Marketing Essentials: Analysis of EE Limited Marketing Strategies

This report provides a comprehensive analysis of EE Limited's marketing strategies, covering essential marketing concepts, the marketing process, and the role of the marketing mix. The report delves into the definition of marketing concepts with current and future trends, offering insights into mass marketing, online marketing, and word-of-mouth advertising. It outlines the marketing process, including the roles and objectives of the marketing department, and explores various marketing strategies such as market penetration and business expansion. The report also examines segmentation, targeting, and positioning strategies employed by EE Limited, comparing its marketing mix with that of O2, focusing on product, place, price, promotion, people, packaging, and positioning. Furthermore, the report analyzes EE Limited's marketing environment through a PESTEL analysis, assessing the impact of political, economic, social, technological, environmental, and legal factors on its marketing activities. The report concludes with a summary of key findings and recommendations for EE Limited's marketing approach. This report is intended to provide a deep understanding of EE Limited's marketing strategies and the factors influencing its success.

Gopinath Vedula
By
Shabinabanu Sheikh
Unit 2 Marketing
Essentials
Contents Page
1

Introduction…………………………………………………………………………………………………………………………3
LO1………………………………………………………………………………………………………………………………………3
Definition of marketing concepts with current and future trends……………………….3
Overview of the marketing process……………………………………………………….4
Role of marketing mix………………………………………………………………………4
Comparison between the marketing mix of the EE limited and O2……………………6
Marketing plan………………………………………………………………………………7
Analysing current marketing situation……………………………………………………8
PESTEL……………………………………………………………………………………..8
External marketing environment on marketing activities………………………………9
Conclusion………………………………………………………………………………….11
Reference…………………………………………………………………………………..12
Part 1
2

Introduction
LO1:
Marketing and selling methods are somewhat identical, marketing would be used to
promote any organisation's processes. However, marketing has a broader
organisational sense as well as its functions go beyond advertisements. This, for
example, serves as a link among the business various components.
This assignment focuses on marketing essentials for my chosen organisation
called EE Limited. This is one of the biggest telecommunications operators
throughout the United Kingdom. Almost any industry seems to have large number of
consumers who are willing to express its interests among various companies such
which they may be met efficiently.
Marketing is the process of bringing popular commodities from concept to buyer. As
a result, EE Limited must adopt an aggressive marketing campaign in addition to
making this system quite appropriate.
Definition of marketing concepts with current and future trends:
The concept of marketing is indeed approach said by business which analyse
buyer’s desires to reshape those processes to achieve client better compared
against its rivals to increase productivity and efficiency. Buyers, as well as satisfying
with client needs, are more important aspect throughout company to reach
organisational objectives, as per this definition. EE Ltd. makes use through effective
promotional patterns.
Mass marketing: That is critical for company's sustainability and success so a large
proportion of people buy their goods. EE Ltd. would have to invest in significant
funds in order for comprehend large amounts of data, which would inform its firm
regarding which media can be positioned in order to reach future consumers for such
goods. Shoppers towards to show felling that sense of comfort or familiarity thanks to
extensive digital advertising campaigns.
Online marketing: Further with advancements, online advertising has
becoming quite popular. To draw additional clients, this stated business
is using various techniques like digital posters including mash. This becomes critical
among businesses to build solutions that allow throughout digital goods and
experience promotion.
word-of-mouth advertising: That's a form of advertising that's been around for
quite long time. Face to face Body language used to transfer goods message from
one source to other in such forms of advertising. Each referenced
business advertising agency understands how to generate genuine word-of-mouth
with its goods.
Direct marketing: EE Ltd.'s items being promoted as well as advertised using online
platforms including cellular telephones, pcs, tablets, and laptops. Online advertising
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is major promotional tool since it allows businesses to meet consumers at own
location.
Future trends:
Cell phones were likely to have been the centre of attention in marketing. This is
clear because people's reliance in cell phones for medium to large tasks has
skyrocketed. Its emphasis moving away from big devices toward mobile devices. It
will imply that a strong bond with buyers is established.
Freedom of information: As time passes, consumers may be much more attentive
or require businesses to be transparent. They'd like more involvement from
business to make sure quality integrity and accountability.
