Marketing Principles and Practice LSBM101 Ryanair Analysis Report

This report provides an in-depth analysis of marketing principles and their practical application within Ryanair, an Irish budget airline. The report begins with an introduction to Ryanair, highlighting its rapid expansion and competitive landscape. Part A delves into key marketing concepts such as product, production, and sales orientations, as well as societal marketing orientation, illustrating how these concepts influence Ryanair's operations, particularly its online car rental service. The report examines how Ryanair utilizes these concepts to meet passenger needs, enhance service quality, and promote its business. Part B, covered in a separate PPT, likely explores additional aspects of Ryanair's marketing strategies, potentially including consumer decision-making processes and consumer behavior within the context of the airline. The report concludes by summarizing Ryanair's marketing approach and its effectiveness in providing services. The analysis includes references to academic sources, and the report is designed to provide insights into the practical application of marketing theories within a real-world business context.

Marketing Principles and
Practice LSBM101

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART-A......................................................................................................................................3
CONCLUSION................................................................................................................................5
PART- B......................................................................................................................................5
INTRODUCTION.......................................................................................................................6
Consumer decision making process and consumer behavior......................................................6
Consumer decision making process in the Ryanair airline ........................................................7
CONCLUSION...........................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Ryanair founded in 1984 and it is an Irish airline. Irish airline has headquartered in
Dublin, Sword and Ireland. It is the biggest European budget airline and scheduled large
passengers and international passengers. Ryanair scheduled about 400 Boeing 737-800 plains.
The Ryanair airline has been defined by its fast expansion. This airline has various competitors.
In the 2004, Ryanair's biggest competitor was Easy-jet. Because the several reasons and gain
competitive advantages, the airline has launched a care rental services for the passengers. New
online car rental service provide a big platform to the airline. This report will include the main
marketing concepts and their effectiveness in the Ryanair airline. This report will also highlight
the social marketing orientation and marketing management orientation.
MAIN BODY
PART-A
a. Key marketing concepts plays an important role to identify the marketing management
orientation this will include the product orientation, marketing concepts, sales orientation and
product orientation. Various marketing concept affects the Ryanair airline's activities and
operations. Marketing management orientation has several marketing concepts and that focus on
many techniques to produce, market or create products for the customers. Marketing
management is the best process to manage the marketing process of the Ryanair airline's new
product. Ryanair airline adopt various strategy to expand their customers and help in to promote
their business.
Marketing concept
Ryanair provides the online care rental service to faciliate their passengers. Marketing
concept helps the company to identify the passenger's needs and requirements. This can also
assist the Ryanair airline that how to satisfy the passengers desire (Rowley., 2017). In the
marketing concept, Airline start to focus on the passenger's wants. Marketing concept can create
a great platform for the company to identify which product are the best suitable for the customers
and which are not as well as they changed and modify this product accordingly. Marketing
concept is the best for the long term development and growth of the Ryanair airline. The Ryanair
airline provides the online care rental service on the basis of the marketing concept, which can
generate a long term profit for the company and also enhance their capability to their survival in

the industry. This concept can also create various drawback in the company, this concept ignores
the social welfare and fully focused on the marketing activities.
Production orientation
This is the oldest marketing concept. According to the production orientation, Ryanair
airline should have to serve the passenger's needs and preference at low cost which are available
and affordable (Salvo., 2015). Ryanair offers the online care rental service to pick up and draw
back to the passengers and focusing on gaining high efficiency, huge service and low costs
according to their marketing strategy.
Product orientation
Ryanair airline focuses on the best quality of service. Company believes that the high
quality of services attracts the huge passengers easily. Ryanair airline also concern about the
efficiency of the car rental services and give their best efforts as the great of their knowledge.
High quality of performance and great innovation features are included by the Ryanair airline in
its online car rental service. All this features can assist the airline company to meet the
passenger's expectations and improved their service over time.
Sales origination
The main objective of this concept is to promote extensive sales rather than what the
desire of the customer. This concept can help the Ryanair airline to promote their car rental
service and its increment but not focusing on the consumer's wants. Ryanair airline takes
necessary actions to advertise its car rental service by the promotional and selling efforts.
Managers of this company gives their major concern on the conducting a comprehensive
promotion campaign to encourage the passengers into adopting their service (Bahmani, Javalgi
and Blumburg., 2015).
b. Marketing Orientation and Societal Marketing Orientation
Ryanair airline take their major concern on delivering value to passengers by improving
and maintaining society and customers well-being. Ryanair serves the online car rental service to
facilitate its passenger and gives them a great satisfaction. Company also focuses on that the
service will also favorable for the society. This concept also concern about the future generation
s and the availability of the resources. Ryanair airline contained many services in their operations
so, the company should have to maintain all this services by keep in mind the society welfare and
their development. The company uses less fuel and oil in the car and promote the less polluting

materials to provide car rental service, which will increase the customer satisfaction and help in
the social welfare and development because it generates less pollution in the environment
(Fleischer, Tchetchik and Toledo., 2015). Societal Marketing Orientation is largely used by the
Ryanair airline's marketers to encourage their passengers towards the company and its services.
Company also focus on the rules of corporate social responsibility with the societal marketing
concept.
CONCLUSION
From the above report, it is concluded that Ryanair is a low cost airline. Ryanair airline
offers affordable airline tickets. They provide their best service and rarely delayed. It offers the
best car rental service with many advantages such as passengers can book the hire car anywhere
and anytime. It provides the service with a very affordable and lowest prices as compared to
other airlines. Ryanair airline works with popular car hire companies that offers the best price.
Company serves 30000 airport pickup locations in about 170 countries. Ryanair airline work
with reliable and known car hire companies which are offering high value car with the exclusive
prices. Ryanair car service includes various types of cars such as minivans, luxury car and people
carries.
Ryanair can improve their effectiveness by adopting the marketing concept, product
orientation, production orientation, sales orientation and Societal Marketing Orientation. With
the help of these concepts they can enhance their quality of services and provides the great
satisfaction to their passengers.
PART- B
Covered in PPT.

REFERENCES
Book and Journals
Bahmani, N., Javalgi, R.G. and Blumburg, H., 2015. An application of the analytical hierarchy
process for a consumer choice problem. In Proceedings of the 1986 Academy of
Marketing Science (AMS) Annual Conference (pp. 402-406). Springer, Cham.
Baumeister, S. and Onkila, T., 2017. An eco-label for the airline industry?. Journal of cleaner
production, 142, pp.1368-1376.
Fleischer, A., Tchetchik, A. and Toledo, T., 2015. Does it pay to reveal safety information? The
effect of safety information on flight choice. Transportation Research Part C: Emerging
Technologies, 56, pp.210-220.
Jeng, S.P., 2016. The influences of airline brand credibility on consumer purchase
intentions. Journal of Air Transport Management, 55, pp.1-8.
Rowley, J.E., 2017. Information marketing. Routledge.
Salvo, S.G., 2015. Massage Therapy-E-Book: Principles and Practice. Elsevier Health Sciences.