Ryanair: How a small Irish airline conquered Europe

This essay explores how Ryanair, a small Irish airline, became successful and conquered Europe using marketing concepts. It discusses the effectiveness of marketing orientation and societal marketing orientation in Ryanair's context.

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
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has proved to be production oriented enterprise. It is cost focused company that lays emphasis
upon developing services at lower prices for making profits out of these cheap prices. Its carries
out its operations at low cost and reduce its production cost to minimum. Ryanair has become
successful after its Southwest Airlines business model in which it is operated at low fair prices.
The famous quote by Michael O’ Leary is that Ryanair provides you cheap airfare which is safe
and on time flight. It do not provide its customers any kind of vouchers, free food, drinks, and all
the luggage carried are chargeable (Bain, 2008).
This enterprise follows a complete philosophy of production oriented in which its aim is
to offer cheapest price services to its customers. An organisation that is production-oriented
believes in the fact that the low price offered by it will automatically reduce competition and
attract large number of customers. Ryanair do not only offers cheap prices than its competitors
but it also give tough competition to its substitute service provider such as roadways and
railways. It has taken advantage of fact that consumers can do anything for the reduction in the
travelling monetary burden imposed upon them. It passes directly upon the benefits it has gained
from its passengers. It can be understood by an example in which airline discourage check in
baggage which eliminates the handler's cost. This benefit is than passed to its customers in
cheaper tickets form (Guides, 2019). If a customer choose to carry baggage than passenger is
required to pay extra charges for this baggage. In this way, the cost is not developed at all. By
following this concept of production orientation, Ryanair has successfully achieves its various
set of objectives and goals in order to earn maximum amount of profit. It produces services at the
minimum cost which has reduced its cost of production and than after it, the services are sold at
the lower possible cost price.
Marketing Orientation and societal marketing orientation
Market orientation is determined as a business model which focus upon delivering such
products that are designed as per needs and preferences of customers (Market Orientation of
Ryanaire Essay, 2019). On the other hand, societal marketing refers to that an enterprise should
make marketing decisions not only for customers but also for long term society benefits.
Ryanair focuses upon its customers and provide them quality services with lowest
possible price (Veenendaal, 2019). This organisation knows that customers will prefer lowest
possible travelling fares as compared to high amount of fare in travelling. So keeping in mind
about the tastes and preferences of customers, this organisation offers them services with low
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prices. It also indulge in societal marketing by providing services that ensures society's long term
interest. It comprise of energy efficiency, labour management, ethics, transparency and corporate
governance in order to provide benefits to society (RYANAIR Investor Relations, 2019).
CONCLUSION AND RECOMMENDATIONS
Conclusion
From the above essay report, it has been concluded that Ryanair very effectively uses the
concept of marketing to achieve its business objectives. This enterprise use the low price strategy
by charging lowest possible price to its customers. It is ahead of its competitors as well as its
substitute competitors such as roadways and railways. In short, it is doing its best for achieving
its business objectives (Bowen, 2019).
Recommendations
Although, Ryanair is doing its best in achieving its business objectives but still it can
improve more effectiveness to its marketing concepts such as it can improve its customer service
by offering services that are produced of minimised cost. It can be achieved by improving the
training quality that is given to employees at front line (Durand, 2019).
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REFERENCES
Books and Journals
Awan, A. W., 2019. New contributions on the determinants of International Tourism Demand:
Weather, Travel Diseases and Income.
Bain, J., 2008. Ryanair—How a small Irish airline conquered Europe. Journal of Revenue and
Pricing Management. 7(1). pp.117-118.
Bowen, J., 2019. Low-Cost Carriers in Emerging Countries. Elsevier.
Durand, J. P., 2019. Two Scenarios for the Future. In Creating the New Worker (pp. 311-372).
Palgrave Macmillan, Cham.
Guides, R., 2019. The Rough Guide to Crete (Travel Guide eBook). Apa Publications (UK)
Limited.
Nuuttila, N., 2019. Breaking Down Brexit: What it could mean for the British Economy and
International Trade.
Veenendaal, A. K., 2019. Relevance and Current Perspectives. In Toward a Better
Understanding of Rule-Breaking Market Behavior (pp. 1-35). Springer, Cham.
Online
Market Orientation of Ryanaire Essay. 2019. [Online]. Available Through:
<https://graduateway.com/market-orientation-of-ryanair/>.
RYANAIR Investor Relations. 2019. [Online]. Available Through:
<https://investor.ryanair.com/governance/esg/>.
RYANAIR. 2019. [Online]. Available Through: <https://www.ryanair.com/gb/en/>.
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