanging the goods and services for others. It can be defined as the action
or business of promoting and selling goods and services by means of market research and
advertising. In this process they creating the innovative goods and services and exchange the
goods between the target consumers. (Terpstra, Foley and Sarathy, 2012). The company can
control the marketing mix factors like-product, price, place, promotion, people, process and
physical evidence for influencing the customers for purchasing the goods services..
The present report focuses on concept and role of marketing. Further, it explains the
interrelationship of marketing with other functional departments and its significance. Moreover,
It explains the application of various the marketing mix factor are also help to company to
generating the profit and achieving the goals and objective of the business. Lastly, a marketing
plan is produced to meet the cited organisation's marketing goals and objectives.
TASK 1
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Marketing is the process that firm identifying and evaluate the need and want of the
customers and take decision accordingly. that meet their needs to gain a competitive edge over
other competitors. It states that the customers and satisfaction of their needs is the focal point of
business which helps to achieve organisational goals. The current trends of marketing used by
EE Ltd. are as follows :
1. Online marketing : This is the process for selling the goods and services through the
internet and digital network. The cited organisation marketers have attempted to gain
their customer's attention through different means including online banners and pop ups
(Baack, Harris and Baack, 2013).It also increase the goodwill of the company and
potential of the customers and help in making the strategy in the organisation.
2. Word of mouth marketing : It is the process for communicate the information by one
person to another person in the oral. It encouraged the different type of promotional
activity in the business for generating the profit. It build the relation between the
consumer to whole seller and retailer to the company.
3. Mass marketing :It is the advertising and promotion activity of product and services used
by the company in a wide network for applying the basic marketing strategy in the
market.(Desselle, Zgarrick and Alston, 2016). EE Ltd. is very smart about its mass
marketing efforts which gives a feeling of locality and warmth to its customers.
4. Direct marketing : It is the method of directly contact between the consumer and
potential customer in business rather than they used the indirect medium between the
company and customers. The company promotes and advertises products and services to
customers using a range of digital devices including computers, smartphones, and tablets.
One of the most essential practice of digital marketing is internet marketing. It is an
effective way to reach customers right to their homes.
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 Mobiles : It is also known as the centre of the marketing. It is the based on the smaller
screen and everybody used the technique. It will enable brands to establish a more
personalised relationship with their customers. Transparency : Today world the consumer are more attract the product brand and royalty
and they expect the goods are transparent. User-generated content : It is the more effective than the company create the brand in
front of the customers through the promotional sites and using the online techniques in
the business. The web site is also create the brand and royalty of the product in the
customers mind.(Lamb, Hair and McDaniel,2011).
 Social will become the next internet : Social will become an integral part of broader
marketing discipline. Most brands will involve in fully transition of their marketing
efforts to social channels.
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1.2 Different marketing processes
Under, marketing concept, EE Ltd. Determine the need and demand of the customer and
make the product according the demand. This process can be start for the – analysis of situation
to identify opportunities, strategy is formulated for value proposition, forming tactical decisions,
plan is implemented and results are monitored.
1. Situation Analysis : This is the first step the EE Ltd. Identified and understand the need
and demand of the consumer. (Ormrod, 2014.). The situation analysis is analysis of both
external environment which consist of macro-environmental factors as well as internal
analysis i.e. micro-environmental factors which are closely interact with the customers
preferences.
2. Marketing Strategy : EE Ltd. Identified the demand and opportunity to satisfying the
customers, and can be develop the plan achieving the opportunity in the market. Market
research will help to selecting the positioning of product and segmentation of customer
in target market. Planner must also choose the different techniques for effective use of
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marketing mix and influencing the prospective buyers. Marketing strategy of the cited
organisation involves :
 Segmentation
 Targetting (selection of target market)
 product position in the market
 Offering the value of product in the target market.
3. Marketing mix decisions : Detailed tactical decisions are made for marketing mix (Shaw,
2016). This includes following actions -
 Developing the product in the market -it include the branding,packaging labelling.
 Determining the product price
 Distribution channel Promotional activity and social sites.
1. 4. Take Action and control : This step occur when the product marketing plan has been
launched and develop in the company. The evaluation and monitoring the result trend of
market and marketing mix decision (William and E Jerome, 2012).The marketing process
does not end with implementation, continual evaluation and adaptation for the
satisfaction of consumers.
