Instructions for the task below
Font and words: Cali
i light 12 , line spacing 1.15, approx XXXXXXXXXXwords
Referencing: Harvard style, please mention English sources as EE is a UK company.
Style: clear and concise, Academic writing but not too complicated.
The following learning outcome should be achieved in this task, P4, M4 and D2
LO3:
Develop and evaluate a basic marketing plan
P4 Produce and evaluate a basic marketing plan for an organisation.
M4 Produce a detailed, coherent evidence-based marketing plan for an organisation.
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.
Task overview
The task is about EE. I have to write a marketing plan for one of EE’s products.
Task instructions are marked in yellow.
For example marketing plan to launch one of the following:
· Samsung S9
· 5G (EE’s next project is to be the first network provider to launch 5G in England, cu
ently trial in London)
· Flex Plans (launched by EE in June 2018)
· Data gifting (recently launched ) or choose your own, but it has to be around EE
Brief info about EE
EE, part of the BT Group, is the largest and most advanced mobile network operator in the UK, delivering mobile and fixed communications services with a coverage that reaches 90% of the UK geography. EE is know for its superfast 4G network with over 30 million customers. The EE
and was launched in 2012.EE ensures that the right product and services are delivered to its customers and in such a way that it will continue to grow its customer base and profits
Materials provided and links that may help you.
1.EE Financial/ Strategic report 2017 (attached when submitted this assignment)
2.Sample Marketing Plan
3. What is STP (Segmentation, Targeting Positioning)
4. Implementation and Control
EE Flex plan
https:
community.ee.co.uk/t5/Flex/EE-Flex-plans-are-here-the-new-mobile-plan-on-your-terms/td-p/705757
https:
www.ispreview.co.uk/index.php/2018/07/ees-new-uk-4g-flex-plans-mix-payg-mobile-with-pay-monthly.html
EE Website in general
https:
ee.co.uk/our-company/about-us
EE Data Gifting
https:
www.mi
or.co.uk/money/ee-customers-can-now-gift XXXXXXXXXX
https:
www.techradar.com/uk/news/ee-launches-uk-first-service-that-lets-you-gift-data
Marketing Plan
TABLE OF CONTENT
Don’t wo
y about table of content, I’ll complete the pages
Introduction……………………………………………………………………………………….p
EE overview ……………………………………………………………………………………….p
SOSTAC ………………………………………………………………………………………………p
Situation Analysis ……………………………………………………………………………….p
Micro ………………………………………………………………………………………………….p
Macro …………………………………………………………………………………………………p
SWOT strength/weakness …………………………………………………………………..p
Objectives …………………………………………………………………………………………..p
Strategy ………………………………………………………………………………………………p
Ansoff …………………………………………………………………………………………………p
STP ……………………………………………………………………………………………………..p
Tactics …………………………………………………………………………………………………p
7Ps ………………………………………………………………………………………………………p
Action ………………………………………………………………………………………………….p
Control ………………………………………………………………………………………………..p
Conclusion …………………………………………………………………………………………..p
References …………………………………………………………………………………………..p
Appendix ……………………………………………………………………………………………..p
Task 3: Marketing Plan
Introduction
Identify one particular product of EE for example marketing plan to launch Samsung S9 (unlimited message and calls, EU roaming with 4G etc), or Data gifting service, or Flex Plan or 5G.
EE overview
4 or 5 lines
Marketing Plan
Base framework mechanism of the marketing plan: SOSTAC
Figure title: SOSTAC® Planning, Figure source: PR Smith Marketing Success, (2004).
1.
Situation Analysis / Environmental analysis
(Situation analysis should clearly indicate: "Where are we now?")
SWOT ANALYSIS
Internal
Strength , Weakness
External
Opportunity, Threat
PESTLE Analysis
External
· Political:
· Economical:
· Social:
· Technological :
· Legal:
· Environmental:
2. Marketing Objectives:
Based on your product write down marketing objective (SMART)
S = Specific
Example: you want to sell 1000 samples etc
M = Measurable
A = Achievable
R = Relevant
T = Time bound
3. Strategy
Figure title: Marketing STP Model
Figure source: Market Segmentation Study Guide
STP Analysis:
STP meaning
STP Analysis for your chosen scenario
S= Segmentation
T= Targeting
P= Positioning
4. Tactics
Detailed Marketing mix (7P’s)
Marketing plan has been prepared in …launching new product etc etc
Do mini 7p only for the particular product you are trying to launch.
4 or 5 lines for each
· Marketing Mix
Detailed Analysis
Product
Price
Different rates etc depending on GB
Place
Online only or shops
Promotion
How are you going to promote and where
People
Process
Physical Evidence
5. Actions
Budget: ( No need to go in depth about budget here. You could affix a chart from EE’s financial statement here)
Tasks:
6. Control
(eg – sales meeting, sales targets, market share etc.)
