Marketing Concepts in the Airline Industry: Ryanair Case Study

This report analyzes Ryanair's marketing concepts, examining how the airline applies various marketing orientations to achieve its goals. The report explores the company's strategies, including production, product, sales, and societal marketing orientations. It discusses how Ryanair focuses on providing low-cost air travel services, expanding to new destinations, and offering additional services like car rentals and bus ticketing. The analysis also covers marketing management orientation, emphasizing customer relationships and market trends. The report incorporates academic literature, online resources, and industry examples to provide a comprehensive understanding of Ryanair's marketing approach. The conclusion summarizes the key findings and recommends that Ryanair continuously adapt its marketing strategies to meet customer needs and maintain its competitive edge. The report also contains references to supporting literature and online sources.

Marketing concepts -
Ryanair

Table of Contents
PART A...........................................................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
PART B...........................................................................................................................................5
(COVERED IN PPT)...................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

PART A
INTRODUCTION
Marketing concept is referred to as a belief which is very useful in assessing the needs of
the individual in order to make strategic decision. This helps in identifying the current trends of
the market which in turn is useful in attaining needs and requirements of company as wells as
customers. Ryanair is an Irish airline which was founded ion the year 1984 and it mainly deals
in low cost air travel services to around 225 destinations. They offer various air services and
have done partnership with car rentals, bus ticketing in order to provide wide range of services to
the customers. The company will bring in with effective tour packages and expand their airline
services to various other destination helps in attaining higher operational goals and efficiency of
the business.
MAIN BODY
a.) Marketing management orientation
This helps management of the organization in determining the needs of the targeted
demographics which in turn helps in designing strategies which in turn leads to build stronger
consumer relationship and target the set customers (O'Connell and Williams, 2016).
Marketing concept: Marketing concept is referred to as a belief which helps in
identifying the current trends of the market which in turn is useful in attaining needs and
requirements of company as wells as customers. Ryanair focuses in expanding its airline services
to more destinations across the globe (Shaw, 2016). The company also focuses on providing
services at lower fair price which in turn leads to higher sustainable growth and efficiency of the
business. They focus on providing services to the customers by effectively dealing with car
rentals, bus ticketing in order to provide wide range of services to the customers (Vatankhah,
Zarra-Nezhad and Amirnejad, 2019). This helps Ryanair airlines in gaining higher profitable
returns which in turn also results in higher customer base and sustainable growth for the business
in the long run.
Production orientation: This concept states that the customers tends to get attracted
towards products and services which are highly affordable and readily available in the market.
This approach is mainly associated with the manufacturing of the particular product and services
of the company (Caputo, Borbély and Dabic, 2019). Ryanair airlines focuses on developing
those products and services which helps in fulfilling the needs of the customers and leads to ease

of interest. It focuses on delivering services through online application and website in order to
give ease to the customers in order to select the best packages and booking tickets online.
Product orientation: This concept is very useful delivering innovative and quality
products to the customers which in turn leads to higher sustainable growth and efficiency.
Ryanair airlines focuses on providing wide range of services associated with car rental, bus
ticketing, economic tour packages at a very reasonable price. The company also focuses on
providing large range of services to various destination across the globe at a reasonable
economical price (Romli, Dasuki and Harmin, 2016). Delivering goods and services according to
the needs of the current needs of the customers helps in better customer engagement and
relationship. Ryanair airlines management also tends to offer food and drink services on broad in
order to generate higher income from the customers.
Sales orientation: This is an effective business approach as it mainly emphasize on
improving the sales of the company by mainly emphasizing on lowering the price and leads to
higher operational performance and productivity (5 Marketing Concepts Explained with
Examples, 2017). This in turn leads to higher customer base and high level of profits for the
Ryanair airlines.
b.) Marketing Orientation: This is a business model which helps in delivering and making
people aware of the goods and services with the help of various digital platforms, advertisement,
social media network, etc. in order to improve the operational performance and efficiency of the
business (Vatankhah, Zarra-Nezhad and Amirnejad, 2019). This model states that the company
tends to operate with the customer first approach in order to attain higher operational standards
and efficiency. Ryanair airlines would focus on providing with fares which are highly
economical along with best tour packages and additional car rental and bus ticketing services.
Marketing on newspaper, television, radio helps in gathering attention of large number of
individuals across the globe.
Societal marketing orientation: This method is mainly concerned with the issues related
with laws, regulatory and various other assets which in turn helps in smooth functioning of the
business (Cook and Billig, 2017). This approach is mainly concerned with the customer oriented
approach. This marketing helps in influencing the behaviour of the individual by engaging in
activities for the social welfare goods. Ryanair airlines contravenes the competition law and the

company should focus on improving the working conditions by complying with legal laws and
standards within very country in which it operates (Efthymiou, and Papatheodorou, 2018).
PART B
(COVERED IN PPT)
CONCLUSION
From the above study it has been summarized that, Ryanair is an Irish airline which was
founded ion the year 1984 and it mainly deals in low cost air travel services to around 225
destinations. This company offers large range of goods and services at reasonably economical
price. The company tends to comply with various Marketing management orientation which
includes marketing concept, production orientation, product orientation, sales orientation and
marketing Orientation, societal marketing orientation in order to performs functions in a
systematic and efficient manner and gain higher customer base and profitability.
It has been recommended that, Ryanair company must focus on improving the marketing
of the company and in turn determining current trend and needs of the customer in order to reach
great heights. It focuses on developing products and services by critically examining needs of the
customers.

REFERENCES
Books and journals
Caputo, A., Borbély, A. and Dabic, M., 2019. Building theory on the negotiation capability of
the firm: evidence from Ryanair. Journal of Knowledge Management. 23(2). pp.240-262.
Cook, G.N. and Billig, B., 2017. Airline operations and management: a management textbook.
Routledge.
Efthymiou, M. and Papatheodorou, A., 2018. Evolving airline and airport business models.
In The Routledge Companion to Air Transport Management (pp. 122-135). Routledge.
O'Connell, J.F. and Williams, G., 2016. Ancillary revenues: The new trend in strategic airline
marketing. In Air Transport in the 21st Century (pp. 195-220). Routledge.
Romli, F.I., Dasuki, N. and Harmin, M.Y., 2016. Market potential study for standing cabin
concept for domestic low-cost commercial airlines in Malaysia. In IOP Conference Series:
Earth and Environmental Science(Vol. 30, No. 1, p. 012012). IOP Publishing.
Shaw, S., 2016. Airline marketing and management. Routledge.
Vatankhah, S., Zarra-Nezhad, M. and Amirnejad, G., 2019. Tackling the fuzziness of business
model concept: A study in the airline industry. Tourism Management. 74. pp.134-143.
Online
5 Marketing Concepts Explained with Examples. 2017. [ONLINE]. Available
through:<https://iedunote.com/marketing-concept>