Application of Extended Marketing Mix for EE Limited: Analysis

This report provides a comprehensive analysis of EE Limited's marketing strategies, focusing on the application of the extended marketing mix (7Ps) to achieve business objectives. It begins with an overview of the importance of strategic planning and market orientation, contrasting EE Limited's performance with competitors like Apple. The report delves into each element of the marketing mix: product, place, price, promotion, people, physical evidence, and process, offering specific examples and recommendations for EE Limited. Furthermore, the report includes a marketing plan, featuring an executive summary, company overview, current market analysis (including 3C model, PESTLE analysis, and SWOT analysis), objectives, and strategies. The analysis covers segmentation, targeting, and positioning, as well as budget considerations. The report emphasizes the importance of customer satisfaction, competitive analysis, and the effective use of marketing tools to restore and enhance EE Limited's market position. The document is a student contribution, available on Desklib, a platform offering AI-powered study tools and resources for students.

Task 2
a) Application of extended marketing mix for achievement of business
objectives
Plans act as a central doctrine in terms of systematic completion of the tasks. These plans help
the organisations to execute the tasks in an efficient manner. The creation and development of
effective and efficient plans holds prime importance in order to expand the organisational
business. The absence of proper plans, in case of EE Limited, contradicts the true essence of
market orientation (Wasan and Tripathi, 2014, p.127).
As compared to EE Limited, brand, such as, Apple have excelled in adding maximum value to
the brand image. This is owing to the presence of proper strategic planning. Viewing it from the
perspective of competition, Apple overpowers EE Limited. As a matter of specification, making
effective plans helps brands like Apple to achieve the identified and specified objectives.
More straight forward answer to the proposed question would be the application of marketing
mix. The word “mix” can be aligned with the attempts undertaken by the brands to reach their
products and services to the customers through the efficient execution of the marketing activities
(Barrett and Weinstein, 2015, p.147). The earlier sentences bring marketing and mix in the same
alignment as per their functionality.
The essential elements of marketing mix are product, place, price, promotion, people, physical
evidence and processes.
Product: Adopting the means of feedback, survey and customer portals act assistance for the
organisations in terms of knowing the specific tastes and preferences of the customers. The
response of the customers is a gradual progression towards the production of quality and
innovative products by Apple. This action throws light over the first P of marketing mix, that is,
product. Production of tablets by EE Limited would have acted as a typical example of the
attempts to align with the preferences of youths in this context; however, the case scenario
establishes contradiction (Arseculeratne and Yazdanifard, 2014, p.130). Along with this,
launching kindle editions for the children, so that they can carry out their studies in a play way
method would make a company a well-reputed one among the customers. Along with this, it
would reduce the worries of the parents.
Place: Setting outlets in the close proximity to the customers reflects the basic proposition of the
second P, that is, place. This action is a direct support to organisations in terms of achieving

large scale customer satisfaction. The competition between Apple and EE Limited proves apt
here. The presence of Apple outlets near the supermarkets contradicts the communication gap
between EE Limited and their customers. This is in terms of bondage between the organisation
and the customers. Setting up of outlets near stationery shops would help EE Limited in luring
the customers towards the brand, as the customers would approach the outlets for mobile
recharge or repairing. Achieving quality services from the outlets would invoke the customers to
recommend the name of the company to their neighbours, relatives and family members. This
motive is a gradual progression towards the expansion of their business (Baker, 2014, p.90).
Price: Price of the products plays an important factor for the organisations in adding firmness to
the market position. This factor, rather the third P of the marketing mix, directly influences the
lifestyle of the customers. Proper adherence to the tax impositions enables the brands to set
reasonable prices for the products and services. Maintaining the balance between supply and
demand establishes stability in the financial parameter of the organisations such as EE Limited,
Apple and others. Strategic implementation contradicts issues, such as, inflation, varying prices
among others (Arineli and Quintella, 2015, p.200). Carrying out market research assists Apple in
the process of price setting. Bearing in mind the affordability of the customers is an additional
support for organisations, specially, EE Limited, in this direction. Setting prices in accordance to
the income of the customers helps the organisations such as, EE Limited in influencing the
purchasing power of the customers.
Promotion: Introducing attractive and prospective discounts within the products and services of
Apple can be aligned with the fourth P of the marketing mix, that is, promotion. Adopting social
media for this purpose acts as an extra feather in the organisational operations. Undertaking
celebrity launches is one of the most beneficial methods for the organisations in case of
promoting the products and services within the customers across the globe (Tapp and
Spotswood, 2013, p.210). Along with this consideration of sponsorships for the proposed
advertisements projects an additional assistance for brands such as EE Limited. Engaging in joint
venture with film star Daniel Radcliffe for the launch of Samsung galaxy S7 would restore the
lost reputation of EE Limited.
People: The customers can be aligned with the fifth P of marketing mix, that is, people. Viewing
it from another perspective, the organisational personnel can also be accounted as the “People”.
Safeguarding the rights of both the customers as well as the staffs of Apple projects the true

