A Detailed Analysis and Marketing Plan for Ryanair Airline Services

This report provides a detailed marketing plan for Ryanair, a low-cost Irish airline. It begins with an introduction outlining the importance of marketing plans in the competitive airline industry. The main body of the report includes a situational analysis using PESTLE and SWOT frameworks to assess the external and internal environments. It then details Ryanair's marketing objectives and strategies, including the STP model (segmentation, targeting, and positioning) and the 4Ps of the marketing mix (product, price, place, and promotion). The report highlights Ryanair's innovative approach of introducing robot air hostesses and pilots. The conclusion summarizes the key findings and recommendations, and references are provided. The plan aims to increase market share and revenue through strategic marketing initiatives.

MARKETING PLAN

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing Plan.............................................................................................................................3
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing plan always plays an effective role to a business in market place, and there is
no venture or business can achieve its overall targets and goals in decided time period. In this
dynamic and modern world, there is huge competition in each industry or sector, in which upper
management of each business has always required to make an effective as well as productive
market plan to gain better competitive advantage in the market. This report discusses the
marketing plan of Ryanair (Fageda, Jiménez and Valido, 2016). Basically, Ryanair is very
popular low-cost Irish airline business, headquartered in Dublin, Ireland. In this marketing plan
those all strategies and techniques has been mentioned which the upper management of company
can use for gaining better outcomes in the market place. For example; STP model will help
company for targeting its various customers, PESTLE analysis will help company for knowing
existing market situations. On the other side, 4Ps of marketing mix will help Ryanair for
systematically attracting many new customers towards own brand in market.
MAIN BODY
Marketing Plan
Aim: The main aim of Ryanair is to increases its market share in the international airline
industry with 7% by providing its new products and services, like; robot airhostess and robot
pilots.
Objectives
 Augment the revenue of Ryanair up to 25% by the year end of 2023.
 For enhancing increase the large base of customer within the year of 2021.
 Boost sales ratio up to 55% between the year of 2022 to 2025.
 For increasing the levels of customers service by 9 out of 10 with the year end of 2025.
Situational Analysis
There is situational analysis is very important task to a business in market place, in which
upper management at Ryanair also need to take an appropriate action towards analysing the
situations of market (Henkel and et.al., 2018). Currently there are many innovative tools and

techniques simply available in market place which upper management of the business can be
adopted and used. For example; currently PETSLE and SWOT analytical tools has been highly
used in the workplace of a business for analysing the market situations, in which marketing team
at airline business also need to use these both tools for analysing different situations of market.
Both tools or framework has been used below;
PESTEL Analysis
PESTLE analytical tool is mainly used by companies and businesses for identifying
factors has been included in its external business environment. Basically, analysis of these
factors is very mandatory task, because it can affect business in both manners, positively and
negatively. This PESTLE term generally shows six major factors of the external business
environment of an organisation, called; political, technological, economic, social, legal and
environmental, in which these all six factors and their impacts on the business operations of
Ryanair has been discussed below;
Political factors: There are a business has been always affected by the political factors of a
country, in which the management at Ryanair has highly required make an effective plan for
properly dealing with the impact of political factors (Lauer, 2019). For example; according to the
UK’s government, each existing business or company within the United Kingdom is highly
responsible to fulfil the obligation of taxation. In this situation, upper management of Ryanair
has always required to pay a large amount in taxation while running its business operations in
this country. These factors will affect the marketing plan of company as well, so it needs to be
ready for dealing with the impact of political factors.
Economic factors: Ryanair is an Irish airline business, and currently the economic situation of
Ireland is not favourable due to corona virus pandemic. For example; there are many people from
across the world has visited Ireland for the travelling purposes, and that is why travel and
tourism sector of this country gives great contribution in the development of GDP (Gross
Domestic Product). But this year, only limited tourists came in this country due to corona virus
pandemic, so local businesses has not gained appropriate profit in the market place because of
lack of customers. This is the main reason that currently the economic situation of this country is
facing a little slowdown, and this factor can negatively affect to business operations of Ryanair.

