Marketing Concepts: Analyzing Ryanair's Strategies and Principles

This report provides an analysis of the marketing concepts employed by Ryanair, a prominent low-cost airline. The introduction highlights the importance of marketing concepts for business success, emphasizing their role in understanding customer needs and guiding organizational decisions. The main body delves into various marketing concepts, including production, product, selling, and societal marketing concepts, illustrating how Ryanair has applied them. The report examines how Ryanair utilizes the production concept by offering affordable fares, targeting a wide customer base. It discusses the product concept, acknowledging Ryanair's trade-offs between price and service quality. The selling concept and its limited application by Ryanair are also addressed. The report concludes by summarizing the significance of marketing concepts in achieving organizational goals, particularly for Ryanair. References to books and journals are included to support the analysis.

Marketing Principles &
Practice

Table of Contents
INTRODUCTON.............................................................................................................................3
MAIN BODY...................................................................................................................................4
A...................................................................................................................................................4
Marketing Concept.................................................................................................................4
B...................................................................................................................................................6
CONCLUSION................................................................................................................................6
REFRENCES...................................................................................................................................7
Books and Journals......................................................................................................................7

INTRODUCTON
Marketing concepts are very important factor in every firm. Each firm using marketing concept
in their daily work. This concept gives firms clarification about work and also helps in
understanding needs of customers. Ryanair airlines is applying some marketing concept like
production concept, product concept, etc. These concepts help Ryanair a lot in getting success.
MAIN BODY
A.
Marketing Concept.
Marketing concept clarifies about firm that it should find the need and want of customer and
according to that firm should make decision for satisfying their needs. Now days each and every
organization adopts marketing concept. Ryanair had also applied such marketing concept to get
growth and success. Marketing concept give Ryanair idea that what are the needs of customer
and how it can increase their sales, or maximize profit.
There are five type of marketing concept:
1. Production concept.
2. Product concept.
3. Selling concept.
4. Marketing concept.
5. Societal marketing concept.
The three main concept:
Production concept: Production concept is the concept which is related with the product rate as
this concept is made for providing product at affordable rate. In management orientation this
concept is counted as the oldest concept. Price reduction can be done by minimizing the cost of
production. Cost of production is managed by utilizing resources effectively and efficiently and
also by reducing wastage.
Ryanair had used this concept very well. Ryanair is counted as one of the cheapest airline
and serving to more than 28 European nations. Ryanair started its airline with serving to a single
route which was London to Waterford, but now it provides airline services to many nations. The
point which had given it such a high success was its price.(McCabe., 2019) Many people are

their which can't afford flight tickets, as it is an expensive travelling way, but Ryanair has given
its airline facilities in such a way that the people which were not able to buy tickets even if they
have any emergency are now able to purchase tickets due to such cheaper rates of Ryanair
airlines. The Chief executive officer of Ryanair Michael O' Leary also tells that how his
company gets idea of providing cheap rate to people and also he gave its credit to South-west
Airlines, which is American low cost carrier provider. Ryanair is providing cheap rate to
customer by purchasing seats that are not reclined and which are less in cost as well as easy to
maintain.(Charter and Polonsky., 2017) They are also providing cheap rate as they don't offer
high cost feature equipments in their planes. Also, Ryanair buys product for its airline in bulk
which help it in getting discounts and that's how Ryanair is using production concept in their
success.
Product concept: Product concept gives clarification to quality of product and service. Quality
is also treated as one of the most important factor. Quality is equally important as compare to
price, as quality attracts people again and again. Many of the firms work very hardly on both the
concept either it is production concept or product concept. In some cases it is not possible to
provide both the things, like when organization wants that it should provide high quality service
to customer then sometime organization have to sacrifice over cost and vice versa.
In case of Ryanair the concept which it can't able to follow was product concept. Ryanair
is providing its airline services at very low price, and that's why it had sacrificed over quality of
service. Reviews related with Ryanair service were quite bad, as some people also gave their
reviews over uncomfortable journey with it.(Kumar and Sharma., 2015) CEO of Ryanair had
said that customer's focus is price, regarding this statement many people agree, but some people
also said that quality is also equally important. So now Ryanair CEO had given clarification to
those customers who had faced problem related with its staff unethical behaviour, and said that
now this thing will not repeat. Now they will work more over customer service and make they
feel happy with it.
Selling concept: The reason behind this concept is to attract customers to buy product by giving
high selling and promotion effort. This concept generally not focus on customers need, as its
focus is to sell company product through high marketing efforts. Selling concept contains high
level of risk, as it is not come out of customers needs. This concept is generally in less use by the
firms, as they open their business according to the need of customers.(Pike., 2018)

This concept is never applied by Ryanair airline as its focus is only customers that's why
it is providing services at very low rate. Ryanair has chosen people which are having medium
earning or low earning, so that they can also afford the flights tickets. Selling concept comes
with so much of risk and that's why Ryanair has not used it. Earlier the focus of organization was
only on production concept, but now it is also giving value to the product concept.(Rowley.,
2016)
B.
Marketing concept: This concept says that need and wants of market is the main reason behind
achievement of organization goal. Marketing is very important concept for the firm who want to
target particular market. Ryanair has used marketing concept by targeting the customers who are
middle class, and can't afford high flights tickets.
Societal marketing concept: This concept focus on social responsibilities, in this concept firms
are more careful related to social responsibility. This concept is also good way of marketing, as it
make good image in market.
CONCLUSION
In this report it had been concluded that marketing concepts have become necessity for every
company. Marketing concepts gives organization a way of success. This report also conclude
how Ryanair has achieved success through applying some important marketing concept.
Marketing concept provides direction towards goal achievement.

REFRENCES
Books and Journals
Rowley, J., 2016. Information marketing. Routledge.
Salvo, S.G., 2015. Massage Therapy-E-Book: Principles and Practice. Elsevier Health Sciences.
Charter, M. and Polonsky, M.J., 2017. Greener marketing: a global perspective on greening
marketing practice. Routledge.
McCabe, M.B., 2019. Intersections in Marketing Practice and Marketing Education: Bridging the
Gaps. In Evaluating the Gaps and Intersections Between Marketing Education and the
Marketing Profession (pp. 117-142). IGI Global.
Kumar, R. and Sharma, V., 2015. Auditing: Principles and practice. PHI Learning Pvt. Ltd..
Pike, S., 2018. Tourism marketing for small businesses. Goodfellow Publishers Limited.