Marketing Essentials: Marketing Plan and Business Objectives

This report delves into the core aspects of marketing, beginning with an introduction to its significance in modern business. It explores the key roles and responsibilities of the marketing function, emphasizing the importance of understanding market dynamics, consumer demand, and building relationships for profitability. The report uses EE Network, a British mobile network operator, as a case study to illustrate how marketing functions interrelate with other departments and contribute to the overall organizational context. It examines the application of the marketing mix to achieve business objectives, and culminates in the development and evaluation of a basic marketing plan. The report covers topics like marketing information systems, distribution channels, product strategies, pricing, promotion, and sales techniques. It also highlights the financial aspects of marketing, including how marketing contributes to revenue generation, cost management, and investment decisions. The report aims to provide a comprehensive understanding of marketing principles and their practical application in a business setting.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the key roles and responsibilities of the marketing function...............................1
P2 Roles and responsibilities of marketing relate to the wider organisational context..........4
TASK 2............................................................................................................................................6
P3 Apply the marketing mix to the marketing planning process to achieve business objectives.
................................................................................................................................................6
TASK 3..........................................................................................................................................10
P4 Produce and evaluate a basic marketing plan for an organisation..................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is an eminent part of modern business organisation. This involves
understanding of market, demand of consumers, building relations for profitability. Marketing
refers to a place that provide a platform to buyers and sellers in order to increase the sales while
using different advertising, strategies to create awareness by the product existence into market
(Cooper, 2012). Marketing is an essential element for a customer relationships that are tired to
get an innovative approach in marketing strategy.
This report covers a role and responsibilities of marketing functions with reference to
business environment within EE Network Company. It is a British mobile network operator
company headquarter in England, UK. It has a wide range of products such as fixed line
telephony, mobile telephony, broadband internet, digital television of Orange and T-Mobile. The
report includes interrelationship between marketing and other functions related to it, defining the
marketing mix to achieve business objectives. This project also bring highlights while
developing and evaluate a marketing plan.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function
Marketing is the operational function that helps in buying and selling of products and
services into a marketplace. This includes advertising, promotional activities, publicity and so
on. The trends of marketing involves rise of partner marketing such as performance of product
and their services, mobile marketing, online performance based marketing, focusing on
customers or targeting consumers with the help of segmentation (Dibb and Simkin, 2013). There
are different marketing processes, the steps of marketing process are mentioned as; firstly,
analysing the opportunities in the market. Secondly, selecting the target market for the chosen
customers as per the price of the product of EE limited company. Thirdly, developing the
marketing mix as per the requirement of product of a respective firm. Last by not the least,
fourth, by managing the marketing efforts by the manager of EE network company.
Marketing concept used to provide businesses with a competitive edge, since that is what they
need to do as to gain the loyalty of customers. It is a belief that business firms must assess the
needs of their consumers first and foremost. Based on those needs and demand of customers
company make decision in order to satisfy their consumers and able to enhance their quality and
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better competition among other competitors. Therefore, a respective company believes that their
consumers are driving forces of their own business to improve their marketing strategies and as a
result bring an effective result to overall productivity of a specific company.
Marketing function are described as the roles of a business organisation that assist in
source of successful products for market and their promotion as well. This helps in influencing
their customers through advertising, publicity, promotions for prolong relations with their clients
and customers (Pike, 2015). This includes different functions such as marketing research,
product plan, promotion, sales, development process, finance, customer services and so on. The
marketing functions includes creating an image that represent the business firm in a positive
light. The importance of marketing function can be defined in many ways, under this report these
are described in briefly as:
Importance of Marketing
Marketing for society or consumer Marketing for organisation
 Develop the standard of living by using
specific products.
 Increase employment opportunities for
advertising, promotional activities to
attract their customers.
 Economic stability
 Increase consumer satisfaction level by
satisfying their needs, demand and
wants from a business firm.
 Marketing information how and what
strategy should adopt.