Social factors: Currently the social factors of most European countries can affect Ryanair in
positive way including the United Kingdom, Netherlands and home country Ireland. Basically,
most people within Ireland are completely literate, and they know the value of quality products
and services, in which this social factor will definitely positively affect to airline venture,
because Ryanair has already provided different products and services with the proper quality
(Aliekperov, 2020). On the other side, most customers like to buy innovative products and
services as well in market place, so the Ryanair’s concept of robot airhostess and robot pilots can
attract many new customers in the international airline industry.
Technological factors: Currently these factors also very positively affecting business in marker
place. Basically, there are all types of technological gadgets, tools, equipment and machineries
simply presents in market place of Ireland which boost the performance and productivity of the
Ryanair. In this situation, upper management of company have to take huge advantages from
different technologies for more improving its new innovations relating to robot airhostess and
robot pilots. On the other side, digital marketing tool is also a big part of the technology, in
which this factor also helps to business for positively affecting its business by promoting its
products and services at the large scale in market place.
Legal factors: Legal factors also highly affects to business environment of Ryanair at the national
and international level (Loureiro and Fialho, 2017). For example; the UK’s government has
formulated different laws, like; employment law, contract law etc. in which upper management
of this business have to adhere those all laws and regulations which has formulated by the UK’s
government and parliament when it operates own business operations within this country. It
needs to follow Irish business laws as well.
Environmental factors: These factors generally impact business for not conducting such
operations within its workplace which can be harmed the natural environment in negative way.
Upper management of Ryanair get influenced by these factors for not using such engines in its
aircrafts which releases harmful gases and smoke etc.
SWOT analysis
SWOT is another major tool that helps different businesses and companies for identifying
their key factors of internal business environment (Silva, 2018). Basically, SWOT term projects

four key internal factors, called; strengths, weaknesses, threats and opportunities, in which these
all factors have been discussed below with their impact on the Ryanair.
Strengths: Currently Ryanair is very reputed airline business in global aviation industry, and this
is the main strength of this company. On the other side, company is planning use robotic
airhostess and pilots within its airplanes, in which this attribute of business can attract many new
customers in market place.
Weaknesses: The business mainly focuses on offering budget air travelling services, so due to
this reason people who like to fly luxury not uses aircrafts of Ryanair (Nielsen and Dane-
Nielsen, 2019). This is the big loss to the company, in which upper management of company
have to take quick action towards using some luxury aircraft as well for targeting people who
comes from the high-income group.
Opportunities: Currently the business has opportunity to gain boost its sales ration in market
place by adopting the digital marketing strategy within its workplace. On the other side, it has
opportunity to attract many customers towards own brand by providing quality services.
However, it will need to use different approaches of operations management, like; TQM, JIT etc.
Threats: Regularly increasing market competition is the main threat to the business, in which
upper management of this venture have to use some appropriate business strategies for gaining
higher competitive advantage in market place.
Marketing Strategies
This is the main part of this marketing plan where marketing manager and upper
management of the business have to take decision for using different productive marketing
strategies (De Boer, 2018). Adoption and implementation of marketing strategies is very
important task to the Ryanair’s marketing department for gaining proper benefits from existing
marketing plan. For example; currently STP model and 4Ps of marketing mix are two key
strategies of marketing which marketing department of business can be used for the purpose of
attracting many new customers towards own brand. In this situation, STP model and 4Ps of
marketing mix strategy has been used below o Ryanair.
STP Model

STP model is very use strategy of marketing to many businesses right now, and with the
support of this strategy, ventures are gains huge profit margins in marker place. Basically, STP
term indicates four major stages of promotion, called; segmentation, targeting and positioning,
and this is the main reason that upper management should order its marketing department at
Ryanair for using these all stages of STP model in own workplace. All these stages of model
have been discussed below;
Segmentation: This is the first stage under the model of STP, and this stage helps businesses for
systematically dividing its large market into small segments of market (Moyle, 2018). This is
very necessary to proper understand the needs and wants of different types of people, and then
also be able to produce products and services accordingly. The marketing manager at Ryanair
can turn its large market into small segments demographically and geographically.
Targeting: Targeting is another major stage under the STP model, in which the marketing
manager of company have to take steps towards targeting its customers in the selected market
segments. While targeting customers, the marketing team will need to consider their hobby,
interest, attitude, income status, perception etc. It is necessary to develop own products and
services according to the customers’ actual needs.
Positioning: Positioning is the last stage under the model, and this stage will encourage upper
management of company for providing its wide range of services to customers on time. On the
other side, proper positioning of services is very necessary to retain customers for forever
(Nascimento, 2019). According to this stage, the marketing manager of company have to take
steps towards establishing an effective communication also with selected customers’ groups.
4Ps of marketing Mix
This is one of most productive marketing strategies to businesses right now, and this is
why upper management of Ryanair also need to order marketing manager for considering this
strategy within its marketing campaigns for gaining better outcomes. Basically, 4Ps of marketing
mix strategy represents 4 ley components of marketing, called; product, price, place, promotion,
in which these all elements or components of strategy has been used mentioned below;

