Marketing Concepts and Consumer Behavior Analysis for Ryanair

This report provides an in-depth analysis of Ryanair's marketing strategies and consumer behavior within the airline industry. It defines key marketing concepts, including marketing management orientation (marketing concept, production orientation, product orientation, and sales orientation), and explores their effectiveness in the context of Ryanair's business model. The report also examines marketing orientation and societal marketing orientation, emphasizing the importance of understanding customer needs, societal interests, and long-term firm requirements. The analysis highlights how Ryanair can improve its services and attract more customers by considering passenger feedback and conducting market research. The conclusion emphasizes the significance of adopting appropriate marketing concepts to deliver products and services that align with customer desires and needs. Finally, the report offers recommendations for Ryanair to enhance its flight services and customer satisfaction.

Consumer Decision
Making Process
& Consumer
Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Define the key marketing concept and its effectiveness for Ryanair.....................................3
a) Marketing management orientation....................................................................................3
b) Marketing orientation and societal marketing orientation.................................................4
CONCLUSION................................................................................................................................5
RECOMMENDATION...................................................................................................................5
REFRENCES...................................................................................................................................6

INTRODUCTION
Marketing concept is that marketing model that is adopted by a firm in order to focus on
the offering products or services as per the requirement, need and desire of potential or targeted
customers. Through this an organization able to gain high competitive advancement because
marketing concept help in delivering quality offerings (Buchan, 2017). This report is based on
Ryanair firm that is founded at 28th November 1984. It is conducted their business at budgeted
airline industry and they are offing products through different subsidiaries such as Ryanair Sun,
Malta Air, Ryanair UK and many more. The product which is selected for this report is Airline
and topics that are included in report are diverse factors of marketing management orientation
such as marketing concept, sales orientation, production orientation and product orientation.
Moreover it will also include concept related to societal marketing orientation and marketing
orientation.
MAIN BODY
Define the key marketing concept and its effectiveness for Ryanair
a) Marketing management orientation
Marketing management orientation is consider as marketing concept which include
various other concepts. This will mainly focused on the techniques or methods that can be
adopted by a firm in order to create, produce and market products or services in front of potential
customers. Through this an organization able to develop proper relationship with their targeted or
potential customers. This will include different other key marketing concept which are
mentioned below:-
 Marketing concept- It refers to the philosophy that are generally adopted by an
organization for analysing the customer's need and desire so that management can
develop products or services accordingly that must be better then competitor's offering
(Consument, 2013). In respect of Ryanair for adopting this they must consider need and
requirement of passengers so that they can develop flight facilities accordingly. Such as
they can offer comparatively cheap flight.
 Production orientation- It define as market approach that is implemented by an
organization for concerning procedure of manufacturing and production on initial basis.
In this concept firm will more concern about the manufacturing products or services by

considering major factors at which they are expert rather then focusing on customers
desire or requirement. In context of respective company they can offer their quality or
best services to their passengers so that management able to satisfy customers properly
by quality of service.
 Product orientation- It will define as marketing concept in which an organization will
more or solely focus on their products. In this they generally try to develop or
manufacture product or service in quality manner as well as it will also based on the
customers requirement (Garvey, 2013). In respect of Ryanair, if they adopt this then they
will more concern about their passenger's requirement and flight services. It is so because
it will help them in offering quality flight services to their potential passengers.
 Sales orientation- This is define as that marketing concept that are generally used by a
firm for making huge profitability by concerning about encourage customers to purchase
offering rather than understanding their requirement. In respect of respective budgeted
airline firm, they will promote their flight services in advance manner so that they can
attract more and more passengers.
By implementing or adopting all these marketing concept Ryanair able to develop most
appropriate airline products and services for their passengers. That will also help in attracting
more and more passengers impressively.
b) Marketing orientation and societal marketing orientation
Marketing concept consider several key aspect such as marketing orientation as well as
societal marketing orientation which are essential for companies to consider because it will help
in developing product effectively and marketing it properly. In respect of Ryanair they must
adopt both the services which explanation are given below:
 Marketing orientation:- This refer to business model that are implemented by a
company for focusing on delivering process of products or services which are develop
according to the customers need, desire and requirement (Gudiksen, Poulsen and Buur,
2014). In respect of Ryanair, by adopting marketing orientation they able to offer
budgeted airline services to their potential passengers. That will help them in satisfying
them which lead to earning of more and more profitability.
 Societal marketing orientation:- This is define as concept of marketing according to
which decision of a company should not only based on the customer's need and desire,

along with this they must also consider long term firm requirement and society interest.
This is so because through it company able to conduct society welfare which help in
gaining high profitability and market value (Hodges, 2012). In respect of respective
company by adopting this they able to offer those services which resolve issues of
passengers such as high flight price. So by adopting this concept Ryanair able to offer
flight services which are related to welfare of society or passengers.
CONCLUSION
Through evaluation above mention topics it can be summarise or conclude that for every
company it is necessary to adopt proper marketing concept because through it they able to offer
products or services according to the customer's desire, need and requirement. In marketing
management orientation there are various other aspects are included such as sales orientation,
production orientation, marketing concept and product orientation. Along with this there are also
other concept of marketing such as societal market orientation and marketing orientation. By
adopting both the aspects an organization able to understand customers requirement as well as it
will also help in understand their behaviour accordingly which company may develop products
or services.
RECOMMENDATION
Through conducting analysis of all the topics which are mentioned above there are
several recommendation for Ryanair company, that will help them in improving their service and
products quality. That will also help in attracting more and more potential customers for their
airlines, from which some recommendation are mentioned below:-
 Ryanair must take feedback and suggestion from its passengers on regular basis, this is so
because it will help them in offering flight services according to their requirement.
 They must also conduct market research or evaluation on the different key factors related
to marketing concept such as marketing orientation, societal marketing orientation,
production orientation, product orientation and many others.
By adopting these recommendation Ryanair company able to offer quality budgeted
flight services to their customers.

REFRENCES
Books and journals
Buchan, J., 2017. Lessons from Ryanair. Nursing Standard (2014+). 32(11). p.28.
Consument, A., 2013. Netherlands Consumer Authority fines Ryanair| ACM. nl.
Garvey, J., 2013. Ryanair Limited v On the Beach Limited [2013] IEHC 124. Irish Bus. L.
Rev.. 1. p.85.
Gudiksen, S., Poulsen, S.B. and Buur, J., 2014. Making business models. CoDesign. 10(1).
pp.15-30.
Hodges, F., 2012. Is Ryanair an ethical business?. Teaching Business & Economics. 16(3). p.18.