EE Report FINAL

Best Essays
Topics: Marketing
EE’s Marketing Report

Student Number: 601811, 753471, 659501, 752939
Seminar Tutor: Sara Spear
Due: 17th November 2014

Word Count (excl References and Appendices): 4041 words

Table of Contents
1 Executive Summary 4
2 Industry Overview 5
3 Company Background 6
4 External Environment Analysis 6
4.1 PESTLE Analysis 6
4.1.1 Political factors 6
4.1.2 Economic factors 6
4.1.3 Social-Cultural factors 7
4.1.4 Technological factors 7
4.1.5 Legal Factors 7
4.1.6 Ecological Environment 7
4.2 Competition Analysis – Porters’ Five Forces 8
4.2.1 Competition between mobile network operators – High risk 8
4.2.2 Threat of New Entry – Low Risk 9
4.2.3 Bargaining Power of Buyers – Medium Risk 9
4.2.4 Bargaining Power of Suppliers – High Risk 10
4.2.5 Threat of Substitute Products or Services – Medium Risk 10
5 Internal Environment Analysis 11
5.1 Financial performance 11
5.2 Value Chain Analysis 11
5.3 Product Portfolio Analysis 12
6 Segmentation–Targeting-Positioning 13
7 SWOT Analysis 16
7.1 Strengths 16
7.2 Weaknesses 16
7.3 Opportunities 16
7.4 Threats 17
8 Marketing Objectives and Proposed Strategies 17
Objective 1: Increase the number of satisfied customers by 20% in the next year. 17
Product/Services 17
Promotion 18
Objective 2: Increase 4G subscribers by 30% in the next year. 19
Place 19
Price 19
Promotion 19
9 Conclusion 21
10 References 22
11 Appendices 31
Appendix 1 – Detailed analysis of the competition between mobile network operators. 31
Appendix 2 – EE’s detailed internal analysis. 34
The organizational structure 34
Staff morale and skills 35
Pricing Structure 36

1 Executive Summary
This report was produced to evaluate the EE’s marketing environment, identify and recommend suitable potential strategies by using thoroughly several models to assess and examine the external and internal environment.
The examination of the external environment was carried out with the use of PESTLE, Porter’s 5 forces and an overview of current telecoms segmentation. In



