University Marketing Essentials Report: Marketing Mix and Analysis

This report delves into the core concepts of marketing, examining its role within an organization and its interrelationships with other functional units, specifically focusing on EE Limited. Task 1 explores the evolution of marketing concepts, current and future trends like relationship, industrial, and societal marketing, and the different marketing processes including situational analysis, marketing strategy, and marketing mix decisions, and the implementation and control. It also outlines the key responsibilities of a marketing manager and how marketing influences and interrelates with other departments such as finance, production, and R&D. Task 2 focuses on how organizations use the elements of the marketing mix (7Ps) to achieve overall business objectives. It compares EE Limited's approach with a competitor's and develops a marketing plan for EE Limited, including an executive summary, company overview, current marketing situation analysis, SWOT analysis, objectives, strategy, STP, tactics, budget, and control. The report provides a comprehensive understanding of marketing principles and their practical application in a business context.

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Marketing essentials
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Contents
Task 1:.........................................................................................................................................................3
LO1: The role of marketing and how it interrelates with other functional units of an organisation...........3
The concept of marketing: Current and future trends.............................................................................3
Trends in marketing.................................................................................................................................5
Overview of the different marketing processes.......................................................................................6
How responsibilities of marketing influence and interrelate with other functional departments of EE
Limited...................................................................................................................................................10
Values and importance of the marketing role in the context of EE Limited..........................................11
The significance of having effective interrelationships between different functional departments of EE
Limited...................................................................................................................................................12
Task 2:.......................................................................................................................................................13
LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall
business objectives....................................................................................................................................13
(a)..............................................................................................................................................................13
How EE Limited and another competitor apply the various elements of the extended marketing mix to
the marketing planning process to achieve business objectives...........................................................13
(b)..............................................................................................................................................................14
Producing a marketing plan to meet EE’s marketing goals and objectives. The extended elements of
the commercialization mix being addressed in the marketing plan......................................................14
The executive........................................................................................................................................14
Company Overview...............................................................................................................................14
Current marketing situation analysis.....................................................................................................17
Internal analysis.....................................................................................................................................17
SWOT analysis.......................................................................................................................................20
Objectives..............................................................................................................................................22
Strategy.................................................................................................................................................22
Segmentation, targeting, and positioning (STP)....................................................................................23
Tactics and action..................................................................................................................................24
Budget...................................................................................................................................................24
Control...................................................................................................................................................25
Conclusion.................................................................................................................................................27
Reference..................................................................................................................................................28
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Task 1:
LO1: The role of marketing and how it interrelates with
other functional units of an organisation
The concept of marketing: Current and future trends
Marketing concepts are considered to believe that are analysed for any firms and the
also the customer needs are examined. In order to satisfy the needs of the customer
and develop customer loyalty, the companies need to analyse the demands and
problems of the customer to beat their competitors.
The production concept: Amongst all the concepts, the product is said to be the most
fundamental concept of marketing. Efficient quality and cheaply priced products are the
most preferred amongst the customer base. Managers of the company concentrate on
developing the products for their efficiency at low costs and distribute them in mass.
Customers gradually get attracted to the low-cost products if they find quality in them.
Availability of the products does matter too. Efficient manufacturing and cutting
production costs tends to increase the output and supply of the products.
The product concept: High-quality products are always preferred by customers that
also provide innovative features. High-quality products are the main aim of the
managers that help them improve the product quality over time. Customers do prefer
and admire efficiently and favourable well-made products. Managers are expected to
focus on the improvement of the product quality rather than bragging on the newly
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made innovation for a long time. For example, the Samsung Galaxy S6 was replaced
with Samsung Galaxy S7 series.
The selling concept: Consumers and other organisations show reluctance in
purchasing all the goods available in the firm. Promotions and sale techniques are the
essential tools that approach band attract the customers for buying the products.
