Marketing Concepts, Mix, and Comparative Analysis of Telecoms

This presentation delves into fundamental marketing concepts, including the marketing concept, product concept, production concept, and selling concept, emphasizing the customer-oriented approach. It then introduces the marketing process, covering situation analysis, developing marketing strategy, determining the marketing mix, and managing marketing efforts, with an emphasis on product positioning. The core of the presentation compares the extended marketing mix (7Ps) of two major UK telecommunications companies: EE and Three. It analyzes their product offerings, pricing strategies, distribution channels, promotional activities, customer service, physical evidence, and operational processes. The comparison includes an overview of each company, their strengths, and weaknesses, and concludes with recommendations for both companies, highlighting EE's market dominance and Three's customer satisfaction. The presentation also includes a PESTLE analysis and SWOT analysis, providing a comprehensive overview of the external and internal factors affecting the businesses. Finally, the presentation includes a table of contents and a bibliography with references to support the analysis.

Presentation
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Marketing Concept
Marketing concept refers to the analysis of the customer needs and then satisfying these
needs.
• Product Concept: Product concept recommends that people want the quality
of the product and inventive nature of it. This kind of concept is attracting to
the business persons, but a bit risky by nature. Since in present only product
quality is not enough for a product being sold.
• Production concept: Production concept recommends that consumers want
products which are frequently accessible and cheap. Thus, marketers increase
their production by different actions and eventually the price of the product
falls down.
• Selling concept: The sales concept does not have any eagerness to know
whether the product is actually desired or not; the only objective of this

method is to beat the competitors to the sale with little regard to customer
satisfaction.
• Marketing Concept: Marketing concept recommends that the ultimate job of
an organization is to find out the wants of the customers and try to satisfy
these needs. This is a more customer oriented concept than the others. And
thus, this has the most popularity in the present age.
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Marketing Process
Situation Analysis:
This phase of marketing process is all about assessing the market situation for business and
find out the probability of company’s success. Then undergo different analysis of the
company.
Developing Marketing Strategy:
In this stage of marketing mix, we segment the market and then evaluate the target market
and their behavior. In this process companies try to determine the market constraints and then
position them in such a way that their business can avoid these constraints.
Determining Marketing Mix:
Traditional marketing mix contains 4 elements. Which are-Product, Price, Place, Promotion.
But to keep in touch with the market orientation towards the customers, many companies
now use extended marketing mix models. Which usually adds three more elements in concern
like- people, physical evidence and process.
Management of marketing efforts.
This concept relates to the positioning of the product of a company in the thoughts of the
customers as compared to the products of opponents. In other words, the company attempts to
keep a clear and specific perception in customers about its products. When a company wants
to position its product, it first stipulates the competitive superiority for which it offers
competitive advantages to its targeted customers. The whole marketing program of the
company should focus on identifying its positioning strategy. The positioning is actual when

the company truly provides the efficient, and good offering to its customers in order to give
them maximum value as compared to the offering of competitors.
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Comparing Extended Marketing Mix of ‘EE’ & ‘Three’
Marketing mix is one of the fundamental concept of marketing. According to P. Kotler,
“Marketing mix is the set of marketing tools that the firm uses to pursue its marketing
objectives in the target market.” Basic marketing mix of McCarthy consists of 4Ps, which
are:
 Product
 Price
 Place
 Promotion
But in todays’ marketing reality, where customers are more demanding and competition is
more fierce companies must use some more marketing tools to ensure the success. Thus,
modern marketers have extended the basic marketing mix to 7Ps, whose additional 3Ps are:
 People

