Report on Ryanair's Marketing Concepts and Effectiveness - Module X

This report provides a detailed analysis of Ryanair's marketing concepts and strategies. It begins with an introduction to marketing and its importance, followed by an examination of different marketing orientations, including production, product, selling, marketing, and societal marketing. The r...Read More

Report

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing concept with understanding its effectiveness............................................................1
CONCLUSION AND RECOMMENDATION...............................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing is the way through which consumers are interacted in order to communicate
about products and services which is delivered. In order to conduct market in proper and
effective manner, there is requirement of proper planning with understanding demand and
requirements of consumers, so marketing concept is studied (Brinker, 2016). This is the
philosophy results in getting positive outcome with understanding need of marketing and
strategies which can be framed. This report is based on Ryanair which is an Irish based
organisation and conquered UK market with understanding consumer demand and keeping rate
lower as compared to competitors. This association provides services such as business class,
economy class flights, etc. as per demand and requirement of consumers. There is discussion
about marketing concept and best concept among them with providing recommendations and
conclusion.
MAIN BODY
Marketing concept with understanding its effectiveness
Marketing concept is the way through which actions are performed in order to maintain
positive relations with consumers by providing them satisfactory services. As per this method,
there is discussion about different ways through which benefits of both managers and
organisation is possible. There are different components which has to be considered through
which prospective consumer will become brand conscious and ready to avail services from
Ryanair airlines. There are five components which are discussed under marketing concept i.e.
product, production, marketing, etc. These are discussed as under-
Production Orientation- This is the aspect which focus on understanding that consumers
will prefers to avail services which are available and cost effective for association (Gordon and
Oades, 2017). As per demand, there will focus on cost and make services ready to consumers. In
this orientation, productions of services will be done on the basis of bulk, so cost can be reduced
and readily available for consumers. When services are available at cheap rate, then consumers
will prefers to avail it. This aspect have major disadvantage that this reduces quality of services
because main focus of managers of Ryanair is on production under which they does not consider
quality aspects.
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Product Orientation- Under this concept, there is more focus on understanding consumer
demand with quality of services or product offered. These days, consumers are more specified
for the quality of services offered to them because they want full return of their money. Hence,
consumers have demand to get something always new, so they can avail new and innovative
services which add positive aspects to their memories. If managers of Ryanair is using this
orientation, then marketing is required to be done as per services and targeted consumers. This
method is effective for Ryanair because sometimes change in products and services is demanded
buy consumers which makes organisation at heights (Kubacki and et. al., 2015).
Selling Orientation- This is the strategy under which organisation have main focus of
selling what is being produced. This is not relevant in current market because these days, there is
difference in demand of consumers with change in time. For instance: consumer is availing
services under business class, then they requires proper food and timely services, but if this
concept is used, then managers of Ryanair remain stuck to what they are providing to consumers.
This is not the effective way to make business growth in organisation. This concept is effective
when Ryanair is providing discounts and offers to consumers for availing services from them,
hence this is effective in case of festive season or at holidays.
Marketing Orientation- This is the important orientation through which people are ready
to avail services from Ryanair because they are getting what they want, hence with the help of
this concept, it is easy for researcher to understand changes which are taking place. For instance:
Ryanair airlines is launched with new airline services, then under this concept, they can research
and collect information about satisfaction level of consumers (Mason, Kjellberg and Hagberg,
2015). So this is effective for Ryanair because this focus on improving services and make
changes for satisfying consumers. For implementing this orientation, there must be regular
process in order to maintain consumer satisfaction. Under this variant, there will be more choices
for consumers for services, so they can avail as per their requirement.
Societal Marketing Orientation- This is the newly added orientation in marketing
concept under which satisfaction of consumer, organisational benefits and society benefits are
considered. This is the way with the help of which managers frame policies through which they
can deal with understanding in proper and effective manner (Vihalemm, Keller and Kiisel,
2016). When there is proper working style of Ryanair, then there is less possibilities of
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government interference and other legal regulation. Consumers are also ready to avail services
because they are availing services which does not affects environment.
CONCLUSION AND RECOMMENDATION
Marketing is important in current era because if there is anything new in product and
services then it is communicated through different medium such as online marketing, branding,
social media platform, television advertisement, etc. With the help of marketing concept and its
orientation, it is clear that organisation have to understand external market through which they
can take care of it properly. Best orientation of airlines organisation is societal marketing concept
because in current market, there is requirement of taking care of society prospects as well. In
order to implement this strategy, there is requirement of policies which does not harm
environment and its components and able to achieve organisational aims and objectives
considering consumer demand as well.
In order to implement societal aspects, there are some recommendations which has to be
considered through which they are able to achieve positive outcome-
There must be training of workers, so they are able to work with consideration of social
factors as prime. There must be positive environment under which workers are satisfied that they
are working ethical environment.
When there is negative outcome about some services to managers of Ryanair, then it
must be communicated to concern department and frequent action have to be taken to resolve
this. This provides consumers satisfaction that they are at prime position for organisation. So this
keeps them satisfied and makes them loyal towards Ryanair.
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REFERENCES
Books and Journals
Brinker, S., 2016. Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and
More Innovative. John Wiley & Sons.
Gordon, R. and Oades, L. G., 2017. Social marketing of wellbeing. Wellbeing, recovery and
mental health. pp.311-323.
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.
Mason, K., Kjellberg, H. and Hagberg, J., 2015. Exploring the performativity of marketing:
theories, practices and devices.
Vihalemm, T., Keller, M. and Kiisel, M., 2016. From intervention to social change: A guide to
reshaping everyday practices. Routledge.
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