Business must focus on the products demanded rather than selling off what they have
manufactured. Thus, the business needs to adapt good selling and promotional tools
and techniques.
The marketing concept: The most satisfying part of this area is that it ultimately stands
for the competition with other relevant competitors in the market. Beating their
competitors in respect to quality products, communication strategies with customers,
product availability and pricing system. The customer is supposed to be the primary
dictator in this situation. There are four pillars of this concept: the need of the clients,
target market, integrated market and profitability.
The societal marketing concept: The demands of the target market is determined by
the company. The interests, needs and desires are analysed to satisfy the customers
and serve them better than their competitors. Production is done keeping in mind the
well-being of the customers’.
Trends in marketing
Relationship marketing: The direct marketing response has developed the output that
emphasises on satisfying the customers more than the selling attribute. The
communication is built up strongly and more than promotional messages. The parties
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involved in the transaction settle their agreement for a shorter period and includes the
polite mode of exchange. After the transaction is over, a better relationship and contact
is developed with the customers to keep in touch with them for taking the review and
focus on improving if any fault is considered by the customer. The good bonding seeks
the organisation to develop good reputation so that the customers prefer them in future.
This trend is widely accepted now with the technological advancement. Customers are
contacted directly to get any complaints and reviews.
Industrial Marketing: This trend is found in the core business regions where the
exchange of products is between companies, i.e. B2B strategy. One company sells their
goods to other company to resell them and utilise them for manufacturing other complex
commodities for reselling. These marketing trend has hiked due to the technological
revolution. Entrepreneurial Revolution is another cause of this trend. The existing
companies in the market keep on revisiting the board rooms for developing new plans
for reinventing their potential. Adaptability, innovations, aggression, flexibility and speed
are the factors helping the companies to sustain in the race. New demands are explored
for ensuring the other competitors stay away and out of their execution field. The
marketing itself holds the third revolution that are mergers and alliances which are very
much evident in the current contemporary setup of the industry. Transactions,
innovating and inventing new skills and ideas are majorly stressed on to develop the
betterment of the business.
Societal marketing: The primary duty of the firm is to identify the needs, interests and
demands of the target market to deliver efficient satisfaction to the customers. The well-
being of the customers is kept in mind that is related to the Corporate and Social
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responsibility for the customers. Public welfare is essential, and that is the reason for
adopting this culture. Quality products are the most important factor that brings both
long and short term benefits for the company.
Overview of the different marketing processes
The company is expected to analyse the needs of the customers and provide them
efficient satisfaction by serving them the best and better quality service than their
competitors. The processes involved are prosecuted step by step. First is the research
that is done via different situational analysis to formulate strategies and take decisions
to implement.
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Situational analysis process
Marketing strategy
Marketing mix decisions
Implementation and control
Marketing essentials
Figure 1: The marketing process
(Source: Created by the learner)
Situational analysis
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Situational analysis is identifying the case or the problem that the company was going
through while interacting with their customers. Poor communication is seen with the
customers in the concerned company EE, and thus, they identify customer preferences.
The foremost duty of the business is to understand the environment of the market and
therefore, analyse its capability to serve the customers and satisfy them in unique ways.
The company analysed both internal and external environment. The external
environment consists of the macroeconomic activities. The reasons leading to this
situation are judged to make future notes that will prevent the company from taking
unwilling and wrong decisions. PESTLE analysis, 5C analysis and SWOT analysis are
the tools for analysing situations.
Marketing strategy
Post to the identification of the best opportunities, strategic plans is developed.
Segmentation of the market is done and depending on that, the research of the market
is carried forward. The factors involved in these process are:
 Segmentation
 Targeting
 Organising the right service within the target market
 Valuing the proposition for the target market
Marketing mix decisions
Tactical decisions are taken to define then well process:
 Product development
 Pricing decisions
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 Distribution contracts
 Development of promotional campaign
 Place of distribution
 People involved in serving the system
 Process of delivering the service
 Physical evidence involved in the transactional operation
Implementation and control
After launching of the product, the impacts are monitored minutely. The marketing
mixes are adjusted to fit the situations and accommodate in them. Inconvenience is
strictly kept away, and the complaints are given priority for analysing. The products go
through chronological changes to sustain as dominant in the market.
