Marketing Report: Ryanair's Strategies, Consumer Behavior, and Goals

This report analyzes Ryanair's marketing strategies, focusing on consumer behavior and decision-making processes within the context of the airline industry. It examines how Ryanair utilizes marketing concepts to achieve its business goals, including the introduction of subsidiary services like car rent...Read More

MARKETING CONCEPTS-MARKETING CONCEPTS-
RYANAIRRYANAIR

TABLE OF CONTENTTABLE OF CONTENT
• IntroductionIntroduction
• Consumer behavior and decision making processConsumer behavior and decision making process
• Application of the FrameworkApplication of the Framework
• ConclusionConclusion
• ReferencesReferences

INTRODUCTIONINTRODUCTION
• Company is making good profits from its subsidiary services. Over the recentCompany is making good profits from its subsidiary services. Over the recent
times competition has increased to new levels now companies along withtimes competition has increased to new levels now companies along with
their main services have to come up with new strategies for retaining andtheir main services have to come up with new strategies for retaining and
binding the existing and attracting new customers. Competition is forcingbinding the existing and attracting new customers. Competition is forcing
organisations to expand it business by bringing new products or services. Inorganisations to expand it business by bringing new products or services. In
this study car rental and bus ticket services provided by airlines have beenthis study car rental and bus ticket services provided by airlines have been
examined. These services are giving airlines new recognition and goodexamined. These services are giving airlines new recognition and good
revenues apart from revenues generated from its main services.revenues apart from revenues generated from its main services.

CONSUMER BEHAVIOR AND DECISIONCONSUMER BEHAVIOR AND DECISION
MAKING PROCESSMAKING PROCESS
• Consumer behavior refers to study about how the individuals, groups orConsumer behavior refers to study about how the individuals, groups or
organizations choose to use, buy and dispose the ideas, products or servicesorganizations choose to use, buy and dispose the ideas, products or services
for satisfying the needs and demands. It deals with actions of consumers infor satisfying the needs and demands. It deals with actions of consumers in
market place and motives underlying for the actions.market place and motives underlying for the actions.
• By understanding the reason behind purchasing any specific product orBy understanding the reason behind purchasing any specific product or
services, marketers are able to determine the needs of marketplace and howservices, marketers are able to determine the needs of marketplace and how
the goods will drag the attention of buyers. Consumers go for products orthe goods will drag the attention of buyers. Consumers go for products or
services of company that provide either more value for their money or thoseservices of company that provide either more value for their money or those
business that ease the facilities for consumersbusiness that ease the facilities for consumers

APPLICATION OF THE FRAMEWORKAPPLICATION OF THE FRAMEWORK
• Consumers decisions making process covers consumers for identifying theConsumers decisions making process covers consumers for identifying the
needs, gathering information, evaluating alternatives & then making theneeds, gathering information, evaluating alternatives & then making the
buying decisions. It is complex procedure which involve everything frombuying decisions. It is complex procedure which involve everything from
starting to post buying activities. Consumer decision-making process.starting to post buying activities. Consumer decision-making process.

CONTINUECONTINUE
• Need RecognitionNeed Recognition
• Airlines have to determine needs and requirement of consumers. Consumers defineAirlines have to determine needs and requirement of consumers. Consumers define
the things that they are missing out and want them to be addressed. Bringing thethe things that they are missing out and want them to be addressed. Bringing the
ideal products or services will help Ryanair to take opportunities in market.ideal products or services will help Ryanair to take opportunities in market.
• Information SearchInformation Search
• Consumers search for products or services that can satisfy their needs efficiently.Consumers search for products or services that can satisfy their needs efficiently.
This is done so that buyers do not regret over their decisions. Sources are availableThis is done so that buyers do not regret over their decisions. Sources are available
where information could be searched such as Commercial, public and experientialwhere information could be searched such as Commercial, public and experiential
sources. Ryanair can float the information over all channels making buyers aware.sources. Ryanair can float the information over all channels making buyers aware.

CONTINUECONTINUE
• Evaluating alternativesEvaluating alternatives
• It deals with evaluation of alternatives which are available in market.It deals with evaluation of alternatives which are available in market.
Consumers always seek for best alternative options that can satisfy theirConsumers always seek for best alternative options that can satisfy their
needs.needs.
• Purchasing DecisionPurchasing Decision
• After all above stages customers decide to purchase the product or service.After all above stages customers decide to purchase the product or service.
After evaluating facts related to product or services. When consumer ofAfter evaluating facts related to product or services. When consumer of
Ryanair became aware about the services they availed it.Ryanair became aware about the services they availed it.

CONCLUSIONCONCLUSION
• It can be concluded that Ryanair is having an positive consumer behaviourIt can be concluded that Ryanair is having an positive consumer behaviour
for it products and services . Launch of car rentals and bus tickets increasedfor it products and services . Launch of car rentals and bus tickets increased
the demand airline as it is satisfied the need of conveyance facilities at thethe demand airline as it is satisfied the need of conveyance facilities at the
destinations.destinations.

REFERENCESREFERENCES
• Ivanov, D., Tsipoulanidis, A. and Schönberger, J., 2017. Global supply chainIvanov, D., Tsipoulanidis, A. and Schönberger, J., 2017. Global supply chain
and operations management. A Decision-Oriented Introduction to theand operations management. A Decision-Oriented Introduction to the
Creation of Value.Creation of Value.
• Kato, T. and et.al., 2015. Operations management methods and devicesKato, T. and et.al., 2015. Operations management methods and devices
thereof in information-processing systems. U.S. Patent 9.128,704.thereof in information-processing systems. U.S. Patent 9.128,704.