Report on Ryanair's Marketing Management Orientation and Strategies

This report examines the marketing concepts employed by Ryanair, a prominent low-cost airline. It delves into the core marketing principles, including marketing management, production, product, and sales orientations, and assesses their effectiveness in the context of Ryanair's business model. The report further analyzes Ryanair's adoption of marketing orientation and societal marketing orientation, emphasizing the importance of customer needs, expectations, and societal interests. By exploring these various dimensions, the report provides a comprehensive overview of Ryanair's marketing strategies and offers recommendations for enhancing its services and customer satisfaction. The analysis includes an examination of Ryanair's approach to customer service, pricing, and market positioning, highlighting how these elements contribute to the airline's success in a competitive market.

Ryanair

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Define the key marketing concept and its effectiveness for Ryanair .........................................3
a) Marketing management orientation........................................................................................3
b) Marketing orientation and societal marketing orientation......................................................4
CONCLUSION................................................................................................................................5
RECOMMENDATION...................................................................................................................5
REFRENCES...................................................................................................................................6

INTRODUCTION
Marketing concept is define as business model which will generally focus on the
delivering of products and services according to the desire, need and requirement of customers
(Barrett, 2016). This will help company in gaining competitive advancement by offering quality
products or services according to market demand. Organization selected for this assignment is
Ryanair which is founded in 28 November 1984. Its subsidiaries are Lauda, Ryanair sun, Ryanair
UK, Malta Air and many more. Their are various products offer by respective company such as
Hertz car rent, hotels, phone cards, airlines and so on (Ryanair Marketing Mix, 2019). For this
assignment product which is selected is airlines. Topics which are explained in this report are
different aspects of marketing management orientation i.e. marketing concept, production
orientation, product orientation and sales orientation. Along with this it will also include
marketing orientation and societal marketing orientation.
MAIN BODY
Define the key marketing concept and its effectiveness for Ryanair
a) Marketing management orientation
Marketing management orientation is define as different marketing concept which
focuses on the number of techniques for creating, producing and marketing the products to
potential customers (Truby, 2015). This will generally conduced for building profitable
relationship along with the target customers. In respect of Ryanair they are adopting marketing
management orientation in order to offer quality airlines services to their customers. There are
various factors which are consider in this orientation, which are explain below:-
 Marketing concept- This is define as philosophy which is adopted by a company in
order to analyse needs and requirement of the customers and then accordingly made
decision in order to satisfy those requirement, in much better way then the competitor
(De, Kochenov and Williams, 2013). In respect of Ryanair they consider need and
requirement of their customers who are travelling with flight such as they offer facility
that passengers can bring their foods and drinks at flight, they also offer cheap flight
services as compare to others etc.
 Production orientation- This refers to the general approach or method which is adopted
by all company in order to concern on manufacturing as well as production procedure on

the primary basis. In this business unit generally focus on the developing products and
services by considering factors on which they are good rather than considering want
customers wants. In respect of respective company if they consider this factors, then they
will offer flight related products and services according to themselves. In this situation
they will not consider passengers requirement or need.
 Product orientation- This factors is define as situation in which company mainly or
solely focuses on the product alone (Harašta, 2015). So in this case firm management pay
high attention in developing quality products and services according to customers. Along
with this they set right price of the product so that customers can easily differentiates
particular company products and purchase it. In context of respective company they must
pay attention in delivering high quality flight services. According to this they offer
quality cheap flight services which can be afford by all peoples as well as they can also
offer emergency services flight.
 Sales orientation- It is consider as business approach which is used by a company in
order to make huge profit by focusing persuasion of the customers to purchase product
instead of understanding customer's need and requirement (Poesen, 2018). For which
company conduct promotional and advertising activities for attracting huge ratio of
customers. In order to consider this Marketing management orientation element,
respective company may always consider those factors which help them in gaining huge
profitability at potential marketplace. Such as they may offer more discounts, high quality
services and so on which will help them in attract huge ratio of customers which lead to
high profitability.
b) Marketing orientation and societal marketing orientation
For every company it is essential to consider both marketing orientation and societal
marketing orientation because through it they able to attain their target or goal effectively by
fulfilling customers requirement, need and expectation. Explanation of both of term are given
below:-
 Marketing orientation:- It is consider as model of business which is adopted by an
organization in order to focus delivering effective products and services design by
considering customer's need, requirement and expectations (Milligan and Sales, 2014). In
context of Ryanair, they must adopt different marketing method which help them in

attracting more and more customers. For which they may adopt social media, digital
media and so on.
 Societal market orientation:- Societal market orientation is define as marketing concept
according to which a company must take their decision not only by considering need and
wants of customers, they must also consider company requirement as well as society's
interests at long term basis (Poesen, 2018). In respect of this respective company may
develop proper decision according to need and requirement of customers. For which they
may take feedbacks and suggestion from the potential customers, this will also help them
in develop long term effective decision.
CONCLUSION
By above discussed point it can be summarise that it is necessary for all companies to
consider marketing concept in effective manner because it will help them in offering products
and services according to customers need, requirement and expectation. The marketing concept
consider several other elements such as Marketing concept, Production orientation, Product
orientation and Sales orientation. By considering all these factors or elements a company able to
develop products or services according to customers need, requirement and expectation. Along
with this they also need to consider Marketing orientation as well as Societal market orientation
because it lead to proper marketing of products or services to their potential customers or users.
RECOMMENDATION
By analysing al the factors above, there are some recommendation for the Ryanair which
will help them in offering as well as delivering quality airlines services to their potential
customers. Some main recommendations are given below:-
 They must take proper feedbacks and suggestions from their passengers because it will
help them in knowing customers requirement as well as expectation.
 They must also conduct analysis of market in order to know requirement of passengers
which help in developing decision by concerning all factors of Marketing management
orientation, Marketing orientation and societal marketing orientation.

REFRENCES
Books and journals
Barrett, S.D., 2016. Ryanair and the Low-cost Revolution. In Air Transport in the 21st
Century (pp. 163-178). Routledge.
De Burca, G., Kochenov, D. and Williams, A.T., 2013. Debating Europe's Justice Deficit: The
EU, Swabian Housewives, Rawls, and Ryanair. EUI Department of Law Research
Paper, (2013/11).
Harašta, J., 2015. Rozhodnutí Ryanair a ochrana databází. Revue pro právo a technologie. 6(11).
pp.57-60.
Milligan, J. and Sales, L., 2014. Appeal against Alitalia State Aid Decisions by Ryanair
Dismissed. European State Aid Law Quarterly: EstAL. 13(1). p.98.
Poesen, M., 2018. Habitual Workplace. ECJ Grounds Ryanair over Aircrew’s
Contracts. European Review of Private Law. 26(1). pp.141-150.
Truby, J., 2015. Aviation Tax, Free Trade and State Aid in the European Union: Ireland’s
Riddled Air Travel Tax: Case T473/12 Aer Lingus Ltd v. Commission, and Case T-
500/12 Ryanair Ltd v. Commission. EC Tax Review. 24(4). pp.232-235.
Witt, A.C., 2012. From Airtours to Ryanair: is the more economic approach to EU merger law
really about more economics?. Common Market Law Review. 49(1). pp.217-246.
Online
Ryanair Marketing Mix. 2019. [Online]. Available
through:<https://www.marketingteacher.com/ryanair-marketing-mix/>.