 Physical evidence
 Processes
Now we will try to compare the extended marketing mix tactics of two renowned
telecommunication brands of the UK, EE & Three.
 Product: EE and Three mobile are mainly telecommunication service providers in
Britain. Thus, they offer voice call and internet service (3G & 4G) along with branded
mobile devices for sell to the customers. EE first launched 4G service in the UK in
2012, and is the top 4G network provider in the UK at present. Three started to give
4G service a bit later than EE, but has gained the popularity rapidly over the last two
years for their convenient data plans. Though in the recent time Three is getting a lot
more admiration for their data plans and solid network service, it is still far behind
from EE in terms of network coverage in the UK.
In terms of the offering deal on mobile devices (pay as you go), EE offers more
diversified choice of brands and models than Three mobile.
 Price: Price is always a sensitive issue in any business. It is not so different in the
telecommunication industry in Britain. But for being the best network and service
provider in the UK, EE’s pricing has been in the higher end in the market throughout
the last 4 years. They still charge more for their 4G services than any of the other
companies around. On the other hand, three has launched an unlimited data plan for
the 4G customers. Which has really given them some edge over the EE Ltd. in the
urban areas. But in rural areas where still 3G is in reach, EE has the upper hand over
the Three with a lower price and no text charge.
In sales of mobile devices both the companies have been good in pricing. But EE
offers a free pay SIM to the customers who are buying a payg mobile from them. And

since EE shares most recent models at a reasonable price, it has upper hand over
Three mobile in this sector too.
 Place: Place refers to the channels by which a customer can access to the product or
service of the company. Both EE and Three have been efficient in this section, since
both has an attractive & customer friendly website, and eye-catching sales outlets
across the country. They also have franchised stores where customers can get their
products and services too.

 Promotion: In modern marketing concept promotion is the most important tool for
marketing. It establishes the total brand image of a company and thus affect directly
to the company’s revenue. Thus, both EE and Three underline on their promotional
activities sensibly. Promotion in TV ads, social media
and internet are the common methods of these two
companies. They try to articulate these promotions
according to their strengths and unique packages, which
gives them advantage over their opponents.
 People: People refers to the employees under the organisation who serves the
customers directly. In the case of EE & Three, sales and customer care representatives
are those who directly interacts with the customers. Since customers are more
demanding than the past they want
something more from each and every
representative. Thus, EE and Three
train their employees to deliver the
best possible service to the customers.
In order to do that, they also provide
incentives, and rewards for the
employees for motivating them to
serve better.
 Physical evidence: The competition in
the telecommunication market in the

UK is fierce. Thus, companies want to make a “Point of Difference” in their service.
Thus, to deliver a better customer experience noticeable features are also having to be
provided with the service. Both EE & Three thus try to design their sales outlets and
website in an attractive way, which can define their valuation of the customers.
 Processes: In
modern marketing concept, marketers believe that customers are not only concerned
on buying or using a product or service but also concerned in which manner they get
the products or
services. Thus, the
operations in a
company has to be
smooth and soothing
from a customer’s
perspective. Thus EE
& Three must
concentrate on some
of the features of their operations, like: network quality, customer service quality,
store environment, staff’s approach towards customers etc. In a recent survey by
cable.co.uk Three has a greater customer satisfaction level than EE, because of their
service which they were promised to deliver.
Conclusion:
Since EE has the largest market share among the other telecom companies in the UK, it
enjoys several benefits that greatly aid them in the competition in the market. With the
best network coverage and best network service quality, EE dominates in all the aspects
of the sectors. But if the recommended reduced pricing strategies is applied, EE will be
capable to match its current weakness and increase the customer satisfaction level as well

as remain growing its customer base through both exploring new customers and
encouraging rival’s customers to switch using the 4G service capacities. In contrast, the
word-of-mouth buzz of the customers is the greatest asset of Three. They should lay
emphasis on the network expansion and quality. And the rest of the process will be
delivered by the satisfied customer base.

