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The orientation of Ryanair

   

Added on  2020-01-07

10 Pages2869 Words167 ViewsType: 167
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Marketing andCommunications
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Table of ContentsINTRODUCTION...........................................................................................................................1TASK-1............................................................................................................................................11.1 The production, marketing and societal orientation in marketing...................................11.2 The orientation of Ryanair by giving examples...............................................................1TASK-2............................................................................................................................................22.1 Purpose of situational analysis and its importance of Ryanair ........................................22.2 The macro environment factors for Ryanair...................................................................22.3 The two competitors of Ryanair.......................................................................................32.4 The strength of Ryanair business operation.....................................................................3TASK 3............................................................................................................................................33.1 Discussing major set of variables used in segmentation of market .................................33.2 Identification of segmentation variables used by Ryanair...............................................4TASK 4............................................................................................................................................54.1 Using 7P's in Ryanair marketing mix...............................................................................5CONCLUSION................................................................................................................................6REFERENCES ...............................................................................................................................7
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INTRODUCTIONThe concept of marketing plays an essential role in any business .More and more peopleare making strategies for marketing in order to grab more number of customers towards theirservices and product (Bharadwaj, 2015. ). The needs, wants and demand are some concept ofmarketing that is used by companies. Many organizations are also making use of social websitein order to make their communication stronger with their employees and customers.Ryanair Ltd. is an Irish low-cost airline that was founded in the year 1984.The main goalof this company is to pay attention on high efficiency and low operational cost. This report willrepresent the production, marketing and social orientations in marketing. The orientation that isbeing adopted by Ryanair will also be explained in this report. The macro environment will beconsidered of Ryanair. The key competitors of Ryanair will also be identified in this report. Themarketing mix for Ryanair will also be disused in this report.TASK-11.1 The production, marketing and societal orientation in marketingThe production concept – In business this is one of the oldest concept. In this theproducts that are not so costly and also which are easily available are preferred by the customers.In order to achieve high production efficiency managers focus on this concept. The assumptionsare made about customers that they are interested in availability of products and at a low cost.The Marketing concept – This help the organization to gain competitive advantage form rivalcompanies. By using this concept the marketing of product is done as per the needs of customers.The better products from the rivals are being delivered by the company. With these goals oforganization can also be achieved as they will develop products keeping in mind the desire ofcustomers. The market reach have been conducted .For any type of product and market themarket concept is suitable (Dawson, Hirt and Scanlan, 2016.).The societal marketing concept – In this the attention is there on needs and wants of targetmarket. The human welfare is put on the top by concept of societal marketing concept. Moreeffectively the satisfaction among customers is delivered form this marketing concept.1.2 The orientation of Ryanair by giving examplesOn the making of products the production orientation of these companies focus. It wantsto make its services affordable and available. The inexpensive products are made and also theproducts are also easily affordable. Ryanair is a very-cost focused company. At the cheap rates1
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