A Short Note On The External Environment, Internal Capabilities Of Ryanair And Assess The Competitive Environment Essay

The marketing mix is the general phrase used to describe the different kinds of choices organisations have to make in the whole process of bringing a product or service to the market...

The Marketing Mix provides an excellent framework for developing marketing plan. They are generally accepted as being made up of four parts which are:

The marketing mix is the set of controllable, tactical marketing tools that a company uses to produce a desired response from its target market. It consists of everything that

A marketing mix consists of Product, Place, Price and Promotion. It is fundamental to understand these four elements for developing an effective marketing strategy.

The marketing mix is a combination of 4 P’s (product, price, place and promotion) that should be used in conjunction with each other to ensure a competitive edge over other companies. ‘The marketing mix is designed to produce mutually satisfying exchanges with a target market’.

4.4. Price As a budget airline, Ryanair applies low price as the core factor of its marketing strategy (Clark, 2005). Price is the only tool in the marketing mix to earn revenues directly while the rest components are costs (Jobber, 2007). Although the aviation industry requires huge expenditures, Ryanair is still able to provide the cheapest air ticket to

Ryanair’s growth rate is affected by macroeconomic factors such as the recession, as seen in 2010 when Ryanair saw a 200% increase in profit and traffic growth, as the low fares became attractive for those suffering from the current climate. Uncertainty still remains regarding the economic climate; problems would arise if it continued, as passengers would reduce spending restricting the company’s passenger volume growth. If the economic climate was to grow, business and leisure passengers may choose to pay more and travel with a full service airline, this could consequently result in demand for low-cost flights to drop.

Ryanair is Europe’s largest low-fares, no-frills short-haul carrier. The organisation was founded in 1985 as a conventional airline but re-launched itself in 1990/1991 as a low-cost carrier, replicating American Southwest Airlines’ business model. Since then Ryanair has grown

- To understand if the price worth its valuable, when it comes to services that Ryanair provides

Ryan air, an Irish airline started in 1985 by Ryan family with a capital share of £1 and a staff of 25. Over the past few years the company has shown tremendous ontogeny. Indeed it is Europe's largest low cost carrier and fastest growing airlines. Currently it’s operating more than 1,500 flights every day from over 50 bases and around 1400 low fare routes across 28 countries which connect 165 destinations.

budget sector. Business students at all levels enjoy this case and relate to it, since air

Marketing mix refers to the enterprise for their target market needs, control various marketing factors (product, price, place and promotion) to optimize the combination and comprehensive utilization, in order to accomplish better economic and social benefits (Chai, 2009, p.4). Place and product will be attached more importance in this section.

Strengths – Ryanair is one of the largest European airline company and it keeps growing by launching new routes and opening new bases. Ryanair was the first company in reducing ticket costs and keep them low at all times. Low fares area key strength of the company and very big advantage over other airlines. Another strength of the company has a strong brand which means it’s widely recognised. Ryanair established in the European market share. The current market cap in millions is £17,729.86 according to London Stock Exchange. (Appendix 1) The last strength of Ryanair listed is the ability of landing in over 200 destinations on 33 countries.

Marketing mix is the set of controllable tactical marketing tools which that the firm blends to produce the response it wants in the target market.

Marketing mix is one of the basic and the very important part of marketing plan. It includes all the elements that are important for an organization from manufacturing to sale of the product. It can be considered as the set of marketing tools that blends together to generate a marketing response in the market. Every organization uses this tool to make its marketing plan. Primarily it consists of 4P’s, but now it is extended to 7P’s of marketing. (Jain, 2013)