Bibliography
 Annmarie Hanlon. (2014). How to use the 7Ps Marketing Mix. Available:
http://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-
7ps-marketing-mix/. Last accessed 7th November, 2016.
 Ofcom. (2016). The Communications Market Report: UK. Available:
https://www.ofcom.org.uk/research-and-data/cmr/cmr16/the-communications-market-
report-uk. Last accessed 8th November, 2016.
 Hitesh Bhasin. (2016). Service Marketing Mix – 7 P’s of marketing. Available:
http://www.marketing91.com/service-marketing-mix/. Last accessed 5th November,
2016.
 PESTLE analysis Contributor. (2015). Political Factors Affecting Business.
Available: http://pestleanalysis.com/political-factors-affecting-business/. Last
accessed 9th November, 2016.
 Martin. (2014). 7Ps of Marketing | Additional Elements of Marketing mix. Available:
https://www.cleverism.com/7ps-additional-aspects-marketing-mix/. Last accessed
12th November, 2016.
 Matthew Johnson. (2014). Extended Marketing Mix: The 7 Ps of Marketing.
Available: Extended Marketing Mix: The 7 Ps of Marketing. Last accessed 15th
November, 2016.
 Hannah Ricci. (2016). Three mobile review 2016. Available:
https://www.cable.co.uk/guides/is-3-mobile-any-good/. Last accessed 13th
November, 2016.
 Kyle Nazario, Khidr Suleman. (2014). 4G speeds, cost and coverage put to the test.
Available: http://www.itpro.co.uk/mobile/22048/ee-o2-three-vodafone-4g-which-is-
best. Last accessed 10th November, 2016.

TABLE OF CONTENTS
Executive Summary.................................................................................................................15
Company overview...................................................................................................................16
Pest Analysis:...........................................................................................................................16
SWOT Analysis:......................................................................................................................19
Marketing Strategy...................................................................................................................25
Conclusion:...............................................................................................................................29
Reference..................................................................................................................................31

Executive Summary
EE is the key player in British telecom industry. And after the acquisition by telecom
superpower BT Group, the company now has a great opportunity in the market. After the
Brexit, as most of the other companies EE is facing some encounters. The main problem can
be seen in the economic and social sectors where we can see a change in mindset of the
people. An uncertain future about the economy led the people to think twice before the
spending. On the other hand, many banks and companies are shifting to other European
countries for the referendum. Which has grown more fear of job loss. Thus, EE should think
again about their pricing strategy and lower that for remaining in the leader of the market.
Marketing is very essential for every organisation to increase its sale. EE is British Mobile
company which is providing best network services to the people to increase their standard. In
this report, overview of the company is given which has explained all the services and
facilities. PEST analysis is done which is giving overall information of the external factors
affecting the business operations of the company. Furthermore, SWOT analysis has explained
strengths, weaknesses, opportunities and threats which they are facing. It has also given the
idea of how company is using their strengths to increase their sale. Moreover, 7P's of
marketing, segmentation, positioning and target of the company are explained.

Company overview
EE is a British mobile network company, internet service provider and a division of BT
Group. It was formed in 2010 as a fifty-fifty joint venture between Deutsche Telecom and
Orange S.A. through the merger of their individual operator T-Mobile and Orange businesses
in the UK. It is the biggest mobile network operator in the UK with a market share of around
32%, with around 30 million subscribers EE is the largest operator of 4G services in Europe.
EE is headquartered in Hatfield of United Kingdom and also has central offices in Bristol,
Darlington, North Tyneside, Leeds and London. As per the recent reports, EE has a coverage
of 97% in 4G service.
External Analysis:
Pest Analysis: Political factors: Political factors are directly influencing company's soft running.
Due to high tax rates, tariff and other governmental policies has affected company's
product price and profitability. Further analysis has determined that Brexit will
beneficial for firm as high rate of interests will reduce the pension liability.
Continuous changes of regulations have provided a strong impact on the telecom
companies in UK. The government has helped the company by providing effective
finance to the company to establish network areas in rural and forest areas so that
more people will get connectivity. Economic factors: Economic growth of the organisation mainly depends on interest
rates, inflation and exchange rates of the country. EE has analysed all these factors
and made effective strategies which are beneficial for the customers and the
organisation. The organisation will look after the inflation and tax benefits of the
country and then implement its new plans in the country. Furthermore, after Brexit,
the situation is changed, the company is advertising and reaching to the customers
with the help of websites and social media which is proved to be more beneficial to
them as they have to less concern for tax benefits, inflation rates etc. Furthermore,
cost of constant development like Research-and-development plan as the company
has to search all the factors which affect the demands of new generation.