1.3 Roles and responsibilities of marketing manager
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A marketing manager manage the alll marketing department oversees the marketing . He
plan the identifying potential customers, developing marketing campaigns and organising focus
groups and evaluate and analysis the result of the product.. The main aim of marketing manager
is to develop marketing plans that align with business strategy (Peter and Donnelly, 2011). The
key roles and responsibilities of the marketing manager at EE Ltd. are as follows :
 Manager can set the effective working relationship and leadership with sale agency ,
agent to ensure goods and services through the sales generating group and also generate
and identifying the demand of the customers.
 They also participate in the product development process and feedback of the consumer
using the product and services launching in the target market.
 Develop, establish and maintain marketing strategies that help in achieving organisational
objectives.
 Manager can plan the advertisement and promotional activity for launching the new
product in the market.
 The channels of marketing like-integrating online ,media, email, print, social website,
company's website and understand and explaining the how these channel are work
together for increasing the sales in the business.
 Conduct the research and analysis evaluate the result of the external environment and
opportunities.
 Gaining the potential of consumers towards the new product and services.
 Managing the relationship between the customer with the help of satisfaction of the
product.
 Take the decision related to product marketing mix it include the facility,product ,cost of
production,price determining,selling process ,promotion activity.(Lamb, Hair and
McDaniel, 2011)
 The manager also play a role for collecting and analysing the data with the help of
websites, market shares ,past result of sales, and customer satisfaction record.
 Managing budget
 Marketing manager should ensure timely delivery of company's products and services.
 It is the responsibility of marketing manager to approve image and develop guidelines.
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 He should make customer – focused decisions.
Some of the key aspects of marketing role are :
1. Market research : Marketing managers are required to have thorough knowledge about
the customer preferences and wants of the consumers. They can collect the information
from survey,focus group ,interview ,buying habit etc.
2. Development of marketing strategy and plan : Marketing planning is at the core of EE
Ltd. and is presented in the form of written marketing plans (Wilson, 2014). Marketing
plan is made because. The manager have a duty and plan to involve in planning process –
situation analysis, determining objectives, formulation of strategy, tactics, actions
required to be taken and controlling and measuring success.
3. Management of the marketing mix : Marketing mix are play a essential role in the
business it include the product,price,cost of production,strategy for making the innovative
product,selling and promotional channels for selling the product in the market.
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4. Customer relationship management (CRM) : This is the process for communicate the
customers in different stages for purchasing the product. It helps in retaining old
customer and attracting new ones.
1.4 Influence of and interrelation of marketing on other functional departments
 Marketing and Sales :These are complementary word to each other (Perreault, McCarthy
and Cannon, 2010). The inherent connection between them is that both these departments
have a common goal – to increase revenue. Marketers generate leads and sales executives
close the deal. Marketing is the prior and longer process it focused on developing and
maintain the relation between customers before the selling process take place. The
effective sale team generate the more revenues and achieve the target and efforts are not
wasted in the business. Marketing and sales both elements are essential for the successful
enterprises. When the company create the trust and respect between the employees they
also increase the benefits of company. Marketing and Operations : Marketing and operation functions of EE Ltd. are intimately
connected in the cited organisation (Judge and Robbins, 2015). Marketing is the creation
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of customer demand and operation department functions to supply and fulfil that demand.
If the demand and supply are mismatch the product the customer are decreasing an dthey
are not satisfying. It is important that both the departments work in sync so as to ensure
improved competitiveness and profits.
 Marketing and Finance : Marketing managers develops various marketing plans and
strategies and for executing the marketing activities he needs financial support. So, it
important in EE Ltd. that there is proper communication between marketing and finance
as it assist in keeping to the budget and allowing flexibility for marketing department and
also ensure that there is no wastage of financial resources.
1.5 Values and importance of marketing role
These are the some role beneficial for the marketing managers -
1. Getting word out : For success of business, it is important that product and services give
the knowledge for the potentials customers in the market.
2. Higher sales : As the word spreads, sales of the company will increase steadily.
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3. Company reputation : Marketing builds brand name recognition which is essential for
success of cited organisation (Dibb and Simkin, 2013).
4. Healthy competition : Marketing also adopt the an environment in the marketplace for
healthy completion.
1.6 Significance of having effective interrelationship between different functional department
 Performance level – As all the departments work in sync with each other, efficiency and
effectiveness of each department increases which enhances their performance level and
hence, increased growth and profit (Cant, 2010).
 Healthy relationship – An effective interrelationship ensures healthy and good
relationship among team leaders and members of all the departments which aids in
creating a healthy environment in EE Ltd (Blythe, 2012).
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