Marketing Plan: Ryanair European Airline Germany Route

This report provides a comprehensive marketing plan for Ryanair's flights to Germany. It begins with an introduction highlighting the importance of marketing in the airline industry and an executive summary of Ryanair's business model and objectives. The report includes a SWOT analysis to identify strengths, weaknesses, opportunities, and threats, and a PEST analysis to assess political, economic, social, and technological factors impacting Ryanair's operations. The marketing mix (product, price, place, promotion) is analyzed to formulate effective strategies for the Germany route. The report also covers the budget, monitoring, and controlling aspects of the marketing plan, concluding with recommendations for improving customer satisfaction and market share. The report emphasizes Ryanair's low-cost model and its focus on customer satisfaction, cost efficiency, and innovation to maintain its market position in the European airline industry. References to relevant academic sources are provided to support the analysis.

MARKETING PLAN
FOR EUROPEAN
AIRLINE FLIES TO
ONE SPECIFIC
DESTINATION IN
EUROPE

Contents
INTRODUCTION...........................................................................................................................................3
EXECUTIVE SUMMARY.................................................................................................................................3
Vision.......................................................................................................................................................4
Objectives................................................................................................................................................4
SWOT Analysis.......................................................................................................................................4
PEST Analysis...........................................................................................................................................6
Marketing Mix.........................................................................................................................................7
Budget...................................................................................................................................................10
Monitoring and controlling....................................................................................................................10
CONCLUSION.............................................................................................................................................11
REFERENCES..............................................................................................................................................12

INTRODUCTION
Marketing is very essential aspect of any business organization as it helps the
organisation to increase it productivity and increase they profitability in the market. Marketing is
the process to understand the market customers and make the effective strategies to satisfy them
as marketing focuses on the customer’s satisfaction to increase the market share and become the
leader of the market to compete and achieve the core competency. The business organisation
needs to formulate the marketing plan in such a way by analyzing all they internal and external
factors of the business environment to increase the efficiency of the plan. It helps to achieve the
objectives of the organisation and help to upgrade the business to its current trends. It also helps
the business organisation to analyse the customer target and market segments to implement the
effective strategies to gain the maximum output with the limited resources. In this report there is
a brief understanding about Ryanair marketing plan. In this report with is a brief description
about Ryanair flights to Germany and what are the factors which can impact the growth of the
company to increase it s customer’s satisfaction.
EXECUTIVE SUMMARY
Ryanair is a European airlines company which is the integration of small sister Airlines
Company situated in different parts of Europe. The company is the largest airlines which serve
with a low budget fares to the passengers to increase the market share and increase the
customer’s satisfaction. The company was established in 1985 and have a annual revenue of
around 7.15 billion dollars according to the latest data as the company also have 17500
employees all over its bases to support its operations and increase the efficiency of the company.
The company have analysed the formulate a marketing plan to increase their market share of the
Germany flight route to increase the efficiency and provide with better services to the customers.
The company aims to increase the services and support in the next 2 years with maximum
efficiency after all the controversies.
Mission
Ryanair has focused on creating the lowest price for the passengers of the airlines to
increase the customer satisfaction and achieve the high market share. the company also focuses

on the cost efficiency and not putting the burden of the fuel on the customers to increase the
efficiency of the company and increase the goodwill of the company. Ryanair also put emphasis
on the particular needs of the services to fulfill their satisfaction with lowest fares and also no
extra charges to be levied on the ticket fares on the customers. the company also aims to provide
the passengers which are travelling outside Europe.
Vision
Ryanair forecasts to achieve the best quality of services in the Germany routes to increase
the efficiency of the customers who wants to travels to Germany and increase the satisfaction of
that vision. the company also have the vision to innovate the strategies to maintain the market
position by analyzing the market factors effectively and formulate an effective marketing plan
which can increase the customers which are more attracted to fly to Germany and increase their
experience. the company also have to invest in the hospitality industry to get the better results
Objectives
• to support the tourism sector in the Germany to increase the number of passengers in the
company.
• to improve the efficiency of the company by increase the skills and knowledge of the
employees in the next 2 years to formulate the effective marketing strategies and
maintain the market position of the company.
SWOT Analysis
Strengths
The company is providing the customers with the lowest flights which is a great
advantage for the company and is its strength because no other company is being able to provide
that to its customers in Europe. The companies cost production is also very low which is making
the company have a competitive advantage in the market and is being able to capture a large
market. The company has a lot of innovations which is being included in the decision making of
Ryanair which can be another advantage for the company. The size and experience of the
company is making the company have a competitive advantage because the company is spread

