LSBM101 Marketing Report: Ryanair's Marketing Principles and Practice

This report analyzes Ryanair, an Irish low-cost airline, and its application of various marketing principles. It begins with an introduction to Ryanair and its market position, emphasizing its profitability and impact on international travel. The report then delves into marketing management orientations, including production, product, and sales orientations, detailing how Ryanair employs these concepts. Furthermore, it explores marketing and societal marketing orientations, highlighting the importance of customer satisfaction and societal well-being. The report concludes with recommendations for improving Ryanair's marketing effectiveness, such as identifying customer needs and improving communication. The report draws on various academic sources to support its analysis, providing a comprehensive overview of Ryanair's marketing strategies and their implications.

Marketing Principles
and Practice

Table of Contents
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
Main Body.......................................................................................................................................3
A) Marketing management orientation.......................................................................................3
B) Marketing orientation and societal marketing orientation.....................................................4
PART B............................................................................................................................................5
Covered in PPT...........................................................................................................................5
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Ryanair DAC is an Irish low-budget airline which was founded in 1985. It is based in
Dublin airport and London Stansted Airport. Ryanair is the most profitable airline in Europe
(Pike, 2015). The low cost model of these airlines has flown more international passengers than
any other airlines. Ryanair have changed the lives of people whether it is the Ireland's new
'Ryanair generation' for whom the cheap flights to Dublin have limited their migration to the UK
or it is the Britons who are now enabled to buy holiday homes in France. The marketing concept
that can be applied by the Ryanair is societal marketing concept which will benefit all the
stakeholders associated with the company.
PART A
Main Body
A) Marketing management orientation
Marketing management orientation are the various concepts that can be applied by
Ryanair so as to create, produce and market its products to customers so that sales can be
increased (Marketing Management Orientations. 2019). Ryanair concentrates on formulating
such strategies that will help in building profitable relationships with customers. For this
marketing concepts can be used by Ryanair so as to know about the needs and wants of
customers so that higher customer satisfaction can be achieved. This also helps in taking up the
opportunities that prevail in market and deal with threats so that competitive advantage can be
gained. All the marketing management orientations with respect to Ryanair are discussed as
follows : Production Orientation : This concept believes that customers usually prefer products
and services that are widely available and are affordable (Chandon, Laurent and Valette-
Florence, 2016). Customers are usually attracted to products that they can find easily
without making extra efforts and are also affordable for them. Ryanair can adopt this
concept by focusing on its production and distribution efficiency. The strategies used by
the company should help it in achieving high production efficiency, low costs and mass
distribution or the availability of flights at various locations at frequent schedules so that
passengers can travel at low costs easily to their destinations.

 Product Orientation : This concept is of the belief that customers usually prefer products
and services that offer good quality, performance and have innovative features better than
the competitor products. Ryanair can adopt this concept by improving the quality of
services it provides to its passengers onboard. Also the features in flights can be
improved with time and with the changing expectation of customers so that customers
can be satisfied by their services.
 Sales Orientation : This concept believes that aggressive selling and promotional efforts
are required by the companies so as to persuade customers to purchase their products and
services (Homburg, Jozić and Kuehnl, 2017). This concept mainly focuses on increasing
the sales of company rather than making strong relations with the customers by providing
them with products that are required by them. Ryanair can use this concept to increase its
sales by aggressively promoting and advertising about its services so that maximum
customers can be reached and persuaded to purchasing their services.
B) Marketing orientation and societal marketing orientation
Other marketing concepts that can be applied by companies in order to make relations
with customers and increase their sales thereby maximizing their profits are mentioned below :
 Marketing Orientation : This concept emerged in the mid-1950s as a customer centred
philosophy where the main target is customer satisfaction by fulfilling their needs and
wants so that customer satisfaction can be given. This concept is of the belief that
organisational goals and objectives can be achieved more efficiently by creating,
delivering and communicating better products and services to customers than the
competitors in the market. It focuses on providing right products, to right people, at the
right time and on the right place so that sales can be increased and a brand image of the
organisation can be created (Lane, 2016). Marketing concept help the organisations in
achieving their goals better as they are more concerned with what customer wants which
gives them a competitive edge in the market. Value created for customers increases the
confidence and trust in the company products and services and that ensures repetitive
business. Ryanair can use this concept by understanding the customer needs from airlines
so that their satisfaction can be ensured which thereby increase their sales. This also helps
in building a good brand image for the company that ensures a competitive advantage in
the market.

 Social marketing orientation : This concept focuses on delivering value to customers
which can help in maintaining or improving their well-being and of the society as a
whole. It is related with providing such products in the market that can help in uplifting
the living standards of the society (Miles and et. al., 2015). This is also related to
applying such strategies by organisations which do not create negative impacts on the
environment. Ryanair can apply this concept by adopting CSR in the company which will
help in creating customer satisfaction, achieving society's welfare and also increasing the
profits of the company. This is a complete approach which not only helps the company to
provide customers with the products they want but also ensures welfare of the whole
society (Purvis, 2015).
PART B
Covered in PPT
CONCLUSION
From the above report it can be learned that Ryanair is an Irish low cost airline that have
eased the way in which people travel internationally and has become the most profitable airlines
in Europe. This is due to its empathy for the passengers in case their flights get late or cancelled,
its robust approach to industrial relations, skills of its charismatic leader Michael O' Leary and
also the EU allowing it to land its airlines in Strasbourg which gives it a competitive advantage.
Some recommendations by which Ryanair can improve their effectiveness in application of
marketing concepts are :
 Identifying the needs and wants of customers through market research.
 Training employees so that the strategies can be efficiently applied and business goals
can be achieved.
 Improving communication system in the company so that clear goals can be set and
transfer of information becomes smooth.

REFERENCES
Books and Journals
Chandon, J.L., Laurent, G. and Valette-Florence, P., 2016. Pursuing the concept of luxury:
Introduction to the JBR Special Issue on “Luxury Marketing from Tradition to
Innovation”. Journal of Business Research .69(1). pp.299-303.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science .45(3). pp.377-401.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management, pp.23-52.
Miles, M. and et. al., 2015. Exploring entrepreneurial marketing. Journal of Strategic
Marketing .23(2). pp.94-111.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital recruiting.
Handbook of Human Resources Management, pp.1-19.
Online
Marketing Management Orientations. 2019. [Online].Available
through:<https://commercemates.com/marketing-management-orientations/>