TABLE OF CONTENTS INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 A) Marketing Management Orientation.......................................................................................3 b) Marketing and Social Marketing Orientation..........................................................................4 CONCLUSION................................................................................................................................5 REFERENCES................................................................................................................................6
INTRODUCTION Ryanair is an Irish airline company which has been expanding in the airline sector and has become the most profitable airline within Europe. Although of its growth there has been a controversies like lack of sympathy towards passengers and delaying or cancelling of its flights. There are various products and services which are offered by Ryanair to its customers in this report company's products which will be examined are its flight services and food and drinks which are offered to its customers. Its services and food and drink will be examined two marketing concepts which are as sales orientation and product orientation. MAIN BODY A) Marketing Management Orientation Marketing concepts can be defined as a philosophy which a company should analyse the needs of its customers for improving its products and services in order to satisfy them better than their competitors. Ryanair can make use of different marketing concepts which can help the company to increase its sales, maximise the profits, satisfy their potential and existing customers and even beat the competition(Scovotti, 2016). There are different marketing concepts which a company can adopt and the marketing department of Ryanair can try to design different strategies which can help the company in building the profitable relationships with their customers. As, Ryanair is an airline company which is majorly a services industry with less product offering company so two marketing concepts which can be adopted by the marketing department for examining its services and the products are sales orientation and product orientation which can be explained below: Sales orientation:It is a business approach which can help in making profits particularly focusing on persuasion of customers to buy their services and beverages without understanding their needs. In this process more emphasis is to be put on the advertisements as well as improving the abilities of company's sales force. In this concept advertising campaigns can be used by the company in order to reach out their customers, reducing competition in order to increase the sales of services and Beverages (Balova, Firsova and Osipova, 2019). But also too much attention is not given on customers needs but Ryanair can simply try to push their products to customers through sales force and advertising campaigns. When Ryanair adopts the concept of sales orientation it has to directly focus on the selling of services and beverages to their customers without worrying about the needs of their customers by simply making assumptions
about their needs. Ryanair can make use of sales oriented marketing strategy by using two ways of promotions which is advertising in order to make their potential customers aware and personal selling in order get potential customers take actions buying their products. Product orientation:It refers as an orientation in which company have to put their sole focus on the products alone which is services and beverages. So, within this orientation Ryanair has to maximise their efforts to improve their airline services like proper scheduling of flights without cancellations and providing quality food and drinks in flights to their customers. All of these improvements are to be done on right prices which can be beneficial for company as customers can differentiate Ryanair's products and services (Deepak and Jeyakumar, 2019). According this concept Ryanair should improve the quality of their services and products to such an extent that its tickets and food and drinks should sell by itself and there should be high focus on the research and development. This marketing concept can be beneficial for company in various ways like it can increase the sale of the company and maximise the profits and minimise the competition by one simple strategy which is increasing the quality of its products and services. b) Marketing and Social Marketing Orientation Marketing orientation:It is referred as an approach which can be adopted by Ryanair in order to prioritise and identifying the needs as well as desires of their customer by creating a service or a product which will satisfy their customers in an effective manner. This is a customer-oriented approach for designing a product and creating a service through research in order to determine customers immediate needs, preferences, concerns within a particular product or service category (Lovelock and Patterson, 2015). This can be done by a proper customers research and based on this research Ryanair cam make a development efforts in their products and services in order to satisfy their customer in a best effective way. As, customer needs, preferences, lifestyle keep on changing rapidly this concept can help company in developing an effective service or product which result in high customer attraction. Social marketing orientation:This concept of marketing puts more emphasis on the social responsibilities and also suggest a company how to sustain a long-term success. So, according this concept Ryanair should be a marketing strategy which can provide a value to their customers in by improving the society and customer's well-being which should be better than their competition within the industry (Scovotti, 2016). Social marketing concepts can uphold a company to take a marketing decision in such a way that company is considering the consumer
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needs, wants and desire. This will help in creating a favourable image for the company in the industry which will surely increase the sale of company. CONCLUSION It can be concluded that Ryanair has got a potential to increase its sales to higher levels by using an appropriate marketing concepts. Also, with the help of these marketing concepts company can solve its issues of poor services and products by developing an effective marketing strategy. Recommendations: ï‚·Ryanair can increase the effectiveness of these marketing concepts by making a proper market analysis about its competitors product and service offering and developing strategy according. ï‚·Also, in order to improve the effectiveness of concepts, Ryanair should use right marketing on the right time by understanding the needs and preference of their customers in the industry.
REFERENCES Books and Journal Balova, S., Firsova, I. and Osipova, I., 2019, May. Market leading marketing concepts in the managementofconsumerbehaviourontheenergymarket.In3rdInternational Conference on Social, Economic, and Academic Leadership (ICSEAL 2019). Atlantis Press. Deepak, R. K. A. and Jeyakumar, S., 2019.Marketing management. Educreation Publishing. Lovelock, C. and Patterson, P., 2015.Services marketing. Pearson Australia. Scovotti,C.,2016.Experienceswithflippingthemarketingcapstonecourse.Marketing Education Review.26(1).pp.51-56.