Marketing Concepts Applied to Ryanair: A Comprehensive Analysis

This report analyzes the marketing concepts employed by Ryanair, an airline company, to achieve its goals. It begins by defining key marketing concepts such as production orientation, product orientation, sales orientation, marketing orientation, and societal marketing concepts, and then applies ...Read More

Marketing concepts
for
achieve goals

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Defining key Marketing concept and comment..........................................................................3
CONCLUSION................................................................................................................................5
RECOMMENDATION...................................................................................................................5
REFERENCES................................................................................................................................9

INTRODUCTION
The marketing concept is the best philosophy which is firm should analysis is important
for their customers and for taking perfect decision-making to satisfy needs of customers as well
as competition. The present report is based on the “Ryanair” which is airline company. The
present report is going to be discuss on different products like food services and air travel
services. The report will apply and identify a marketing concept for company in order to achieve
goals.
MAIN BODY
Defining key Marketing concept and comment.
This concept is generally used for identify the needs and wants of customers with
companies at the time of availing services. In the present, there are different companies which
are used marketing mix concept for achieve their target (Alves, Fernandes and Raposo, 2016). In
the respect to Ryanair airlines, the marketing concept interpreted in different areas are as
follows:
Production orientation:
Production is very important aspects and marketing strategy, the study of the product is
imposes the production of products. Production of products and services are based on using
different equipments and technologies at workplace and its result is increase a lifeline of airline.
In context of Ryanair airlines, the production of company is implement more capacity of aircraft
and also use less noise elements which are safe environment (5 Marketing Concepts Explained
with Examples, 2017). This help to company to achieve their aim is to fly double amount of
passengers.
Product orientation:
The concept of product is work on a assumption that is referred by customers of great
quality and price of product. The product concept is based on an innovation and creation of
products for increasing higher attraction of customers. In respect to Ryanair airline, innovate app
for online ticket booking and checking orders (Baker, 2016). Through, these customers are easily
able to check their bookings and tickets as per their requirements. This gives positive impact on
customers for fly tickets and booking details. In this innovation can be done through providing
online services to customers. Thus, it is help to company for attract more customers and their
goals and objectives of company.

Sales orientation:
The production and product concept both are make focus on production. On the others
side, selling concept is make focus on actual sales of product and services at marketplace
because that is reason which is hep to increase profit margin by offering best services. In that,
such companies looks forwards to increase their sales by offering lower charges on the baggages
for attract more customers (Homburg, Jozić and Kuehnl, 2017). In respect to Ryanair airline is
offers the 70% off on the selected seats and more than 30%. This is highlight that customers to
buy their services and fly company. The company is also promoted their products and services
by using slogan “low fares help to made simple journey” is best think. They are not offers free
food and drink to customers at the time of fly and in the aircraft. Company is charge lower fright
charges on the extra baggages. They are also linked with various hotels and restaurant for gives
effective facilities to customers. Through that, customers are easily got the ideas for hotel for
which Ryanair airline is linked up. This help to company for increase sales of products and
services as well as achieve goals and objectives of company with best fly experience.
Marketing orientation:
The most of the companies are mainly focused on marketing concept place that
customers are on the centre of organization. Here, companies geared toward the customers. The
main aim of this concept is to understand the needs and wants of customers towards companies
services (Rowley, 2017). Through, that company is deliver more values to customers as well as
competitors. In respect to Ryanair airlines, company is build and increase loyalty through
engaging in the positive words of advertising are key future of success. They are also done the
survey for influence by advertising campaigns in order to undertaken airline by themselves and it
is important factor.
Societal marketing concept:
The societal marketing concept is the new marketing concept this help highlights the
needs and wants of the target market and delivery of the better values than its competitors. This
also emphasizes an effective importance of the well-being of the customers and society as a
whole. There are various companies which are follows the online marketing for promoting their
services. This is effective and valuable for the company and its growth factors. In respect to
Ryanair airlines company, the company is uses online platform and digital platform to promote
their services (Tadajewski, 2018). Most of the companies are increase price of products and