essence of this marketing mix component. The case scenario of EE Limited contradicts the
earlier sentence (Wirtz and Lovelock, 2016, p.89). This is owing to the lack of respecting and
attaching value to the viewpoints of the stakeholders and shareholders as individuals.
Compliance to the participative management style by the management of EE Limited is a typical
exemplar, which provides the access to the employees to pour out their opinions.
Physical evidence: Attempts undertaken by the organisational personnel of Apple to lure the
customers throws light on the importance of sixth P, that is, physical evidence. Judicious
utilisation of the available resources can be aligned with the word “evidence”. Presence of the
employees in the workplace and carrying out this utilisation can be correlated with the
physicality of the marketing mix component. The exposure of collaborative output by the
employees of EE Limited can be considered as a typical example of “physical evidence”, which
contradicts their current predicament (Sheau et al. 2013, p.200). Judicious utilisation of the
allocated resources by EE Limited is the evidence, which points out its path to restoration of the
lost glory.
Process: The action of collaborative output links to the penultimate P of marketing mix, which
is, process. As a matter of specification, the process adopted by the brands to achieve the
identified and the specified objectives is the main proposition of this element. Provision of
quality and innovative products by Apple acts as a typical example of the present context.
Similarly, adoption of proper communication channels by EE Limited would intimate the
organisation about the specific tastes and preferences of the customers. Typical example of this
is the utilisation of social media. Making the customers aware of the new schemes, offers and
discounts would help EE Limited in the achievement of large scale customer satisfaction.
Valuing the opinions of the customers results in the production of quality products, which is the
evidence of promotion of the products and services (Nasution et al. 2014, p.257). The earlier
sentence brings all the seven essential components of marketing mix in the same alignment.
Interplay with the element can be linked with the attempts of EE Limited and Apple to maintain
their position within the competitive market.
b) Marketing plan
Executive Summary

The current market analysis helps in identifying the objectives for bringing improvements in
the services of EE Limited. Undertaking strategic implementation, based on these objectives is
a gradual progression towards the achievement of success. The analysis comprising of
segmentation, targeting and position acts as a specific example for this development of a
marketing plan. The aspect of budget control helps the officials of EE Limited in the
maintenance of financial stability.
Company Overview
In terms of the present situation, EE Limited has exposed poor performance. Lack of market
orientation had compelled the organisation to encounter issues, such as, communication gap
with the customers. This situational crisis has projected noticeable decline in the sales revenue
of mobile company, which has simultaneously deteriorated the reputation of the company
among the customers. This degradation reflects the necessity of the marketing plan. Effective
adherence in this direction possesses flexibility to restore the lost honour and redevelop trust,
reliance and dependence within the customers.
Current market analysis
The current market scenario of EE Limited can be explained through the execution of
following three analyses.
Internal Analysis
The internal analysis of the organisations can be explained through the help of 3C model.
According to the propositions of this model, there are three components: company, customers
and competitors. The competition between the organisations and its contemporary brand
directly affects the organisational operations. The earlier sentence projects the triangular
structure of the model.

Figure 1: 3C Model
(Source: Bruin et al. 2015, p.24)
Lack of orientation is an incapability of the personnel towards the achievement of success.
Specifically, absence of coordination between the functional departments of EE Limited
contradicts the effectiveness of this model. This drawback nullifies the importance of the
customers as individuals. This is in accordance to the angle of customers in the model.
Moreover, it broadens the gap between the company and the customers, which can be
considered as a distortion of this model (Erragcha and Romdhane, 2014, p.140). This
distortion destroys the equilibrium within the organisational operations of EE Limited.
Adoption of strategic implementation would help the company to carry out the business
activities in a systematic manner. This reflects the essence of the process adopted by the
company to lure the customer. Moreover, it would be a restoration of the integrated structure
of the model.
External Analysis
Justification
Political  Tax impositions
 Policies
Economical  Inflation
 Fluctuation in the prices
Social  Lifestyle of the customers

