Ryanair's European Conquest: Marketing Concepts and Strategic Analysis

This report provides an analysis of Ryanair's marketing strategies within the European airline industry. It begins with an introduction to Ryanair as a low-cost Irish airline and outlines the company's operational approach. The main body of the report delves into various marketing concepts, including production, product, sales, marketing, and social marketing orientations, evaluating their application within Ryanair's business model. The report emphasizes the importance of understanding customer needs and preferences to create effective marketing strategies. It also highlights the significance of social marketing orientation for long-term sustainability and positive public relations, especially considering the airline industry's environmental regulations. The report concludes with recommendations for Ryanair to improve its marketing orientation, focusing on identifying consumer needs and utilizing social marketing to enhance both customer satisfaction and government relations. The analysis is supported by references to relevant books and journals.

Ryanair how a small Irish
airline conquered Europe
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INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
RECOMMENDATIONS.................................................................................................................6
REFERENCES................................................................................................................................7
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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.
MAIN BODY
The marketing concept
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
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which they can satisfy the consumer need and can make increase in sales by assuring
maximization and profit.
Production Orientation:
This concept states that consumer preferred those product and services that are available
and are highly affordable. This is an old is marketing management orientation that provide
assistance to sellers. By undertaking production concept Ryanair can take advantage of
improving their production and distribution efficiency and can provide cost-effective services to
customers in order to compete with other low cost regional careers in Europe.
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
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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. Further it
has been evaluated social marketing concept states that organization requires to make good
marketing decisions in context with human welfare with the help of this Ryanair can create
favorable image in respect of industrial sector. It has been evaluated that company is required to
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invest in sustainable development and CSR and understand the responsibility towards
environment and consumer welfare. This will help them to ensure their future long term
sustainability. It has been evaluated that Ryanair conduct functioning in airline industry thus
government of many countries in Europe has strict rules and regulations in order to save
environment. In this social marketing are most important concepts through which Ryanair can
provide welfare to human conserve environment by considering various social responsibilities.
With the help of this company can not only able to increase the market share but can make
positive relationship with customers and government while ensuring high profitable
advancements.
RECOMMENDATIONS
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
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the application of marketing concept. In this it is essential for entity to effectively increase their
marketing orientation in which they are required to properly identify current consumer needs.
Along with this entity is recommended to undertake use of social marketing orientation in which
they cannot only serve customers with low facilities of high quality but can also ensure their
welfare through which they can also game support from government. Social Marketing
Orientation helps company to ensure the positive image in marketplace through which they can
increase their profitability and long-term sustainability introspective industrial sector.
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REFERENCES
Books and Journals
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.
Angelopoulos, P. and Leivo, P., 2013. Drivers and barriers for relocation of freight operators to
smaller airports-A case study at Jönköping airport (Axamo).
Naletina, D., Damić, M. and Jabučar, A., 2019. Customer Satisfaction with Services of Low-Cost
Carriers at Pula and Zadar Airports. InterEULawEast: journal for the international and
european law, economics and market integrations, 6(2), pp.71-97.
Ferro, F.I.V., 2018. Equity research-Ryanair Holding PLC (Doctoral dissertation, Instituto
Superior de Economia e Gestão).
Abdi, M.R., Elliot, L. and Edalat, F.D., 2016. Strategic Business Plan Based on Total Quality
Management for Property-Marketing Small Enterprises in UK. In Handbook of Research
on Entrepreneurship in the Contemporary Knowledge-Based Global Economy (pp. 509-
527). IGI Global.
Smircich, L., 2017. Concepts of culture and organizational analysis. In The Anthropology of
Organisations (pp. 255-274). Routledge.
Shields, J., Brown, M., Kaine, S., Dolle-Samuel, C., North-Samardzic, A., McLean, P., Johns,
R., O'Leary, P., Plimmer, G. and Robinson, J., 2015. Managing employee performance &
reward: Concepts, practices, strategies. Cambridge University Press.
Buttle, F. and Maklan, S., 2019. Customer relationship management: concepts and technologies.
Routledge.
Noe, R.A., Hollenbeck, J.R., Gerhart, B. and Wright, P.M., 2015. Human resource
management. Gaining a Competitive.
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