 Assist in decision making through
distribution channel of marketing.
 focus on distribution channel which
approach will be appropriate to attain
more profits by a business enterprise.
From the above table, it is concluded that marketing helps to develop society, business as
well as consumers by increase in living standard, job opportunities, bring stability in economy
and increase the level of satisfaction of consumers by creating demand for a particular product,
through needs and wants of customers (Scarborough, 2016). Although, in case of organisation it
helps in determining sources of channel for new ideas, decision making, gain income and many
more.
As a marketing manager in EE network company there are various roles and
responsibilities of marketing functions, these are discussed under below as:
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 Marketing information system: Under this part, it deals with a set of procedures and
method that are used to design, generate, analyse and anticipate while taking marketing
decisions on daily basis. Marketing information system is used for operational,
managerial and strategically for many aspect of a marketing for EE network company
limited. This part involves the opportunities that are missed by EE network company. It
bring an outline of a data collection that may be difficult in analysing over different time
period (Lamb, Hair and McDaniel, 2011). Marketing information system develops plans
and decisions that are not properly evaluated by manager can also helps in to review with
the help of this system.
 Distribution: According to this marketing function, the distribution channel is an
essential part in every business. This is a chain of businesses or intermediaries through
which a goods and services are moved until it reaches to the customer. It includes
wholesalers, distributors, retailers and many more. The role and responsibilities of
distribution is to ensure that right product are to be delivered to a right location on
determined time with an effective cost. These may also involves in transportation,
warehousing and watching the flow of goods. Generally, there are two types of channel
of distribution. A direct channel involves the consumers to purchase the goods from
manufacturers (Fill, 2011). For example jewellery manufacturer who sells their products
directly to their consumers. Whereas, in case of indirect channel of distribution includes
the customers to buy their goods and services from a wholesalers or retailers. For
example, mobile seller, supermarket, Walmart etc. This methods helps in to gain profit at
a time of intermediaries that helps in to earn more gain to EE network limited company.
 Product: Under this, a product is any product or services that offered to satisfy the wants
or needs of a customers. This helps in to focus on finding the right consumers for a
particular product. For instance if EE network company launches its new handset of say a
thousand euro, therefore, they target the segmented people that is upper class (Moore,
2014). Hence, marketing assist in how to design, research and advertise the product for
success. This helps in maximizing the potential of a specific product.
 Pricing: Under this portion, it talks about how to make a product compatible for the
customers. Price describes the amount that is exchanged in terms of selling or buying
goods from the seller. In this case, price helps in to use an effective distribution channel.
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Pricing guides in for making consumers to attract a product while using an effective
pricing strategy for EE network company. The role and responsibilities of pricing such as
to develop and implement price strategies for company's goods and services this includes
several other departments, including sales and marketing to form public relations.
 Promotion: According to this element, it helps in to use an effective promotional strategy
that generate awareness among consumers (Papasolomou and Melanthiou, 2012).
Promotional strategy allows mass selling, promotional strategy and personal selling
strategy to utilize at a time of selling products and services. This creates a platform for
EE network company to increase their sales through promotion such as advertising,
distributing templates with newspaper and so on. The role of marketing functions of
promotion is to focus on how to capture customers eyes, attention and motivate to take
actions
 Selling: This aspect plays a major role in increasing the sales of a respective business
enterprise. Selling is an approach of developing a product and services that are offered by
EE network company. It assist in communicating the benefits of goods or product by
managing the customers needs and wants. Selling is one of the promotional element for
every business organization. The role marketing functions of selling involves inside and
outside salesperson who work with typical customers such as distributor or wholesaler.
 Finance: Under this, finance focuses on the strategies and management to analysis the
requirement of money in a business firm. Finance is a main function to run a business,
developing strategies to fulfil their needs and wants of customers (Ogunmokun and Tang,
2012). This can be done through financial advisor, how to grow income, arrangement of
proper funds, raising capital funds, making an effective decision at a time of investment,
minimize the expenses and losses related to a EE network company limited. The role and
responsibilities of marketing functions of finance are described as it takes money to make
money. Therefore, marketing is a product is finding the money through investments,
loans or personal capital to finance and advertise respective business products and
service.