Technological  Adoption of technologically advanced machines
Legal  Effective adherence to the market legislations
Environmenta
l
 Waste reduction
 Reducing the carbon footprints
 Solid Waste management
Table 1: PESTLE Analysis of EE Limited
(Source: Created by the Researcher)
Compliance to the changing needs of the customers would enable the officials of EE Limited
to manufacture customer centric products. Possession of effective and efficient advanced
machineries would result in the efficient execution of the operations. However, tax impositions
might be an obstacle in the process of price setup. Bearing in mind the affordability of the
customers would help in maintaining the economic stability. Carrying out solid waste
management would enhance the corporate social responsibility of the company. Adherence to
the market legislations can be linked with the legal parameter (Arineli and Quintella, 2015,
p.202).
All these attempts would help the company to expand their business in an internal context.
Within this expansion, lies the application of the marketing mix, which enhances the market
position of the company amidst the ambience of competition.
SWOT Analysis
SWOT Analysis forms a relevant step in terms of carrying out internal analysis of EE Limited.
Strengths
The presence of skilled and efficient professionals is the only strength of the company, EE
Limited.
Weakness
Inability to overcome this drawback is a weakness for the company in terms of maintaining its
position in the competitive market (Baker, 2014, p.109).
Opportunities
Inclusion of proper communication channels within the strategies would act as a gradual
progression towards bringing noticeable changes within the organisational operations.

Threats
The potential threat of communication gap acts as an obstacle in the achievement of large scale
customer satisfaction. The earlier sentence establishes contradiction between the aspect of
threat and large scale. Countering this, both cannot be placed in the same alignment.
Objectives
● To achieve an understanding about the basics of marketing
● To identify the target audience through the application of relevant marketing processes
● To evaluate the application of marketing mix in achieving the organisational goals and
objectives
Strategy
● Consideration of the books, journals, newspaper and website articles for enriching
knowledge on marketing
● Conducting survey on a selected sample size from the general public and segmenting a
target audience
● Application of marketing mix on the selected target audience
● Indulging in meetings and conferences with the stakeholders and shareholders to
evaluate the effectiveness of the applied marketing process and the strategies
developed to fulfil the needs of the selected target.
Segmentation, targeting and positioning
Carrying out market research would help EE Limited to identify a desirable target audience.
As an example, focusing on the customer belonging to the old age would enable the company
to achieve more profit (Wasan and Tripathi, 2014, p.127). This motive would enhance the
parameter of corporate social responsibility of the company. Manufacturing of kindles for
elderly people would prove as an efficient companion in their loneliness. This motive would
broaden the perspective of the company. In other words, it can be considered as “thinking out
of the box” to expand the business. Along with this, it would also help the company, EE
Limited to achieve large scale customer satisfaction. Setting up of outlets near the
supermarkets can be linked with the parameter of “positioning” (Wirtz and Lovelock, 2016,
p.112).
Tactics and Action
Adopting correct evaluation process aligns with the functionality of EE Limited personnel.

This evaluation would intimate the management authority about the effectiveness of the
services offered. Maintenance of consistency in this direction would help in bringing
improvements in the provision of services. Moreover, it would help in preserving the quality of
the services and products.
Budget control
Budget would act as a central doctrine in reflecting the economic performance of the company.
Maintenance of accuracy in the budget would result in attaching maximum value to the brand
image of the company, EE Limited (Bruin et al. 2015, p.24). Conjunction of these two
sentences enhances the financial parameter of the company. Moreover, it would act as an
accounting tool in terms of evaluating the financial performance of the company within the
competitive market.
Conclusion
This marketing plan can be considered as a conceptual framework for EE Limited, in terms of
overcoming their current plight and heading towards a prospective future, which is, expansion
of the business through penetration into the foreign markets. Moreover, the marketing plan can
be aligned with the marketing mix, which upgrades the position of the company in terms of
competition to influence the purchasing power of the customers.
Conclusion
This assignment provides an insight into the marketing essentials. For this purpose, the example
of EE Limited has been taken into consideration. Achievement of understanding about the
concepts related to marketing helps in the application of marketing processes. This activity
enhances the capability of the organisational personnel in terms of decision-making skills. The
application of extended marketing mix reflects the ability of the companies, such as, EE Limited
to promote their products and services. The marketing plan acts as a gradual progression towards

penetration into the foreign markets, which is an expansion of the organisational business within
an internal context.