across 30 countries and the focus of the management is also very strong which is making the
company work effective and efficiently. (Barrett, 2016)
Weaknesses
A great disadvantage for the company is that the customers have this misconception of
flying by air because they think that the tickets will be expensive so they do not even check
which the company will have to change for the customers. There are seasons when the company
is not have too many customers and that is a weakness for the customers and the company
because that time the company has to increase the rates of the flight so that the company does not
go in loss.
Opportunity
The company has worked on the services which they are providing to the customers
which is a great advantage for the company and that is turning out to be a great opportunity for
the company and that will make the company have a great name for themselves. The services
which are serving to the business class has also improved so that the first class and the economy
class can have a service from the company which is satisfactory and better than the other
companies. Ryanair is also coming out with new aircrafts which are new innovations which the
company is coming up with which can be another opportunity for the company. (Caputo,
Borbély and Dabic, 2019)
Threats
There can be a lot of accidents which the company can have because of the low cost products the
company has used for making the flights and the customers might not like that idea which will be
a great threat for Ryanair. There is a lot of competition in this industry and there are a lot of
flights which are coming up with cheaper tickets for the customers. The external environment of
the company is also not in control of the company and that can also be a great threat for the
company because without the weather suitable for the company the company will not be able to
serve the customers. (Ang. and Rusli, 2018)

PEST Analysis
Political Factors
The flights are crossing one boarder to another’s therefore the flights have to be even
more careful of the political factors which will influence the company. There are a lot of
corruption which is taking place in any business therefore it is very important for the business to
know there ways out of that and make the best from the situations. Political factors are not
permanent and they keep changing with time and the company should be prepared for that factor
so that their efficiency does not spoil and the company makes no lose. Because of the Brexit the
company will and all the companies in UK are going to have a negative effect of this decision
which has been taken by the government and since the company is based in UK therefore the
company is going to have a lose. Therefore it is very important for the company to analyse these
factors before making decision for the benefit for the company.
Economic Factors
There is an uncertainty in the market of the country because of the major decision which
has been taken by the government which is Brexit therefore the company will have to be even
more careful. The prices of the company have increased because they have to make profits and
they are losing on a lot of loyal employees because of this factor which the company will have to
face later. The economic factor of the country is decreasing and that is affecting the country’s
companies and Ryanair. (Caridá, and Bonizio, , 2018)The economic stable is not just falling of
the company even after all the experience they have has in this industry but of the entire country
as well.
Social Factors
The middle class customers are not to too happy and satisfied with the decisions the
company has to make because of the changes in the country and that is making the social factor
of the company not be stable which is a great problem for the company. The expectations of the
customers still remain the same because they are not aware of the changes which the businesses
are facing because of Brexit. They still want the services and the standards which were set by the
airlines for themselves which is now turning out to be negative for themselves. The company has
to make decisions for the company so that they can keep the customers loyal and that they can

satisfy the customers in the best alternative methods. The strategies of the company have
changed because of Brexit and there will be a lot many other changes in the company.
Technological Factors
The company has got in a lot of changes in the company so that the customers can remain
loyal to the company and that is a very important factor for the company and that can be done
when the company is giving the customers some kind of special treatment. The company has
improved a lot on their technological factor so that the customers are satisfied at least with the
technological services which the company is providing to the customers now. (Festa,and et.al.,
2016) Ryanair is taking feedbacks from the customers so that they can improve more through the
technological help so that it can be solved and the customers can get loyal to the company
because the company is losing out on a lot of customers because of the rise in the price of the
tickets after the services and products the company is providing.
Marketing Mix
Ryanair have to analyze the effective marketing strategies to analyze the best way to
increase the sales of the Germany routes so that the company can increase the efficient profit
margins and also maintain the customer attraction to opt for the Germany flight more frequents.
the company have formulated some of the four marketing mix which will help to analyze the best
formulation of the marketing strategies so that they can establish their base in the Germany more
effectively. this will help the company to position themselves in the German market and improve
their sales in the country so that they can increase the maximum revenue generation with lower
cost to satisfy their mission of lowest fares from the customers. as ryanair is the European cost
efficient airlines which help to travel the customers to Germany without the services of food and
other services in consideration of the cost. (Francis, Humphreys and Aicken, 2017).
Product
the company increase the profits by
increasing the prices of the charges of the other than ticket fares by 20% for the next two years
which helped the company to recover and improve the services to the customers. the company
also offered the customers with free services by increasing the prices of other services which
helped the company to attract more customers and which increased the overall revenue

