Marketing Essentials EE 1
MARKETING ESSENTIALS: EE
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Marketing Essentials EE 2
Table of Contents
Introduction ……………………………………………………………………………………………………………………. 3
Comparison Between EE And O2 Application Of 7Ps ………………………………………………………… 4
Marketing Plan ……………………………………………………………………………………………………………….. 6
Company Overview……………………………………………………………………………………………………… 6
Market Situation Analysis …………………………………………………………………………………………….. 6
Internal Analysis ………………………………………………………………………………………………………. 6
External Environment ……………………………………………………………………………………………….. 7
Objectives ……………………………………………………………………………………………………………………… 9
Tactics and Action ………………………………………………………………………………………………………… 10
Conclusion …………………………………………………………………………………………………………………… 10
References ……………………………………………………………………………………………………………………. 12
Marketing Essentials EE 3
MARKETING ESSENTIALS; EE
Introduction
Companies adopt 7P’s differently to gain a competitive advantage in their respective
industries. This report outlines how EE and O2 use 7Ps elements of the marketing mix to achieve
the overall business objective and then develop a basic marketing plan for EE. A marketing mix
is a set of marketing tools or elements that blend to generate a marketing response (Saidani and
Sudiarditha, 2019, p 71). The traditional marketing mix consists of 4Ps, but an extension of a
further 3Ps has been made to make 7Ps. The shift from 4Ps to 7Ps was necessitated by generating
a marketing plan of a product (Perreault, 2018, p 203). The 7Ps are product, price, place,
promotion, people, process, and physical evidence.
Product refers to goods and services that a company offers (Chernev, 2020, p 214).
Products can be augmented, actual, or core and can be used to achieve competitive advantage
through differentiation and diversification.
Price is the cost of a product in monetary terms from a buyer’s perspective (Pistol and Bucea-
Manea, 2017, p 760). It includes the production cost of a product and the profit margin set by the
finance department. Companies can gain a competitive advantage by making the price affordable
or a cost leadership strategy.
Place refers to where products are available for customers to purchase ((Perreault, 2018, p 214).
Traditionally, it involved opening several subsidiaries or branches to make products readily
available for customers and reduce the cost of acquiring a product. Digitalisation is now shifting
to the internet, where a single firm can serve a wide geographical area.
Promotion refers to marketing, sales techniques, and advertising (Pistol and Bucea-Manea,
2017, p 760). It can be traditional ways such as mass media, billboards and exhibitions, more
Marketing Essentials EE 4
modern online ads, email marketing, and push notifications. Ways of communicating with
customers have a direct impact on a brand and can lead to competitive advantage.
People refer to all employees in a company and other individuals indirectly involved (Chernev,
2020, p 214). Having the right people behind a business is essential for the survival of a business.
Companies should have trained highly productive individuals whose roles match their skills.
Process is the series of actions taken in delivering a service or product to customers. It involves
the sales funnel, payment systems, managing customer relationships, and distribution procedures
(Saidani and Sudiarditha, 2019, p 74). The process should be economical but with maximum
benefits and value for customers.
Physical evidence involves evidence of purchase and proof of the existence of a brand (Pistol
and Bucea-Manea, 2017, p 7601). They include receipts, packaging, invoices, tracking
information, logos, and others.
Comparison Between EE And O2 Application Of 7Ps