The very next web will indeed be interactive: Through use of digital networking
will alter the media industry. It is an essential tool for strategic. The majority of
companies are shifting all of their marketing activities to digital networking.
Overview of the marketing process:
The role of the Marketing manager in EE would be to organise promotional events at
trade shows and other venues, coordinating with staff to work together for work
duties, recruit and also train a team of assistants to help the manager in terms of
certain work.
The marketing department must act as a guide and lead the company's other
departments in developing, producing, fulfilling, and servicing products or services
for their customers.
Role of marketing:
Function and layout: Usually form of such a marketing division is determined by
where the section aims to represent all entire company and also its goods or just a
few of them. Ultimately, every development of promotional activities usually
overseen by a boss. Such an executive is also in responsible for
marketing department. The advertising chairman, and also department heads and
perhaps other employees, are present. Employees are responsible for attracting
buyers and conducting an investigation. Workers communicate information with their
team leaders, which subsequently forward it towards head of marketing. The
marketing director inspect including information but also discussed with many teams,
the Chief executive, as well as other executives, establishing a link
connecting with company's many sections. Procurement teams, on the other hand,
focus upon goods and service delivery across diverse communities.
Inside company, there are many types as jobs to be discovered. Online advertising,
advertising campaigns, corporate relations, area advertising, lead generation,
shopper advertising, and marketing firms in different nations will all fall under the
Corporate executive umbrella.
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Objective: The major goal of EE Limited is really to earn a profit over 17 percent; the
SMART structure of that goal is just as bellow:
Specific: This goal is unique since developing brand awareness is vital to improving
such goal.
Measurable: The goal entails the use of a number that can be assessed. Given the
data, EE conducted a brief analysis to determine whether the organisation had
fulfilled its goal.
Achievable: The feasible amount within the 17 percent profitability is 14 percent.
Realistic: This goal may be achievable but unless EE Limited could provide both to
its clients while maintaining a less pricing scheme.
Time bound: In order to accomplish this goal, it will take 11 months.
Strategy: There seem to be primarily generally four types of strategies that each
company can use to gain an edge. Market penetration, program management,
business expansion, and differentiation strategy are among these tactics. The
market penetration and business expansion plans are two of the methods that EE
Limited should examine. To achieve the first goal, EE Limited must provide its
current programs within the pre-existing market segment through a stronger
marketing plan, ensuring that the item is generally accepted by clients. Companies
can create an efficient marketing strategy so that company marketing approach
could acquire such clients. EE Limited, on the other hand, could expand its present
offerings towards additional group of clients. It directly aimed industrial segment for
its clients, allowing them to sell their goods towards individual clients in accordance
with this successful firm model. Additionally, companies may grow its operations and
provide goods to growing markets.
Segmentation, targeting and positioning: Any company can segment its clients
using many forms of segmentations. The permanently fixed, cell phone, and internet
are the highest growing segments of EE Limited. EE Limited has the ability to divide
its clients based on both based on demographics factors. They split its customers
into four categories depending upon actual habits frequent, enthusiastic participant,
favourable, and price concerned. EE Limited, on the other hand, divides its
consumers into groups depending on profession, position in society, marital status,
salary, and educational. EE Limited uses the different segments aiming approach
which is one of the many kinds of focusing strategies available.
Movement and methods: The implementation of successful advertising methods,
particularly the successful marketing mix, can boost the revenue of any firm. The
contemporary telecommunications business appears to be excessively crowded,
without any opportunity for any company to come into the market. As a result,
implementing an efficient marketing mix is critical for every firm to preserve its long-
term viability or comparative benefit within its industry. As a result, EE Limited should
perform a market assessment and interviews to better explain client purchasing
habits. Throughout want that attain maximum performance, an efficient advertising
plan must become designed upon basic assessment of client purchasing behaviour.
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Companies must also spend extra cash on developing a successful and distinct
business strategy that will bring in extra clients.
Comparison between the marketing mix of the EE limited and O2
According to marketing mix may be described also as predictable and strategic
product component that may assist any firm in developing good reactions expected
of market segments. The whole chapter mostly focuses with a comparison of EE
limited and O2.