 Social factors: Social factor affects the growth of the company as it is very difficult
for the organisation to bring their facilities in rural areas. This is because network
establishment is quite difficult in these areas. Furthermore, Customers are left with
less than a few of options when it comes to buying internet, mobile, and television
bundles. Thus, EE should emphasis on their pricing method and improving network
quality. Technological factors: EE has been affected by new technical advancement as new
technologies like slim smartphones, high speed internet connectivity etc. has forced it
to make their products more attractant and compatible. Now people want internet
accessibility on the go. Wi-Fi has been assembled into buses and cars too. This ‘need’
tips to more investments in EE who hold a strong influence over telecom
developments in smartphones. Legal factors: The telecommunication industry is frequently impacted by legislation
issues. Particularly issues with the Ofcom, monopolies, and customers. But the
industry has indorsed importing and exporting of telecom products (international
smartphones, for example). Allowing more growth in telecom tech devices. EE has to
look after all the government policies and different laws like consumer protection act,
Employees act so that it can run its company softly and provide the best telecom
services to their customers. They have to take care basic wages act, discrimination act,
harassment law so that they can maintain their employees value effectively.
 Environmental factors: Climate changes and global warming has disturbed the
process of telecommunication products and its reach to the customers. In terms of
employment, with technological advancement, employees need to adjust to changes.
Products come and go, often substituted by something ‘better’. The previous version
turns into redundant or unnecessary. People do not purchase the products which are
outdated. Customers demand and telecom companies are expected to provide. But
with needs in the telecom industry varying often, it’s not certain which technology
will stay, be advanced, or discarded. The organisation has focused on carbon emission
policies and sustainability. It has launched paper packaging methods for its products
so that they can reduce environment pollution. Further, it has given focus on making
the products which emit less carbon and are easily recyclable so that it cannot degrade
the environment.

Internal Analysis:
SWOT Analysis:
 Strength: These are considered as competencies of firm that helps in achievement of
market position and specified objectives.
- Strong brand equity: From the analysis, it has been recognised that firm has
strong brand identity in market as they have introduced various innovation in
their products and providing quality services at competitive prices. Moreover,
it can be said that this help the firm in implementations of new marketing
strategies.
- Cutting-edge fiber-optics technology of EE.
- High-performance of cable equipment.
- Wide distribution channel.
- Strong financial positions.
- Rise in sales: Market analysis has determined that EE has achieved a growth
and acquired £12.5 billion of sales in UK as a compared to other telecom
companies (Financial times, 2017).
- Rise in customers: With the introduction of 4G mobile network in products
and services, the number users has increased to 10.9 million clients by adding
1.6 Million customers. From this, it has been recognised that with continuous
amendments in services and market they will achieve a sustainable growth in
industry.
- It has the largest coverage area and has biggest 3G networks in UK.
- It has launched 4G service already and given access to 70% of population
which has helped it to lead the market.
- Qualified and potential Staff: In this, it has been recognised that firm has a
qualified and competent personnel at key positions that will provide helps in
increasing sales through new and innovation ideas and creations.

