Ryanair: How a small Irish airline conquered Europe

Ryanair how small Irish
airline conquered Europe

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Significant marketing concepts and its effectiveness in Ryanair context..................................1
Marketing Orientation and societal marketing orientation.........................................................2
CONCLUSION AND RECOMMENDATIONS ...........................................................................3
Conclusion...................................................................................................................................3
Recommendations.......................................................................................................................3
REFERENCES................................................................................................................................3

INTRODUCTION
This essay is based upon an Ireland based budget airline named, Ryanair, which is the
largest airline and it carries large number of international passengers than any other airline
(RYANAIR, 2019). It deals with wide range of products and services such as airlines, hotels, bus
tickets, car rentals, and so on. In this essay, the examination of airlines of Ryanair is done. It
also includes how it has become successful by using appropriate concepts of marketing and in
this regard, it is using production concept. It also covers orientation of marketing management
and societal marketing orientation and its effectiveness in this company.
MAIN BODY
Significant marketing concepts and its effectiveness in Ryanair context
Marketing concept is determined as a philosophy that is used by an enterprise for
analysing customer's needs and then develop certain decisions for satisfy these needs, in a more
better way than competition. Many firm nowadays use this concept in order to satisfy customer's
needs and achieve business objectives. Ryanair also uses marketing concepts in order to provide
high satisfaction to its customers (Nuuttila, 2019). There are various concept of marketing and its
effectiveness in context of Ryanair are elaborated as follows-
Product Orientation- The organisation with this orientation believes that customer's
interest is in product's quality. Ryanair provides high quality airline services to its customers
with affordable prices.
Sales Orientation- Such enterprises focuses upon making large sales volume with the
help of engaging in certain promotional activities like direct marketing, sales promotion and
advertising. Ryanair do not only focuses upon sales but it focuses upon providing high quality
product to its customers (Awan, 2019).
Marketing concept used by Ryanair
The marketing concept which is utilised by Ryanair is Production concept. Its
effectiveness in this organisation context is explained as follows and how this enterprise utilise
this concept is also elaborated-
Production Concept- This concept lays more significance upon making such products which are
easily available and affordable. In this, it is assumed that market is price sensitive and the
company will produce cheaper product which is easy affordable. Ryanair's business operations
1