Report on Marketing Management Orientation: Ryanair Airline

This report provides an in-depth analysis of Ryanair's marketing management orientation. It explores the airline's strategies, including its low-cost approach, production and product orientations, and sales tactics. The report examines how Ryanair aims to satisfy customer needs, maximize profits, and gain a competitive edge in the aviation industry. It covers the company's focus on fast service, low pricing, and direct marketing strategies, while also acknowledging areas where Ryanair's customer service has been criticized. The report also highlights Ryanair's production orientation and the impact of its marketing strategies on the airline industry, providing recommendations for future growth and development, emphasizing the importance of customer service alongside cost-effective strategies. This report is a comprehensive overview of Ryanair's marketing approach.

Marketing Management
Orientation

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing Management Orientation:...........................................................................................1
CONCLUSION................................................................................................................................3
REFERENCS...................................................................................................................................4

INTRODUCTION
Ryanair is an Irish budget airline founded in year 1984, its headquarter is in Swords.
Dublin. It was brought in Europe with the aim to bring the cheapest airline agencies in UK. It is
one of the biggest airline in the UK which carries more passengers than any other airline in
Europe. Its net worth is around 7 billion euros. They used more than 400 Boeing-737 air-crafts
and has a connectivity across 38 countries.
Ryanair aims to offer a cheapest air ticketing in the Europe, with the widest customer
base. They have a vision of one of the biggest airline industry all over Europe. They offered
lowest price and short hault which are the basic things which every passengers needs.
Marketing concept of Ryanair depends upon the lowest pricing strategy avail by the
airlines to make a huge customer base which can help in developing decent marketing strategy.
MAIN BODY
Marketing Management Orientation:
Marketing management orientation refers to the strategy which a firm implements to
satisfy customers need which can increase sales maximise profit and pull out the competition
from the market. It aims to strategies which can reduce the load from external environmental
which aims to reduction of cost and generates a vast satisfied customers(Cacciolatti and Lee,
2016). A management concept used by Ryanair to develop a strategic planning to improve a
customer base so as to achieve a business goals and objectives.
Concepts used by Ryanair are based on the customer services which can help the
organisation. Its basic concept was to deliver a fast service in the aviation industry which focused
on the product concept which aims a fast growth of Aviation Industry(Kingsnorth, 2019).
Ryanair Provided a fast customer services and was an airlines with best treatment with their
customers. They focused on the management of groups and families with the aim to develop
more of customer services. It focused on low cost reduction which helps them to stand out in the
competition. They focuses in providing a low pricing strategy which helps in the business to
flourish. They focused on the low cost strategy but somehow lack in various aspects like they do
not addressed services like free food and drinks their services were very poor which put them in
many conflicts. They do not have any travel agents which minimises the commission for agents
instead they use direct marketing strategies.
 They focused on no frills low cost airline.
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 Point to point short haul flights.
 they used secondary airports.
Production orientation:
This occurs with the need of the a strategy to overcome the objectives which are set to
achieve the target, research is carried out to the need of the product development, as Ryanair
aimed to acquire the market all over the Europe. A strategic approach is developed with the aim
to provide a low cost air travel various strategies are developed so as to provide the customers
with the low cost air travel and to generate a market base. Best approach is chosen out to receive
a customer base. They focused on no frill low cost airline market in the which attracted many
customers. It aims what a customer needs to develop in the industry. To come up with the unique
strategy Ryanair must develop a strategy which can ensure a unique benefits of the customers
which can work with the benefit of the customers(Menon and et.al., 2015.). Ryanair analysed the
various market strategies which increases turnover of the organization and provide a best service
to the customers. They work on the service offered to the offered. Ryanair focused on direct
routes which offers less haul time for the passengers which is preferred by most of the
customers. They do not offer their services to the agents and focuses on direct selling of the
products.
Product & Service orientation:
Product orientation of Ryanair is to be the top selling airline service all over the Europe
which aims to sell the service and to become a best airlines all over the Europe. They aimed a
strategy for the workers to invest in the firm which helps the workers to bring a direct attention
to the workers as they urges to bring company to the top as they are direct shareholders in
Ryanair. Low cost basis is the key feature of the Airline(Morgan and et.al 2019). They offer a
cheap ticketing and pricing strategy which attracts more of the customers. This features of the
airlines created a wide customer base which helped them to expand all over the Europe.
Ryanair's dynamic capability has brought about the constant flow of the opportunities flow
which can help Ryanair to gain a strong hold in the market. There is a vast market research
carried out which help in the development of the company. A product and strategic formulation
has affected various airline groups as it was not achievable for them to overcome the new
strategy brought out by the Ryanair. They came across various strategies which help in the
development of the firm as their ultimate aim was to bring about the market in their control. As
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Ryanair focused on the development of the firm. Sales of Ryanair gradually increased as they
offered low pricing strategy with less of the services(Palmatier, 2018). It is an aggressive type of
sales in which a customer relationship are not addressed which can affect the sales in a long
term perspective. They do not offer various facilities which are required by the customer which
offered them with crisis and criticism. As service offered are very much poor.
CONCLUSION
This study concludes that the services offered by the Ryanair are very much cheap which
attracted a vast customer base for the Aviation industry. They offered airline tickets at a cheaper
rate which help in the growth and development of Ryanair. Ryanair must focus on the service
development strategies other than improving a customer base which will help in the long term
growth and development of the organization. They must wisely use the long term objective for
the development of the organization. Various strategies brought by organization has helped them
with a strong hold in the market. Various strategies has brought in the increased repo rate which
helped in growth of Ryanair.
Recommendation:
From the above study it can be recommended that the growth of the Ryanair is depend
upon the services provided to the customers other than the cheaper rates they do not offer a
additional services which can be used to generate a good market image in the Aviation industry.
They must focus on the services offered to the customers as they can built a strong customer
base.
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REFERENCS
Books and Journals
Cacciolatti, L. and Lee, S.H., 2016. Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy and
organisational power. Journal of Business Research.69(12). pp.5597-5610.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Menon, A. and et.al., 2015. Effective Marketing Strategy-Making: Antecedents and
Consequences. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual
Conference (pp. 224-224). Springer, Cham.
Morgan, N.A and et.al 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science. 47(1). pp.4-29.
Palmatier, R.W., 2018. Advancing marketing strategy research.
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