Consumer Decision Making Process & Consumer Behaviour
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This report discusses the key marketing concepts and their effectiveness for Ryanair. It explores marketing management orientation, marketing orientation, and societal marketing orientation. The report also provides recommendations for Ryanair to improve their services and attract more customers.
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Table of Contents INTRODUCTION...........................................................................................................................3 MAIN BODY..................................................................................................................................3 Define the key marketing concept and its effectiveness for Ryanair.....................................3 a) Marketing management orientation....................................................................................3 b) Marketing orientation and societal marketing orientation.................................................4 CONCLUSION................................................................................................................................5 RECOMMENDATION...................................................................................................................5 REFRENCES...................................................................................................................................6
INTRODUCTION Marketing concept is that marketing model that is adopted by a firm in order to focus on the offering products or services as per the requirement, need and desire of potential or targeted customers. Through this an organization able to gain high competitive advancement because marketing concept help in delivering quality offerings (Buchan, 2017). This report is based on Ryanair firm that is founded at 28thNovember 1984. It is conducted their business at budgeted airline industry and they are offing products through different subsidiaries such as Ryanair Sun, Malta Air, Ryanair UK and many more. The product which is selected for this report is Airline and topics that are included in report are diverse factors of marketing management orientation such as marketing concept, sales orientation, production orientation and product orientation. Moreover it will also include concept related to societal marketing orientation and marketing orientation. MAIN BODY Define the key marketing concept and its effectiveness for Ryanair a) Marketing management orientation Marketing management orientation is consider as marketing concept which include various other concepts. This will mainly focused on the techniques or methods that can be adopted by a firm in order to create, produce and market products or services in front of potential customers. Through this an organization able to develop proper relationship with their targeted or potentialcustomers.Thiswillincludedifferentotherkeymarketingconceptwhichare mentioned below:- Marketing concept-It refers to the philosophy that are generally adopted by an organization for analysing the customer's need and desire so that management can develop products or services accordingly that must be better then competitor's offering (Consument, 2013). In respect of Ryanair for adopting this they must consider need and requirement of passengers so that they can develop flight facilities accordingly. Such as they can offer comparatively cheap flight. Production orientation-It define as market approach that is implemented by an organization for concerning procedure of manufacturing and production on initial basis. In this concept firm will more concern about the manufacturing products or services by
considering major factors at which they are expert rather then focusing on customers desire or requirement. In context of respective company they can offer their quality or best services to their passengers so that management able to satisfy customers properly by quality of service. Product orientation-It will define as marketing concept in which an organization will more or solelyfocuson theirproducts. In thistheygenerallytryto developor manufacture product or service in quality manner as well as it will also based on the customers requirement(Garvey, 2013). In respect of Ryanair, if they adopt this then they will more concern about their passenger's requirement and flight services. It is so because it will help them in offering quality flight services to their potential passengers. Sales orientation-This is define as that marketing concept that are generally used by a firm for making huge profitability by concerning about encourage customers to purchase offering rather than understanding their requirement. In respect of respective budgeted airline firm, they will promote their flight services in advance manner so that they can attract more and more passengers. By implementing or adopting all these marketing concept Ryanair able to develop most appropriate airline products and services for their passengers. That will also help in attracting more and more passengers impressively. b) Marketing orientation and societal marketing orientation Marketing concept consider several key aspect such as marketing orientation as well as societal marketing orientation which are essential for companies to consider because it will help in developing product effectively and marketing it properly. In respect of Ryanair they must adopt both the services which explanation are given below: Marketing orientation:-This refer to business model that are implemented by a company for focusing on delivering process of products or services which are develop according to the customers need, desire and requirement(Gudiksen, Poulsen and Buur, 2014). In respect of Ryanair, by adopting marketing orientation they able to offer budgeted airline services to their potential passengers. That will help them in satisfying them which lead to earning of more and more profitability. Societal marketing orientation:-This is define as concept of marketing according to which decision of a company should not only based on the customer's need and desire,
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along with this they must also consider long term firm requirement and society interest. This is so because through it company able to conduct society welfare which help in gaining high profitability and market value(Hodges, 2012). In respect of respective company by adopting this they able to offer those services which resolve issues of passengers such as high flight price. So by adopting this concept Ryanair able to offer flight services which are related to welfare of society or passengers. CONCLUSION Through evaluation above mention topics it can be summarise or conclude that for every company it is necessary to adopt proper marketing concept because through it they able to offer products or services according to the customer's desire, need and requirement. In marketing management orientation there are various other aspects are included such as sales orientation, production orientation, marketing concept and product orientation. Along with this there are also other concept of marketing such as societal market orientation and marketing orientation. By adopting both the aspects an organization able to understand customers requirement as well as it will also help in understand their behaviour accordingly which company may develop products or services. RECOMMENDATION Through conducting analysis of all the topics which are mentioned above there are several recommendation for Ryanair company, that will help them in improving their service and products quality. That will also help in attracting more and more potential customers for their airlines, from which some recommendation are mentioned below:- Ryanair must take feedback and suggestion from its passengers on regular basis, this is so because it will help them in offering flight services according to their requirement. They must also conduct market research or evaluation on the different key factors related to marketing concept such as marketing orientation, societal marketing orientation, production orientation, product orientation and many others. By adopting these recommendation Ryanair company able to offer quality budgeted flight services to their customers.
REFRENCES Books and journals Buchan, J., 2017. Lessons from Ryanair.Nursing Standard (2014+).32(11). p.28. Consument, A., 2013. Netherlands Consumer Authority fines Ryanair| ACM. nl. Garvey, J., 2013. Ryanair Limited v On the Beach Limited [2013] IEHC 124.Irish Bus. L. Rev..1.p.85. Gudiksen, S., Poulsen, S.B. and Buur, J., 2014. Making business models.CoDesign.10(1). pp.15-30. Hodges, F., 2012. Is Ryanair an ethical business?.Teaching Business & Economics.16(3). p.18.