LSBM101: Marketing Principles and Practice - Ryanair Case Study

This report provides an analysis of key marketing concepts and their practical application, using Ryanair as a case study. It begins with an introduction to the importance of marketing for business success, followed by a detailed examination of core marketing concepts such as marketing orientation, production orientation, product orientation, and sales orientation. The report also explores marketing management orientation and societal marketing orientation. The main body of the report discusses the effectiveness of these concepts, focusing on how Ryanair can leverage them to improve its marketing strategies. It includes recommendations for enhancing Ryanair's marketing and sales, such as utilizing digital marketing and understanding customer needs. The report concludes by summarizing the key findings and emphasizing the significance of marketing principles in driving business growth and customer satisfaction, referencing various books and journals for support.

Marketing Principles &
Practice LSBM101

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Key marketing concepts and their effectiveness..........................................................................3
RECOMMENDATION...................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is very important for each and every business because organization profit and
loss is completely depends upon the effective marketing (Gbadamosi, 2019). Marketing is the
broad procedure that will includes such as research and development, product design, product
development, customers services etc. Marketing is completely depends upon seven P's that is
price, place, product, packaging, promotions and people.
Ryanair is Swords, Dublin based Irish airline. Which is established in 1984 and the subsidiaries
of this company is Lauda, Ryanair Sun, Malta Air and Ryanair UK. In this study will discuss the
key marketing concepts and their effectiveness, these concepts are marketing concept,
production orientation, product orientation and sales orientation (Rowley, 2017). Also, in this
study will include the marketing orientation and societal marketing orientation.
MAIN BODY
Key marketing concepts and their effectiveness
Marketing concept is the method which use and analyse by the organization to evaluate
the needs of their customers and then shape the policies and decision that satisfy the needs of
customers.
a) Marketing Management Orientation
Ryanair is facing various problem in their marketing services that can be improved by the
methods of marketing management orientation. These methods are:
Marketing concepts: Marketing concept is the very first thing of marketing management.
According to this method organization and business will try to understand the needs of their
customers. Once they are find out the needs of the customers they will design the products and
services as per customers wants that are satisfied their demands (Hong and Yang, 2019). Ryanair
can use this method for improving their marketing. By this method Ryanair firstly find out the
basic needs and requirements of their consumers and then provide services as per their wants.
That will help Ryanair to grow in the market and also enhancing their customer base.
Production Orientation: The another method of marketing management concept is the
production orientation (Rowley, 2017). In this method organization is only focus on the
improving the manufacturing and production of the company. Ryanair also use this method for
improving the marketing, as per this they can design the products and services who are

qualitative and durable. For improving the production organization can also known something
which is interesting for their consumers.
Product Orientation: The another method of marketing management is the product orientation.
In this organization focus is the product. They are design strategies that how will their product is
satisfying customers demands(Resnick and et.al., 2016). Ryanair can also use this method for
earn profit and enhance their market condition. For this Ryanair can focus upon the product and
also provide their product at the low cost. That will attract the customers towards the products
and services of Ryanair, and they will buy the company product.
Sales Orientation: According to the concept of sales orientation, business and organization is
only focus on the improving the sale of company (Rowley, 2017). In the sales approach company
target is only earn high rate of profit, and they are not considers the needs and wants of
customers. In this approach company also design all the policies which are improving the sale of
company. Ryanair can use this method for improving sale and earn the high rate of profit. And
by this method of sales orientation company can only target the sales, there are no needs to
satisfying the consumers needs and wants.
As per all the marketing approaches, is the best approach for Ryanair is Product and
marketing orientation (Rowley, 2016). Because in this approach customers is considered by the
company and the products and services are design as per the needs and wants of consumers. By
using these techniques Ryanair not only increase their sales and market share also achieve
customer satisfaction.
b) Marketing Orientation and Societal Marketing Orientation
Marketing Orientation: Marketing orientation is the approach of marketing concept. As per
this concept, organization consider their consumers first and fulfil the needs of customers.
Organization also design the policies and strategies which are helpful for satisfying the needs of
customers (Rowley, 2016). Ryanair can use this technique that will help management of
company to designing as per their need and demands. For this at the airport level Ryanair can
conduct some activities or survey in which various people are involve and share their like and
dislikes. That will help organization to designing products the consumers needs.
Societal Marketing Orientation: The another method of marketing that is societal marketing
orientation. In this approach companies main target is welfare of society (Resnick and et.al.,
2016). In this method, company first thing about society and then about the profit. These types of

companies also design policies, strategies and products which are eco- friendly. Ryanair can use
this method of marketing, by this they are able to earn support of society and also grab the large
market share. As per societal marketing orientation concept can also give their contribution to
corporate social responsibility(CSR) activities.
RECOMMENDATION
For improving the marketings and sales of Ryanair it is important that they are design
some policies and techniques which are helpful for learn about customers current and future
needs (Kotler and et.al., 2018). The management of company can use the sources of digital
marketing for enhancing the growth of company and also promote the products and services of
Ryanair.
CONCLUSION
From the bases of above study it has been concluded that how much marketing is
important for a business. It will also decide the growth and success of business. On the bases of
above study, has been discussed the key marketing concepts and their effectiveness. In this
concept included the marketing concept, production orientation, product orientation and sales
orientation that has been beneficial for improving organization marketing. In this study has been
included the marketing orientation concepts and societal marketing orientation concept for
enhancing the sales. In this study also provided some recommendation for improving the
marketing of Ryanair.

REFERENCES
Books and journals
Gbadamosi, A., 2019. Contemporary Issues in Marketing: Principles and Practice. SAGE
Publications Limited.
Hong, Y.E. and Yang, S., 2019. ENTREPRENEURIAL AND SME MARKETING.
Contemporary Issues in Marketing: Principles and Practice. p.255.
Kotler, P and et.al., 2018. Marketing management: an Asian perspective. Pearson.
Resnick, S.M and et.al., 2016. Marketing in SMEs: a “4Ps” self-branding model. International
Journal of Entrepreneurial Behavior & Research. 22(1). pp.155-174.
Rowley, J., 2016. Information marketing. Routledge.
Rowley, J.E., 2017. Information marketing. Routledge.
Online
5 Marketing Concepts Explained with Examples (2017). [ONLINE] Availabe
through:<https://iedunote.com/marketing-concept>