A Comprehensive Report on Ryanair's Marketing Management

This report provides a comprehensive analysis of Ryanair's marketing strategies, examining its approach to marketing management and customer needs. It explores various marketing orientations, including production, product, and selling orientations, illustrating how Ryanair applies these concepts ...Read More

Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Ryanair is a budget Irish airline founded in 1984. In year 2016 the Ryanair was the largest
budget airline scheduled by passengers flown and carried more international passenger than any
other airline. This airline grown from a small airline, now 13,000 people working in this airline.
After a decade, Ryanair has only operated its Irish air Operator's certificate and solely under
the Ryanair brand. In early 2018 airline began to introduce additional brands and operating on
multiple certificate in different countries. The head office has been in the air side business park
in swords country Dublin Ireland since 2019.
However, we are going to examine about their tickets.
MAIN BODY
The marketing orientation view point means business reacts to what are the customer
needs. On behalf of the customer needs and wants the decision are taken, rather than what the
business thinks is right for the customer. Most successful businesses take a market orientation
approach. Ryanair applies marketing orientation concepts to fulfill customers needs.
A)Marketing Management Orientation
Production Orientation: Production concept is basically dependent on to increase supply of
product by decrease cost of product. Ryanair uses this concept to attract customers and to do
improvement in ticket services so that customer satisfies, and they buy more tickets. Ryanair
attracts customers by lower prices of airline tickets and increases selling ratio of tickets.
Company also provides online ticket booking services to customers. Company provides tickets
cancellation services (Ozmec-Ban and Bajić, 2019). Through internet company easily access to
large number of people and increases economies scale of company. Company attracts customers
through offering discounts on tickets services that attracts customers. Ryanair focuses to giving
the best services of ticket on low prices that draws a positive image for company in customer's
mind. Through this concept company enables to maximize economies scale in competitive
market.
Product Orientation: According to above concept which is basically dependent on imagination
that travellers choose during booking ticker services, prices and availability while product
concept point of view above concept can't increase their buying decision. To providing different
services in airline can increase buying decision of customers. Ryanair givers online booking

services to travellers that attracts customers because they don't have to waste their more time in
line up and all. Organization changes in their ticket airline services where customers agree to
give extra charges on tickets due to their additional services (Rowley, 2017). Ryanair also
introduce a new service that's new family product. According to this service family will get
discounts on previous reserve seat and will get bags for children. Company also offers future
discount for those families who regularly basis fly with Ryanair. Thus, company keeps excited to
travellers through surprising offers and enables to take competitive advantage in market.
Selling Orientation: Both above concepts main motivation is to giving the best service of their
product while selling concept main motive to sell product high range and enhances profitability
of company by selling. Ryanair provides best training to their employee's, so they enable to give
services in sophisticated manner to travellers. For enhancing selling company provides some
software application where customers easily can books tickets. Organization also provides own
websites services to customers where customer's can directly communicate their employees
regrading booking issues or any quarries. Ryanair also available mobile boarding passes where
they can book airline tickets. Company provides business tickets facilities to business travellers.
Thus, Ryanair enhances their selling ratio and covers number of customers by applying selling
concept in organization. This concept gives positive impact on economic scale of company.
B)Marketing Concepts and Societal Marketing Concepts:
Marketing Orientation: This concept focuses on the customer's needs and desires regarding
product and their services. Company applies this concept in organization to understand the needs
and desire of customers(Shaw, 2016). Ryanair carries out marketing strategy and understand
product conception through marketing research for sale. Thus, Ryanair gives more values to
customer's then customers. Company retain customers by providing desire services so that
customer gives first preference during airline ticket booking. Marketing concept gives positive
impact on company by increasing Ryanair values in customers mind, so organization enables to
take competitive advantages.
Societal marketing Orientation: This marketing concepts focuses the needs and desires of
specific market and the services which offers the best value than rivals. Organization's also
highlights the customer's wealth and society welfare (Tadajewski and Jones, 2016). Ryanair also
applies societal marketing concepts and follows social and ethical rules in marketing practices,

While marketer of company assists to balance Ryanair profit with customer's satisfaction
regarding services like booking, cancellation, availability and prices of tickets.
Thus, whole concepts of marketing gives positive impact on Ryanair. These concepts not only
focuses on product quality but also provides beneficial happening which assist to create
impressive marketing strategy. On the basis of these concepts Ryanair achieves desirable
economies scale and gets company's value through customers.
CONCLUSION
On the basis of above study it has been summarized that marketing management concepts are
crucial for company growth. In this report has been included all marketing management
orientation like marketing concept, production Orientation, product Orientation and sales
Orientation which has been focused on product quality, prices and selling, while on other hand,
has been included marketing concepts and societal marketing concepts which has been focused
on customers values. Thus, Ryanair enabled to accomplish organization's goals through these
concepts.
Recommendation:
Ryanair can improve their effectiveness by improving current screening system because it will
improve screening efficiency by lowering number of fake alarms. It will give appropriate
information about cancellation and crashing of flights. Ryanair also can develop image analyzer
which will remove screener problem which is completed from primary inspection. If Ryanair
applies these recommendations then can improve their effectiveness in the application of the
marketing concepts which has been given above.

REFERENCES
Books and Journals
Ozmec-Ban, M. and Bajić, J., 2019. A REVIEW OF RECENT TRENDS IN AIRLINE
ANCILLARY REVENUES. Economy & Market Communication Review/Casopis za
Ekonomiju i Trzisne Komunikacije. 9(1).
Rowley, J.E., 2017. Information marketing. Routledge.
Shaw, S., 2016. Airline marketing and management. Routledge.
Tadajewski, M. and Jones, D.B., 2016. Hyper-power, the marketing concept and consumer as
‘boss’. Marketing Theory. 16(4). pp.513-531.

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