Marketing and Communication: Ryanair's Orientations, Strategies, and Competitors

MARKETING
AND
COMMUNICATION

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
(a) Definitions of production, marketing and societal orientations.............................................1
(b) Different orientations which adopted by Ryanair.................................................................2
TASK 2............................................................................................................................................3
(a) Purpose of situation analysis for market strategies................................................................3
(b) Analysis of Macro environment of Ryanair..........................................................................3
(c) Potential threats of key competitors of Ryanair on its business............................................4
(d) Strengths of Ryanair's business operations............................................................................4
TASK 3............................................................................................................................................5
(a) Four variables used in segmenting consumer markets..........................................................5
(b) Segmenting variables used by Ryanair..................................................................................5
TASK 4............................................................................................................................................6
(a) Marketing mix of Ryanair.....................................................................................................6
Part 2................................................................................................................................................8
Explanation of promotional mix theory helps in selecting the communication channel............8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing communication is a business plan for product informations and brand
awareness. It helps to provide informations regarding particular products to the customers. It is
the process through which informations passes to the audience and create awareness among
them. It helps to promote the brand as well as create good image of company in consumer's mind
and consumers translate information into their perceptions about its products and services.
Company can create good position in the market through proper communications and build good
relationship with suppliers and customers.
Ryanair is one of Europe's low fares airline service provider which operate over 2000
flights per day (Smith and Zook, 2011). It was world's favourite airline for passengers but due to
poor customer services it was branded the worst brand in the world. So in this report, it will
explain marketing and societal orientations as well as identifications of those orientation adopted
by Ryanair. It describe the situations of marketing for best strategies and environmental factors
that can affect to the business or identifications of strengths, weaknesses, opportunities and
threats. And it defines poster for better understanding.
TASK 1
(a) Definitions of production, marketing and societal orientations.
Productions: This concept defined the internal capabilities of the firm as like
manufacturing process through which company produce its products or goods. In this
organisation's people manufacture products according to their philosophy as by undertaking that
consumer will like it so it focuses on their internal capabilities that how they can utilise their
resources to produce maximum outputs (Kitchen and Burgmann, 2010). Ryanair airlines
undertakes its available resources for best allocations that depends on their own capabilities.
Marketing: It is an activity in which includes the process from manufacturing to market
place as well as these activities involved in this to satisfy consumer's needs and wants. Market is
the place where goods and services buys and sales. It provide benefits or profits to the company.
Ryanair should undertakes effective marketing orientations to fulfil customers demand and
desires.
Societal orientations: This concept defined company plans for marketing to fulfil
customers needs and wants. As it can be said that it is social consciousness part in which
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