The EE Telecommunication Company (Term Paper Sample)

MARKETING STRATEGY FOR EVERYWHERE EVERYTHING (EE) TELECOMMUNICATION COMPANY
Name:
Institution:
Date:
Executive summary
The EE Telecommunication Company is among the most efficient and successful United Kingdom network operator. The company formerly known as Everything Everywhere Telecommunication Company is also a renowned internet service provider in United Kingdom. Presently, the company has over 28 million customers in United Kingdom. Based on the available information, EE Telecommunication Company has one of the most productive strategies in modern telecommunication industry. The study aims at understanding the EE Telecommunication Company current market position and the areas that requires radical improvement. Therefore, detailed analysis of the EE Telecommunication Company marketing EE Telecommunication Company pestle analysis, Strengths and weaknesses, STP (Segmentation Targeting & Positioning), Objective, and Marketing Mix Strategy will be critical in helping modern scholars understand the significant of adopting reliable marketing strategy
Table of Contents
 TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc387144524"
Executive summary  PAGEREF _Toc387144524 \h
1
 HYPERLINK \l "_Toc387144525"
1. Investigation and analysis  PAGEREF _Toc387144525 \h
3
 HYPERLINK \l "_Toc387144526"
1.1 Introduction  PAGEREF _Toc387144526 \h
3
 HYPERLINK \l "_Toc387144527"
2.1 PESTLE analysis  PAGEREF _Toc387144527 \h
5
 HYPERLINK \l "_Toc387144528"
2.1.1 Political analysis  PAGEREF _Toc387144528 \h
5
 HYPERLINK \l "_Toc387144529"
2.1.2 Economic analysis  PAGEREF _Toc387144529 \h
5
 HYPERLINK \l "_Toc387144530"
2.1 .4 Technological analysis  PAGEREF _Toc387144530 \h
6
 HYPERLINK \l "_Toc387144531"
2.1.5 Legal analysis  PAGEREF _Toc387144531 \h
6
 HYPERLINK \l "_Toc387144532"
1.4.5 Environmental analysis  PAGEREF _Toc387144532 \h
7
 HYPERLINK \l "_Toc387144533"
2.2 SWOT analysis  PAGEREF _Toc387144533 \h
8
 HYPERLINK \l "_Toc387144534"
Strengths  PAGEREF _Toc387144534 \h
8
 HYPERLINK \l "_Toc387144535"
Weakness  PAGEREF _Toc387144535 \h
8
 HYPERLINK \l "_Toc387144536"
Opportunity  PAGEREF _Toc387144536 \h
9
 HYPERLINK \l "_Toc387144537"
Threats  PAGEREF _Toc387144537 \h
9
 HYPERLINK \l "_Toc387144538"
1.3.1 Strengths  PAGEREF _Toc387144538 \h
9
 HYPERLINK \l "_Toc387144539"
1.3.2 Weaknesses  PAGEREF _Toc387144539 \h
10
 HYPERLINK \l "_Toc387144540"
1.3.3 Opportunities  PAGEREF _Toc387144540 \h
10
 HYPERLINK \l "_Toc387144541"
1.3.4 Threats  PAGEREF _Toc387144541 \h
10
 HYPERLINK \l "_Toc387144542"
1.5 Differential advantage analysis  PAGEREF _Toc387144542 \h
11
 HYPERLINK \l "_Toc387144543"
3. Recommendation  PAGEREF _Toc387144543 \h
11
 HYPERLINK \l "_Toc387144544"
2.1Segmentation, Targeting and Positioning Strategy  PAGEREF _Toc387144544 \h
11
 HYPERLINK \l "_Toc387144545"
2.1.1 Segmentation  PAGEREF _Toc387144545 \h
11
 HYPERLINK \l "_Toc387144546"
2.1.2 Targeting  PAGEREF _Toc387144546 \h
12
 HYPERLINK \l "_Toc387144547"
2.1.3 Positioning  PAGEREF _Toc387144547 \h
13
 HYPERLINK \l "_Toc387144548"
2.2Marketing strategy  PAGEREF _Toc387144548 \h
15
 HYPERLINK \l "_Toc387144549"
2.2.1 Objective  PAGEREF _Toc387144549 \h
15
 HYPERLINK \l "_Toc387144550"
2.3 Marketing mix strategy  PAGEREF _Toc387144550 \h
15
 HYPERLINK \l "_Toc387144551"
2.3.1 Pricing strategy  PAGEREF _Toc387144551 \h
15
 HYPERLINK \l "_Toc387144552"
2.3.2 Product strategy  PAGEREF _Toc387144552 \h
16
 HYPERLINK \l "_Toc387144553"
2.3.3 Place and distribution strategy  PAGEREF _Toc387144553 \h
17
 HYPERLINK \l "_Toc387144554"
2.3.4 Promotion strategy  PAGEREF _Toc387144554 \h
17
 HYPERLINK \l "_Toc387144555"
2.3.5 People strategy  PAGEREF _Toc387144555 \h
18
 HYPERLINK \l "_Toc387144556"
2.3.6 Physical evidence  PAGEREF _Toc387144556 \h
18
 HYPERLINK \l "_Toc387144557"
4. Conclusion  PAGEREF _Toc387144557 \h
19
 HYPERLINK \l "_Toc387144558"
5. References  PAGEREF _Toc387144558 \h
20

