Marketing Principles and Practice: Ryanair Marketing Concepts Report

This report provides a comprehensive analysis of Ryanair's marketing strategies, focusing on the application of key marketing concepts such as production orientation, selling orientation, product orientation, marketing orientation, and societal marketing orientation. The report delves into how Ryanair utilizes these concepts to communicate with consumers and maintain a strong market presence, particularly in the UK. It examines the advantages and disadvantages of each concept, offering insights into how Ryanair adapts its approach based on market trends and consumer behavior. Furthermore, the report provides recommendations for Ryanair to improve its marketing strategies, emphasizing the importance of market research, adapting to market changes, and ensuring employee awareness of marketing initiatives. The report also highlights the importance of understanding consumer demand and societal perspectives to ensure long-term sustainability and growth in the airline industry.

Marketing Principles
and Practice

Table of Contents
PART A...........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Key marketing concept...............................................................................................................1
CONCLUSION AD RECOMMENDATIONS...............................................................................4
PART B............................................................................................................................................4
Covered in PPT...........................................................................................................................4
REFERENCES................................................................................................................................5

PART A
INTRODUCTION
Marketing is the process with the help of which products and services offered to
consumers can be acknowledged to people who are residing in society. Here are many
organisations which are working in similar sector and there is more competition, hence it is
important for association to communicate products and services to consumers (Abdulnasir,
2015). This report is based in Ryanair which is dealing in airlines sector providing services at
different designations such as Malta, UK, Lauda, etc. This is the organisation which makes good
market share in UK through making price low and providing best services. In this report, there is
discussion about implementing marketing concept and providing recommendations for
implementing better one.
MAIN BODY
Key marketing concept
Marketing is the process through which organisation communicates about its products
and services to consumers. This is the process which has to be done in effective manner with the
help of which individual will become consumer for the organisation (Bashlay and Shumkova,
2015). For conducting marketing activities in appropriate and relevant manner, there is use of
marketing concept under which five aspects are discussed i.e. product, sales, marketing,
production and societal. This is the concept with the help of which sales and profits of Ryanair
organisation will increase. These concepts are discussed as under-
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(Source: The five marketing concepts, 2019)
Production Orientation- This is the oldest concept in marketing under which products
are available to consumers and at cheap price. Under this concept, there will discussion about
production and efficiency issues due to which consumers prefers to avail cheap products in
industry. Production concept is good option for Ryanair airlines organisation because this makes
achieving economies of scale (Berkhout, 2015). Under this marketing concept, managers of
Ryanair have to focus on availability of services properly and as per demand of consumers. In
order to use this marketing concept, managers have to take actions through which they can make
services available at lower cost. In order to keep consumers satisfied there is requirement of
understanding demand of consumer under which they can allotted with discount schemes,
discounts, etc.
Selling Orientation- This is the concept which focus on conducting sales which is core
target of association in order to ascertain long term sustainability. Under this concept, managers
of Ryanair does not focus on demand of consumers and quality for which customers are paying
off. This approach is used when organisation Ryanair wants to increase their sales without
analysing external market (Bowie and et. al., 2016). This marketing concept is best when there is
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Illustration 1: The five marketing concepts

festive season and among consumers, there is excessive bookings. Under this concept, managers
of Ryanair does not have to consider quality and cost of products because their main target is to
sell products to consumers. This concept is also known as “hard selling” because under this
mangers of Ryanair organisation does not consider demand and trends of consumers, but they
focus on selling what is being produced.
Product Orientation- This is the concept under which consumers are ready to get
products which are of good quality with price and its availability in market. They have view that
it product's quality is good and readily available then it is product is more effective. But when
products are of good quality, then its cost will also increase but consumers are ready to pay it.
Under this concept, consumers are more loyal towards their brand, so Ryanair does not have to
attract such consumers (Fischer, 2015). In order to keep consumer's satisfied, managers of
Ryanair use marketing strategy under which they can communicate about continuous
improvement in products and services. There is a major disadvantage of this concept that it if
product is of best quality, then also it does not get sold until it satisfies demand of consumers.
For instance: business class airlines facilities provided by Ryanair is not better until it fulfils all
the requirements of consumers.
Marketing Orientation- marketing concept is one of the crucial because this assist in
converting individual in consumer of organisation in this concept, all the activities are performed
for satisfying consumer and then marketing activities are planned by organisation. There is
complete and specific information about services offered by Ryanair to consumers because this
is launched by proper market research. When there is change in market trends frequently, then
managers also conduct market research and plan services as per targeted consumers. In this
concept, main target is towards consumers under which it is easy to deliver product as per
demand of consumers.
Societal marketing Orientation- This is the last and new concept which focus on
understanding demand of society and then provide product and services to consumers. When
managers of Ryanair organisation focus on under standing societal position as well, then it
provides assistance in long term sustainability in industry. Hence under this marketing
orientation, managers of Ryanair focus on consumer demand as well as overall social
development as well. In order to implement this strategy in organisation, there is requirement of
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understanding and framing strategies with which society prospectives are considered before
profits and sales have to understand.
CONCLUSION AD RECOMMENDATIONS
From the above information, it is clear that there is requirement of complete information
about marketing concept among which best have to be selected such as marketing, production,
product, etc. Among above mentioned concept, best and relevant for organisation is marketing
concept is understanding changes and making policies as per external market, so consumer
satisfaction can be achieved. Under this proper market research is done, hence it is easy to know
prospectives of consumers, so business operations are performed accordingly.
There are some recommendation as well which has to be followed by managers of
Ryanair through which they can able to make strategies as consideration to implementing
marketing concept-
Marketing concept must be used by managers of Ryanair association through which they
have knowledge about market trends and modify their services accordingly. When there is
complete and specific information, than operations are also performed in consideration to it
through which organisational growth and development is possible.
When Ryanair is conducting market research, then changes must be communicated to
employees, so they can perform operations in consideration it. In case, there is some issue to
subordinates, then it must be resolved properly and business operations are performed
accordingly.
PART B
Covered in PPT
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REFERENCES
Books and Journals
Abdulnasir, A. M., 2015. Marketing ethics practices of small businesses and their effect on
consumer purchase intention: An empirical investigation from Addis Ketema sub-
city. Journal of Accounting and Marketing. 4. pp.2-12.
Bashlay, S. V. and Shumkova, O. V., 2015. Innovation marketing of banking products.
Berkhout, C., 2015. Retail marketing strategy: delivering shopper delight. Kogan Page
Publishers.
Bowie, D. and et. al., 2016. Hospitality marketing. Routledge.
Fischer, E., 2015. Towards more marketing research on gender inequality. Journal of Marketing
Management. 31(15-16). pp.1718-1722.
Online
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