Report on Ryanair: Marketing Concepts, Strategies, and Effectiveness

This report provides a comprehensive analysis of Ryanair's marketing strategies, focusing on the application and effectiveness of various marketing concepts. It begins with an introduction to Ryanair, highlighting its business model and operational structure. The main body of the report delves into different marketing concepts, including marketing, production, product, sales, and societal marketing orientations, and evaluates their impact on Ryanair's operations. The report examines the effectiveness of these concepts in relation to the airline's flight entertainment system, emphasizing customer needs and preferences. It also explores how customer purchasing decisions are influenced by factors such as price, service quality, and staff interaction. The report offers recommendations for Ryanair, advocating for the integration of marketing and product concepts to enhance business efficiency and customer satisfaction. The conclusion summarizes the key findings, reiterating Ryanair's position as a leading airline and the importance of adapting marketing strategies to meet evolving customer expectations.

MARKETING
PRINCIPLES AND
PRACTICE

Table of Contents
INTRODUCTION...........................................................................................................................3
Main body .......................................................................................................................................3
Marketing concepts and its effectiveness using company...........................................................3
Recommendations-..........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Ryanair is the Irish Budget airline, they provide low cost services to its passengers,
company established their headquarter in Ireland, Swords, Dublin with main operational based at
London Stansted airports. It forms biggest part of Ryanair Holdings and has Ryanair sun and
Lauda (Najafi-Tavani, Sharifi and Najafi-Tavani, 2016). They operates more than 400 Boeing,
800 aircraft with 700 used primarily as Charter aircraft and also used as for pilot training. The
organization is founded in 1984, it is considered as largest European Budget airlines by carried
international passengers rather than any other airlines in same industry. Its route network serves
more than 38 nations in Europe, Middles east and North Africa. The present report is based on
Ryanair airline cater the best facilities to its consumers while travelling. Flight entertainment
system is examined in this study for which marketing concept as well as product concept is
applied that helps to achieve their business goals.
Main body
Marketing concepts and its effectiveness using company
Marketing is the procedure of communicate value of services and products to clients, its
is also defined as activity related with selling and buying of goods, includes advertising and
delivery to target people. Marketing concepts include identifying needs of consumers so that firm
can make good decision to meet people requirement and beat their competitors in airline
industry. Ryanair need to adopt the best market concept in order to achieve its goals and
objective of business, that support to increase their profit margin rather than before. Organization
may used flight entertainment system for their passengers, it helps to entertain people when they
travel in flights more than 3 hours.
There are 5 types of marketing management orientations available for company as they
can chose any one among these for promoting its new services, mentioned above.

Marketing concept-
It holds achieving goals of organization depends on knowing wants and needs of target
consumers and providing desired satisfactions greater than competitors do. Hence, accordant to
this conception, clients values and focus is the best way to achieve goal, increase profits and
sales more than before (Cacciolatti and Lee, 2016). It is customer focusing responds and sense
philosophy, the accountability of marketing concept is just not finding the appropriate people for
their goods, but to focus the correct products for consumers that help to satisfied their needs and
provide benefits to business as increasing revenue. It undertakes many activities such as
conducting market research that is one of the most significant part of this concept. It is suited for
any type of market and goods, centring of marketing concept begin at understanding market.
Instead of making supposition, this concept finds out what actually people acts and requires
according to them. It places clients at centre of business, all acts is geared towards them. With
this concept Ryanair aim is to understand wants and requirement of passengers. Marketing
concept executes strategies of marketing accordant to research beginning from goods conception
to sales. The entire marketing conception emphasizes pull strategy, it means that company is so
strong that people would always prefer it to others, such as Ryanair.
Effectiveness-
When organization used this marketing concepts, they can deliver additional value to its
potential consumers by centring on needs of market which they target for new services that is
Flight entertainment system. The effectiveness of marketing concept is that is grab the attention
of consumer and make them able to drive towards taking services because Ryanair only focused

