An Examination of Ryanair's Marketing Concepts and Strategies

This essay examines the marketing concepts employed by Ryanair, a prominent European airline. The analysis begins with an introduction to Ryanair's business and the controversies it faces. The main body delves into two key marketing orientations: sales orientation and product orientation. Sales orientation focuses on persuading customers to purchase services and beverages, emphasizing advertising and sales force effectiveness. Product orientation prioritizes improving the quality of services and products, such as flight scheduling and in-flight offerings. The essay further explores marketing orientation, which emphasizes understanding customer needs and preferences, and social marketing orientation, which highlights social responsibility and customer well-being. The conclusion suggests that Ryanair can enhance sales by strategically implementing these marketing concepts, conducting market analysis, and understanding customer needs. The essay references various academic sources to support its arguments.

Essay

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
A) Marketing Management Orientation.......................................................................................3
b) Marketing and Social Marketing Orientation..........................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Ryanair is an Irish airline company which has been expanding in the airline sector and
has become the most profitable airline within Europe. Although of its growth there has been a
controversies like lack of sympathy towards passengers and delaying or cancelling of its flights.
There are various products and services which are offered by Ryanair to its customers in this
report company's products which will be examined are its flight services and food and drinks
which are offered to its customers. Its services and food and drink will be examined two
marketing concepts which are as sales orientation and product orientation.
MAIN BODY
A) Marketing Management Orientation
Marketing concepts can be defined as a philosophy which a company should analyse the
needs of its customers for improving its products and services in order to satisfy them better than
their competitors. Ryanair can make use of different marketing concepts which can help the
company to increase its sales, maximise the profits, satisfy their potential and existing customers
and even beat the competition (Scovotti, 2016). There are different marketing concepts which a
company can adopt and the marketing department of Ryanair can try to design different
strategies which can help the company in building the profitable relationships with their
customers. As, Ryanair is an airline company which is majorly a services industry with less
product offering company so two marketing concepts which can be adopted by the marketing
department for examining its services and the products are sales orientation and product
orientation which can be explained below:
Sales orientation: It is a business approach which can help in making profits particularly
focusing on persuasion of customers to buy their services and beverages without understanding
their needs. In this process more emphasis is to be put on the advertisements as well as
improving the abilities of company's sales force. In this concept advertising campaigns can be
used by the company in order to reach out their customers, reducing competition in order to
increase the sales of services and Beverages (Balova, Firsova and Osipova, 2019). But also too
much attention is not given on customers needs but Ryanair can simply try to push their products
to customers through sales force and advertising campaigns. When Ryanair adopts the concept of
sales orientation it has to directly focus on the selling of services and beverages to their
customers without worrying about the needs of their customers by simply making assumptions

about their needs. Ryanair can make use of sales oriented marketing strategy by using two ways
of promotions which is advertising in order to make their potential customers aware and personal
selling in order get potential customers take actions buying their products.
Product orientation: It refers as an orientation in which company have to put their sole focus on
the products alone which is services and beverages. So, within this orientation Ryanair has to
maximise their efforts to improve their airline services like proper scheduling of flights without
cancellations and providing quality food and drinks in flights to their customers. All of these
improvements are to be done on right prices which can be beneficial for company as customers
can differentiate Ryanair's products and services (Deepak and Jeyakumar, 2019). According this
concept Ryanair should improve the quality of their services and products to such an extent that
its tickets and food and drinks should sell by itself and there should be high focus on the research
and development. This marketing concept can be beneficial for company in various ways like it
can increase the sale of the company and maximise the profits and minimise the competition by
one simple strategy which is increasing the quality of its products and services.
b) Marketing and Social Marketing Orientation
Marketing orientation: It is referred as an approach which can be adopted by Ryanair in order
to prioritise and identifying the needs as well as desires of their customer by creating a service or
a product which will satisfy their customers in an effective manner. This is a customer-oriented
approach for designing a product and creating a service through research in order to determine
customers immediate needs, preferences, concerns within a particular product or service category
(Lovelock and Patterson, 2015). This can be done by a proper customers research and based on
this research Ryanair cam make a development efforts in their products and services in order to
satisfy their customer in a best effective way. As, customer needs, preferences, lifestyle keep on
changing rapidly this concept can help company in developing an effective service or product
which result in high customer attraction.
Social marketing orientation: This concept of marketing puts more emphasis on the social
responsibilities and also suggest a company how to sustain a long-term success. So, according
this concept Ryanair should be a marketing strategy which can provide a value to their customers
in by improving the society and customer's well-being which should be better than their
competition within the industry (Scovotti, 2016). Social marketing concepts can uphold a
company to take a marketing decision in such a way that company is considering the consumer

needs, wants and desire. This will help in creating a favourable image for the company in the
industry which will surely increase the sale of company.
CONCLUSION
It can be concluded that Ryanair has got a potential to increase its sales to higher levels
by using an appropriate marketing concepts. Also, with the help of these marketing concepts
company can solve its issues of poor services and products by developing an effective marketing
strategy.
Recommendations:
 Ryanair can increase the effectiveness of these marketing concepts by making a proper
market analysis about its competitors product and service offering and developing
strategy according.
 Also, in order to improve the effectiveness of concepts, Ryanair should use right
marketing on the right time by understanding the needs and preference of their customers
in the industry.

REFERENCES
Books and Journal
Balova, S., Firsova, I. and Osipova, I., 2019, May. Market leading marketing concepts in the
management of consumer behaviour on the energy market. In 3rd International
Conference on Social, Economic, and Academic Leadership (ICSEAL 2019). Atlantis
Press.
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Scovotti, C., 2016. Experiences with flipping the marketing capstone course. Marketing
Education Review. 26(1). pp.51-56.