Marketing Report: Ryanair's Strategies, Concepts, and Improvements

This report provides an analysis of Ryanair's marketing principles and practices, focusing on marketing management orientation. It examines key marketing concepts such as the marketing concept, production concept, product concept, sales concept, and societal marketing concept, evaluating how Ryanair applies these concepts in its operations. The report highlights Ryanair's strengths in marketing management while also pointing out areas for improvement, particularly in adopting the societal marketing concept and enhancing its product concept orientation. The report concludes with recommendations for Ryanair to build a stronger reputation and attract more customers by focusing on quality of services and addressing CSR issues. The report includes references to books, journals, and online resources.

Marketing Principles &
Practice

TABLE OF CONTENTS
PART A...........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Marketing management orientation............................................................................................1
CONCLUSION................................................................................................................................3
RECOMMENDATION...................................................................................................................3
PART B............................................................................................................................................3
REFERENCES................................................................................................................................4

PART A
INTRODUCTION
Marketing principles and practices include a procedure that includes the research of
products and accordingly designing the product in order to have product's development and then
promoting the product with the help of effective strategies(Camilleri, 2018). Present study is
based on the organisation Ryanair that is Irish airline founded in the year 1984 and at present this
airline is providing 225 destinations to its customers, having its headquarter at Dublin airport,
Ireland. From the slogan of this airline that is “Low fares, made simple”, it is been interpreted
that company is providing low fare air travel to its customers. Ryanair offers low cost, no frills
air travel to its customers and it is the best product that this organisation offers. Report will
include key marketing concepts that will carry marketing management orientation and societal
marketing orientation. Report will also recommend some improvements that Ryanair have to
adopt with its application.
Marketing management orientation
Figure:-1
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Illustration 1: Marketing management orientation

Marketing management is very important process in order to manage the respective
products and services offered by the organisation(Renwarin, 2017). In order to effectively
manage the low cost, no frills products, Ryanair also uses marketing management orientation in
following ways:-
 Marketing concept:- In this part of marketing management, Ryanair is having its focus
on the needs of its customers. For the same, organisation analyse the wants of customers
and work accordingly in order to make their respective needs satisfied(Homburg, Jozić,
and Kuehnl, 2017). Ryanair works for the long term growth of the organisation and in
order to have long termed profits in its respective market, Ryanair offers low cost, no
frills products that full fill needs of its middle class customers. Though this concept have
helped Ryanair to grow in market, but this concept is not having any focus on social
welfare. This concept have helped the organisation to gain an effective positioning in
market and to attract most of its customers. Company have generated a better comparing
to its competitors that helped in generating huge revenue for its business.
 Production concept orientation:- Ryanair also uses production concept in which the
focus of the organisation is on the production part that is to sold its products in market.
As Ryanair came with its products that is having low cost and no frills, it makes it
products affordable to most of its customers at a cheap price(Yu, 2016). No frills here
refers to services or products that organisation offers in which non-essential features are
excluded in order to lower its price. So, Ryanair is also working in that way only in order
to have huge production in market. It is providing standard fare that is the cheapest fare
option for its customers that are travelling with a small amount of items with them and it
includes the lowest fares with one small cabin bag for its customers.
 Product concept orientation:- In this marketing concept, organisation focus on quality
of its products and don not care about the different needs of the customers(Leeflang,
2016). They have perception that good quality products can be sold easily, but the fact is
not the same. However, Ryanair is not using product concept orientation as low price of
air travel is their centre of attention. But is essential for its growth, to adopt this
marketing concept as there are many customers looking for quality of services. Although,
Ryanair is providing it's another product that is PLUS in which it gives fare class offering
leisure travellers and includes services like priority, 2 cabin bags, reserved standard seat
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etc. But this quality is not able to match with its competitors and company have to work
for the same.
 Sales concept orientation:- In this marketing concept, the focus of organisation is to
attract the customers insist of just having focus on production and quality. This marketing
concept do not result in long term growth as it works for shorter period due to forceful
selling of product. Usually this concept leads to poor reputation of the firm in market.
However, Ryanair is not using this marketing concept for its growth(Terho and et.al.,
2015).
 Societal marketing concept:- In this marketing concept the major focus of the
organisation is on satisfaction of its customers and also the society in which they are
operating their business. Ryanair is lacking behind to adopt this concept in it workplace
and there is a bad reputation of the company in accordance with different CSR issues. In
order to gain an effective reputation in market, it is very important for Ryanair to follow
different CSR policies and adopt them in their organisational culture(Bresciani and et.al.,
2016).
CONCLUSION
From the above report it is been concluded that it is very important for the organisations
to adopt marketing principles and practices in order to have successful marketing strategies.
Report also concludes that Ryanair is successful in adopting different marketing management
like marketing concept, production concept. While, company is not using product, sales concept
and lacking in acceptance of societal marketing concept.
RECOMMENDATION
From the above study it is been recommended that, Ryanair have to start adopting
societal marketing concept in order to build effective reputation in market. As organisation is
lacking behind in different CSR issues and these issues are affecting its reputation in market, so
Ryanair have to work on these issues effectively. Ryanair is also lacking in product concept
orientation and company have to make its focus on quality of services that they provide in order
to attract more of its customers.
PART B
Covered in PPT.
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REFERENCES
Books and Journals
Bresciani, S. and et.al., 2016. Wine sector: companies' performance and green economy as a
means of societal marketing. Journal of Promotion Management. 22(2). pp.251-267.
Camilleri, M.A., 2018. Travel marketing, tourism economics and the airline product. An
introduction to theory and practice. Springer.
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.
Leeflang, P.S., 2016. Marketing paradigms and Marketing’s „orientation “. In Scientification of
Marketing (pp. 9-11). Verlag Ferdinand Schöningh.
Renwarin, J.M., 2017. THE INFLUENCE OF AVIATION INDUSTRIAL ENVIRONMENT
AND MARKET ORIENTATION ON COMPETITIVE STRATEGY AND ITS EFFECTS
ON AVIATION BUSINESS PERFORMANCE (STUDY ON AVIATION INDUSTRY IN
INDONESIA). Journal of Internet Banking and Commerce. 22(3). pp.1-23.
Terho, H. and et.al., 2015. How sales strategy translates into performance: The role of
salesperson customer orientation and value-based selling. Industrial Marketing
Management. 45. pp.12-21.
Yu, C., 2016. Airline productivity and efficiency: concept, measurement, and applications. In
Airline Efficiency (pp. 11-53). Emerald Group Publishing Limited.
Online
Marketing management orientation. 2019. [Online]. Available.
Through<https://commercemates.com/marketing-management-orientations/>
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