References: ABOUT EE, 2014. Retrieved from EE: http://ee.co.uk/our-company/about-ee Allen, K Alvarez, L., Casielles, R., & Martin, A. (2011). Analysis of the role of complaint management in the context of relationship marketing. Journal of Marketing Management, Vol. 27 Issue 1/2, 143-164. Avery, J., Fournier, S., & Wittenbraker, J. (2014). Unlock the Mysteries of Your Customer Relationships. Harvard Business Review, Vol. 92 Issue 7/8, 72-81. Barnett, R. (2010). DIGITAL media -- Law & legislation. ITNOW, 24. Bayer, J. (2010). Customer segmentation in the telecommunications industry. Journal of Database Marketing & Customer Strategy Management , 17, p247-256. BBC News (2012). UK’s first 4G mobile service launched in 11 cities by EE. Retrieved from http://www.bbc.co.uk/news/technology-20121025 BBC News (2014a) BBC News. (2013). Mobile users win penalty-free switch from Ofcom. Retrieved from BBC News: http://www.bbc.co.uk/news/business-24636682 BBC News BBC News. (2014c). UK recovery stronger than thought, official data shows. Retrieved from BBC News: http://www.bbc.co.uk/news/business-29044202 Bell, L Bhattacharyya, D. K. (2009). Organisational Systems, Design, Structure and Management. Mumbai: Himalaya Publishing House. p3. Bhattacharyya, D. K. (2009). Organisational Systems, Design, Structure and Management. Mumbai: Himalaya Publishing House. p100. Byus, K., & Deis, D. (2013). Listening to the Voice of the Customer: Four Shades of the Green Consumer. SAM Advanced Management Journal (07497075), Vol. 78 Issue 4, 4-13. Chapman, M. (2013). EE to target Vodafone with 4G summer marketing blitz. Retrieved from Marketing Week http://www.marketingmagazine.co.uk/article/1177724/ee-target-vodafone-4g-summer-marketing-blitz Clancy, R Commsbusiness. (2014, October 30). Customer Satissfaction Declines in Telecom Market. Retrieved from Commsbusiness: http://commsbusiness.co.uk/news/customer-satisfaction-declines-in-telecom-market/?src=feed Curtis, S Dixon, M., Freeman, K., Toman, N., Arussy, L., Nagasundaram, M., Ing, S., & Meyer, R. (2010). Stop Trying to Delight Your Customers: Interaction. Harvard Business Review, Vol. 88 Issue 10, 22-23. Dooley, R. (2011). Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing. Hoboken, John Wiley & Sons, Inc. EE Annual Report (2013). Retrieved from https://ee.co.uk/content/dam/everything-everywhere/Newsroom/Bonds%20and%20financials/EE_Accts_YE_2013_EY.pdf EE Limited – Annual Report (2013) Euromonitor International. (2012, January). Consumer Buying Behaviour in the Recession: Global Online Survey. Retrieved from Passport: http://www.portal.euromonitor.com/portal/analysis/tab Euromonitor International Euromonitor International. (2013, September 25). Mobile Cocooning: How Growing Reliance on Smart Devices is Influencing Consumer Behaviour. Retrieved from Euromonitor International: http://www.portal.euromonitor.com/portal/analysis/tab Fill, C Garside, J. (2014, March 16). Legislation abolishing roaming charges goes through European parliament. Retrieved from The Guardian: http://www.theguardian.com/money/2014/mar/16/legislation-abolish-roaming-charges-european-parliament Gee, S Gillison, S. T., Northington, W. M., & Beatty, S. E. (2014). Understanding Customer Bargaining in Retail Stores: A Customer Perspective. Journal of Marketing Theory & Practice, 151-168. Grahame, A. (2010). Recession and recovery . Retrieved from UK Parliament Website: http://www.parliament.uk/documents/commons/lib/research/key_issues/Key-Issues-Recession-and-recovery.pdf Hajli, N., Xiaolin, L., Featherman, M., & Yichuan, W Hatcher, A. (2013). Cambridge Marketing Handbook: Services. London: Cambridge Marketing Press. Hollensen, S. (2010). Marketing management. Harlow, England ; New York : Financial Times: Prentice Hall. Holton, K. (2012, September 11). Everything Everywhere renames itself EE for 4G launch. Retrieved from Reuters: http://uk.reuters.com/article/2012/09/11/uk-everything-everywhere-idUKBRE88A0F420120911 Hulls, K Inman, P. & Traynor, I. (2013). UK economy: a miraculous recovery – or a blip in a longer-term decline?. Retrieved from The Guardian http://www.theguardian.com/business/2013/sep/08/uk-economy-recovery-decline Jackson, M Jansen, S. (2007). Customer Segmentation and Customer Profiling for a Mobile Telecommunications Company Based on Usage Behavior. Kleinman, Z Lamb, C., Hair, J., & Carl, M. (2011). Essentials of Marketing (3rd ed.). Ohio: South-Western.: Material. Langston, S. (2013). EE to launch 4G – powered home broadband. Retrieved from: https://www.cable.co.uk/news/ee-to-launch-4g-powered-home-broadband-801650378/ Lee, D Lyons, S. (2010). Measuring the effects of mobile number portability on service prices. Journal of Telecommunications Management, 357-368. Malinić, D. & Milićević, V. (2013). Profitability and Growth of Telecommunications Sector. European International Journal of Science and Technology, 2 (1), p33-46. Markova, P., Prajova, V., & Salgovicova, J Markova, P., Vanessa, P., & Jarmila, S. (2011). The Internet and integrated marketing communications. Annals of DAAAM & Proceedings, 271-272. McCaskill, S.(2014, February 20). EE 4G Customer Base Reaches Two Million. Retrieved from Teach Week Europe: http://www.techweekeurope.co.uk/news/ee-4g-customers-operators-139630 McDonald, M McDonald, M. (2007). Marketing plans how to prepare them, how to use them. Boston: Butterworth-Heinemann. Merz, T Mintel Group Ltd. (2012, August). Media Consumption Amongst Over-55s - UK. Retrieved from Mintel: http://academic.mintel.com/display/543432/?highlight Morris, S Naumann, E., Paul, W., & Khan, S. M. (2009). Customer satisfaction and loyalty in B2B services: directions for future research. Marketing Review, Vol. 9 Issue 4, 319-333. Noel, H. (2009). Basics Marketing 01: Consumer Behaviour : Consumer Behaviour. Switzerland: AVA Publishing SA.p17. O’Shaughnessy, J. & O’Shaughnessy, N.J. 2003. The Marketing Power of Emotion. Oxford: OXFORD University Press. Ofcom (2013). Ofcom announces winners of the 4G mobile auction. Retrieved from: http://media.ofcom.org.uk/news/2013/winners-of-the-4g-mobile-auction/ Ofcom (2014) Ofcom. (2009, April 27). Understanding the Environmental Impact of Communications Systems. Retrieved from Ofcom: http://stakeholders.ofcom.org.uk/binaries/research/technology-research/environ.pdf Ofcom Osborne, H. (2014, July 1). Mobile roaming charges halved as EU introduces new caps . Retrieved from The Guardian: http://www.theguardian.com/money/2014/jul/01/mobile-roaming-charges-cut-eu Porter, M Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard business review, 86(1), p25-40. Schultz, D.E.& Smith, S. (2004) How to Sell More Stuff: Promotional Marketing That Really Works. Chicago: Dearborn Trade, A Kaplan Professional Company. Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing. Journal of Marketing, Vol. 62 Issue 2, 60-76. Thomas, D. (2014). Vodafone and O2 make progress on 4G. Retrieved from Financial Times http://www.ft.com/cms/s/0/d1f2827c-1d84-11e4-b927-00144feabdc0.html#axzz3ITyURDEK Thomas, D Thomas, K. (2014). EE vs Vodafone vs O2 vs Three. Retrieved from http://www.4g.co.uk/4g-news/news-features/ee-vs-vodafone-vs-o2-vs-three_30016882.html Thomas, K Timms, S. (2010). Budget 2010-Securing the recovery. London: The Stationery Office Limited. Tripathi, M. N. (2014). Customer Satisfaction and Engagement - Customer Retention strategies for brand manager. Vilakshan: The XIMB Journal of Management, Vol. 11 Issue 1, 123-134. Tripathi, S. N., & Siddiqui, M. H. (2010). An empirical investigation of customer preferences in mobile services. Journal of Targeting, Measurement & Analysis for Marketing, Vol. 18 Issue 1, 49-63. Vodafone Blog (2013). Getting into #4Gmusic: Spotify talks 4G, mobile and the future. Retrieved from http://blog.vodafone.co.uk/2013/08/13/getting-into-4gmusic-the-spotify-interview/ Walden, I., & Woods, L West, D., Ford, J., & Ibrahim, E. (2010). Strategic marketing : creating competitive advantage. Oxford: Oxford University Press. Wethers.P (2014). EE accuses Three of devaluing 4G by offering it for free. Retrieved from http://www.mobilenewscwp.co.uk/2014/02/20/ee-accuses-three-of-devaluing-4g-by-offering-it-for-free/ Which? (2013) Williams, C. (2014). Vodafone market share hit by high 4G prices. Retrieved from The Telegraph: http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/telecoms/11029465/Vodafone-market-share-hit-by-high-4G-prices.html Williams, C

