Ryanair: Marketing Concepts, Orientation, and Practices Report

This report analyzes Ryanair's marketing strategies, focusing on key concepts and practices. It begins with an introduction to Ryanair, an Irish budget airline, and its operational bases. The main body of the report explores the effectiveness of various marketing concepts, including production, product, and selling concepts, highlighting how Ryanair applies these to achieve customer satisfaction and increase sales. It also discusses market orientation and societal marketing, emphasizing the importance of customer service, quality, and ethical considerations in Ryanair's approach. The report concludes by summarizing the effectiveness of these marketing concepts for organizational success and growth. Part B is covered in a PPT and the report references relevant books and journals.

MARKETING PRINCIPLES AND
PRACTICES

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
a)Marketing concepts and its effectiveness.................................................................................3
b) Marketing orientation and Societal marketing........................................................................4
CONCLUSION................................................................................................................................5
PART B ...........................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Ryan-air company is an Irish budget of an airline company it is founded in year 1984 and
its headquarter is located in the Sword, Ireland with of its primary operational which bases at
London and Dublin Stansted airports. It form an biggest part of an Ryan-air by holding the
family airlines. In 2016 Ryan-air it was largest budget European airlines by an scheduled
passenger flow & try to carry more global passengers than other airlines (Cuddihy and Waugh,
2015). This report will highlight the key marketing concept and their effectiveness by using
Ryan-air company as an example. Report also revel the marketing management and societal
orientation. In this regard present report has been made That involves discussion over marketing
principles and practices.
MAIN BODY
a)Marketing concepts and its effectiveness
Marketing concept is an philosophy that company can analyse an needs of the consumer
& make the consumer and make decision that satisfy the needs which is better than competition.
It has five alternative concepts were the organization carry and design out the marketing
strategies. It mainly focus on the goal of the organisation on the basis of wants and needs. Here
the marketing management they mainly focus on the customer and value them for an
achievement of the profits and sales (Resnick and et.al., 2016). It is highly effectiveness for the
Ryanair organisation to become success as it approach the customer satisfaction first. Where it
first analyse the needs and wants of the customer in the market and according to that they apply
this concept which fulfil the customer desire. Result which increase the sales as well as raise the
revenue of the organisation.
Production Concept- Production concept is one of oldest marketing orientation management
that help to guide an sellers. Management mainly focuses on an improving the distribution and
production efficiency. For example Ryan-air company mainly focus on the process of the
production, so that it try improve the efficiency of the product which satisfy the customer desire.
Which help the company in raise the customer (Rowley, 2017).
Product concept- Here it is mainly focused on the improvement of the products of the Ryanair
organisation. It is also effectiveness for the consumer as they favour towards the product which
offer most in quality, innovative and performance features. For example Ryanair company makes

the best quality and services are provide to its customer which effect the customer towards the
Ryanair product and services, so the customer become an loyal to the service and product of the
company.
Selling concept- This concept is very effective for the organisation as it mainly focus on the sell
what organisation makes instead of what market wants. Also it create an sales transaction instead
of building large-term, profitable consumer relationships (Salvo, 2015). As Ryan-air company
sells its product at low cost or providing offer to attract the customer, so that more and more
customer are to be attracted towards the company as compare to the other competitors in the
business market.
b) Marketing orientation and Societal marketing
Market orientation is an positively associated that measures an effectiveness such as
quality service and the overall consumer service level. It also has an positive influence that can
measure the cost efficiency, such as sales and productivity per employee. For effectiveness of the
Ryanair company it pay attention to the satisfaction and the quality based from the consumer
view point as well as effectiveness and loyalty relationship through an consumer and Ryan-air
try to have loyal consumer & inattention to consumer that led an collapse of an business. Hence
market orientation is prerequisite for an successful business operations (von der Heidt, 2018).
Social marketing concept- This concepts mainly highlights the wants and needs of an
target market and try to deliver the bast value to the customer as compare to the competitors. It is
very effective as it build the ethical and social consideration into the marketing practices.
Henceforth marketing concept is very effective for the Ryan-air organisation as this concept put
the human welfare on the top position before and satisfying the wants of the customer and profit
of the organisation. So Ryan-air company partially or fully try to implement the concept of social
marketing that can be beneficial for the company for further growth (Cuddihy and Waugh, 2015).
Societal marketing is marketing concept which hold the company that should make an
marketing decision that not only considering the customer wants an company requirements but
also seeing the long period interests. It is very effectiveness for the Ryan-air company as societal
marketing emphasizes an social responsibility and also suggest to sustain an long period success,
Ryan-air company need to develop an marketing strategy so to provide an value for the

consumer so to improve and maintain both the society and consumer better than the competitors
(Resnick and et.al., 2016). And also it holds the company that can make an good marketing
decisions that by considering the customer wants, requirements of company and the societal long
period interests.
CONCLUSION
From the above study it is concluded that marketing concepts are very effectiveness for
the success of the organisation by analysing the needs and wants of the consumer in the market
by improving and efficiency of the products. By using the different strategies to attract the
customer by providing the good services and quality products to the customer, and satisfy the
needs and values to the customer and providing the good services to the customer. It is also
concluded that market orientation for measure an effectiveness such as quality and consumer
services level. And social marketing beneficial for company growth by putting human welfare at
top position.
PART B
Covered in PPT

REFERENCES
Books and journals
Cuddihy, L. and Waugh, A., 2015. Bonding for Brilliant Babies: promoting infant mental health
through social marketing.Primary Health Care, 25(4).
Resnick 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. E., 2017. Information marketing. Routledge.
Salvo, S. G., 2015. Massage Therapy-E-Book: Principles and Practice. Elsevier Health
Sciences.
von der Heidt, T., 2018. A scholarship approach to embedding creativity and sustainability in
Marketing Principles curriculum.Australasian Marketing Journal (AMJ), 26(2), pp.99-115.