Analyzing Marketing Management and Orientation Strategies at Ryanair

This report examines Ryanair's marketing management operations, focusing on key concepts such as marketing, production, product, and sales orientations. It evaluates how Ryanair can enhance its image, sales, and customer base by employing different marketing approaches. The study also explores marketing and societal marketing orientations, highlighting their potential to foster business growth by prioritizing societal welfare and customer needs. The report concludes with suggestions for improving Ryanair's magazine sales through enhanced quality and effective employee communication strategies. Desklib offers a wealth of similar solved assignments and study resources for students.

Assessment

Table of Contents
INTRODUCTION...........................................................................................................................3
a) Marketing Management Operations........................................................................................3
b) Marketing Orientation and Societal Marketing Orientation....................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is the concept by which an organization can successfully satisfy the needs of
their customers. It is also helpful for expanding the business. In marketing 7p's are very
important and on these P's all the marketing task is performed. These P's are product, price,
place, promotions, packaging, people, process.
Ryanair is an Irish airline which is established in 1984. Headquarter of the company is in
Swords, Dublin, Ireland. It is provided flight and airlines services to their customers. In this will
discussing the marketing management concept which includes marketing concepts, production
orientation, product orientation and sale orientation (Habibi and et.al., 2015). In this will also
included the marketing orientation and the societal marketing orientation concepts.
a) Marketing Management Operations
Marketing Concept: Marketing concept is a method by which an organization can identify the
current and future needs of the customers. This will also help to provide better services and
products rather than competitors. Ryanair sale their magazines in the plane. They can use the
concept of marketing for increasing the sale and enhancing the customers interest towards the
product (Papadas, Avlonitis and Carrigan, 2017). Marketing concept includes five major aspects
which is production concept, product concept, selling concept, marketing concept and the last
one is societal marketing concept. These concepts are very helpful for make marketing effective
and improve the customers interest towards the products. Ryanair can use this method in their
airline, for improving the sale of their magazine in the flight.
Production Orientation: Production orientation is the method, by which organization concern
about their manufacturing and production procedure. In the production orientation business
develop those products and services which are had good quality rather what are the customers
needs and wants. Ryanair can use this technique for their plane magazine. By this method they
are able to enhance the quality of their magazine (Chow, Lai and Loi, 2015). For this they can
content all information which are interesting and directly attract the customers by the quality of
data. The main target of production orientation is producing maximum volume products which
improve the sale and profitability of Ryanair.
Product Orientation: Product orientation is also an important concept of marketing. In this
approach organization only focus upon products. They are plan that how heir products satisfy
customer need and wants. The organization also provide their product on minimum cost just

because customer will purchase their products. Ryanair can use this technique for enhancing the
sale of their magazine. Ryanair management can focus upon product development, product
research and product focus for improving the sale of magazine and also they can be able to
enhance customers base in the flight. Ryanair management can also provide those magazines to
their customers which have good quality.
Sale Orientation: Sale orientation is a marketing approach in this method, organization only
focus earning profit rather than satisfy the needs of consumer. For this can use the strategies of
advertising and promotion, because they are help an organization for making profit. Ryanair, can
also use this technique for earning the profit and enhancing the sale of their magazine (Chow,
Lai and Loi, 2015. They can promote their magazine at all level of airport, that enhance the
interest of people to buy this magazine in flight. Sales orientation is aggressive selling tactics and
it is only focus on the short term planing to earn profit. By suing this technique Ryanair improve
their magazine sale and also earn profit.
b) Marketing Orientation and Societal Marketing Orientation
Marketing Orientation: Marketing orientation is the method of marketing function, it focuses
upon the needs and demands of the customers and provide them products as per their wants and
satisfy them (Hunt, 2015). It is helpful for enhancing and expanding the business. Ryanair can
use this approach for the sale of magazine in among the consumers. Because it is customer-
centred approach. It is mainly focused upon satisfying the needs of customers. Ryanair can
improve the sale of magazine in the flight by focusing upon the customers needs. For this they
can conduct an activity or program for customers on the airport to know about their interest, like
and dis- likes. That is very much help for design the magazine as per customers needs. By using
this method of marketing, Ryanair defiantly enhance their sale.
Societal Marketing Orientation: Societal marketing orientation is a concept of marketing. In
this concept of marketing business focus is welfare of society rather than the earning profit or
anything else. In this method of marketing organization plan their success on the bases of long
term plan (Fiore and et.al. 2016). This concept of marketing the build good image of business in
market, that will help business for improving their customers share. Ryanair can also use this
method of, marketing to build business strong image in society and for enhance customer vases.
It will take some time but that approach is very much beneficial for Ryanair organization and for

their magazine. They can also use the technique corporate social responsibility (CSR) for
improve their image in market.
CONCLUSION
From the bases of above study it has been concluded that how Ryanair can enhance their
image, sale and customers base by using different approaches of marketing. In above study has
been discussed the marketing management operations that includes concepts like products,
productions, selling etc. In this study also conclude the term such as marketing concepts,
production orientation, product orientation which are beneficial for Ryanair organization for
enhance their sale of magazine in the plane. In this study also included the marketing orientation
and societal marketing orientation concept. That are focus upon the growth of business by
focusing on society and also improve the business by focus on products quality which satisfy
them needs of consumers. For this study also provide some suggestion which can improve the
sale of magazine. They can use some strategies which improve the quality of books, they are also
provided some training to their employees who can effectively communicate with customers
about the magazine.

REFERENCES
Chow, C.W., Lai, J.Y. and Loi, R., 2015. Motivation of travel agents' customer service behavior
and organizational citizenship behavior: The role of leader-member exchange and
internal marketing orientation. Tourism Management. 48. pp.362-369.
Fiore, M and et.al. 2016. Social media and societal marketing: a path for a better wine?. Journal
of Promotion Management. 22(2). pp.268-279.
Habibi, F and et.al., 2015. E-marketing orientation and social media implementation in B2B
marketing. European Business Review. 27(6). pp.638-655.
Hunt, S.D., 2015. The theoretical foundations of strategic marketing and marketing strategy:
foundational premises, RA theory, three fundamental strategies, and societal welfare.
AMS review. 5(3-4). pp.61-77.
Papadas, K.K., Avlonitis, G.J. and Carrigan, M., 2017. Green marketing orientation:
Conceptualization, scale development and validation. Journal of Business Research. 80.
pp.236-246.