You May Also Find These Documents Helpful

  • Satisfactory Essays

    EE sched

    • 873 Words
    • 4 Pages

    Homework Q1 W2-3 19/26 Jul 2012 Introduction to EE – Familiarising students with the EE guide (What EE is; What students, supervisors and the school’s roles are; approved subjects and assessment criteria) EE schedule distributed Speak to various subject teachers on the possibilities of doing EE in the subject area. Reflect on the subject area that you are keen on doing your EE on. Q1 W4-5 02/09 Aug 2012 Referencing Skills – APA Referencing Read EE Guide (General Guide – pgs 1-20) 11-27 Aug…

    • 873 Words
    • 4 Pages
    Satisfactory Essays
  • Good Essays

    Ee Cummings

    • 1470 Words
    • 6 Pages

    Kailee Ambrosia Mrs. Marsden Honors LAL I 11 May 2012 Edward Estlin Cummings also known as ee cummings is one of the most famous poets America has ever known. Born in Massachusetts in, this writer and painter formed a very unique style through his poetry. Cummings is famous because of his complex thoughts portrayed in his pieces. Often times Cummings lures in and distracts his readers by beginning with topics such as society or children, but as the poem progresses they take a turn into…

    • 1470 Words
    • 6 Pages
    Good Essays
  • Good Essays

    Tok/Ee

    • 14834 Words
    • 60 Pages

    INTERNATIONAL BACCALAUREATE ORGANIZATION DIPLOMA PROGRAMME Chemistry For first examinations in 2003 http://www.xtremepapers.net Chemistry February 2001 © International Baccalaureate Organization 2001 International Baccalaureate Organization Route des Morillons 15 1218 Grand-Saconnex Geneva, SWITZERLAND CONTENTS PART 1—GROUP 4 INTRODUCTION 1 CURRICULUM MODEL 3 AIMS 6 OBJECTIVES 7 ACTION VERBS 8 INFORMATION AND COMMUNICATION TECHNOLOGY (ICT)…