P2 Roles and responsibilities of marketing relate to the wider organisational context.
Marketing management guides in how to develop a market plan, roles and responsibilities
to implement an effective marketing strategy in a business firm. Marketing means purchasing
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and selling of a product into market with an effective manner to increase their demand among
existing market. This includes various concepts such as pricing, promotion, distribution, sales,
targeted customers of EE network company. It helps in increasing the sales of goods or product
which bring a positive impact on overall productivity of a respective business organisation
(Mihart, 2012). The major roles and responsibilities of marketing are defined under below as:
 Finance: Marketing is interlinked with finance as it requires financial tools such as risk,
deviation, variation, co-relation, budget, financial statements and so on. Finance
department has to ensure that how to operates business activities in effective and efficient
manner. This helps in to manage the funds for promotional activities of marketing such as
advertising, printing templates and online advertising. This department focuses on sales
volume and building the market share of EE network company. It covers the cash inflow
and outflow, costs and paying back money from investors. This will provide them a way
to overcome from deficits and helps in gaining the surplus amount by using different
models such as jenson model, sharpe model, capital assest pricing model, ration analysis
and many more.
 Human resource department: This department helps in placing right person on a right
job position. This helps in to evaluate the appropriate skills and staffing level of a
business organisation. By using human resource department, it assist in to bring a suitable
candidate for an appropriate job position. The human resource department will have
recruitment and training demands of overall business firm. If staff is more effective
workers will work in an efficient manner (Lovelock, 2011). As a result people will be
more focused on their marketing strategies for EE network company limited.
 Information technology: This department assist in how to effect market while adopting
new technologies, upgraded gadgets and many more. By using information technology it
helps in making better customers relationship, use of digital marketing such as internet
marketing, mobile marketing using of electronic mode through online services. As
changes occurs in information technology sector that is carried out by development of
internet. This assist in to relate with perception of customers regarding internet as a
promotional medium. As a result, bringing a positive impact on marketing activities and
functions which facilitates to enhance trust of customers on EE network company. To
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overcome from such an obstacles there should be interaction with customers to take
feedback about the product that is purchased online by a business enterprise.
 Research and development: In every business organization, research plays a vital role.
It is an essential part for EE network company limited, this helps in to overcome arising
issues and problems of business. Research assist in getting relevant information regarding
the factors that are concerned at a time of different approaches. It assist in introducing
new products, services and also improves the existing products by doing modification in
their existing products of EE network company. This not include the information related
to market but also involves finance, human resource, resources, business deals,
information technology, customer satisfaction and many more. It can be achieved through
market research which can only be fulfilled by marketing department (Lamb, Hair and
McDaniel, 2011). Therefore, it plays an essential role in marketing function of EE
network company limited.
 Production: According to this, production management assist in to satisfy the customer
current and future needs. The marketing department will ensure about the quality and
design specification to observe by analysing EE network company. Production
department deals in the volume of orders that are generated from marketing to met with
time schedule that are required for delivery. EE limited mainly offer their physical goods
and services. It is also the largest mobile operator and broadband provider to their
customers (Khan and Adil, 2013). This will increase the productivity and profitability of
company which facilitates to achieve growth of business.
 Customer services: According to this, it plays an essential role while promoting
marketing. If company provides effective services and products to their customers then it
will builds trust among customers and business firm. They act as providing and
delivering professional, helpful, high quality service and assist before and after
customer's requirements to met. Customer service meets the need and desire of any
customer to promote their product, politeness by greeting their customers and
professionalism by using their competency skills they should take care for them (Joshi,
2012).
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TASK 2
P3 Apply the marketing mix to the marketing planning process to achieve business objectives.
