ryanair marketing concepts

By the mid 90s, Ryanair became so popular that it eventually overtook British Airways and Aer Lingus as the largest passenger airline on the Dublin- London route(the biggest international scheduled route in Europe) (www.ryanair.com). The graph above represents the passenger growth in the past 12 years, it clearly shows that Ryanair’s strategies and low costs are attracting an increasing number of passengers every year. An organization should offer unique quality to its products that distinguishes it from competition. (Sean Brophy and Dominic St.George 2003). The Organization for Economic Co-operation and Development (1988) pointed out a flaw in predatory pricing arguing that when an airline operates in different cities, it is mostly likely that predatory pricing in one market can be financed by cross-subsidizing out of revenues earned in other markets as well as Attorney General John Nannes who tried to argue that predatory pricing leads to high profits in low cost airlines because if a company acquires a reputation for aggressive cost-cutting in one market, it can deter other low-cost carriers from taking on the airline elsewhere. 3 March 2021 Ryanair Joins Ambitious ‘Fuelling Flight Initiative’ In Its Pledge To Support Sustainable Aviation Fuels For A Carbon Neutral Future. Wild, laut, anders. e) Threat of Entry – The effect of new entrants into an industry will result in increased competition within the industry, having a negative resultant effect on the returns in the industry. Its prices also found ways of remaining cheaper than competition. Thanks to it, theats are eliminated, opportunities are created. essay generally focuses on evaluating the current marketing strategies of Ryanair by utilizing marketing theories and concepts. Since 1994, Ryanair has maintained a healthy relationship with Boeing as it operates a fleet of 210 new Boeing 737-800 aircraft with orders for a further 102 new aircraft to be delivered over the next 2.5 years. Certain barriers can be put in place to inhibit new entrants. Free resources to assist you with your university studies! 6. Market-Orientation During the past decade, market orientation has received considerable attention from both academics and practitioners. It has over 181 aircrafts and its passenger base is over 60 Million. It achieves this through the following ways, which will be explained using the 4Cs (clarity, credibility, consistency and competitiveness) positioning framework. The 4P’s are exploited and used in a manner such that the needs of the customers are satisfied in the best possible manner while optimum income is generated. VAT number: 4749148U. Our academic experts are ready and waiting to assist with any writing project you may have. In a nutshell Ryanair sells the cheapest tickets that you can buy (on most occasions). c) Focus – Since inception Ryanair’s main focus or target market has been the price sensitive customer, an area it considered least competitive at the time and has identified itself with this market segment rather than giving full attention to the overall market. Pages. The report will apply and identify a marketing concept for company in order to achieve, This concept is generally used for identify the needs and wants of customers with, companies at the time of availing services. Ryanair not only offers cheap prices as compared to its competition but also competes with substitute services for air travel like rail and road. Study for free with our range of university lectures! “Place includes company activity that makes the product available to the target customer” (Kotler, 2009), Distribution or place is where the producer transfers an optimum amount of goods to majority of the target market, either to individual or business users. Ryanair as a successful business enterprise also embraces the concept of marketing mix. 3854 Words 16 Pages. This gives positive impact on, customers for fly tickets and booking details. In other words, marketing mix is the means by which marketing ideas and strategies of an organization are achieved (Brassington and Pettitt 2006). Consequently, Price may not necessary drive both revenues and costs meaning that a pricing strategy that maximizes revenue may not have such large impact on profit (Straight and Level: Practical Airline Economics). Looking for a flexible role? If you need assistance with writing your essay, our professional essay writing service is here to help! Therefore, Ryanair will have to maintain its low fares policy to continue to be ahead in the industry. According to Jobber (2010), the “differential advantage” a company has chosen must in consumers mind, be credible. Since the final stage of deregulation in the airline industry in 1997 (Miller et all (1997:50-51), high start-up costs have deterred new entrants. He said that Ryanair had no plans to expand into long-haul. According to Jobber (2010), production orientation is represented by an in-ward looking stance that can easily arise given that many employees spend their working day at the point of production. They are relatively young and have no full time jobs, so they have budget restrictions. The famous CEO calmly inquired how often this gentleman visited his family in cork. Info: 5461 words (22 pages) Essay This arouses questions as to how possible is it for Ryanair to sustain its low pricing strategy. It aims to reduce cost of production to the bare minimum.

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