Product: These market segmentation factors usually entail efficient and suitable
product design in order to assist the company in improving productivity. EE Limited
primarily sells genuine goods and services using these forms of advertising. EE
Limited has become biggest phone service and internet service providers in the
United Kingdom. Aside from this one, company offer IPTV-related products. They
offer efficient benefits to buyers by using several category ranging between 2G to 5G
or 5G+, as well as radio frequencies ranging between 1800 to 2600 MHz. They also
offer high-definition (HD) videoconferencing to its consumers.
Comparing EE with O2, offers fixed line, telecommunication, and Internet services to
its clients. Its length of the radio frequency broadcasts is from 900 to 1800 MHz. O2
has introduced a 5G network with a data speeds of 150Mbps in Perak. O2 uses
classes ranging between 2G to 5G to give excellent solutions for clients.
Place: This is indeed component of marketing mix which deals on creating most
decisions necessary to give the appropriate goods to the target client. Such as
appropriate distribution platform is critical to supply services to market. EE Limited
seems to have a number of outlets where they offer its items to clients. Company
presently have over 602 stores from across Britain's prime locations. Companies
additionally open field shops whereby they offer a variety of goods, facilities, and
equipment. The O2 does not even have storefronts; instead, company market their
goods through partnerships with certain companies.
Price: Just one implementation of the project as well as the benefits of a particular
service offering are successful in making every primarily known with the final
customer. The appropriate promotional plan must be implemented by company to
gain customers interesting in their goods. In addition to get widespread acceptance,
EE Limited uses a low-cost approach, offering its device package for just £17 a
month. O2, however, uses a relatively increased costing system to offer their
products.
Promotion: Every group's marketing plan is really successful in marketing whatever
item or brand it builds impact in minds of such clients. Every company's marketing
plan requires large buying, various strategic marketing strategies, and media
advertising. EE Limited mostly employs the influencer marketing technique to
promote its solutions to consumers. As a result, Kevin Bacon is indeed part of its
strategic marketing plan. In addition, companies organise funding into various games
and film events in order to market its service to consumers. O2, on either side, uses
combined online and offline marketing to promote their products. Companies
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organise sponsorship activities such as rugby games for England team in digital
form.
People: Workers seem to be the core of every firm towards attaining a market
benefit since they actually interact with clients as well as any institution's activities
are founded upon its capabilities. EE Limited recently recruited 16000 people
throughout its branches in order to get a strategic strength, but now this tiny number
of staff heavily relies upon the business. And from other side, in way to sustain the
company functioning, O2 had engaged 21852 people to ensure that most of its
assigned objectives are completed effectively.
Packaging: This is critical for either firm to keep high quality representation since
range of products modelling produces which became impact on the minds of buyers.
EE Limited keeps an attractive appearance of its shop to influence client when
offering telecommunications facilities. O2 Mobile, on the other hand, does not have
some of the same retail outlets, thus ability to empower isn't an option for company.
Positioning: This is critical that launch of product and services properly in order to
persuade shoppers through improving all buyers' purchase intention. EE Limited
must use a cost conscious declarative programming to gain mass market clients. But
at the other side, in order to reach more clients, O2 employs a practical promotional
mix. Its marketing plan is significant for its place of strategy.
Marketing plan:
EE Limited was among the most well-known cellular data companies, having been
founded in 2010. Those who have become the largest supplier in Europe when it
comes to 5G capabilities. Permanently fixed, telephone service, and Internet
services are among the services offered by the marketing basics EE limited.
Companies also controls the UK's 2G, 3G, 4G and 5G mobile phone networks.
Including over 16000 employees, its primary headquarters is located in London,
Paddington, Hatfield, Bristol, and Darlington. Companies were able to achieve over
98 percent of a British people with their 5G network. They advertised their group with
the slogan "everywhere." The LTE/LTE enhanced for such category with 4G or 5G is
now being used by EE limited.
Analysing current marketing situation:
Internal analysis: The Mckinsey 7S method is used to conduct strategic planning of
EE limitations. Such approach could assist the company in monitoring and assessing
various challenges throughout the company's inner climate.
