An Analysis of Marketing Concepts and Ryanair's Service Effectiveness

This report provides an in-depth analysis of Ryanair's marketing strategies, focusing on the application and effectiveness of various marketing concepts. It begins with an introduction to marketing and its importance, followed by an overview of Ryanair as an Irish budget airline. The main body of the report delves into key marketing concepts such as production orientation, product orientation, sales orientation, marketing orientation, and societal marketing orientation, illustrating how Ryanair utilizes these concepts, particularly in its car rental services. The report examines how these concepts influence customer experience, service quality, and overall business profitability. The conclusion summarizes the findings, emphasizing the importance of adapting marketing strategies to meet consumer needs and maintain a competitive edge. The report also includes a list of references from books and journals to support the analysis.

REPORT

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing concepts and their effectiveness on products and services sold by Ryanair..............3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing can be defined as promoting of the products in order to increase their sales. It is
one of the most important function to increase profitability. Present report will lay emphasis on
Ryanair. It is an Irish budget airline which was being founded in the year 1984. Company has
been headquartered in Swords, Dublin, Ireland. They have various subsidiaries like Ryanair
Atlantic, Ryanair DAC, Malta Air. Present report will examine the car rental services which is
being provided by the airline company. It will also lay emphasis on the various concepts of
marketing such as production concept, product concept and many more.
MAIN BODY
Marketing concepts and their effectiveness on products and services sold by Ryanair
Marketing management orientation- It can be defined as that concept in which company
analyses the needs and demands of target consumers and works on satisfying their wants. This
can also provide Ryanair with more competitive advantage. The businesses design a product with
the customer in mind rather than pushing the products they feel like making. There are various
marketing management orientations, this includes the following:
The marketing concept- This concept is based on making employees fully aware about the goals
and objectives of company and making consumers satisfy more than their competitors. Ryanair is
engage in providing car rental services to their customers, in this concept they just need to find
the right passengers who can explore these services (Homburg, Jozić, and Kuehnl, 2017). For
analysing the right consumer, company can involve in doing market research, so that they can
also involve in following the latest market trends.
Production orientation- This concept basically lays emphasis that the goods and services which
are being sold are at affordable prices. Like for example the car rental service of Ryanair is
available to consumers at affordable and cheap prices. This service is being available to
passengers without even booking flight tickets (Deepak and Jeyakumar, 2019). It is also
available at before, after and during taking flight services. Thus, this can support organization in
making their services more liked by consumers. It will also help firm in increasing their goodwill
in market and establishing their market in new areas.
Product orientation- This concept is totally different from the production concept. In this
concept consumers are engaged in demanding the quality of services. They do not want quality,
they want quantity. So Ryanair must also be involved in giving passengers high quality rides.

The car rides given by airline company can be booked, cancelled and amend by consumers at
any day or any time. The money on cancelling the ride is also refundable. So this product
concept can support Ryanair airline company in reaching out the large number of customers and
increasing their profit. Also the airline company is being engage in providing the customers
support service and too 24/7 hours. So, this concept can be very beneficial for Ryanair in order
grow. All the passengers have the access to multilingual support that has been given by
organization. It can help firm in creating consumer loyalty.
Sales orientation- This concept can be used by Ryanair company to increase the sales of services
which they are providing. In this they can bring new and innovative changes in the existing car
rental services which firm is providing (Alves, Fernandes and Raposo, 2016). The creative
modifications will help company in increasing their sales and will also enhance the profitability
aspects of firm. But in this firm also needs to make sure that customers are satisfied with the
services they are providing. They must make sure that firm do not hamper the quality of services
as they want to increase sales. If this happens then it can make image of company negative.
Marketing orientation- This concept is basically linked with focusing on the marketing activities
that needs to be undertaken by company in order to increase the liking of the services which firm
is providing. In this Ryanair will involve in doing proper marketing of car rental services.
Company can engage in promoting the services and products on their own websites. This will
help them in reaching out the large number of consumers. Ryanair by this can increase the
customer experience (Kehinde and et.al., 2016). They can also promote the car rental service by
giving advertisement on social media website like Instagram, Facebook and many more. These
websites can also help Ryanair in reducing their operational cost, company can save a lot more
because of this. Marketing of services can also be done when firm is engaged in providing
something
Societal marketing orientation- In this concept, company neds to provide those products and
services that can easily be accepted by the society and environment in which Ryanair is dealing
in. They need to lay emphasis that the services given by them, do not hamper the thoughts,
values and attitude process of individual or consumer. Ryanair must be engage in following
ethical practices so that it can also lay positive impact on mind of consumers. This will also help
firm in retaining the consumers. Also ethical practices must be followed while providing training
to employees on new products and services

CONCLUSION
From the above study it has been summarised that company has been engaged in providing
car rental services to all its premium consumers. They have been working on quality of services
so that they can gain competitive advantage and also consumer experience has been enhanced.
The car rental service can be accessed by them at any day and at any time. Also firm has been
engage in providing the consumer support service to solve the queries of all passengers who are
involved in taking the car rental services. This has helped firm in growing and reaching out the
large range of customers. Company has also been engaged in providing quality of services to
consumers, this has helped them in improving their goodwill.

REFERENCES
Books and Journals
Alves, H., Fernandes, C. and Raposo, M., 2016. Social media marketing: a literature review and
implications. Psychology & Marketing.33(12).pp.1029-1038.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science.45(3). pp.377-401.
Hult, G.T.M. and Ketchen, D.J., 2017. Disruptive marketing strategy. AMS Review.7(1-2). pp.20-
25.
Kehinde, O.J. and et.al., 2016. Marketing Concept And The Satisfaction Of Consumer Needs:
The Nigerian Consumers’ Experience. Researchjournali’s Journal of Marketing.4(1).

Rowley, J.E., 2017. Information marketing. Routledge.
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