Ryanair: How a Small Irish Airline Conquered Europe
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This report explores how Ryanair, a small Irish airline, became a dominant force in Europe's aviation industry. It discusses their low-cost services, marketing concepts, and provides recommendations for success.
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Ryanair how a small Irish airline conquered Europe 1
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INTRODUCTION...........................................................................................................................3 MAIN BODY..................................................................................................................................3 RECOMMENDATIONS.................................................................................................................6 REFERENCES................................................................................................................................7 2
INTRODUCTION Ryanair operate their services as a low cost Irish airline having it are headquartering in Dublin. Company provides services at low cost compared to other organizations in respective industrial sector. This entity provides low cost airline services around Europe in terms of cost per seat, cost per available seat kilometer or cost per passenger. In addition to this, Ryanair also offer low fare rates to consumers and have large short whole network career. Present report will include low cost product and services of Ryanair like low cost airline facilities. In addition to this in this report the production concept is applied as to further identify marketing concept that are being undertaken by company. MAIN BODY The marketing concept Marketing concept is defined as a philosophy in which it is essential for an organization to evaluate their customers’ needs and preferences and then formulate product and services in order to satisfy them with best and ensure high competitive advancements in marketplace. There are mainly 5 concepts of marketing that include production concept, selling concept, product concept, marketing concept and societal marketing concept. With the proper understanding of marketing concept Ryanair can effectively able to implement strategies and measures through 3
whichtheycansatisfytheconsumerneedandcanmakeincreaseinsalesbyassuring maximization and profit. Production Orientation: This concept states that consumer preferred those product and services that are available and are highly affordable. This is an old is marketing management orientation that provide assistancetosellers.ByundertakingproductionconceptRyanaircantakeadvantageof improving their production and distribution efficiency and can provide cost-effective services to customers in order to compete with other low cost regional careers in Europe. Product Orientation: Product concept states that consumers will prefer those products that are available to them with high quality performance and have innovative feature in this Ryanair it requires to focus on the marketing strategy and undertake continuous product and service improvement. It 4
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has been evaluated that there is a significant rise in respective industrial sector. In this Ryanair can make improvement in the services like offering additional feature and discounts to customers via making booking through online medium. Sales Orientation: Selling concept hold an idea that states that customers will not purchase enough of organization product and unless it undertakes good promotion efforts and large scale selling. In this it is essential for Ryanair to focus on creating sales transactions rather than focusing upon profitable consumer relationship.In this company is required to ensure that they do not engage in aggressive selling program as this include high-risk. In this Ryanair is required to effectively track down consumer prospective related to airline industry and can further sell their products to them accordingly. Marketing Orientation: Marketing orientation is defined as a physical philosophy in which organization is required to focus on evaluating customers need and want in order to fulfill them in a best effective manner. By taking advantage of designing Ryanair can offer products and services in order to ensure maximum availability. Social Marketing Orientation: Social define as a marketing concept in which organization is required to undertake market decision by not only undertaking wants of consumers and requirement of company but they are also required to have they focus upon society long-term interest. It is essential for entity toputhumanwelfareontopbeforeconsideringprofitabilityandsatisfyingwantsof organization. In context with this it is essential for Ryanair to emphasize on social marketing concept and undertake social responsibilities in order to sustain long term success. In addition to this it is essential for company to develop marketing strategy through which we can provide value to consumers by making improvement in both society and customers well being. Further it has been evaluated social marketing concept states that organization requires to make good marketing decisions in context with human welfare with the help of this Ryanair can create favorable image in respect of industrial sector. It has been evaluated that company is required to 5
investinsustainabledevelopmentandCSRandunderstandtheresponsibilitytowards environment and consumer welfare. This will help them to ensure their future long term sustainability. It has been evaluated that Ryanair conduct functioning in airline industry thus government of many countries in Europe has strict rules and regulations in order to save environment. In this social marketing are most important concepts through which Ryanair can provide welfare to human conserve environment by considering various social responsibilities. With the help of this company can not only able to increase the market share but can make positiverelationshipwithcustomersandgovernmentwhileensuringhighprofitable advancements. RECOMMENDATIONS According to the evaluation it has been identified that Ryanair offer low-cost services to their customers in Europe as to ensure their maximum satisfaction. It is leading entity and engages in the process of offering high quality services and products to their customers. It has been evaluated that there is a significant increase in competition among airline industry because of low cost regional airlines. In this Ryanair is recommended to improve their effectiveness in 6
the application of marketing concept. In this it is essential for entity to effectively increase their marketing orientation in which they are required to properly identify current consumer needs. Along with this entity is recommended to undertake use of social marketing orientation in which they cannot only serve customers with low facilities of high quality but can also ensure their welfarethroughwhichtheycanalsogamesupportfromgovernment.SocialMarketing Orientationhelps company to ensure the positive image in marketplace through which they can increase their profitability and long-term sustainability introspective industrial sector. 7
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REFERENCES Books and Journals Dobson, P.W. and Piga, C.A., 2013. The Impact of Mergers on Fares Structure: Evidence from European Low‐Cost Airlines.Economic Inquiry,51(2), pp.1196-1217. Abeyratne, R., 2014. Market Based Measures. InAviation and Climate Change(pp. 69-81). Springer, Cham. Myro, S., Légidos, B.R. and Hernández, P.I., 2013. Effect of low cost airline companies on international tourism in Spain.Estudios Turísticos, (198), pp.61-79. Abeyratne, R., 2014. The Challenge Faced by ICAO. InAviation and Climate Change(pp. 83- 105). Springer, Cham. Angelopoulos, P. and Leivo, P., 2013. Drivers and barriers for relocation of freight operators to smaller airports-A case study at Jönköping airport (Axamo). Naletina, D., Damić, M. and Jabučar, A., 2019. Customer Satisfaction with Services of Low-Cost Carriers at Pula and Zadar Airports.InterEULawEast: journal for the international and european law, economics and market integrations,6(2), pp.71-97. Ferro,F.I.V.,2018.Equityresearch-RyanairHoldingPLC(Doctoraldissertation,Instituto Superior de Economia e Gestão). Abdi, M.R., Elliot, L. and Edalat, F.D., 2016. Strategic Business Plan Based on Total Quality Management for Property-Marketing Small Enterprises in UK. InHandbook of Research on Entrepreneurship in the Contemporary Knowledge-Based Global Economy(pp. 509- 527). IGI Global. Smircich, L., 2017. Concepts of culture and organizational analysis. InThe Anthropology of Organisations(pp. 255-274). Routledge. Shields, J., Brown, M., Kaine, S., Dolle-Samuel, C., North-Samardzic, A., McLean, P., Johns, R., O'Leary, P., Plimmer, G. and Robinson, J., 2015.Managing employee performance & reward: Concepts, practices, strategies. Cambridge University Press. Buttle, F. and Maklan, S., 2019.Customer relationship management: concepts and technologies. Routledge. Noe,R.A.,Hollenbeck,J.R.,Gerhart,B.andWright,P.M.,2015.Humanresource management.Gaining a Competitive. 9