generation by 21% and helped the company to improvise the product quality with low cost
efficiency. company also have to provide the services like proper medical facilities foe the
patients and also the proper care four them which will help to improve the services and increase
the corporate social responsibility of the company. (Arif and Balo, 2017
Price
the price is the major aspect which impact the growth of the airlines and have the decided
very carefully s it can result in the huge losses and decrease the efficiency of the company. the
company focused on two different pricing strategies to attract more number of customers for the
Germany travel. the airline also charge the customers according to the planning and the tickets
they have booked, if the customers booked the flight early the company will charge less, if the
customers booked the tickets at medium period the customer will charge a high fees with the
extra baggage fees and if the customer have to book urgent tickets they are charged at the highest
with maximum extra charges to average out the low cost. (Grant, 2017).
Place
Germany is very tourism attracted country and the company have to promote the
country’s tourism to increase the sales of the company and promote the better efficiency to the
customers. the company also have to promote the culture and destination attractions which will
help the other Europe population to get attracted to travel to Germany in order to satisfy their
needs and wants. the company also helps to reduce the cost by direct contacting the customers
and removing the agents which can increase the cost of the fares of the customers and also
decrease the satisfaction of lowest prices for the company. the company also focused on opening
the sub offices of the airports in the Germany to reduce the cost of transportation to but the
tickets and the company also provided the customers with the online bookings directly to the
customers which enable the customers with more transparency and trustworthy. (Hayat and et.al.,
2019)
Promotion
Ryainair uses the promotion of the Germany tourist destination as a source of promoting
the business as it will also help to increase the efficiency of the company by attracting them to
travel to Germany and also offering them to travel at very low rates which help to provide

business to both the country and also the company. the government also pays the company to
promote the country's tourism in order to improve the economic growth and maintain the foreign
exchanges of the country. (Hosseini, Etesaminia and Jafari, 2016)
Segmentation
• The company have segmented the customers on the basis of different types and strategies
which help the company to attracts the customer the and maintain the strategies.
• Ryainair also maintain the Germany as the target market to increase the sales of the
business of the company also increase the social cultural marketing strategies like values,
ethics of the population which will help the company to formulate the effective strategies
and attract the sentiments of there customers to become the part of the company or to fly
in the company’s transportation.
• Ryanair also focuses on both long distance and short distance flights in order to convey
that the flights can be both transferred to the German routes and can be conveniently
transport their customers to their desired destination accordingly.
• the personality of the customers also help the company to analyze the marketing plan to
attract the customers which are having the specific personality like stylish, ambitious,
extrovert these traits can help the company to attract the customers with similar traits and
also give an effective impact on the population.
• the brand image also helped the company to increase the market share and increase the
customer attraction by making the effective strategies.
Targeting
 the company have focused on the high social class which have the ability to pay the
maximum so that the company can provide them with better extra services related to the
price of ticket bought by the customers and they also have very effective taste in much
services. (Lauer, T., 2019)
 The company also aims to increase the size if the plan capacity which will also have to
increase the number of customers in one flight which will decrease the per person cost

and also distribute their cost equally to all the customers efficiently. The plan alos have a
spate compartment for the customers which are able to pay the more and will be given
with the extra services for which the customers have to pay more and increase the level of
satisfaction to increase the growth.
Positioning
 The flights which are used for the Germany travel should be upgraded by innovating
them and increasing the faculties which will help the customers to increase the value for
the money they have paid to travel. (Mason, Morrison and Stockman, 2016)
 The company also helped the effective technological system to upgrade their all
navigation systems which can improve the time management of the flights to the
customers which can help them to forecast accordingly.
 Ryainair also have used the media as a mode to convey all the important information to
every customers and maintain the proper quality of services and products of the airlines
to attract more customers and also increase the business operations.
Budget
The budget of the company will be decide according to the travelling frequency and they
will also help to analyze the demand of Germany flights which can recover them to decrease the
growth of the company. As budget is the financial allocation of the resources which helps to the
company to incur profits and losses by investing and developing the assets and liabilities of the
company.
Monitoring and controlling
Ryainair have to analyze all the process and factors which can impact the business
growth and have to be stopped in order to increase the efficiency of the company. The business
will only grow when the human resources are very effective. The employees should also be
skilled and knowledgeable to understand the situation to analyze decision on their way. There
are various ways through the company can monitor the activities to maintain the efficiency. The
company also have to monitor the market trends as there can be any change in the business
environment which can help to create an opportunity to do increase the sales, this will also help
to achieve the competitive advantages. (SHENGNAN and Nedelea, 2019)

Controlling the challenges and issues may help to improve the trends and make the
company more efficient and also increase the efficiency to compete in the market.
CONCLUSION
In this report there was a detailed study about marketing strategy of ryanair airlines which
is specifically flying for Germany to maintain the market share and increase the efficiency to
achieve the objectives and do all the internal and external factors to become the market leader
and also achieve the competitive advantages to increase the profit margins of the company

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