Marketing Principles & Practice: Ryanair's Marketing Strategies

This report examines the marketing principles and practices employed by Ryanair, a leading low-cost airline. It begins with an introduction to marketing and its significance, followed by an analysis of Ryanair's strategic marketing concepts. The main body of the report delves into key marketing orientations, including production, product, selling, marketing, and societal orientations, illustrating how Ryanair has applied these concepts to achieve its business objectives. The report emphasizes Ryanair's customer-centric approach, cost-effectiveness, and commitment to societal welfare through CSR activities. It provides recommendations for future strategies and concludes that marketing concepts are essential for understanding customer needs and introducing relevant products and services. The report also references various academic sources to support its analysis.

Marketing Principles &
Practice

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Key marketing concept and their effectiveness...........................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is the first need or function of all organisation in which products and services
are provided by business concern according to customer's needs and wants. It is related to market
research, analysing needs, developing product and its design and promotional activities that helps
to run a business successfully (De Ridder, 2018). In other words marketing is wider concept to
understand that maintain relationship with customers and expose the target audience with the
help of various channel and activities. To understand in better way Ryanair organisation has been
chosen that is Irish Low price or cost airlines that captured high market share in the year 2003
which is more than its competitors British Airways. It has become most profitable airline by
adopting strategic marketing concept that helped to achieve business objectives and higher
profits. Such report contain various topic like application of different marketing concept,
product orientation, production orientation and sale concept that helps to accomplish targets.
Along with this marketing and societal marketing also be discuss in this report.
MAIN BODY
Key marketing concept and their effectiveness
Marketing management orientation are connected with different marketing concepts
that are divided in to variety of marketing approaches. The main purpose of dividing is to use
different marketing strategies and attracts customers by completing customer's requirements. In
other words, Marketing management is the continuous process which are used by business
organisation in order to sale their products and services on regular basis as well as to intr4oduce
from new product and services. Marketing is the important factor for all organisation as it change
the people mind and convert them in to customers which leads to organisation profit and
productivity (Lerman and Mejia, 2018). In business market, there are different types of
organisation who runs their business by performing all marketing activities and make
continuous profits. In context to Ryanair which is top airline organisation in airlines industry,
using different types of marketing management approaches and increase profitability.
Under marketing management concept Ryanair analysis the customers needs, perception
and wants that helps to introduce from best airline services at low prices. The management of
Ryanair analysis the wants of customers launch new travelling packages for customers that
attracts people and make feel them good (Tripathi and Mukerji, eds., 2018). Such marketing

management activities are helpful for chosen as it leads to huge amount of changes in economy
and enhanced the wants of middle class of people to afford the airline or flight services at
reasonable cost. The Michael O'Leary (chief executive) having charismatic leadership style that
encourage the European Union by using marketing orientation that give advantages to people by
knowing their needs effectively. It helps to encourage people and increase the sale of such
organisation that leads to continuous profitability.
Illustration 1: Marketing concept,
2019
Production orientation: Such concept was introduced in 1950 in order to produce better
quality of products and services at affordable cost. Every business thinks that customers mostly
prefer affordable products that cab be available in near by market. In other words, production
concept states the ability of business to increase output and decrease output. Under this concept,
companies should introduce that products which are affordable and better to use. In context to
Ryanair uses such concept that helps to manage all production activities by providing flight
services at affordable cost. Under this concept the cost of launching new travelling packages
reduced that increases number of customers and profit margin (Parkinson, Russell-Bennett and
Previte, 2018). Moreover, under this concept Ryanair offers highly comfortable and flexible
seats by reducing unnecessary expenditures or cost.
Product orientation: Under this concept organisation consumes that customer mostly
prefer product quality which is single feature that cannot be compromise. So customers get
influence by product quality that increases number of customers as well as profit (Rundle-Thiele
and et. al., 2019). This concept is used by Ryanair who provides better quality of services by
revising its travelling packages and services at affordable cost that attracts customers and