Product: Recently upper management at Ryanair has decided to provide its aviation services with
robot airhostess and robot pilots, and it has many expectations from its new innovative idea of
services. On the basis of current modern time period, many people or customers will definitely
like these services of company, and with the support of robot airhostess and robot pilots Ryanair
can attract many new customers towards its brand in international aviation industry (KLAAS,
2017). Basically, no people has seen these robot airhostess and robot pilots before in any
ordinary passenger aircraft, so they can choose this airline company for air travel.
Price: The management of company generally uses competitive-based pricing strategy, but
current idea of company which has based on robot airhostess and robot pilots is very unique, so it
has decided to use value-based pricing strategy. Basically, value-based pricing strategy will be
able to company for charging such rates from customers which is actual favourable for customers
as well as company.
Place: Currently Ryanair serves in many countries, but to first time launch its new robot
airhostess and robot pilots’ services, it has chosen some European countries has market places. It
means, Ryanair will start to provide its aviation services with robot airhostess and robot pilots
from some selected market places, like; UK, Ireland, Netherlands and Iceland etc.
Promotion: This is the most important component under the 4ps of marketing mix strategy, in
which the marketing manager company have to be very active in order to promote own brand
effectively in market place. The marketing manager should use both types of marketing
strategies, called; traditional and modern, and then it will be able to attract many new customers
towards Ryanair.
Budget
A specific budget has always required to the marketing management for implementing
different strategies of its marketing plan in the selected market place. In this situation, upper
management of Ryanair have to pass required fund for the marketing team. A budget plan for the
marketing department has been attached below;
Particular Amount (in £)
Research and development 1500

Consultancy fees 700
Employees’ salary 3500
Travelling charges 300
Adoption of technology 2900
Strategy implementation 4000
Total 12900/-
According to the above budget plan, upper management of company have to pass the
amount of £12900/- for its marketing department which will enable this department for
systematically implementing its plan of marketing in market place.
Monitoring and Controlling
There are upper management and marketing manager of Ryanair will be highly required
to put their huge efforts in properly monitoring and controlling the marketing plan. This is very
mandatory task to both for gaining very positive outcomes from the existing plan of marketing
(Pelegrín, Hernández and García, 2016). Upper management will mainly need to supervise all
situations and conditions of marketing department, and the manager of market will need to use
all management functions, like; planning, controlling and directing etc. for properly
implementing present plan. After considering these all mentioned factors, upper management
and the marketing manager will be able to monitor and control their marketing plan in very
proper manner.
KPI
Use of KPI (key performance indicator) tool will be very necessary to the company for
ensuring that their new marketing plan works properly or not. Basically, this tool will help
marketing management for analysing existing performance of all activities of plan, and after
analysing performance, it will be simply be simply able to improve performance and productivity
of the business. This is why the use of KPI tool will also positively affect to marketing plan of
Ryanair.

CONCLUSION
It can be concluded that upper management of Ryanair should be focused on formulate an
effective marketing plan for properly promoting its new aviation services, called; robot
airhostess and robot pilots. It be also concluded that currently highly talented and skilled
employees within the marketing department is very important in order to formulate a very
productive marketing plan. Basically, a marketing plan always aware a business about different
useful strategies and techniques of marketing, in which when marketing team of company
consider above marketing plan, then it will be able to access many innovative strategies of
marketing, like; 4Ps of marketing mix and STP model etc. By using this marketing plan, Ryanair
will gain huge profit margins and competitive advantage.

REFERENCES
Books & Journals
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air fares? Empirical evidence from Spain. Transportation Research Part A: Policy and
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Henkel, A. P., and et.al., 2018. Discounting humanity: When consumers are price conscious,
employees appear less human. Journal of Consumer Psychology. 28(2). pp.272-292.
KLAAS, T. E., 2017. LOW COST CARRIER (LCC) MARKET. Strategic Management in the
Aviation Industry. p.119.
Lauer, T., 2019. Generic Strategies, Outpacing and Blue Ocean-Discussing the Validity of Three
Strategic Management Theories Using Case Studies from Airlines and Grocery
Retail. Theory Methodology Practice (TMP). 15(01). pp.57-66.
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quality and behavioural intentions: segmentation in less mindful and mindful
passengers. Journal of Travel & Tourism Marketing. 34(7). pp.948-962.
Moyle, A., 2018. Business Development Culture: Taking Sales Culture Beyond the Sales Team.
Kogan Page Publishers.
Nascimento, A. C., 2019. Impacts of low-cost airlines on customer satisfaction of traditional
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Nielsen, C. and Dane-Nielsen, H., 2019. Value creation in business models is based on
intellectual capital–And only intellectual capital!. Journal of Business Models. 7(2).
pp.64-81.
Pelegrín, B. P., Hernández, P. F. and García, J. D. P., 2016. On the location of new routes to a
destination for airline expansion. European Journal of Industrial Engineering. 10(5).
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Silva, P. P. R. D., 2018. Value co-creation in sharing systems: Airbnb guests' participation in
value co-creation practices (Doctoral dissertation).