Assignment: Marketing Principles and Practice
Added on 2021-02-21
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Marketing Principlesand Practice
Table of ContentsINTRODUCTION...........................................................................................................................3PART A...........................................................................................................................................3Main Body.......................................................................................................................................3A) Marketing management orientation.......................................................................................3B) Marketing orientation and societal marketing orientation.....................................................4PART B............................................................................................................................................5Covered in PPT...........................................................................................................................5CONCLUSION ...............................................................................................................................5REFERENCES................................................................................................................................6
INTRODUCTIONRyanair DAC is an Irish low-budget airline which was founded in 1985. It is based inDublin airport and London Stansted Airport. Ryanair is the most profitable airline in Europe(Pike, 2015). The low cost model of these airlines has flown more international passengers thanany other airlines. Ryanair have changed the lives of people whether it is the Ireland's new'Ryanair generation' for whom the cheap flights to Dublin have limited their migration to the UKor it is the Britons who are now enabled to buy holiday homes in France. The marketing conceptthat can be applied by the Ryanair is societal marketing concept which will benefit all thestakeholders associated with the company. PART AMain BodyA) Marketing management orientationMarketing management orientation are the various concepts that can be applied byRyanair so as to create, produce and market its products to customers so that sales can beincreased (Marketing Management Orientations. 2019). Ryanair concentrates on formulatingsuch strategies that will help in building profitable relationships with customers. For thismarketing concepts can be used by Ryanair so as to know about the needs and wants ofcustomers so that higher customer satisfaction can be achieved. This also helps in taking up theopportunities that prevail in market and deal with threats so that competitive advantage can begained. All the marketing management orientations with respect to Ryanair are discussed asfollows :Production Orientation : This concept believes that customers usually prefer productsand services that are widely available and are affordable (Chandon, Laurent and Valette-Florence, 2016). Customers are usually attracted to products that they can find easilywithout making extra efforts and are also affordable for them. Ryanair can adopt thisconcept by focusing on its production and distribution efficiency. The strategies used bythe company should help it in achieving high production efficiency, low costs and massdistribution or the availability of flights at various locations at frequent schedules so thatpassengers can travel at low costs easily to their destinations.
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