Investigation and analysis
1.1 Introduction
Marketing strategy is relatively useful in assisting business entities utilise their resources and available opportunities to increase their profitability and sales (Dixon-Ogbechi and Jagun 2013). Currently, despite intense competition in the United Kingdom mobile sector, the EE Telecommunication Company has effectively utilised its resources and market opportunities to emerge as one of the most successful mobile operator in the market (Vermillion and Peart, 2010,). The company intensive research on the market demands have also been of critical important in helping the company increase its profitability on its internet and mobile services (Wray 2010). Recent studies in United Kingdom mobile market indicate that the company has the most effective marketing and operation environment in global market (Great Britain 2011, p.24). United Kingdom has adopted policies and regulations that facilitate ease entry into the telecommunication market (Bowman and Gatignon 2010, p.67). Through effective utilisation of the available market opportunities, the EE Telecommunication has emerged as the largest mobile operators in terms of infrastructure and workforce in global telecommunication sector. Based on the current market survey in United Kingdom, EE Telecommunication Company has over 35% of the total market shares. The report will include the EE Telecommunication Company situation analysis and the recommendation for future improvement

Situation analysis
2.1 PESTLE analysis
2.1.1 Political analysis
The existent of strong and reliable customers’ rights in Europe continent has been of great help in assisting the EE Telecommunication Company dominate the United Kingdom market. On the contrary, the existence of strict regulations has forced the company to adjust its plans to fit in the current political environment. The European roaming regulations that reduce the mobile charges by over 70% (Czepiel, Congram, and Shanahan, 2012, p.23) have also reduced the business profitability. The European Union Regulatory Framework that seeks to increase the number of players in the telecommunication sectors (Jameson 2012, P. 17) has directly reduced the company sales and customers
2.1.2 Economic analysis
The fluctuation of the GBP exchange rate has largely reduced the company growth and profitability (Czepiel, Congram, and Shanahan, 2012, p.23). For instance, the 2009 reduction of the GBP exchange rate resulted to over 19% reduction of the company’s profits. The global financial crisis is also a major problem that has recently reduced the company’s success and profitability. The financial crises reduced the business profitability and sales The inflation rate in United Kingdom is also a major impediment in the company’s progress and operation. Inflation rate in United Kingdom reduce the business development and investment process.
2.1.3 Social analysis
High number of educated people in United Kingdom has been helpful in increasing the business’s customers and sales. The increase in the number of educated people will advance the number of customers interested in using online services. In addition, favourable and flexible cultures that integrate modern innovations are a key social aspect that has enhanced the increase in the company’s customers and market shares (Blind 2007, p. 18). Socially, the United Kingdom has educated people who rely on modern technology in their daily activities. Rise in the number of your educated people will be critical in increasing the company customers. The green issue has also been constructive in increasing the number of customers that depend on the company services. The existence of in-store recycling plans has been relatively critical in increasing the number of the company’s customer. On the contrary, the huge number of elderly people in United Kingdom has a detrimental impact on EE Telecommunication Company sales and profitability. Currently, the company has lost most of its customers due age advancement. The increase in the number of old people is likely to reduce the business customers hence undermining EE Telecommunication Company development
2.1 .4 Technological analysis
Effective utilisation of the current technology is valuable in enhancing the current success of the company. The EE Telecommunication Company intends to rely on proactive marketing and operation strategy that accommodates innovation and technological changes. The adoption of 3G generation technology will also be essential in advancing the company’s effectiveness and efficiency in its service delivery. Some of the technological innovations that will largely facilitated the success of the EE Telecommunication Company include Live Phone technology, Wi-Fi, and orange Soft-Phone (Great Britain 2011, p.24)
2.1.5 Legal analysis
The understanding of existing regulations and legal policies in United Kingdom is critically useful in facilitating the success of EE Telecommunication Company. To prosper in United Kingdom market, the company abides by the set regulations to minimise the conflict with the government and other legal institutions.
1.4.5 Environmental analysis
So far, the green issues have played a critical role in increasing the number of the company’s customers. With the aim of reducing environmental degradation in the country, the company have come up with a mechanism that facilitates the recycling of mobile devices (Great Britain 2011, p.27). On the contrary, some environmental factors are threatening effective operations of the company...