Marketing mix is a set of different tools which the firm uses to pursue in order to achieve
their marketing objectives. The popular marketing mix of every organisation is product, price,
promotion and place. It include all the factors which business perform from manufacturing to the
sale of the commodity (Fırat, 2013). Every organisation use this mix in order to make successful
marketing plan.
Marketing mix EE 3 com
Product The main product of the
company is the voice transfer
services. It also provide the
service of the internet access.
The tangible product of the
company is fixed line
telephony, mobile telephony
and the digital television.
The company provide the
network interface controller
and switches, routers, wireless
access point and controllers, IP
voice system and so on.
Price The respective company use
penetrating pricing strategy in
order to sale their product. But
in the case of 4G services they
charge high prices in order to
gain big amount of profit as
they are the initiators of the
4G services. The 4G plans
have more prices than 3G
plans, the premium is
demanded for premium
services.
The concerned company
provide the products and
services by using medium
pricing strategy. As there
targets are the small in which
they include lower and middle
class. This company focus on
middle and lower level for
influencing them with a lower
cost.
Promotion EE is an telecommunication 3Com is the computer network
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company they use several tool
for promoting their products
and services in market so that
they can easily attract large
number of customers as well
generate large amount of
revenue. Major promotion tool
using by respective
organisation is social media
because now a days everyone
is using social networking
sites. As well these play major
role in grabbing large number
of customers from market
area.
company the are also using
promotional tool for selling
their products in market area.
This is not large scale
organisation so they are using
banners and pamphlets for
promoting their goods in
market area as well for
attracting customers (Hamilton,
2011).
People Employees and personnels
have desired skills and talents
which is the reason for EE
success . Different people of
company includes managers,
staff, technical staff, etc. The
skills and competencies of
these staff members are
reflected in the products and
services they offer.
As they are small organisation,
they have less staff working
with them. They can attract and
hire talented and skilled people
to increase their strength
(Gertner, 2011).
Physical evidence Physical evidence generates a
image of company and
products and services they
offer. With better and constant
flow of services, EE can
3com is the organisation which
also have their physical
evidence in market area but
compare to EE their evidence
is less because 3Com is
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develop better image and can
have access to markets.
small organization.
People EE limited give main priority
to their company shareholders
because they are the main
people of the firm who
contribute large share of
amount in firm success and
growth(Silver and et. al.,
2012). They are also providing
competitive advantages to the
company in the market place.
In this factor, every individual
are responsible for reaching
with desired goals and targets
in better way.
3Com company mainly focus
on developing transparency
while making relation with
their employees and they can
also build appropriate relation
with their customers by
providing them effective goods
and services. The 3com are
providing best services or
facilities to their clients for
satisfying their requirements.
Process EE limited usually concentrate
on developing and formulating
their network while
communicating with their
customers to analyse their
needs and requirements(Pike,
2015). It is the responsibility
of company manager is to
process and manage all
business operations for
gaining higher income and
revenue effectively.
3Com firm require to focus on
their company processing
activities and functions for
acquiring benefits for gaining
attention of large number of
customers towards services.
For this, manager need to
maintain and manage all
business activities for reaching
with growth and success.
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Therefore, promotion and other marketing mix is critical for brands who want to ensure
right consumers are reached and objectives are met. According to Benson P. Shapiro, marketing
mix is a vital part of marketing theory. The marketing mix is a toolkit that marketers use to do do
their job. It describe the essence of any strategy related to marketing by presenting target and
elements of mix.
TASK 3
P4 Produce and evaluate a basic marketing plan for an organisation.
Marketing Plan : A marketing plan is a business document which outlines the market
strategy and tactics. It is the part of business plan which help company to coordinate all
marketing efforts and ideas so that product can be marketed efficiently (Fazlollahtabar, Aghasi
and Forte, 2012). It is a structured approach which business uses to develop products and
services which able to meet customer needs and wants. It is prepared in the organisation to know
the vision,mission and road map is created which help business to achieve desired outcomes.