    • 14834 Words
    • 60 Pages
    Good Essays
  • Powerful Essays

    EE Schattschneider

    • 12671 Words
    • 51 Pages

    The Political Science of E. E. Schattschneider: A Review Essay Author(s): David Adamany Reviewed work(s): Source: The American Political Science Review, Vol. 66, No. 4 (Dec., 1972), pp. 1321-1335 Published by: American Political Science Association Stable URL: http://www.jstor.org/stable/1957185 Accessed: 20/12/2012 14:18 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at http://www.jstor.org/page/info/about/policies/terms.jsp JSTOR…

    • 12671 Words
    • 51 Pages
    Powerful Essays
  • Powerful Essays

    sop ee

    • 1275 Words
    • 6 Pages

    “A dream acted upon by confidence becomes an ambition and that when followed with determination defines the purpose of existence in its entirety” It is with a sincere sense of gratitude towards the opportunity given to me, I pen down this statement. Education not only expands the horizons of one's knowledge but also simultaneously implants an insatiable desire to acquire more and more knowledge. The knowledge, which science and technology had provided for the mankind has always fascinated me and…

    • 1275 Words
    • 6 Pages
    Powerful Essays
  • Good Essays

    Final report

    • 4998 Words
    • 17 Pages

    A REPORT ON Old age home elderly survey report By Sumit Agarwal 14BSP2163 A REPORT ON OLD AGE HOME ELDELY SURVEY REPORT By Sumit Agarwal 14BSP2163 HELP AGE INDIA PROJECT A report submitted in partial fulfillment of the requirements of PGPM Program of IBS Kolkata Distribution List: Company Guide -Anuradha Sen. Faculty Guide - Ajay Pathak. Date of Submission: 30-05-2015 Acknowledgement I am using this opportunity to express my gratitude to everyone who supported me throughout…

    • 4998 Words
    • 17 Pages
    Good Essays
  • Powerful Essays

    Final Report

    • 1724 Words
    • 7 Pages

    Pravda Vodka Lounge Renovation Project Prepared by: Gursharn Singh, Lisa Mohabir, Joe Brenya, Dorilda Sllogu, Sofia Sarkissova 2013 For Professor Taft Mcfetridge 4/3/2013 Executive Summary The report provided below consists of analyzing the four management functions of management within the renovation project at Pravda vodka lounge. The renovation project was originally scheduled to be completed in three months but exceeded that time frame extending the project to be…

    • 1724 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    Final Report

    • 1533 Words
    • 7 Pages

    26.03.2015 Helle Thomsen Helena Moskov Stracke Jaweed Agha Ulla Terese Kræmer Analysis about INVITA Zealand Institute of Business and Technology Campus Roskilde AP Program in Marketing Managemen Contents Introduction 3 Basic information about Invita: 3 1.Marketing 4 1.1PEST -Denmark 4 Political 4 Economy 4 Social 4 Technology 5 1.2 Use Porter’s Five Forces to analyze the industry 5 1.3 Competitors 5 1.4 suggestions/advice? 6 Economics 6 2.1 Profitability Ratio: 6 Profitability…

    • 1533 Words
    • 7 Pages
    Powerful Essays
  • Satisfactory Essays

    Ee Bonds Case

    • 144 Words
    • 1 Page

    • I would also suggest selling your EE bonds and contributing the proceeds to the MOST 529 savings plan. The interest earned on Series EE US Savings bonds issues after December 31, 1989 are tax free when the bonds are redeemed to pay for qualified higher education expenses or rolled over into section 529 college savings plans, prepaid tuition plans, or Coverdell Education Savings Accounts. The EE bonds are currently worth $25,000 and earn a return of 3.5%. The projected rate of return for the…

    • 144 Words
    • 1 Page
    Satisfactory Essays
  • Powerful Essays

    Ee Economics

    • 2399 Words
    • 10 Pages

    IB Extended Essay 2013 “To what extent do the government policies in restricting consumption of automobiles affect the demand for automobiles in Beijing?” Word Count: 3869 Candidate: CHEN, Kexin Subject HL: Economics HL Supervisor: Christine Zhang School: Beijing Huijia Private school Abstract Research question: “To what extent do the government policies in restricting consumption…

    • 2399 Words
    • 10 Pages
    Powerful Essays