Strategy: EE Limited's key approach towards improving productivity would be to
provide excellent care for individuals with lowest price.
Structure: According to a firm's complicated design, EE Limited uses a matrix
structure and function company policies.
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Systems: The fully integrated with EE limited involves BTS setup and repair, they
mostly send engineers within those situations. On the other hand, companies
allocate separate daily duties to its employees.
Core interests: EE Limited's core interests include its professional strengths, which
have enabled company attain one of the best positions throughout Britain
telecommunications market.
Design: EE Limited uses a democratic leadership to encourage people and create
successful production.
Skills: EE Limited is well-versed in a variety of talents. Workers know how to set up,
run, and manage BTS, BSC, and MSC systems. Companies even have some strong
administrative and sales abilities.
Staff: Currently EE employees 15000 staff in their company.
External marketing environment on marketing activities:
PESTEL of EE: External influences have a significant effect mostly on EE limited
process ability. PESTLE analysis is used to examine external influences.
Political factors: The United Kingdom just departed the European Union through
political reasons, causing significant upheaval with in Britain's various markets. Due
to the extreme increased company tax imposed as a result of both the Britain's
action, the Britain's telecommunications company has been severely harmed.
Nevertheless, the British government had put money into improving communication
throughout remote parts of the country, that could be a good chance to EE limited.
Economic factors: Each United Kingdom industry has experienced rising prices as a
result of a Britain's obligation to make £1.7 billion upon Brexit. It has a detrimental
influence upon this business's operating since citizens have little disposable
earnings of this. As a result, it's indeed evident that they could just pay little on
communication, that will also mean a loss in capital investment.
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Social factors: Each buyer communicates in either a new context, however the
majority among them seek extensive overview at such moderate cost. It would have
an impact upon EE Limited's operations, and they may be likely to price our
consumers as something of a result. Youngsters are also more prone to use various
instant messaging or phone apps which have a detrimental impact on business.
Technological factors: Various technical breakthroughs have an impact
on operations for various telecom companies. EE Limited has begun employing LTE
sophisticated 5G system in order to successfully gain technological breakthroughs
as well as to gain clients throughout seeking a higher lead.
Legal factors: Laws and regulations may arise as a result of never really obtaining a
permit for locations or purchasing space at a cheaper cost than it is worth. Because
minimize issues, all channel operations should have been visible for EE limited
throughout this scenario.
Environmental factors: Because the magnetic fields emitted by facilities have the
potential to damage live things, that is critical that EE Limited take specific
preventative measures to mitigate such risk.
EE Ltd has been the Britain's greatest modern digital connection provider, delivering
cell phones to customers and offering a range of cellular networks at competitive
costs. EE Ltd has over 536 store locations for its smart device and permanent
telecom services, as well as a corporate service that provides speedier networks
with a diverse wide variety of services. The following is EE Ltd's business strategy.
The research is all about preparing a business strategy for EE Ltd such that firm can
develop its sales abilities. This strategic planning can also offer a fresh guidance for
such firm to increase the productivity and performance of its own operations, which
would show in the business performance. The blueprint for preparing a business
strategy again for firm can give fresh marketing tactics for the firm while taking into
account the firm ’s past and future performance. The business model will also assist
the organisation in improving its management and initiatives.
Company Overview: EE Ltd, that means for Everything Everywhere, is indeed a cell
phone firm located in the United Kingdom that provides telecommunications facilities
to the public. This corporation is one of the leading telecom service providers and
internet service providers in the United Kingdom, providing the greatest internet
services to its customers. It is indeed Europe's biggest provider of 4G networks.
Marketing situation Analysis: In this purpose of preparing EE Ltd's product
concept. The firm's today's market position study was undertaken to discover the
sections in which the firm is currently engaged therefore as the firm's existing
condition may be identified, so this determination will aid in the construction of a
business strategy. The following are the precautionary action that can be
implemented in the marketing strategy to improve the business success and to
analyse the current economic climate: internal analysis, external analysis, and
SWOT analysis.
