Xueba 80

Faculty of Business and law

MKT306 Marketing Strategy

The Report of Everything Everywhere (EE) in 4G Marketing Analysis and Recommendations

Submitted by Yinglin Chen

Student Number: 139046544

Submit Date: 14th May 2014

Academic Year: 2013/2014

Tutor: Stephen Storey

Words account: 2900

Table of Contents

a) Investigation and analysis
1.0 Summary…………………………………………………………………………………………..2
2.0 Introduction……………………………………………………………………………………..…2
3.0 Situational analysis……………………………………………...………………………...……..3
PESTLE Analysis……………………………….………………………..……………………5
SWOT Analysis………………………………………………………………...…………..…..9
Summary of PESTLE and SWOT Analysis……………………………………..….………10
4.0 Differential advantage and Competitive edge………………………………………...………10 Unique Selling Proposition (USP)…………………………………………..………………..12

b) Recommendation
5.0 Segmentation Targeting & Positioning…………………………………….…………………..13
6.0 Marketing objectives and goals with SMART…………………………………………………17
7.0 Marketing strategies and programmers: 7P’s……………………………………….………..18

8.0 Conclusion……………………………………………………………………………….………25

References………………………………………………………………………………………..……..26

a) Investigation and analysis
1.0 Summary
This report is showing the analysis of EE in the UK network providers, and he situation of 4G UK network and some recommendations of 4G marketing strategy. 4G is a trend of communication and a big network for providers. The more market share received the more profit and active position they will have in the future communication industry in the UK. EE should apply some marketing strategies in their product, promotion, prices and so on.

2.0 Introduction
4G is a new technology which was launched in by 2012 EE known as the, the first 4G network provider in UK (The Telegraph 2012). However, compare to the 2G and 3G network users, there is a small amount of 4G users in the UK. Research has shown that only 0.5 million people use 4G where 82.2 million people use 2G and 3G, Figure 1

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