on completing their requirement and fulfil needs of people. By using this concept, company
conduct market research gather data or information about consumer preferences which is
beneficial and helpful for business as to provide services accordingly.
Production orientation-
With this concept business, only focus on methodology for maximizing output more than
needs of clients. It is general approach of any company, mostly focuses with production or
manufacturing procedure simply. According to this strategy, companies were obsessed primarily
with manufacturing, production and efficiency problems. Organizations that use this orientation
have belied that clients usually wants products that is accessible and affordable for them
(Shtilerman, 2017). It is based on suitable approach that business can increase its supply as it
minimize their costs. Furthermore, it highlights that companies can lower costs via mass
production. For example, Ryanair provide their services overseas to keep prices down and
affordable for their passengers. They constantly offering better services and new updates about
their goods and meeting demand of people. Basic proposition of this concept is that clients will
select service as well as products that is broadly accessible and gettable in low cost.
Effectiveness in context of company-
In simple words, Production concept is one the marketing management orientation
emphasis on high production efficiency, low costs and mass production as well. When Ryanair
will use this conception is quite effective for them, they will never run low on services they are
offering to its passengers. With this concept, organization provided as much of facility or goods
as they can and offer is for a reasonable prices. While using production orientation, the
effectiveness is that it attract consumers towards business because company totally focus on
effectively providing quality services. Production orientation organizations is Ryanair which
centring on offering the best airline services in world. Flight entertainment system is significant
for consumers, as they can spend long time with it effectively.
Product orientation-
It defined as orientation of firm sole focus on products only, product oriented
organization put in extreme effort on manufacturing quality goods and fixing them at appropriate
price so that clients differentiates its goods and purchase it easily. This concept holds that clients
will like products that provide the most in performance, quality and creative features. Under this
orientation, strategies of marketing is centring on making continuous product development and

improvements. Quality of goods is the most essential part of marketing strategies, targeting
business services or products lead to marketing myopia. In addition to this, product is created
such that it sell itself and there is great centring on their development and investigation.
Fundamental tools of this concept include product development, research and focus that helps to
satisfied demand of consumers.
When Ryanair using product orientation they can focuses on offering the best possible
flight entertainment system services at economic rate (Ziggers and Henseler, 2016). They
distinguish its service with high quality entertainment technology, correct pricing strategy. The
effectiveness of this orientation while using by company is that it allow Ryanair to only focus on
quality of new services which they offer to number of passengers. With the help of focusing on
quality of flight entertainment system in aircraft they can make people happy, passengers like
this facility the most. They can watch movie, TV shows and play games in screen at front of their
seats, they heard sound via headphones socket at seat.
Sales orientation-
It is one of the best business approach or marketing concepts of making profits by
centring on persuasion of consumer to buy products instead of understanding their needs. Sales
orientation emphasizes is put on improving and advertising abilities of sales force. According to
this concept, management focusing on creating sales proceedings more than building good and
long term relationships with customers. It is quite effective for Ryanair when they are using this,
it helps to react out to many buyers, gain competitive benefits, increase sales and make the best
advertising plans. But on the other hand with this orientation company do not focus on needs of
passengers that directly impact on their sales and consumer relationships. It carry high risks that
is not appropriate for business to grow and get success in market. Through this orientation
company tries to push its existing products via sales force or promotion, they do not produce any
new services or products that increase profits more than before.

Marketing and Societal marketing orientation-
Marketing orientation is business model, focuses on designed and delivering products
according to clients needs, requirement as well as desires, along with production efficiency and
product functionality.
For example, While using this orientation, Ryanair need to find out what consumer want
and then take decision or produce services for them effectively. It is one of most common
orientation can use by company in contemporary marketing. When company gather wide data
about future and current consumer needs with this method they can grab the attention of people
and retain with business for longer period of time. Firm also gain competitive advantages
through marketing orientation (Morgan and et.al., 2015). The outcomes indicate that orientation
is positively related with measures of effectiveness such as overall consumer service level and
service quality.
Societal marketing orientation is the one more marketing management orientation, it
holds that firm take marketing decision by considering business needs along with consumers
demands in market, also focusing on society loner time interest. Ryanair can use this orientation
in its business which bring many benefits for them as they can drive consumer towards company
Illustration 1: Marketing Concepts
(Source: THE FIVE MARKETING CONCEPT, 2017)

