Marketing Principles and Practice [Part 1 - Report]

This report discusses the marketing principles and practice of Ryanair, an Irish airline company. It explores different marketing concepts and societal marketing orientation to improve business effectiveness. Recommendations are provided for Ryanair to enhance its online booking services.

MARKETING PRINCIPLES
AND PRACTICE
[PART 1 - REPORT]

Table of content
 INTRODUCTION
 MAIN BODY
 CONCLUSION
 RECOMMANDATIONS
 REFERENCES

INTRODUCTION
 Marketing principles are based on marketing strategies which includes ideas, thoughts, belief and values
to build strong promotional strategies to enter into global market.
 Thus, to achieve success in company, it includes the appropriate research which is conducted to determine
the availability of the products in market. It also includes designing the products so that customer are
attracted towards such designing if they find it unique and useful.
 Present report is based on Ryanair which is the Irish airline company founded on 28 Nov 1984. Ryanair
carry the renowned brand image in market and also they promote the company through attractive slogan
“Low fare prices made journey simple”.
 This report will includes the different elements of the marketing concepts and also societal marketing
orientation in respect of improving its effectiveness to expand business globally.

Introducing Ryanair and its services
 Ryanair is commenced on 8th July 1985 and located on around 225 places. Its
headquarter is on Dublin, Ireland and around 17,500 employees are engaged with this
airline services.
 This airline is rapidly expanded as they charge lower prices on flight tickets. In respect
of employees working in Ryanair aircraft, most of the employees working as post of
promoting the business online and also engaged with different agencies.
 Thus, in such perspective the marketing concept is examined on the base of serving the
customer with best services and also fulfilling their needs which they interpreted at the
time of travelling.

Marketing concept
This concept is mainly used by company in respect of examining the customer needs and demand at the time of availing their services. In present scenario, most of the
companies prefer the different marketing techniques to promote the products in market. In respective of Ryanair airlines, the marketing concept is interpreted in respect
of following areas such as:
Production orientation: This is one of the important part of the marketing strategies, the study of the products is imposed on the procedure of production.
Product orientation: In this concept, they mainly focus on bringing new products and services in market and thus. it can be undertaken by innovating the products in
addition to the existing products.
Product orientation: In this concept, they mainly focus on bringing new products and services in market and thus. it can be undertaken by innovating the products in
addition to the existing products.
Sales orientation: In respect of examining the sales concept, the comparison is undertaken in respect of other airlines as they are imposing various charges in respect of
extra baggage, ordering food in flights or regarding time foundation.
Societal marketing orientation: This marketing concept is mainly related to social media marketing in which they target the customer according to their needs and
demands

CONCLUSION
 From the above report, the aspects are concluded on the bases of preferring the innovative marketing
concept which helps in determining the overall strategy of the Ryanair airlines.
 Ryanair is considered to be one of the greenest and cleanest airlines services and also offer fair prices
to their customer.
 The elements of marketing concepts which identifies various strength and weakness of the Ryanair
airlines and the services which they are providing to their customer to enhance their interest at larger
scale.
 In respect of societal concept, they uses the digital platform to reach the large customer base. As
customer are using the online services to book the tickets online and for this perspective they are
booking the online ticket to avail special discount and offer.

RECOMMENDATION
 From the above report, the aspects which is concluded to Ryanair in respect of
online booking is that they had to appoint the 24/7 team to handle the queries
raised by customer.
 As various queries are raised in respect of not getting proper answer regarding
their queries and which reflect their interest towards the services for longer time
period.
 Thus, for this perspective they had to appoint the skilled team in marketing
department to handle the queries in better way.

RECOMMENDATION
 From the above report, the aspects which is concluded to Ryanair in respect of
online booking is that they had to appoint the 24/7 team to handle the queries
raised by customer.
 As various queries are raised in respect of not getting proper answer regarding
their queries and which reflect their interest towards the services for longer time
period.
 Thus, for this perspective they had to appoint the skilled team in marketing
department to handle the queries in better way.

REFERENCES
 Armstrong, G. M. And et.al., 2018. Marketing: an introduction. Pearson UK.
 Baines, P and et.al., 2017. Fundamentals of marketing. Oxford University Press.
 Bowie, D. and et.al., 2016. Hospitality marketing. Routledge.
 Brown, S. and McGowan, P., 2018. Once upon a market dreary: the prescient marketing
principles of Edgar Allan Poe. Journal of Marketing Management. 34(15-16). pp.1379-
1396.