Analysis of Marketing Principles and Practice: Ryanair Report

This report delves into the core principles of marketing, providing a comprehensive analysis of various marketing concepts and their practical applications. The report uses Ryanair, a prominent low-cost airline, as a case study to illustrate these concepts. It examines key marketing orientations, including production, product, sales, marketing, and societal orientations, and their effectiveness in the context of Ryanair's business model. The analysis covers Ryanair's strategies, market positioning, and customer engagement approaches. The report also provides recommendations for Ryanair to adapt to changing customer needs and maintain a competitive edge in the market. Furthermore, the report highlights the evolution of marketing from production-focused approaches to customer-centric strategies. The report concludes with a discussion on the importance of societal orientation and corporate social responsibility in modern marketing practices.

Marketing Principles &
Practice

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Key marketing concept and their effectiveness...........................................................................3
CONCLUSION................................................................................................................................6
PART B............................................................................................................................................6
Covered in PPT............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is a crucial concept which is associated with the market research, developing
product design, promote the services as well as customer engagement. It is the ongoing process
which is associated to maintain the relationship and expose target audience by using appropriate
channel and gauge the feedback or reaction by facilitating the purchasing process effectively
(Jobber and Ellis-Chadwick, 2012). For the better understanding of report Ryanair company has
been selected which is the Irish low cost airline that has gained huge market share in 2003 which
is relatively more than its competitor British Airways. This report cover topic like application of
different marketing concepts, production orientation, product orientation as well as sales
orientation.
MAIN BODY
Key marketing concept and their effectiveness
Marketing management orientation are the broad picture that consist of different
marketing concept which are classified under the various approaches of marketing. The purpose
of classification is to identify different strategies and anticipate the existing requirement of
customer. Marketing management involve the business process that is significant in order to
manage the company's product (French and Lefebvre, 2012).
In context to Ryanair airline, the company became the revolution under which in
comparison to the other rivalries they charged low prices for their services. This lead to the boom
or huge change in the economy as it even enhanced the desire of middle class people to afford
the flight services and experience the air mode of transportation. The chief executive of company
that is Michael O'Leary due to their charismatic leadership style encourage the European Union
to inculcate similar marketing orientation strategy and give privilege to the people by
understanding their requirement effectively.

Illustration 1: Marketing concept,
2019
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Production orientation: This concept dominates the market in 1950 which was the
beginning of capitalisation. The business used to think that the customer prefers affordable
product which is easily available in the near market which led to the mass production. It is based
on the concept that companies produce the product at large scale so that they can meet the
demand of mass market which even reduces the per head cost of the company. To undergo such
process, the Ryanair company, need to manage the supplier supply relationship and try to
minimise the cost of company by eradicate the wastage of resources or making unnecessary
expenditure in offering highly comfortable or flexible seats (Lagarde, 2012). In context of
Ryanair, this enterprise is production oriented enterprise as it focuses upon as this company
focuses upon its cost. It provides its airline services at low prices and earn large amount of
profits thereby. The basic aim of this enterprise is to reduce cost at minimum. This enterprise
believes that offering its services at low prices will kill the competition and help in attracting
large number of customers.
Product orientation: Within this the firm assumes that customer prefer quality product
as this is only the feature which user cannot comprise. So if the quality product is available in the
market then it can influence the purchase decision making power. In relation to the Ryanair
company can enhance the existing services by revising its product after a specific duration. This
can differentiate the aviation services of the company which can appeal the interest of customer
on the basis of essential factors like availability, usability and price to cater market need
effectively (Kubacki and et. al., 2015). This company do not focus upon its product but it

focusses upon its production and the needs of customers. This is the reason it offers very
common service but these services are offered at low prices.
Selling orientation: This concept concentrates on the actual sales of the commodity
unlike the above two concepts which were related to the production of commodity. Herein,
Ryanair company can use selling concept during the off-season where very low percentage of
tourist avail the transportation services. This led to the immense pressure on company due to low
profitability. Hence, to cope up with this situation the company can aggressively sell their seats
by offering adequate discount and so on (Jackson, 2013). Therefore, it does not meet the
customer satisfaction level also the chances of repeat purchases are rare. This organisation
always takes care of the needs and demands of its competitors and produce services in
accordance. It does not believe in this concept as this concept do not ensure customer satisfaction
and moreover it will also enhance the company's cost.
Marketing orientation: The business owner gives attention to the needs of customer
which is beneficial to fulfil the requirement of both customer as well as company. Here the
marketer focuses on the needs, want as well as demand of customer to shape the culture by
concentrating on the basic ability to survive effectively (Palmer, 2012). In terms of Ryanair
company such pull strategy is widely used as the company understand the emerging need of
potential market and reduce the carrier cost. This widely enhance the market share of company
and led the company to move ahead of competitors. This enterprise focus upon marketing
orientation as it provides low price services to its customers that helps in satisfying them and it
also help in reducing company's cost of production as it generates high profits.
Societal orientation: This concept is one step ahead of marketing concept under which
the company not only emphasize on the needs and want of customer but also on the customer or
societal welfare (Charter and Polonsky, 2017). For which it implement the CSR activities by
satisfying the human requirement as well as safeguard the interest of society. In context to
Ryanair company makes precaution to reduce the emission of carbon, eradicate the use of plastic
and increase the workforce diversity.
CONCLUSION
From the above report it has been concluded that marketing concept determines how the
market has drastically changes throughout the different years. Earlier it was more production
oriented but now in present it is user oriented. Further, the modern companies relatively focus to

provide the good experience to the customer by setting up suitable strategy for the well ebing of
society as well as customer.
Recommendation
 With the change in customer requirement and dynamic trend Ryanair company should
bring modification in the existing services of company because the purchasing power of
global customer has increased.
 Along with that the company should provide training to their staff like crew members on
the regular basis. This help them to establish the long term relationship with customer by
understanding and addressing their need effectively.
PART B
Covered in PPT

REFERENCES
Books and Journal
Charter, M. and Polonsky, M. J., 2017. Greener marketing: a global perspective on greening
marketing practice. Routledge.
French, J. and Lefebvre, R. C., 2012. Transformative social marketing: co‐creating the social
marketing discipline and brand. Journal of Social Marketing.
Jackson, N., 2013. Promoting and marketing events: Theory and practice. Routledge.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Kubacki, K. and et. al., 2015. A systematic review assessing the extent of social marketing
principle use in interventions targeting children (2000-2014). Young Consumers. 16(2).
pp.141-158.
Lagarde, F., 2012. Insightful social marketing leadership. Social Marketing Quarterly. 18(1),
pp.77-81.
Palmer, A., 2012. Introduction to marketing: theory and practice. Oxford University Press.
Salvo, S. G., 2015. Massage Therapy-E-Book: Principles and Practice. Elsevier Health
Sciences.