Key Marketing Concepts and Effectiveness: Ryanair Example
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Added on 2023/01/19
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This report defines key marketing concepts and evaluates their effectiveness using Ryanair as an example. It discusses the services offered by Ryanair, such as luggage handling, and their marketing concept related to it.
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Table of Contents INTRODUCTION..........................................................................................................................3 MAIN BODY...................................................................................................................................3 Define the key marketing concepts and comment on their effectiveness using Ryanair as an example.......................................................................................................................................3 CONCLUSION...............................................................................................................................4 Conclusion...................................................................................................................................4 Recommendation.........................................................................................................................4 REFERENCES................................................................................................................................5
INTRODUCTION Marketing is activity which company utilise to promote buying or selling of products and services (Rowley, 2017). There are several activities involved within marketing procedure as as selling, advertising, delivery of product to consumers or business and many more. Marketing is mix of all activities that have impact on alterations to possession of product or items. This report is based on Ryanair which is Irish budget airline founded in 1984 as well as it is based in Dublin airport and London Stansted Airport. This report will going to discuss services offering by Ryanair i.e., luggage handling and marketing concept related to this. MAIN BODY Define the key marketing concepts and comment on their effectiveness using Ryanair as an example. Marketing is the activity which an organisation conduct for selling their products and services to specific customers (THE FIVE MARKETING CONCEPTS, 2019). There are several activities included within this process such as advertising, selling as well as delivery of products to customer or businesses. It is generally use for creating, communication, exchange of product and services which are valuable for suppliers, customers and so on. Moreover, main reason behind implementing marketing concept is to enhance profit, sales and gaining competitive advantages. In simple term, it is important for an corporation to implement marketing process within their working because it is necessary for attracting customers and serving them as per their requirement. There are mainly five marketing concepts i.e., production orientation, sales orientation, marketing orientation and societal marketing orientation explanation of these are as follows :- Production orientation –Within this concept Company have to concentrate on their manufacturing, production and issues which occur for increasing supply as well as minimise cost(Resnick and et. al., 2016). Organisation focus on the mass production at lowest cost as well as creates demand for products itself and profit maximisation.This marketing concept is based on the products favoured by customers which has high quality, low prices and unique features etc and constant improvements of the products according to customer needs. Product oriented company focus on their products only. For example, luggage handling services offering by Ryanair is most attractive as it help in
generating more and more revenue(Nufer,2015). Because customer want proper services according to their comfort zone. Sales oriented -This marketing concept focus mainly on sales of their products and services rather than putting efforts on product quality and customer needs. The approach is to do large scale promotional events(Pettigrewand Jongenelis, 2016). Management gives priority to sales and marketing and not to build long term customer relationships. The company acknowledge that customers are need to be convinced for buying their products and services.For example Ryanair web sites will be used to analyse the key prospectives of e-commerce but it can also analyse business and marketing strategies as well as future site development. This will assist in maximising the sales and consumers are more aware about their products and services in effective manner and gives positive results in selling. Marketing oriented -The main focus is on customers requirements and to fulfil goals and objectives accordingly(Cuddihyand Waugh, 2015). Their approach is to satisfy their customer demands and better than their rivalry. On the basis of these kind of practices an organisation can build direct connection with their target customers easily. For instance Ryanaircan utilisemarketingpracticesaswellasapproachesfor satisfyingtheir customers needs and expectations by implementing customer oriented plans. This will provideassistanceinfacilitatingbetterproductsandservicesascomparedtoits competitors. Also, they can identify the customers preferences towards food and drink facility etc. Societal marketing oriented -This marketing concept brings values to the customer in a way that establish and maintain s well being of customer and society together. It prioritise human welfare first before customer needs and satisfaction(Kubacki and et. al.,2015). This particular concept makes marketers to bring social and ethical values into account for marketing practices. Ryanair have to do marketing of their luggage handling services by using social media because it will be beneficial in attracting large number of customers.
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CONCLUSION Conclusion From the above discussion it has been concluded that, marketing play important role in communicating with other peoples as well as businesses to whom company want to sell their product and services. Ryanair is offering luggage handling services for which they are doing marketing which help them in attracting large number of customers within effective manner. Recommendation It has been recommended to Ryanair that, they have to provide proper safety and security to their customers in relation of luggage. So that, their will be no chance of any damage or harm to customers luggage. In addition to this, respective company have to take customers feedback in relation of luggage handling services so that modification can also implement if required. Thus, such practices will provide assistance in making customer satisfy within more effectual manner. Ryanair is offering luggage handling services for which they are doing marketing which help them in attracting large number of customers within effective manner.
REFERENCES Books and Journal Rowley, J. E., 2017.Information marketing. Routledge. von der Heidt, T., 2018. A scholarship approach to embedding creativity and sustainability in Marketing Principles curriculum.Australasian Marketing Journal (AMJ). 26(2). pp.99- 115. Resnick, S. M. and et. al., 2016. Marketing in SMEs: a “4Ps” self-branding model.International Journal of Entrepreneurial Behavior & Research. 22(1). pp.155-174. Cuddihy, L. and Waugh, A., 2015. Bonding for Brilliant Babies: promoting infant mental health through social marketing.Primary Health Care.25(4). Kubacki, K. and et. al.,2015. A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014).Young Consumers.16(2). pp.141-158. Pettigrew, S. and Jongenelis, M. I., 2016. promoting public health: Understanding the limitations of marketing principles and the need for alternative approaches. InMaking a Difference Through Marketing(pp. 61-72). Springer, Singapore. Nufer, G., 2015. Creating an image transfer through event marketing: principles, requirements and consequences.European Journal of Business and Social Sciences.3(12). pp.01-18. Online THEFIVEMARKETINGCONCEPTS.2019.[Online]Availablethrough: <https://oxidian.ch/en/the-five-marketing-concepts-explained/>.