EE Report FINAL

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

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