services but Ryanair airline is more invest on promotional techniques for customers. Through
that, customers are more able to and easily booked their tickets. This digital platform is more
suitable for taking feedback from customers and making changes as per requirements.
CONCLUSION
From the above report, it had been concluded on the basis of innovating and
implementing new marketing concept for determining the overall performance of airline business
as well as its marketing strategy. The report had covered by the marketing concept which has
helped to company for identifies various strength and weakness of airline company or taking best
decision for promote business by using digital platform. This has effective for company to create
the greatest pool of customers in the proper manner because company has considers in greenest
and cleanest airlines in the marketplace.
RECOMMENDATION
From the above discussion, here is recommended for company to promote their business
and attract more customers towards business. The company manager should use the digital
platform for online booking of tickets to customers. It had effective for customers to check their
booking details online anytime and anywhere. The company is also faces problem related to
customers queries. For that company should consider feedbacks of customers and solve queries
with a time. Both recommendations are help to Ryanair airline to work with customer attraction
and increase sales.
PART 2 PPT work
1 slide Marketing concept and decision making
2 slide TOC
INTRODUCTION
INTRODUCTION OF CONSUMER DECISION-MAKING PROCESS AND BEHAVIOUR
APPLICATION OF FRAMEWORK
CONCLUSION
REFERENCES
3 slide INTRODUCTION
 The Ryanair airlines is the greatest and cleanest services provider at marketplace.
 The main reason to choosing this topic to increase sales of company by promoting
business.

 The presentation will show products which are going to examine that is “Aircraft”.
4 slide CONSUMER DECISION-MAKING PROCESS AND BEHAVIOUR
 The consumer decision making is consist with five steps and elements.
 Those are as follows:
◦ Recognition
◦ Information searches
◦ Evaluation of alternatives
◦ Purchase
◦ Post purchase behaviour
notes:
 The consumer decision-making process is involves the consumers in order to identify the
need and wants of them with Ryanair airlines.
 In respect of company customers are taking decision as per their company services.
5 slide CONTINUE...
 The customers decision-making process is completely based on the services of company
which is provided by them.
 The consumer's behaviour is determined by the economic factors and environmental
factors like social and cultural values.
Notes:
 The most of the social factors are influence behaviour of customers as per needs and
wants.
 New trends in the industry had also changed the decision of customers.
6 slide APPLICATION OF FRAMEWORK
 This is the traditional model and framework of customer decision-making process.
 This shows the consumers decision-making as per five steps.

Notes:
 The manager of Ryanair airlines has to understand these to properly move the customers
to buying products and communicate effectively to consumers and close the sales.
 For example: Ryanair airlines is represented the complete details ticket to customer on
online apps is help to attract more customers buying products.
7 slide CONTINUE...
 Need recognition: it is very important for Ryanair to analysis needs of customers.
Customer wants safe and proper details. Example: need of customer is safe and healthy
fly as well as solve their queries on time.
 Information searches: here, manager have to finds the different information by
considering needs of customers. Like invest on promotional and safety equipments for
making effective decision-making of customers.
Notes:
 Evaluation of alternatives: Here, customers are seeing different alternatives products and
services for their safety concerns.
 Purchase: At these stages, customers take decision to purchase Ryanair airlines services
and products.
 Post purchase: Here, customer want from company to solve their problem after
purchasing services and products.
8 slide CONCLUSION
 From the above presentation it had been concluded that the social and environmental
factors has affect the decision-making process and behaviour of customer.
 The customer has take decision as per products and services of company.
Notes:
 The most common factor which has influence the needs of customers that had post
purchase services.
 The has consumer has taking decision as per analysing services and prices of its.
9 slide REFERENCES
 Jalali, M. S. and et.al., 2016. Integrating metacognitive and psychometric decision-
making approaches for bank customer loyalty measurement. International Journal of
Information Technology & Decision Making. 15(04). pp.815-837.

 Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty
measurement. Routledge.

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.
Baker, M. J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
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.
Rowley, J. E., 2017. Information marketing. Routledge.
Tadajewski, M., 2018. Critical reflections on the marketing concept and consumer sovereignty.
The Routledge companion to critical marketing studies. London: Routledge. pp.1-34.
Online
5 Marketing Concepts Explained with Examples. 2017. [Online]. Available through:
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