It’s not more complicated than that”. A proposal for changing the marketing strategy for Ryanair Company Executive summary . The Ryanair brand is built on a solid foundation and personified by its CEO — with his outrageous comments and cost-cutting proposals. Ryanair Company is a low-cost Irish airline operating approximately 178 destinations and 610 routes within the European Union. Ryanair’s Chief Marketing Officer, Kenny Jacobs said: “We are delighted to announce our first ever environmental partners, supporting four great projects across Europe and Africa. Ryanair Holdings Plc Marketing Strategy development requires a comprehensive market analysis. Marketing Mix for Ryanair. That total, achieved in four weeks between 11-Dec-2018 and 8-Jan-2019, would rank among Europe's top 20 airline groups for the whole year. Price 70% of seats are sold at the lowest two fares. Ryanair carried more than 10 million passengers during the Christmas period alone. RyanAir Marketing Strategy Analyzing RyanAir Marketing Strategy Product Policy The company objective is to maintain itself as the Europe lowest Airfare Company. The company's management team evaluates Ryanair's current strategy and takes preventive action to avoid any future threats in future. Ryanair and easyJet engage in fierce price competition, Ryanair being most aggressive in this. The cost of fuel is ever rising. Brief evaluation of Ryanair's financial analysis and how the environmental factors affect the European airline low cost industry. Brand perception. 0 Employ Recommended Strategy Using Marketing Mix for Ryanair. This is different from the main competitors, easyJet and Norwegian, which fly to main airports. The key elements of Ryanair’s strategy are: Ryanair strives to reduce or control fourof the primary expenses involved in running a major scheduled airline: (i) aircraft equipmentcosts; (ii) personnel productivity; (iii) customer service costs; and (iv) airport access and handlingCosts (reduce as much costs as possible, none or few services provided. I am curious about the distribution strategy adopted by Ryanair. The marketing mix is the planned marketing tools that the organization can use to produce the response. For many years, Ryanair has trumpeted its success in providing what it believed customers want, namely safe air travel at a low fare and with high levels of punctuality. Then new CEO, Michael O’Leary, decided to change the carrier to an LCC. Ryanair implement different marketing strategy to make the company survive in the competition and to be able to gain competitive position in the airline market. The marketing strategy is perhaps the most obvious and significant functional strategy of Ryanair. Given that Ryanair wants to be a low cost airline, capacity utilization must be really important to them. RYANAIR COMPANY MARKETING STRATEGY 4 microenvironment analysis which feature on changes associated with the airline growth and interaction with customers. More than €1m will be donated from our customers and Ryanair to our partners – First Climate in Uganda; Renature Monchique in Portugal; Irish Whale & Dolphin Group and Ireland’s Native Woodland Trust. These strategies consist of everything the firm can do to control the demand for its product (Armstrong, Adam, Denize and Kotler, 2014). Ryanair’s Chief Marketing Officer, Kenny Jacobs said: “We have the best product in the airline industry with the lowest fares and biggest choice of routes. In case any competitor tries to undercut the prices, Ryanair, with their low-cost production would meet the pricing strategy. 3.1.5 Environmental. Ryanair Marketing Strategy | An Analysis. 30% of seats are charged at higher fares. Low fares are designed to stimulate demand, attracting fare-conscious travellers, those who may have used alternative forms of transportation or even those who may have not travelled at all. single fare for a ticket with no restrictions. PESTLE ANALYSIS a. Highly profitable. The marketing mixture is the group of controllable tactical marketing tools that the organization blends to produce the response it would like in the mark market. The company marketing strategy is to gain the lowest cost through process improvement and save on utilities it has to provide to customer. It sounds counter-intuitive but it’s true. A marketing mix is a combination of four variables (product, place, price, and promotion), which can be arranged in different ways to develop marketing strategies to meet organizational objectives. The adverts showcase Ryanair’s lowest fares and great route selection, with a particular focus on city breaks and summer sun bookings, promoting a 20% off seat sale on 1 million seats. About 16% of profit is made this way. In June 2016, Ryanair became the world’s most visited airline website, a fact the CMO attributes to the company’s “absolute leadership” on cost. Ryanair: Low Cost Strategy Model 1093 Words | 5 Pages. In the light of recent events, this article asks how far cost reduction can go. Something far more profound has happened to the company and its strategy. A picture of a smiling O’Leary, holding and petting a Labrador puppy, was projected on to a giant screen on one wall. And because of the strategy of the industry, Ryanair is now recognised as the second largest airline in United Kingdom and … Ryanair has a great brand. Expanding further in the market pursue the goal to achieve economies of scale that provide a guarantee to offer the lowest price in the airline industry. Other revenue fronts — the company has deals with Hertz car rental, hotels, phone cards, and bus tickets. We will write a custom Report on Ryanair Marketing Analysis specifically for you for only $16.05 $11/page. Ryanair continues to deliver the lowest unit cost of any EU airline and the cost gap between us and our competitors has widened over the last year. Instead of price-focused ads, Ryanair’s marketing plans for the coming year will increasingly focus on customer service improvements and … It is said that the company was regarded recently as the most punctual airline between Dublin and London. My first and most important goal in undertaking this research assignment is to source, dissect and analyse the low cost strategy model of Ryanair and how they succeed in using this strategy. Jacobs sums the Ryanair marketing strategy up in three sentences – to be like Aldi in the air, like Amazon on digital and to innovate faster than anyone else. Please click this link to view samples of our professional work witten by our professional essay writers. Ryanair Marketing Mix Product or Service Low cost, no frills air travel to European destinations. Published Date: 23 Mar 2015 Last Modified: 06 Jun 2017 Disclaimer: This essay has been written and submitted by students and is not an example of our work.