Control techniques
Competitor Analysis: for example look at competitors o2 (UK) or Vodafone (UK) what packages they have available
Customer Analysis – costomer feedback etc
Testing Research
Customer Feedback (please note EE takes customer feedback very seriously)
Cost Analysis
Monitoring techniques
Research to assess before and after awareness levels with customers and the media
Choose only 3 topics
Media coverage compared to the competition
The number of followers and their levels of influence on social media sites
Budgetary control- compare actual results with budget
Timescales - ensuring activities are completed on time
Number of enquiries
Increase of visitors to the website and the levels of interaction users have with the website
Increase in sales
Conclusion
Write a short conclusion
Please note task continues below
Evaluation of the marketing Plan
Evaluation checklist of the marketing plan (maximum 400 words in comments) 50words in each box approx.. 3 or 4 lines
Area of the Marketing Plan
Comments
Does the plan identify the trends that affect the organisation by conducting multiple analysis of the environment?
|X|Yes |_|No
Is the objectives of the plan been defined clearly taking in to consideration the environmental factors?
|X|Yes |_|No
Does the plan include a clear strategy developed to cater to needs of the target market?
|X|Yes |_|No
Is the Segmentation, Target and Positioning clearly defined using?
|X|Yes |_|No
Does it include a discussion of the 7Ps?
|X|Yes |_|No
Were marketing metrics, forecasts, schedules, budgets and implementation responsibilities clearly delineated and realistic?
|X|Yes |_|No
Were suitable metrics and measurement intervals selected for measuring progress towards achieving the plan’s financial, marketing and societal objectives?
|X|Yes |_|No
Company number: XXXXXXXXXX
EE Limited
Report and Financial Statements
For the period ended 31 March 2017
EE Limited
Contents
Directors and advisers 3
Strategic Report 4
Directors’ Report 7
Directors’ statement of responsibilities 10
Independent auditors’ report to the members of EE Limited 11
Income statement 13
Statement of comprehensive income 14
Statement of financial position 15
Statement of changes in equity 17
Notes to the Financial Statements 18
2
EE Limited
Directors and advisers
Directors
Marc Allera — appointed 29 January 2016
Stephen Ha
is — appointed 29 January 2016
Stephen Best — appointed 29 January 2016
Jeffrey Langlands — appointed 29 January 2016
Gareth Tipton — appointed 29 January 2016
John Watson — appointed 29 January 2016
Olaf Swantee — resigned 29 January 2016
Neal Milsom — resigned 29 January 2016
Gervais Pellissier — resigned 29 January 2016
Thomas Dannenfeldt — resigned 29 January 2016
Thorsten Langheim - resigned 29 January 2016
Arnaud Castille - resigned 29 January 2016
Secretary
James Blendis
Registered office
Trident Place
Mosquito Way
Hatfield
Hertfordshire
AL1O 98W
Independent Auditors
PricewaterhouseCoopers LLP
1 Embankment Place
London
WC2N 6RH
3
EE Limited
Strategic Report
The Directors present their strategic report for the period ended 31 March 2017.
Review of the business and future developments
The overall strategy of EE Limited fEE” or “Company’) is part of that of BT Group plc (‘the
Group”), which is outlined in the Group Strategy Review in the Group’s Annual Report and
Financial Statements for the year ended 31 March 2017, which does not form part of this report.
EE was acquired by BT Group plc on 29 January 2016. The Company will report a 15 month
period ending 31 March 2017 following alignment of its accounting reference date to that of BT
Group plc. EE has adopted the accounting policies of the Group and restated the prior yea
financial statements; see note 31 for the impact and quantification of the historic adjustments.
EE transitioned from EU IFRS to FRS 101 Reduced Disclosure Framework for the preparation of
these financial statements. There were no measurement differences on transition to the new
eporting framework.
Key financial performance indicators for EE include revenue and EBITDA. Other non-financial
indicators include 4G coverage.
Revenue for the 15 month period was £8.0 billion XXXXXXXXXXmonth period: £6.3 billion) and
EBITDA was £1.9 billion for the 15 month period XXXXXXXXXXmonth period: £1.6 billion). Revenue
enefited from growing postpaid and fixed
oadband revenues whilst prepaid revenues declined.
Mobile revenue was also impacted by the regulation of mobile call termination, non-geographic
number calling and EU roaming.
4G geographic coverage was 78% at 31 March XXXXXXXXXX% population coverage) and EE was
again named as the best mobile network in the H2 2016 RootMetrics nationwide tests.
To improve customer satisfaction all EE customer service calls are now handled in UK and Ireland
contact centres. In December 2015, EE was awarded a multi-year contract to provide the UK’s
Emergency Services 4G mobile communications network, starting in 2017.
An operating profit of792 million (2015: £723 million) was incu
ed during the period.
The key aims for the year ahead are to remain the best UK mobile network, further improve
customer service and deliver the EE element of the Emergency Services contract.
Financial position and liquidity
The Statement of Financial Position on pages 15 and 16 of the financial statements shows EE’s
overall financial position at the end of the period.
The net assets of the Company increased from £2,840 million at 31 December 2015 to £2,948
million at 31 March 2017, due to the profit for the year, less actuarial loss on pension scheme
evaluation and dividends paid.
EE closed the year with cash of £30 million, with any excess balances loaned to the Group unde
cash clearing agreements. For further details of cu
ent and long term amounts payable and due
from the parent and fellow subsidiary undertakings, see notes 18 to 20 of the financial statements.
Risk and uncertainties
The Company’s business is directly impacted by a number of internal and external factors,
including the regulatory environment and competitive marketplace in which it operates.
The Enterprise Risk Management framework provides reasonable (but cannot provide absolute)
assurance that significant risks are identified and addressed. An active risk management process
identifies, assesses, mitigates and reports on strategic, financial, operational and compliance risk.
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EE Limited
Strategic Report (continued)
Risk and uncertainties (continued)
The principal themes of risk for the Company are:
• Movement and consolidation activity in the telecommunications market;
• Disruption to telecommunications networks, IT infrastructure and supply chain;
• The impact of regulation;
• Spectrum factors;
• Customer privacy and security of data; and
• Other financial risks.
Movement and consolidation activity in the telecommunications market
The Company operates in a highly competitive market place within the UK, where there is
possible disruption by and consolidation between existing mobile network operators and othe
service providers seeking to strengthen their market position.
Disruptions to telecommunications networks, IT infrastructure or supply chain
The Company is dependent on the secure and stable operation of its telecommunications