Key responsibilities of the Marketing Manager at EE Limited
 Managing all the markets for EE Limited along with the activities involved in the
commercialization unit
 Formulating objectives for the firm to carry on strategic marketing
 Coordinating the marketing campaigns\
 Keeping a check on the marketing budget of the company
 Designs and publishes the marketing documents of the company according to
the prepared plans
 Planning and implementation of promotional campaigns
 Regenerating the campaigns and improving them for measuring better results
 Management of the corporate identity of the brand
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 Preparation of market campaigns both published and online
 Monitoring the effectiveness of the marketing communications and prepare
reports on that
 Keeping close assistance with the designing agencies for assisting them with
new product development
 Maintenance of effective business internal communication ensuring that all the
relevant functional units are kept informed of the objectives of marketing
 Potential and strategic researching to build better relationship and marketing with
the partners of EE Limited Company.
How responsibilities of marketing influence and interrelate with other
functional departments of EE Limited
Finance and management: The involvement of the financial department is essential
while formulating marketing plans for both old and new products. Finance is the
supporting management source that is invested in expecting fruitful results.
Management is supported by financial inputs that the marketing itself sorts. However,
the other data like the market actual and flat response are also backed up by finance.
Production or operational department: The marketing helps these departments to
analyse the types of commodities and numbers to be produced. Marketing stimulates
individual perceptions regarding the influence of markets and demands for products by
the levels as well as timing. Thus, the production constraints of EE Company can be
tallied.
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Resource and development: The marketing helps this department to provide ideas for
innovating the products according to the market demands and then implement them.
Marketing research identifies the most suitable products that can be marketed.
Sales:Sales Department focuses on developing and maintaining healthy relationships
with the customers and market the products in the most profitable approaches when a
beautiful seller-buyer relation and support is brewed.
Values and importance of the marketing role in the context of EE
Limited
Spreading the information: In the success of business, the products are set to be
popular amongst the customers. Marketing involves the engagement of potential buyers
in the awareness campaigns of the product. Consumers familiarise with the products
through marketing.
Higher sales: Awareness of products that is a part of promotional activity results in
higher sales of the company. The customer is the king over here and thus; the sales are
bound to increase. Production of high-quality products ensures better sales and
development of good communication between the company and consumers.
Improvement and maintenance of company reputation: The product awareness
programs of high-quality commodities gradually build up the good reputation of the
company because they are letting the customers know the originality of the products.
Along with this, the communication with the customers is also established.
Healthy competition: Marketing creates the healthy competitive environment and sets
refined pricing lists for the existing as well as new products. The customers are provided
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with strong pricing strategies that enable them to choose amongst the available
products.
The significance of having effective interrelationships between
different functional departments of EE Limited
Trust: Communication is efficient and accurate in the company and therefore, builds up
strong confidence level within them. Departments share accurate information when they
share effective communication and trust. Trusting restricts the rechecking of the
documents that save time.
Customer service: Departments share effective communication level that further
results in the better customer servicing. Customers are limited from suffering
bureaucratic referrals like billing issues, where they had to contact the finance
department in the customer care.
Efficiency: Potentiality of the departments in performing their jobs need to be
prosecuted. The irresponsibility of one or two departments may lead the company to
suffer a loss of revenue. The launch of new products is communicated to the other
departments so that they are aware of it and act accordingly.
Conflict: When there is the breakdown of communication amongst the departments,
the conflicting situations arise creating a havoc loss of coordination in them. The
stakeholders are significantly harassed and suffer loss due to conflicts arising from
miscommunication. Proper communication is the only key to solving conflicts.
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