Executive summary : This section evaluates the marketing environment of the company
EE limited which is British mobile operator company. It is a telecom company which is operated
in UK. The company want to promote its business for making its strong existence in the
environment. To make a effective marketing plan they analyse the internal environment,
financial performance, vision, mission and objectives. EE limited use the marketing plan to make
customer understand why their product is better than or different from their rivals.
Vision : Their vision is to provide the best network and best services to the customer so that
they can trust the digital services.
Mission : Their mission is to provide cost effective communication solutions for the client to
their entire life (Durmaz, 2011).
Objectives :
 Delivering outstanding services to the clients through the stores in city and online.
 Providing a personalised experience to the customer from their product and services.
 The company want to increase its sale by 10 % in the upcoming future.
 Their aim is to provide the fast upload and download broadband speed.
SWOT analysis :
Strength
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 It a UK first superfast 4G mobile server.
 They offer 4 G calling to enable customers to access best quality of the voice.
 They provide the best speed and wanted to improve it more for enhancing the customer
satisfaction level.
 They provide the security apps in their mobile phone inbuilt so that customer need not to
think about the different applications for their data security (Desai, 2013).
Weakness
 They provide large number of effective services but their brand is very low recognised.
 At present they are not available to provide 4G roaming services due to which their
customer is acquired by rivals.
 The respective company provide the services to the target segment due to which they lose
the control on the individual which is the biggest disadvantage.
 Its brand recall power is so low that business not able to recognise it with their existing
products.
Opportunities
 They can involve in more marketing campaigns and activities to improve their brand
image.
 The respective company can introduce its own smart phone (Clow and James, 2013).
 By using post pay contracts in the 4 G enabled phones the company can boost its
revenue.
 They can expand their business by introducing more products as there is a huge market
for the telecommunication industry.
Threats
 They are threat from the upcoming companies as they provide new and different services
to the customer.
 Increase in the usage of advance applications like Skype, what-app, messenger and hike.
 Future growth potential of 4 G is the biggest fear of the company because due to this
company able to loose its market share and position from its competitors.
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Segmenting : They should separate the fixed line and mobile services (Cleverley, 2017).
So that business able to make different strategies for both the product as per the requirement of
customers and current trend.
Positioning : They can position them as best network and best services for the customers
of United Kingdom. It can also tell individual that they provide the product with services at the
low cost, as it is the biggest 4G network.
Targeting: The company should provide the product to those which they are presently
not offering. They offer the services to the individual customers in spite of target segment so
that their sales get increases (Brassington and Pettitt, 2013).
. The enterprise should also target the other business which require the highest telecom services
at one place. The undertaking should maintain a proper balance of business and the individual so
that they can grow.
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 54000 15000 15000 26000 20800
Investment 20000 15000 16000 14000
Total 54000 35000 30000 42000 34800
Marketing
expenditures
Advertisement 10000 7200 6800 6500 6200
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Sales promotion 2200 2000 5000 3000 9100
Direct marketing 7700 6500 2500 7500 3000
Total 19900 15700 14300 18000 18300
According to Danielle Corcione,2017 Business owners know what are the importance of
a business plan, which bring highlights on a company for success. A marketing plan describes
who are the customers of EE limited and how to expect to reach them such as develop clear
insight why a potential consumer would use your business.
CONCLUSION
From the above report, it has been concluded that, marketing plays a vital role in product
life. It is a function and interlinked with an organisational objectives. This helps in attain the
desired result to achieve the business goals of a respective business firm. It serves as a face of a
business organization, coordinating and manufacturing products related to business. The
marketing reach out to prospects, customers, innovators while creating an image to a positive
outcome. This helps in increasing the productivity of a business enterprise while adopting roles
and marketing functions to understand the present working condition of EE network company.
By using marketing mix it helps to recognize what factors should be maintained while using
marketing strategies by a company.
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