services, where staff serve the best food and entertainment service to passengers. This marketing
orientation emphasizes significant of society well being as well as consumers.
Customers purchasing decisions under different conditions-
When prices of airline services is high, it directly impact consumers buying decision they
make comparison between existing firms in industry, perceived how serve the best services with
affordable costs that save money and provide appropriate satisfaction. Ryanair cater its flight
service to consumers according to their requirement, that help to grab the attention of passengers
more than its competitors. People compare prices, quality of service, seats comfort while they
want to travel for long time and most essential staff concern towards their consumers. All these
things helps passengers to make their travelling decision in Ryanair.
For example, when the competition is high in airline industry most of the companies sells
their services in low cost but less focus on quality, in this condition passenger determine which
one firm is best for them who are still focusing on quality of service associated with low cost.
Most of the companies provide their services information available for consumers
through online which is beneficial for people as they can get any info about company in just one
click. After searching through online passenger can be able to see and compare prices and then
take decision which one is affordable for them (Lantos, 2015). On the other hand, offline
information procedure consume a lot of time as well as money.
Recommendations-
Ryanair must used marketing concept and product concept in marketing management
orientation, because it helps to improve business operational efficiencies and effectiveness in
application of both of these. Company with product orientation or concept serve its best flight
entertainment system service to their passengers, that helps to entertain them. IFE refer to
entertainment source available to aircraft consumers during flight. They must settle big screen on
front of seats where people can easily listen music, watch videos and movies. Ryanair should
focus on introducing information communication and entertainment system as Update version of
ICE digital large screen, in which 1200 channels is available to all the people travelling in
Ryanair flights. In addition to this, product orientation make organization business more stronger
and increase consumer base than competitors. With the help of this approach, they conduct
research, evaluate preferences of people and then produce service or product accordingly, in
order to retain potential clients.

Furthermore, Ryanair should use marketing concept n that also beneficial for them as
well as consumers. Through this conception, they make the best advertising plan or strategy for
their target market and generate awareness about its new services that catch the eye of people
towards it. Company must plans effectively and communicate findings for getting better results
in business.
CONCLUSION
From above it has been concluded that Ryanair is one of the leading airline in industry,
they operate many Boeing and aircraft. The number of passengers is constantly increase, but still
this airline rank at loss, by restructuring entire management structure company overcome with
losses. Company before travelling always weigh bag and check it properly for passengers safety
which is one of their major concern towards their staff as well as consumers. Furthermore, by
offering flight entertainment system service they will increase high profitability.

REFERENCES
Book and Journals
Cacciolatti, L. and Lee, S.H., 2016. Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy
and organisational power. Journal of Business Research. 69(12). pp.5597-5610.
Chen, X. and Wang, X., 2015. Free or bundled: channel selection decisions under different
power structures. Omega. 53. pp.11-20.
Lantos, G.P., 2015. Consumer behavior in action: Real-life applications for marketing
managers. Routledge.
Morgan, T and et.al., 2015. The dark side of the entrepreneurial orientation and market
orientation interplay: A new product development perspective. International Small
Business Journal. 33(7). pp.731-751.
Najafi-Tavani, S., Sharifi, H. and Najafi-Tavani, Z., 2016. Market orientation, marketing
capability, and new product performance: The moderating role of absorptive
capacity. Journal of Business Research. 69(11). pp.5059-5064.
Shtilerman, S., Stratasys Ltd, 2017. Rapid production apparatus with production orientation
determination. U.S. Patent 9. 662. 834.
Ziggers, G.W. and Henseler, J., 2016. The reinforcing effect of a firm's customer orientation and
supply-base orientation on performance. Industrial marketing management. 52. pp.18-
26.
Online
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