- Wide range of services and plans: In the present situation, firms have
introduced many plans and schemes for its target customers at competitive
prices.
 Weakness: These are some weak points that affects the firm in achieve of sustainable
growth in sales and should be resolved such as:
- Poor customer care service. (according to Ofcom,2015)
- Rigorous pricing method compare to others.
- Though EE has 97% 4G coverage in the UK, the service in rural areas are not
good enough.
- No roaming service.
- It is targeting business segment and therefore lost individual customer’s trust
and confidence.
- Its brand recall is very weak.
- Weak after sale services.
- Large dependency on market of UK and limited presence in other countries.
- Removal of trade relations of British telecom with open reach has given a loss
in branding and increased the costs.
- Increase in deficit and scandal of accounting has provided a strong impact on
brand reputation in market.
 Opportunities: These are considered as possibilities that are available for firm to
increase the expansion of business operations and marketing.
- By choosing the right pricing strategy, EE can overcome the criticism.
- A better customer care department will be enough to regain the trust of the
customers.
- Own handset and tablet brand can enlarge EE’s portfolio.
- New association with British Telecom can attract more customers and increase
customer’s trust towards the company.

- Providing 4G service in different areas, it can boost up its revenue.
- It has increased smart phone ownership which has opened new doors for it to
make large networking areas.
- Expansions of business operations in Asia pacific regions such as Australia,
Palau and Japan.
- Evolution of 5G through by collaborating with other firms like Nokia and
Huawei.
- Introducing new products and services for customers.
 Threats: These are considered as issues that are faced by the firm and will impact the
expansions of business operations.
- Increased rivalry by O2 and Vodafone is a big threat for EE.
- Mobile apps and online communication is threatening EE’s voice call service.
- Major threats are from its competitors like Vodafone, Hutchison, Telefonica
etc. which are providing their services at lower rate.
- Threat of Brexit and subsequent rise in tax and tariff will decrease the
profitability.
- Devaluation of currency will hurt profitability and growth.
From the analysis, it has been recognised that firm will achieve a continuous growth and
development if they will overcome the weaknesses and remove threats. Using new marketing
strategies like development of new products and services, innovation, competitor analysis etc.
Objectives:
For the regulation of business operations, it is considered as essential for every firm to
develop some specific goals that helps to achieve its stated vision. In this context, the cited
firm has developed some objectives that are described below:
Specific: This element describes that the goals that are developed by firm should be correct.
In present scenario, Cited firm has an objective to increase its market share by 20% in every
quarter. They also have an objective increase the sale by 50% in next two years as they have
introduced new and updated technology in their products and services.

Measurable: Aims of achieving the 20% market and sale by 50% is measurable in numerical
term. Market position has determined that with appropriate marketing plan firm is able to
achieve this objective.
Achievable: Market position has determined that with appropriate marketing plan firm is
able to achieve this objective.
Realistic: From the market research, it has been understood that objective of firm is real and
they will have an opportunity to enhance their sales revenue through introducing new features
in their products such as Wi-Fi calling, new software etc.
Time bound: Firms has specified that they will increase their market in every quarter and
sale in two years.
The main objective of EE telecom company is to expand its telecommunication and
wireless network services in every area of the country in the next year.
Marketing Strategy
Diversified multichannel marketing:
The organisation can give its range of experience through diverse mix and encourage
its customers to by making products which touches heart of their customers. It can maximize
its brand awareness and make products beyond the expectations of the client.
Focusing on partnership and approachability:
It can focus more on the young generations as they make use of mobile phones more
as compared to any another age group. EE can make this possible by contacting them through
social media websites or launching different plans related to their products etc.
Internal analysis:
Marketing mix:
Product: EE is mainly telecommunication service providers in Britain. Thus, offer voice call
and internet service (2G, 3G & 4G) to the customers. They are considered as market leaders
in telecom industry as they have strong introduced 4 G networks for their target customers.
EE’s coverage in the UK is the best. They have a 3G & 4G coverage of 98% & 97%
respectively. In terms of the proposing deal on mobile devices (pay as you go), EE offers
more varied choice of brands and models than the other competitors. They also offer their
own branded handsets like- Three & Vodafone. In order to expand the business operations,

