Analysis of Marketing Principles and Practices: Ryanair Report

This report analyzes the marketing principles and practices employed by Ryanair, an Irish airline, focusing on its successful strategies and key marketing concepts. The report explores marketing management orientations, including consumer needs, production, product, and sales orientations, and their effectiveness in the airline industry. It examines Ryanair's economic pricing policy and its impact on attracting consumers, particularly the middle class. The report also provides recommendations for Ryanair to adapt to market changes, improve service quality, and explore new market opportunities. The conclusion emphasizes the importance of marketing concepts for business survival and the need for organizations to adapt and evolve their strategies to remain competitive, while also considering social welfare. The report also includes a reference list of books, journals, and online resources used for the analysis.

Marketing Principles &
Practice

Table of Contents
PART A...........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Key marketing concept and their effectiveness..........................................................................1
RECOMMENDATIONS.................................................................................................................3
CONCLUSION................................................................................................................................4
PART B............................................................................................................................................4
Covered in PPT...........................................................................................................................4
REFERENCES................................................................................................................................5

PART A
INTRODUCTION
Marketing is a process for creating, communicating, delivering and exchanging offerings
that have value for customers, clients, partners and society at large. Marketing is based on some
basic principles that helps in formulating effective marketing strategies. Marketing principles are
used for effective promotion of goods and services. Marketing is used in business practices so
that it can be performed in cost effective manner. To understand the concept of marketing
principles and practices Ryanair company is selected which is an Irish airline. This airline
become one of the most profitable in the year 2003 for serving large consumers for national and
international visits (Gbadamosi, 2019). Report consist of several marketing concepts that helps a
organisation for achieving business objectives.
MAIN BODY
Key marketing concept and their effectiveness
Marketing management orientations are different marketing concepts that focus on
various techniques to create, produce and market products to consumers. Through this concept
focus is provided on identifying needs and wants of consumers and generate methods for
satisfying them. Techniques that are used for satisfying large number of consumers brings profits
for business. Strategies that are used in marketing management helps in attracting large number
of consumers and each company have separate strategy to grab consumers attention. Producing
of customised and standardised goods is one of the method to serve large number of consumers
with quality products as per their preference. A variation in product and service offered by
businesses for charging price or variety is served as basis to consumers to make consumers
among available products (Marketing management orientations, 2015). Marketing concept used
by Ryanair airline is attracting large number of consumers by Economic pricing policy for
services offered. This concept used by Ryanair serves a revolutionary change in UK's economy
as high demand for flight bookings is received from middle class groups. Leadership style used
by Michael O'Leary in Ryanair airline gives most productive results that induces European
Union to adopt similar marketing strategy for serving to general public for their desired goods
and services. Concepts of marketing management orientations are as follows-
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Source: Marketing management orientations, 2015
Marketing concepts: In this concept businesses starts focusing on consumers needs and
wants and methods for satisfying them. Companies by identifying consumers needs starts
producing goods and services that satisfies large number of consumer group. In this concept
focus is given to long term survival and profits and no attention is given to social welfare. Here,
Ryanair airline identified need for flight booking at economic value which is affordable to
medium class group (Kumar, 2017). This strategy gives effective results company as market
share enhances and at certain point of time Ryanair airline become one of the most profitable
airline company.
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Illustration 1: Marketing management orientations, 2015

Production Orientation: This is one of the oldest concepts that are used by businesses
organisations by focusing on the production. As businesses were of the belief that whatever is
produced will be sold in the market. No preference is given to consumers needs and quality by
main concentration is production is on large scale so that benefit of economies of scale can be
enjoyed. When this concept is introduced in Ryanair airline no expenditure will be made on
creating comforts and resources will be used in such manner that wastage can be reduced
(Rowley, 2017).
Product Orientation: This marketing concept focuses on serving consumers with better
quality of the products. Quality serves as a means that helps in attracting large number of
consumers and no focus is provided to consumers needs and wants. Companies produces goods
with best of their knowledge and thinks that serving quality is enough for attracting consumers.
Following this concept of marketing price charged for the product become expensive and not all
people can afford these prices. This concept can be adopted by Ryanair airline after a specific
time duration for serving a rage of premium consumers (Saunders, Barrington and Sridharan,
2015). When price paid for services to Ryanair airline will worth the quality then more and more
consumers will get attracted towards company.
Sales Orientation: The sales orientation concept is based on the belief that name of
company and quality of goods and services supplied will not induce consumers to buy a product
without aggressive sales promotions. Main focus of this concept is on selling rather than
focusing on marketing of what consumers want. This concept will be introduced in Ryanair
airlines during off-season when sales are low. Managers of Ryanair usually focus on creating a
comprehensive campaign to influence consumers for purchasing services during off-season time.
This will help in minimising pressure of sales.
RECOMMENDATIONS
 In the present time pricing strategy is used by Ryanair airline is to attract large number of
consumers. It is recommended to Ryanair company to adopt changes that are taking place
in the market by modifying quality and pricing for its services. As selling power of
Ryanair airline is high and serving quality goods by charging some more price will be
profitable in future.
 Demand for services offered by an airline organisation keeps on modifying on the basis
of taste and preference of targeted consumers. To adopt these modification proper
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training programmes must be introduced in Ryanair airline on contentious basis (von der
Heidt, 2018).
 Ryanair airline is recommend to analyse new market opportunity that will help in garbing
new opportunities and earn more profits beneficial for long term survival.
CONCLUSION
From the above project report it has been identified that marketing concepts used in a
business organisation is very important for survival of company. Their are various marketing
strategies that are available in the market. A business organisation selects one which is suitable
for achieving objectives that are set by organisation. Marketing concepts keeps on changing as
business environment is becoming competitive and to beet the competition and survive old
concepts needs to be replaced with new one for most effective results. In modern time together
with good consumer experience businesses are focused on social welfare.
PART B
Covered in PPT
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REFERENCES
Books and journals
Gbadamosi, A., 2019. Contemporary Issues in Marketing: Principles and Practice. SAGE
Publications Limited.
Kumar, V., 2017. Integrating theory and practice in marketing.
Rowley, J. E., 2017. Information marketing. Routledge.
Saunders, S. G., Barrington, D.J. and Sridharan, S., 2015. Redefining social marketing: beyond
behavioural change. Journal of Social Marketing. 5(2). pp.160-168.
von der Heidt, T., 2018. A scholarship approach to embedding creativity and sustainability in
Marketing Principles curriculum. Australasian Marketing Journal (AMJ). 26(2). pp.99-
115.
Online
Marketing management orientations. 2015. [Online]. Available through:
<https://standingtech.com/2016/01/14/the-five-different-marketing-management-
concepts-orientations/>
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