A Detailed Report on Ryanair's Marketing Management and Orientation

This report provides a comprehensive analysis of Ryanair's marketing strategies and management orientations. It begins with an introduction to marketing and its concepts, emphasizing how Ryanair utilizes various approaches to attract customers and enhance profitability. The report delves into Ryanair's marketing management orientation, exploring concepts such as marketing, production, product, and sales orientations. It examines how Ryanair implements these concepts to meet customer needs and achieve its business objectives. Furthermore, the report discusses societal marketing orientation and its role in Ryanair's strategy. The report concludes with recommendations for Ryanair to further strengthen its marketing strategies and improve customer satisfaction. The report uses references to support its findings.

Ryanair

Table of Contents
INTRODUCTION...........................................................................................................................1
a. Marketing management orientation........................................................................................1
b. Marketing orientation and Societal marketing orientation.....................................................3
Conclusion.......................................................................................................................................3
Recommendations............................................................................................................................3
REFERENCE...................................................................................................................................4

INTRODUCTION
Marketing is the way to running a business by using different ways which attracts
customer more. Different marketing co9ncepts are used by companies that help to fill the needs
and wants of customers. Marketing is not related to sales of organisation but also it involves
those activities that attracts people, promote products and services, increase brand image and
enhance business activities in order to make higher profits (Armstrong and et. al., 2018). Ryanair
is selected organisation to understand the concept of marketing that uses different ways of
marketing to attracts the people and convert them in to customers. There are different types of
marketing concepts such as product, production, societal, marketing and sales concept. Ryanair
is using products as well as marketing concept to sale its products and travelling services.
Different topics going to cover in such report that are marketing management orientation and
societal marketing orientation which influence customers to maintain the profitability.
a. Marketing management orientation
Marketing management is the management process that is used to identifying and
satisfying customer's requirements. All functions are managed by marketing manager who
evaluates what customers wants and how it can be satisfied. The main object of marketing is
increase sales volume, growth rate, increase market share, promote social responsibility, return
on investment and promoting the positive image of company. In case of Ryanair, in starting it
was faced many problems due to which the profitability decreased. In 2003 the share price of
Ryanair was so high and the worth is more than British Airways (About Ryanair, 2019). It has
adopted an effective marketing concept to provide airline seats at less prices which attracted
customers more and it become profitable airline in Europe (Gordon and et. al., 2018). Different
types of marketing management orientation are used by Ryanair that are as explained:
Marketing concepts - It is the philosophy that used by firm to analyse the needs of their
customers and decision are made accordingly. Ryanair is using this concept by making pals and
implementing them in effective manner. The marketing manager of Ryanair prepare different
type so marketing strategy by identifying their needs and wants regarding travelling that
influence customers and make feel them happy. It provides economic and high class of travelling
tickets which customers wants and also provides other facilities which help customers to choose
this organisation further also (Ying and et. al., 2018).
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Production orientation - This is an production approach of any business that are
associated with manufacturing and production processes. In this orientation managers seek
towards product development on the basis of what product is good instead of knowing customer
wants. This concept is using by Ryanair to increase its production by increasing number of
travelling seats in a plane. It make efforts to increase the production level like incremental in
number of planes, airports in all countries, number of customers and seats for customers that
helps to increase the profitability.
Product orientation - It is defined as orientation of company that only focuses on
products that fills customers demands. It is adopted by all organisation who put maximum efforts
to producing qualitative products and services at right prices. Ryanair is using this concept as
provides better quality of services while travelling and tickets according to customers demands.
The products or services are provided by Ryanair that are:
 Low cost, no frills air travel to European destination.
 No free food and drink on onboard.
 Ryanair also deal with Hertz car rental, and a number of hotel business that helps to get
commission on selling them (Product and services of Ryanair, 2019).
Therefore, by adopting this product orientation concept Ryanair is running its business
successfully and earning higher profits at low cost.
Sales orientation – This is also an effective approach, used to make profits by focusing
on selling of products and services. In this approach company makes plans to increase the sale
and maintain profitability. Ryanair uses different activities to attracts people that helps to
increase the sale of organisation. It adopts some strategies such as
 Ryanair keeps low fares of its products and services.
 70% seats are sold at the lowest fares and 30% seats are charged at high fares for
luxurious people who wants advance services.
 It provides online ticket booking facility that saves 15% agency fees.
 Moreover, different promotional activities are used by Ryanair such as brochures,
newsletters, fliers, online websites and posters that inform passengers about their low fare
travelling services.
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b. Marketing orientation and Societal marketing orientation
Marketing orientation is stated as identifying the needs and wants of people and provide
them that kind of products and services which attracts customers and helps to make higher
profits. There is throat cut competition arises in marketing orientation. Where as Societal
marketing orientation is related with needs and welfare of society by filling their needs and
wants. Ryanair is using marketing as well as societal concept by analysing their needs and wants
that helps to make higher profits. Ryanair maximizer long term interest and welfare of
consumers and society by providing airline services at low fares. Moreover, by using marketing
concept it eliminate the cut throat competition in marketing which helps to make higher profits
(Chan and et. al., 2018).
Conclusion
Both concepts, marketing and societal orientation are used by Ryanair that helps to
attracts passengers for the purpose of availing services. It provides such services at low and high
fare which customers wants and make happy to society. Marketing is important for all
organisation in which they analysis the needs and wants of people and satisfy them by providing
better quality of products and services.
Recommendations
From the above report or case case study it has been recommended that Ryanair should
make strong marketing strategy by comparing with other organisation like easy jet etc. atht will
helps to attracts customers more. It should provide travelling tickets according to income level of
customers and services of better quality that make pleasant to passengers. Moreover, innovation
or new technology should be use in their organisation that will helps to make easy all activities
and improve profitability.
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REFERENCE
Books and Journal
Armstrong, G. M., and et. al., 2018. Marketing: an introduction. Pearson UK.
Gordon, R., and et. al., 2018. Empirically testing the concept of value-in-behavior and its
relevance for social marketing. Journal of Business Research. 82. pp.56-67.
Ying, C. S., and et. al., 2018. A new product development concept selection approach based on
cumulative prospect theory and hybrid-information MADM. Computers & Industrial
Engineering.122. pp.251-261.
Chan, S. W., and et. al., 2018. Identification of The Concept Selection Method for Product
Design and Development in The Manufacturing Industry. International Journal of
Engineering & Technology. 7(2.29). pp.352-355.
Online
About Ryanair. 2019. [Online]. Available through:
<https://www.ryanair.com/sr/en/>
Product and services of Ryanair. 2019. [Online]. Available through:
<https://www.marketingteacher.com/ryanair-marketing-mix/>
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