they have various plans, schemes which has provided a benefit to the customers by reducing
the rates. They also introduced various innovations in their products such as Wi-Fi calling,
new features in Mobile. Rise in customers volume has provided a major impact on
profitability and firm has acquired a 12.5 billion of sales in telecom industry.
Price: Price is always a sensitive determinant in any business. It is not so diverse in the
telecom industry in Britain (Bhasin, 2016). But for being the finest network and service
provider in the UK, EE’s pricing has been in the higher end in the market throughout the last
4 years. They still charge more for their 4G services than any of the other companies around.
On the other hand, competitors’ like- Three has launched an unlimited data plan for the 4G
customers. Which has really given some competition to the EE’s pricing policy. But in rural
areas where still 3G is in reach, EE has the upper hand over the other rivals with a lower price
on 3G contracts and no text charge.
EE has provided various schemes like free SIM and unlimited data pack for first three
months to the customers which purchase mobiles from them. This has helped them to attract
more customers towards their plans and services.
Place: Place refers to the networks by which a customer can access to the product or service
of the company. EE has almost 700+ stores in the country and has been efficient in delivering
the services to the customers.EE also has an attractive & customer friendly website, which is
very easy to ramble around. They also have franchised stores where customers can get their
services too.
EE has developed customer friendly website and attractive sales outlets in the country. They
are having franchise stores which helps customers to purchase their products and services
effectively.
Promotion: In modern marketing concept promotion is the most significant tool for
marketing. It establishes the total brand image of a company in the customers’ mind which
affect the company’s revenue directly. EE underlines on their promotional activities sensibly.
Research has determined that firms has used various methods of promotion like Social media,
TV, advertisement channels, e-commerce websites, sales promotion, franchises etc.
Moreover, it can be said with these channels of promotion firm will achieve a desired market
position.

People: People refers to the staffs under the company who serves the customers directly. In
the case of EE, sales and customer care representatives are those who directly interrelates
with the customers. It is analysed that firm has hired a qualified potential employee at key
position that directly interact with customers and influence them by providing information’s
about the services which are offered by company. Further, they have also provided training
to their staff for the improvement of their skills so that they can contribute towards expansion
of business. Thus, EE trains their staffs to deliver the best possible service to the customers.
In order to do that, they also offer incentives, and rewards for the staffs for inspiring them to
serve better. Customers are not yet satisfied with the services of the organisation as it is not
able to fulfil high speed network facilities in rural and poor network areas.
Physical evidence: The competition in the telecommunication market in the UK is fierce.
Thus, companies desire to make a “Point of Difference” in their service. To provide a better
customer experience noticeable features are also having to be provided with the service. EE
thus try to design their sales outlets and website in appropriate way, which can define their
valuation of the customers. For influencing the targeted customers, they have provided an
effective physical feature in their products. They have also designed sales outlets by using
various features such as appropriate furniture’s, displays pictures and LCD etc.
Processes: Modern marketing believes that customers are not only concerned on buying or
using a product or service but also concerned in which manner they get the products or
services. Thus, the operations in a company has to be flawless and effective from a
customer’s perspective. They must meet all the demands and requirements of the customers.
Thus, EE must concentrate on some features of their operations, like: network quality,
customer service quality, store environment, staff’s approach to customers etc. In a recent
survey by Ofcom, customer satisfaction level of EE is less (62%) than the average (73%).
Segmentation, targeting and positioning:
EE has made demographic variable for segmenting. These variables include people
which are in the range of 18 to 35 age group. Most of the person starts using mobile phone at
the age of 18. Because of them are children and young person which requires SMS plans for
chatting.