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Internal analysis: Internal analysis contains the tasks including firm employees,
even as industry is expanding, this indicates the significant initiative of the business
workforce, so an analysis of internal conditions was developed to determine the
current scenario and it revealed the beneficial attitudes of customers against the
firm, as well as the indicators obtained by the firm to meet their needs so that they
may give their effort to the firm, and other component was the assessment that there
are few concerns with certain of the firm 's workers in the marketing department,
therefore the firm took steps to resolve such problems.
External analysis: External analysis encompasses all external forces that are
outside EE Ltd's management yet have an impact on the firm's operations. As the
firm is in the telecom sector, external analysis is critical in identifying rivals such as
Vodafone and O2, therefore in order to prepare a business strategy, rivals' goals and
objectives as well as any external elements that influence EE Ltd's development,
must be identified.
SWOT analysis: SWOT analysis is carried out in order to define EE Ltd's strengths,
weaknesses, opportunities, and threats, as well as to prepare a business strategy.
SWOT analysis aids inside the recognition of main aspects of the business so those
areas can indeed be addressed during marketing, as well as the following is
the SWOT analysis of EE Ltd.
Strength: EE Ltd is the largest mobile network operator in the UK and has a various
number of businesses/shops in many different areas and has approximately 27
million + customers which use it.
Weakness: A rather severe weakness that the company doesn’t focus on is
individual customers as say if a customer had a complaint or an error that the
company had to hear would benefit EE as a whole so that they know in which areas
they should improve
Opportunities: A couple opportunities that EE should really focus on more would be
would be on increasing the amount of thing really popular with the customers.
Threats: They must be aware of other businesses and see how they can improve to
be better than them or achieve greater goals for an example to reach the top of the
mountain first than anyone else first so to earn the title of becoming one of the
biggest businesses globally.
Objectives for EE ltd:
A couple objectives EE should deeply focus on would be of providing low-cost, high-
quality broadband for shoppers, giving high-quality broadband’s connectivity to those
living in remote locations, promoting the growth of service providers to all areas,
concentrate solely on telecom operators, high-quality service at a fair price to the
buyers, make sure to also look and do their best to solve any problems the buyer
has. EE also would like to protect its customers interest through providing them with
reasonable telecom service which they can afford. EE other objective is to expand its
business to different areas and gain business revenue by providing high quality
services to its customers with reasonable prices.
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Strategies to achieve EE Ltd objectives:
Every organisation works well with objective of achieving its organisational goals and
objectives, and it develops approaches to improve those goals and objectives. For
example, EE Ltd has some objectives that are listed above, and in order to achieve
those objectives, EE Ltd must implement some methods, because those strategies
pave the idea for the fulfilment of the ultimate goals and objectives of EE Ltd.
Advertising and promotion strategy:
EE Ltd is using television newspapers, social media, and other forms of advertising
to draw buyers towards its goods, as well as a variety of campaign methods, such as
the distribution of free locus assignments, to raise buyer awareness of the goods so
the business increases sales and produce further revenue.
Sales programs:
EE Ltd produces sales plans where it trains its staff in changing work approaches so
that they might enhance the speed and performance of its job and, as a result, lead
to the business's improved revenue.
Budget:
A budgeting is an estimation of income and expenses; EE Ltd must predict what will
be necessary in the application of a fresh budgeting so that the firm may conduct the
business strategy within the projected cost which may generally performed by the
firm's accountant.
Conclusion
A marketing communication strategy would offer significant modifications to EE Ltd's
previous programs and strategies, because it will lead the firm to fresh edges in
which it can invent creative ways to develop their industry, as well as give business a
better insight of its previous regions and aspects. Marketing is extremely vital for an
organisation's growth, and in today 's competitive economy any firm must advertise
its goods in order to thrive in the longer term.
This marketing strategies had been thoroughly examined throughout these research
including appropriate items, costs, locations, discounts, and so upon Furthermore,
this research has correctly evaluated many kinds including individual’s actual facts
and methods. Its fundamental business strategy, by this alternative side, had also
become correctly shown and completed, together with industry plans goals, and
approaches, with their worth and significance.
From foregoing analysis, it could be stated although in order to maximise
achievement, broad range including its promotional mix is critical, followed by the
development of such a business strategy to gain a benefit. As a result, EE Limited
must conduct a business assessment in order to gain a better understanding of client
purchasing patterns.
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