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Unit 2 Assignment on Marketing Strategy of EE Limited
EE limited and related essential marketing strategy and concepts are discussed through this report. Current market strategy of EE has been evaluated through the extended marketing mix. better marketing strategies and tactics are recommended through the extended marketing mix tool and its components. The current market situational analysis has been done over EE limited through PESTLE analysis and SWOT analysis. Internal analysis of the organisation is also conducted. Marketing objectives and related goals of EE limited are discussed through this document. STP strategy has been conducted over EE limited.
Within the marketing planning the extended marketing mix has been an essential for the marketing planning and its success. The marketing mix has been an important factor within the marketing planning process. The combination of the marketing activities is dependent on the tools of the marketing. In the first stage of the development of marketing mix it has been conducted on four Ps. The four Ps of the marketing mix were used to define the tools which are related with the product. Later with the increasing demand of the service sector the marketing mix has been developed with other Ps which are related to the services. These Ps are called as the extended marketing mix. With the marketing mix organisations can review and define the main issues within the marketing planning. The tools and components within the marketing mix used for identify these issues which can be effective for the marketing planning. (Worley, and Lawler, 2010)
Virgin Group is doing business in the similar sector like EE Limited.
Through the marketing mix both the organisations Virgin Group and EE limited consider their drawbacks as well as strengths within the marketing mix components. On analysing the requirements for improvements in the products, services, promotional activities etc the marketing mix components are developed. The marketing mix tool is useful for the having better analysis over the activities which can be taken into accounts in order to achieve the marketing objectives. EE limited conducts the marketing mix to include proper strategies within the marketing planning processes. Through this analysis the organisation can have better ideas over the marketing of the services such as making convenient approaches in the internet portals for placing the products into customer’s intellectual. (Wilson, Zeithaml, Bitner, and Gremler, 2012) Through the enhanced technical implementations within the websites the organisation have provide better access to the customers or easier navigation. Virgin Group has been organising the better promotional activities through adding current technical tools in their marketing planning to obtain the organisational structure.
Through this report the marketing environment are discussed. With the analysis of the internal and external environment EE limited can have better identification over the current market situation along with current market opportunities and future market strengths. EE limited has introduced the 4G technology within internet services by evaluating the slower market growth of 3G technology and the demand of it and the rising demand of the 4G network services. Successful implementation of the 4G network and providing high speed services in different remote areas as well as improving coverage area service will be efficient for EE limited current market strategy.
EE limited was established on April in the year 2010. In Britain the organisation was the first digital communication organisation which was providing the advanced technology 4G services than the 3G. The organisation was the result of the two main players of the telecommunication industry. One is T-mobile and other one is Orange. With the merger of these two organisations the EE was formed. The organisation has more than 575 stores for delivering their services and products. The main motto of the organisation is Everything Everywhere. Within these four years EE limited has made investment over £1.5bn. It has been estimated as the largest provider of the telecommunication within UK.
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By analysing the internal and external marketing situations the organisation has developed their objectives. They are determined to provide better services through implementing modern IT technologies and enhance the customer experience with the brand. Through SMART technologies the organisation can set further goals and objectives. They can increase their customer base for increasing the profits. (Berthon, Pitt, Plangger, and Shapiro, 2012)
In the marketing strategy the organisation has used the differentiation strategy for placing unique image of the brand through its brand name. The brand partnerships with the Wembley Stadium are also an effecting branding strategy made by EE limited. The stadium has been covering the EE advertisements. Apart from these brand can better approach to the different marketing tools for better marketing strategies. (Kotler, Burton, Deans, Brown and Armstrong, 2015) Through direct selling the brand can approach to different households as well as broader market of B2B. On having better approaches to the B2B market the organisation can enhance their coverage. They can promote consumer friendly plan and business plan for attract clients from both the market segments. Collaboration with the social media channels is also effective to place the brand image within a wider customer base.
The customers can be attracted through proper tactics and actions through marketing mix. The organisation should provide plans that are more flexible for the customers. Through flexible services and plans, the mass consumption can be increased. The organisation should provide facilities over video calling for gaining more profit through 4G connections. Long termed beneficial relationships can be encouraged through better services and wider connectivity.
Penetration pricing approach would be significant for the 4G plans and handsets. Through this strategy of pricing the organisation can set lowest price for penetrating the product in the market. This will impact on the buyers behaviours and greater impact on the demand. (Casadesus and Ricart, 2010)
Direct and quick access through internet must be given by EE to the customers for increasing the convenience. Increase of the retail stores are also effect for approaching wider market and increasing the availability of the products. Through retail stores EE can gain attention of local customers.
Promotion activities are essential in the marketing strategy. Surveys and interviews with the customers are needed for gaining the perception and further requirements of the customers. Social media interactions are essential in current situation with the gaining importance of internet usages. Direct sales through sales representatives can increase customer values. Sales promotions can also be done through support campaigns. Through sample plans or discounts in new plans the customers can be attracted. (Stark, 2015)
The people and the staffs who are involved within the technical department of EE must be trained with the advance technology knowledge for the advancing the service quality and implementing greater machines for increasing the coverage area. The management staffs should be trained for improving the management systems. Incentives and rewards must be provided to improve their motivation.
Processes of internet connection can be improved through providing easier access to the customers. (Stark, 2015) The easier way to deliver their services can increase the customer attention.
For establishing the marketing strategies the organisation should develop their budget over the plans. Before calculating the budget the organisation should make analysis over internal environment to have better acknowledgement over the financial capabilities of the organisation in order to implement the tactics. For having better results through marketing the services and products EE should involve the shareholders within the budget planning process. Budget of marketing strategy can be developed through using the ROI. (Casadesus and Ricart, 2010)
In order to maintain the marketing strategy EE should place control of the budget and the tactics over the achievement criteria of the organisation. Through minimising the costs in specific areas would helpful for minimising the expenses. Monitoring, controlling recording all the financial information would be needed to have better control over the budget. The problematic areas where the costs can be reduced should be identified. The income and the expenditure should be monitored. The quality of the services including both 3G and 4G must be monitored for sufficient amount of financial support. (Sarkar, and Singh, 2010)
Though EE has been a reputed brand and has made its presence within the UK there are different constraints which are negatively impacting on the services quality of EE. As a result the brand image of EE limited has been negatively influencing in worldwide measures. Marketing strategies are needed for EE limited in order to increase the current marketing position. With the increase use of the mobile and technology evaluation EE limited has different potentialities in the current market to make itself in the leading position in worldwide market. Different issues which are associated with the coverage and services of EE limited must be reduced by proper evaluation of the marketing mix.
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