increase profitability. Ryanair introduce from new travelling packages by knowing needs of
middle class of people that increases productivity of organisation.
Selling orientation: This concept is concerned with the sale of products and services that
leads to organisational profits. Another said, selling orientation is a business approach of making
profits by focusing on people's perception to buy the products rather than understanding their
needs. In context to Ryanair, this concept increases sale of business organisation as it build
relationship with customers. During off season Ryanair introduce low cost of transportation or
travelling services by using selling concept that helps to attain target goals (Bauer, 2018).
Hence, this is useful concept for Ryanair and all organisation which helps to maintain the sale of
its services by offering different discounts and other attractive services.
Marketing orientation: This concept is connected with needs of customers that
accomplish the goals of business organisation. In context to Ryanair, marketing manager analysis
the needs of customers and deliver travelling services at affordable cost. Some time company
charge higher prices or set the price skimming which are paid by customer as they wants.
Different types of marketing activities are managed by marketers of respective company who
analysis the needs of customers and provide quality of airline services. The main motive of such
organisation to crack the competition and become largest organisation in airline industry that has
been completed by using marketing orientation (Prokopenko and Omelyanenko, 2018).
Societal orientation: This concept is related not only needs of customer but also it focus
on societal welfare by offering better quality of products. Such as Ryanair uses this orientation
by implementing CSR activities which satisfy the human requirements as well as provide safety
to customers. Moreover, Ryanair uses precautions in order to reduce the carbon emission,
eliminate the uses of plastics, maintain the eco -friendly environment and social welfare that
increases workforce diversity.
Recommendation
 From the above discussion it has been recommended that Ryanair focuses on changes in
customer needs and brings modification in their services which attracts customers more
and becoming largest company.
 Moreover, management of such organisation provide proper training and assistance to its
employees and crew members that helps to maintain long term relations and retain them

on regularly basis by providing accurate information with the help of marketing
activities.
CONCLUSION
From the above report it has been concluded that marketing concept are useful for all
business that helps to understand needs of people and introduce that kind of products and
services. Production concept is used to increase the productivity where as product concept is
used to provide better quality of products and services at affordable prices. Societal orientation is
closely related with CSR activities that are performed by management for social welfare.

REFERENCES
Books and Journal
De Ridder, T., 2018. An investigation into digital place marketing practices of selected South
African local municipalities and communities (Doctoral dissertation, University of the
Free State).
Lerman, D. and Mejia, S., 2018. Marketing and (Un) Happiness. The Routledge Handbook of
Positive Communication: Contributions of an Emerging Community of Research on
Communication for Happiness and Social Change.
Tripathi, P. and Mukerji, S. eds., 2018. Marketing Initiatives for Sustainable Educational
Development. IGI Global.
Parkinson, J., Russell-Bennett, R. and Previte, J., 2018. Challenging the planned behavior
approach in social marketing: emotion and experience matter. European Journal of
Marketing,. 52(3/4). pp.837-865.
Rundle-Thiele, and et. al., 2019. Generating new directions for reducing dog and koala
interactions: a social marketing formative research study. Australasian Journal of
Environmental Management, pp.1-15.
Bauer, T., 2018. Ethics, CSR and sustainability in marketing education. In Redefining
Success (Vol. 73, No. 85, pp. 73-85). ROUTLEDGE in association with GSE Research.
Heath, T. and McKechnie, S., 2019. Sustainability in Marketing. In Incorporating Sustainability
in Management Education (pp. 105-131). Palgrave Macmillan, Cham.
Prokopenko, O. and Omelyanenko, V., 2018. Marketing aspect of the innovation
communications development. Innovative Marketing. 14(2). p.2018.
De Ridder, T., 2018. Lerman, D. and Mejia, S., 2018.Tripathi, P. and Mukerji, S. eds., 2018.
Parkinson, J., Russell-Bennett, R. and Previte, J., 2018.Rundle-Thiele, and et. al., 2019.Bauer,
T., 2018.Prokopenko, O. and Omelyanenko, V., 2018