Ryanair: Marketing Analysis of a Low-Cost Airline's Success in Europe

This report analyzes Ryanair's marketing strategies, focusing on how the airline, headquartered in Dublin, has become a low-cost leader in Europe. It examines the company's approach to various marketing orientations, including product, sales, marketing, and social marketing concepts. The report highlights Ryanair's low-cost services, fare structures, and network, emphasizing its competitive advantage within the airline industry. It explores how Ryanair applies marketing concepts to satisfy consumer needs and achieve profitability. The analysis covers the importance of continuous improvement, online booking features, and aggressive selling strategies. Furthermore, the report delves into the social marketing orientation and the importance of social responsibilities for long-term success. The conclusion recommends improvements in the application of marketing concepts to maintain a competitive edge. The report references various academic sources to support its findings and recommendations, making it a comprehensive marketing analysis of Ryanair's success.

Ryanair how a small
Irish airline
conquered Europe

Content
 Introduction
 Marketing management orientation
 Marketing Orientation
 Social Marketing Orientation
 Recommendation
 References

Introduction
Ryanair operate their services as a low cost Irish airline having it are headquartering in
Dublin. Company provides services at low cost compared to other organizations in
respective industrial sector. This entity provides low cost airline services around
Europe in terms of cost per seat, cost per available seat kilometer or cost per
passenger. In addition to this, Ryanair also offer low fare rates to consumers and
have large short whole network career. Present report will include low cost product
and services of Ryanair like low cost airline facilities. In addition to this in this
report the production concept is applied as to further identify marketing concept
that are being undertaken by company.

Marketing concept is defined as a philosophy in which it is essential for an
organization to evaluate their customers’ needs and preferences and then formulate
product and services in order to satisfy them with best and ensure high competitive
advancements in marketplace. There are mainly 5 concepts of marketing that
include production concept, selling concept, product concept, marketing concept
and societal marketing concept. With the proper understanding of marketing
concept Ryanair can effectively able to implement strategies and measures through
which they can satisfy the consumer need and can make increase in sales by
assuring maximization and profit.
The marketing concept

Product Orientation
Product concept states that consumers will prefer those products that are
available to them with high quality performance and have innovative
feature in this Ryanair it requires to focus on the marketing strategy and
undertake continuous product and service improvement. It has been
evaluated that there is a significant rise in respective industrial sector. In
this Ryanair can make improvement in the services like offering additional
feature and discounts to customers via making booking through online
medium.

Sales Orientation
Selling concept hold an idea that states that customers will not purchase
enough of organization product and unless it undertakes good promotion
efforts and large scale selling. In this it is essential for Ryanair to focus on
creating sales transactions rather than focusing upon profitable consumer
relationship. In this company is required to ensure that they do not engage
in aggressive selling program as this include high-risk. In this Ryanair is
required to effectively track down consumer prospective related to airline
industry and can further sell their products to them accordingly.

Marketing Orientation
Marketing orientation is defined as a physical philosophy in which
organization is required to focus on evaluating customers need and
want in order to fulfill them in a best effective manner. By taking
advantage of designing Ryanair can offer products and services in
order to ensure maximum availability.

Social Marketing Orientation
Social define as a marketing concept in which organization is required to
undertake market decision by not only undertaking wants of consumers and
requirement of company but they are also required to have they focus upon
society long-term interest. It is essential for entity to put human welfare on top
before considering profitability and satisfying wants of organization. In
context with this it is essential for Ryanair to emphasize on social marketing
concept and undertake social responsibilities in order to sustain long term
success. In addition to this it is essential for company to develop marketing
strategy through which we can provide value to consumers by making
improvement in both society and customers well being..

Recommendation
According to the evaluation it has been identified that Ryanair offer low-cost
services to their customers in Europe as to ensure their maximum
satisfaction. It is leading entity and engages in the process of offering high
quality services and products to their customers. It has been evaluated that
there is a significant increase in competition among airline industry
because of low cost regional airlines. In this Ryanair is recommended to
improve their effectiveness in the application of marketing concept.

References
Dobson, P.W. and Piga, C.A., 2013. The Impact of Mergers on Fares Structure:
Evidence from European Low‐Cost Airlines. Economic Inquiry, 51(2),
pp.1196-1217.
Abeyratne, R., 2014. Market Based Measures. In Aviation and Climate
Change (pp. 69-81). Springer, Cham.
Myro, S., Légidos, B.R. and Hernández, P.I., 2013. Effect of low cost airline
companies on international tourism in Spain. Estudios Turísticos, (198),
pp.61-79.
Abeyratne, R., 2014. The Challenge Faced by ICAO. In Aviation and Climate
Change (pp. 83-105). Springer, Cham.

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