Ryanair Case Study: Application of Marketing Concepts and Strategies

This report provides a comprehensive analysis of Ryanair's marketing concepts, examining product orientation, sales orientation, marketing orientation, and societal marketing orientation. It begins with an introduction to Ryanair and its core products, then delves into each marketing concept, explaining their strategies and how they can be applied to enhance Ryanair's sales and customer base. The report explores how product orientation can be leveraged to improve product quality and innovation, while sales orientation focuses on tactics like bundled deals and promotional offers. Furthermore, it examines how marketing orientation can help Ryanair understand and cater to customer needs through personalized services, and how societal marketing orientation can benefit both the company and society. The report concludes by summarizing the key findings and emphasizing the importance of adopting a balanced approach to marketing to achieve long-term success and customer loyalty. The report also includes a list of references to support the analysis.

RYANAIR

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
REFERENCES................................................................................................................................6

INTRODUCTION
Ryanair is basically the Irish airline which was established in 1984 and is placed in
Dublin, Ireland. It has its primary bases at London Stansted as well as Dublin airport. It is
considered as the large and biggest part of Ryanair Holdings and thus has sister airlines as
Ryanair, UK, Malta Air, Ryanair Sun. The main and primary products of Ryanair are food and
beverages, flight tickets, entertainment screens, lounge amenities etc. This report addresses the
different marketing concepts such as product orientation and Sales orientation, Marketing
orientation and Societal marketing orientation.
MAIN BODY
Marketing concepts
Marketing concept is basically the strategy which the organizations uses and formulate in
order to satisfy their customers demands and needs, enhance sales and thus survive the
competition (Armstrong and et.al.,2018). Ryanair has a well defined marketing concept within
which the most significant are product orientation and sales orientation.
Product orientation
Product orientation is the marketing concept in which the main focus of the organizations
remains on their products. Therefore, they put the most effort on developing quality products and
offering them on right price (O'Connell and Williams, 2016). In order to boost up the sales,
Ryanair can thus focus on maximising the value of their products. The key products which they
need to improve are food and beverages, entertainment screen, and the lounge amenities.
Ryanair can improve the effectiveness of these products in order to increase their sales and
revenue. Through the well defined product orientation, organizations are able to provide quality
products at much affordable price along with providing innovative products. With this marketing
concept, organizations are able to invest more for the development of technology which cab thus
be used for wide range of products. Ryanair through this can bring innovative technology in their
products like Blue box system in the entertainment screen which will provide the passengers
with system of onboarding streaming. Besides this, the product orientation emphasize on
providing quality products thus Ryanair can enhance the quality of their food and drinks which
they offer to the passengers. At the end, through focusing on product orientation the sales as well
as the customer base of Ryanair will increase to great extent.

Sales orientation
Sales orientation is generally the approach in business wherein the organization focuses
on building profit by persuading people to purchase their products rather than emphasizing on
the customer needs. Unlike the product orientation which is concerned about providing high
quality products, sales orientation is mainly concerned about advertising the products and selling
them without addressing the target audience. In this, the company combines their product which
are priced right along with sales tactics in order to persuade the customers to buy. Ryanair can
use this strategy extensively to increase their revenues and hence the sales (Caputo and Borbely,
2016). The most important tactic of the sales orientation which Ryanair can focus upon is
offering a bundle of products at the price of one. Hence the main motive of the company here
would be to increase sales buy offering attractive deals to the customers. For example on pre
ordering the meals at the time of flight booking, flight can offer 15% off. Bedsides this, company
can provide free beverages on ordering the food above the amount of 1000. This will eventfully
increase the sale of Ryanair and thus will compel the consumers to buy product. Besides this, it
will also increase the customer base.
Marketing orientation & societal marketing orientation
Marketing orientation
Marketing orientation is basically the strategic approach whose main focus is on
recognizing the needs and demands of consumers and thus developing products accordingly.
When the organization utilizes this approach, they mainly emphasises on selling the goods that
will satisfy the consumers demands. In short, it is a customer-oriented approach. Ryanair can
use this approach to effectively design their products and enticing more and more customers.
Like for example, now a days more and more customers wants personalisation in terms of the
meals offered in flights (Dinçer, Hacıoğlu and Özdemir, 2015). Thus analysing the customer
needs, company can provide services like Book the cook which will allow the passengers to
choose among various meal selection according to their needs. Thus, through the market
orientation, organizations increase their revenue by providing the customers what they need. This
marketing orientation will be helpful for Ryanair and will eventually generate more and more
revenues for them along with capturing great market share.

Societal marketing orientation
Societal marketing orientation is basically the approach wherein organizations analyses
the needs of their target consumers and then deliver the services and products that will not only
benefit the consumers but the society as a whole. In other words, this orientation works for long
term interest of the society along with the target consumers. This approach will be advantageous
for Ryanair and thus will help them in increasing the customer loyalty (Negru, 2018). Ryanair
can lower its air fares so that even the people who are not willing to pay high price can book the
seat. They can upgrade their economy class in order to suit the requirements of each and every
person and thus provide cheaper seats. This will have the impact on entire society as the
passengers would not have to pay the marginal cost for their seats. This will not only help the
people to fly in comfort but will also save their cost. Apart from this, this will enable Ryanair to
have a large customer base and ultimately enhance their revenue and sales.
CONCLUSION
It has been summarized that Ryanair due to its low sales and less customer base are
unable to meet the demands of their customer and capture the large share of market. Due to this,
it has become difficult for them to survive in this cut-throat competition. In order to enhance
their performance, Ryanair can apply marketing concept like sales orientation, product
orientation. While on one side, product orientation focuses on offering quality products to the
customers at affordable price on the other hand sales orientation emphasis on increasing the sale
without focussing much on customer needs. Ryanair can increase their sales these two concepts
were they can provide high quality products to their customers like entertainment screen and can
also attracts the customers by offering attractive deals to them like cashback on pre ordering
meals. This will eventually increase the sales of the company along with increased customer
loyalty.

REFERENCES
Books & Journals
Armstrong, G.M and et.al.,2018. Marketing: an introduction. Pearson UK.
Caputo, A. and Borbely, A., 2016. The firm’s strategy and its negotiation capability: the Ryanair
case.
Dinçer, H., Hacıoğlu, Ü. and Özdemir, A., 2015. Financial Implications of Relationship
Marketing in Airline Business. In Handbook of Research on Behavioral Finance and
Investment Strategies: Decision Making in the Financial Industry (pp. 405-447). IGI
Global.
Negru, M.C., 2018. The Role of Marketing Communication for Creating the Ryanair’s Image,
from Consumers Perspectives. Bucharest 2018. p.79.
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.