EE company has targeted upper and middle-class people. The organisation has
targeted these people because they have capacity to pay high amounts for best quality
products.
The networking business of EE company has grown with double rate. It has found its
product as an efficient tool s it has connected whole world without any complexity. The main
aim of this company is to remove the misunderstanding that cell phone are expensive.
Tactics:
The main tactics of EE company is to provide the best product and services to the
customers. The company has to fix the price which is feasible for the lower-class people.
Further, place and promotion of the product matters a lot in achieving success. The
organisation has to choose the place which is easily accessible to all customers.
Action plan:
 The organisation has targeted to provide devices which support 4G network so that all
the people can take benefit of this network.
 It has also launched various schemes related to data pack to give benefits to their
customers.
Budget:
Marketing budget
Inflow of fund
First
(In Million)
Second
(In Million)
Third
(In Million)
Fourth
(In Million)
Fifth
(In Million)
Initial money 20000 5300 4124 2851 1372
Investment 14700 15876 17149 18628
Total 20000 20000 20000 20000 20000
Marketing
expenditures
Advertisement 6000 6600 7260 7986 8785
sales promotion 1100 1166 1236 1310 1389

Direct
marketing 1600 1760 1936 2130 2343
digital
marketing 1300 1365 1433 1505 1580
Social media 1500 1605 1717 1838 1966
printing 1000 1080 1166 1260 1300
Events 2200 2300 2400 2600 2600
Total 14700 15876 17149 18628 19962
Available
balance 5300 4124 2851.04 1372.133 38
Control:
EE has to take control measures to face challenges and problems which occur during
promotion and manufacturing of the products. Further, to increase the quality of the product,
it is very necessary for the company to control overall performance of the staff members.
Control methods:
The company can devote fixed amount to marketing which will reduce their
marketing efforts. It can divide money across desired and important activities which cannot
exceed budget limits. Further, organisation can review the plan regularly for assessing their
performance. Consumer feedback can be taken and operated in powerful manner.
Competitive analysis can also be used as control method to control marketing plan by
reducing marketing efforts.
Conclusion:
From above analysis, it has been recognised that the firm has introduced a wide
technological innovation in products in and services as compared it rivals like THREE. They
have also achieved a continuous growth in sales as they using Skimming pricing strategy and
targeted premium customers through which firm will achieve high profitability whereas

Three has used prices penetration policy under which they have reduced the prices of their
products. In comparison, Profitability of EE has been increased with rise in customers. They
have also developed a strong brand image among the business class people. Moreover, it can
be said that marketing strategies of EE are effective and provide a sustainable growth in
telecom industry.
Telecommunication market of the UK is now stable, but the regulation of Ofcom has made
the operator think about their policy in the recent years. Since EE has the largest market share
among the other competitors in the UK, it enjoys several assistances that greatly support them
in the competition in the market. With the best network coverage and best network service
superiority, EE controls in all the aspects of the sectors. But if the customer satisfaction level
remain declining EE may lose the leader position in the upcoming years. In contrast, the
word-of-mouth buzz of the customers is the greatest promotion for any company. EE should
lay emphasis on the price strategy and customer service quality. And the rest can be covered
up by their existing network quality.

References
1. Bell, L. (2013). EE sheds over a million customers but adds 500,000 to 4G network.
Retrieved from the INQUIRER:
http://www.theinquirer.net/inquirer/news/2302162/ee-sheds-over-a-million-
customers-but-adds-500-000-to-4g-network. Last accessed 19th November, 2016.
2. PESTLE analysis Contributor. (2015). Political Factors Affecting Business.
Available: http://pestleanalysis.com/political-factors-affecting-business/. Last
accessed 19th November, 2016.
3. Martin. (2014). 7Ps of Marketing | Additional Elements of Marketing mix. Available:
https://www.cleverism.com/7ps-additional-aspects-marketing-mix/. Last accessed
13th November, 2016.
4. Matthew Johnson. (2014). Extended Marketing Mix: The 7 Ps of Marketing.
Available: Extended Marketing Mix: The 7 Ps of Marketing. Last accessed 14th
November, 2016.
5. Hannah Ricci. (2016). Three mobile review 2016. Available:
https://www.cable.co.uk/guides/is-3-mobile-any-good/. Last accessed 11th
November, 2016.
6. Kyle Nazario, Khidr Suleman. (2014). 4G speeds, cost and coverage put to the test.
Available: http://www.itpro.co.uk/mobile/22048/ee-o2-three-vodafone-4g-which-is-
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