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Orientations in Marketing and Communications

   

Added on  2020-05-04

23 Pages4371 Words396 Views
MarketingDesign and Creativity
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Running head: MARKETING AND COMMUNICATIONSMarketing and CommunicationsName of the Student:Name of the University:Author Note:
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2MARKETING AND COMMUNICATIONSTable of ContentsPart 1................................................................................................................................................2Marketing Report.............................................................................................................................2Introduction......................................................................................................................................2Task 1: Evolution of marketing.......................................................................................................2Part A...............................................................................................................................................2Describe the production, marketing and societal orientations in marketing...................................2Part B...............................................................................................................................................3Identify and explain the orientation adopted by Ryanair and provide 2 examples that demonstrateRyanair’s use of the approach..........................................................................................................3Task 2: Marketing environments.....................................................................................................4Part A...............................................................................................................................................4Discuss the purpose of a situation analysis and explain why it is important for Ryanair prior tosetting a marketing strategy.............................................................................................................4Part B...............................................................................................................................................5Considering macro environment of Ryanair and identify and discuss one political factor, onesocio-cultural factor that impact Ryanair’s marketing decisions....................................................5Part C...............................................................................................................................................6Identify two key competitors of Ryanair and discuss the potential threats they pose to thebusiness............................................................................................................................................6
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3MARKETING AND COMMUNICATIONSPart D...............................................................................................................................................7Identify and explain two internal environmental factors that could be considered as strengths ofRyanair’s business operation...........................................................................................................7Task 3: Marketing strategies............................................................................................................7Part A...............................................................................................................................................7Discuss the four major sets of variables that might be used in segmenting consumer markets......7Part B...............................................................................................................................................8Identify and explain the segmenting variables used by Ryanair, providing examples at the same.8Task 4: Marketing Mix..................................................................................................................10Part A.............................................................................................................................................107 Ps of service marketing mix of Ryanair by providing examples................................................10Conclusion.....................................................................................................................................11Reference List................................................................................................................................12Part 2..............................................................................................................................................14Communication Campaign............................................................................................................14Introduction....................................................................................................................................14Task 1.............................................................................................................................................15Visual illustration (As shown in PPT presentation)......................................................................15Task 2.............................................................................................................................................15Communication campaign.............................................................................................................15
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4MARKETING AND COMMUNICATIONSExplanation on how promotional mix theory can use to decide over selection ofcommunication channel.............................................................................................................15Target audience and response in relation to new objective.......................................................15Chosen channel..........................................................................................................................16Communications key message...................................................................................................16AIDA marketing theory for explaining the poster.....................................................................16Explanation on how feedback was collected.............................................................................16Conclusion.....................................................................................................................................17Reference List................................................................................................................................18
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5MARKETING AND COMMUNICATIONSPart 1Marketing Report Introduction This study deals with marketing and communications of Ryanair (Ryanair.com 2017).The current segment explains about various orientations in marketing (production orientation,marketing orientation and social orientation). The next segment explains about identifying socialand political factors of airline industry and how far it influences in the working in real casescenario with instances. The present study even explains about the competitors of Ryanair andhow far it poses threat in the business operations in the competitive world. Several sets ofvariables are explained in the study and use of 7 Ps of service marketing mix of Ryanair (Wu etal. 2015). Task 1: Evolution of marketing Part A Describe the production, marketing and societal orientations in marketing Evolution of marketing Marketing has changed over years and became an integral part of today’s businessenvironment. The production-centered system had changed the relationship era of today forperiod of years where specialization has emerged like sales versus marketing and advertisingversus retailing. The concept or evolution of marketing has taken the modern shape after goingthrough several stages since 19th century.
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6MARKETING AND COMMUNICATIONSProduction orientation in marketing- Production orientation in marketing before 20th centurywas conservative as well as hire bound, as there was lack of information. In production-orientedmarketing, the success mantra was all about improved production and distribution. In thisorientation of marketing, the focus of business enterprise is to reduce costs by using massproduction (Wirtz and Lovelock 2016). This type of orientation in marketing should avoidproduction efficiency processes that widely affect product design as well as quality. This conceptin marketing is one of the oldest orientations that are used by business organization to improve inthe production as well as distribution efficiency. The main objective of this concept of marketingis to satisfy customer needs as well as aims at building relationships. Market orientation in marketing- This concept in marketing was one of the first approachesthat actually fulfill the needs of a marketing strategy. The main aim is to build profitable long-term relationships by way of maximizing value for the customer. This marketing concept takeson an outside perspective that starts mainly with customers needs as well as aims at finding theright products for the customers. Societal orientation in marketing- This concept in marketing is an advanced version ofmarketing that looks for possible conflicts between consumer short-term wants as well asconsumer long-term welfare. It is important for business enterprise to keep balance of threeconsiderations together and these are profit generation, consumer wants as well as interests of thesociety (Ryan 2016). Part B Identify and explain the orientation adopted by Ryanair and provide 2 examples thatdemonstrate Ryanair’s use of the approach After evaluating three orientation of marketing concept (production concept, marketingconcept and societal concept), it is understood that Ryanair uses societal orientations inmarketing as their marketing strategy as this airline industry makes strategies where they cangenerate profits, understand needs of the customers and even provide services that benefitssociety (Corporate Social Responsibility).
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