Essay About Ryanair Case Study And Element Of The Marketing Mix

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Ryanair Case Study
CASE STUDY PRESENTATION – RYANAIRPrice is the one element of the marketing mix that produces revenue; the other elements produce costs. Price also communicates the company’s intended value positioning of its product or brand. A well-designed and marketed product can still command a price premium and reap big profits. But new economic realities have caused many consumers to reevaluate what they are willing to pay for products and services, and companies have had to carefully review their pricing strategies as a result. One that caught the attention of consumers and businesses is Ryanair, with an unusual pricing strategy.Ryanair was an unprofitable, high-cost traditional airline before it completely – and quite successfully – transformed itself into a low-cost carrier. Today, Ryanair is Europe’s most successful low-cost airline. Ryanair has opened the skies to more passengers and has completely revolutionized air traveling. Ryanair has successfully matched a market need by capturing the imagination of overcharged European travelers, tired of costly tickets. Ryanair focuses its effort on its low-cost marketing strategy and uses a range of technologies both internally and externally. It researches the market and understands its consumers, markets and competitors. Ryanair understands the consumer segments and chooses to target the price-conscious consumer. It is positioned as the low-cost, low-service alternative to the full-service airlines. Marketing is designed to create the strong brand that is Ryanair in the minds of the European consumer. To manage its brand image Ryanair uses 7Ps of the marketing mix:7P’S OF MARKETING MIXProduct/Service: Ryanair’s service offering is basic and low frills – an unassigned economy seat on an aircraft;Pricing: Ryanair captured market share and brand loyalty in the low price, low service area.Place/global supply network and channels: Ryanair operates from the lowest-cost airports, manages a network of suppliers and uses only one direct channel to market.Promotion/Communication: Promotion is minimal and inexpensive, focusing on Internet marketing;Process: Ryanair has eliminated all unnecessary service processes on board as well as for bookings and check in;Physical evidence: Ryanair’s planes have very basic and minimal interiors;People: Ryanair’s staff are focused on the low-cost, no frills marketing strategy. It implements its marketing program and manages its return to investors as a core focus.  In total, Ryanair is an excellent example of a company that understands both its consumers and the need for a total company marketing effort in creating a strong brand in a market dominated by major brands;

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(2018, 12). Ryanair Case Study. EssaysForStudent.com. Retrieved 12, 2018, from
“Ryanair Case Study” EssaysForStudent.com. 12 2018. 2018. 12 2018 < "Ryanair Case Study." EssaysForStudent.com. EssaysForStudent.com, 12 2018. Web. 12 2018. < "Ryanair Case Study." EssaysForStudent.com. 12, 2018. Accessed 12, 2018. Essay Preview By: Xylider Submitted: December 6, 2018 Essay Length: 404 Words / 2 Pages Paper type: Case Study Views: 247 Report this essay Tweet Related Essays Nike Case Study SHORT CASE SUMMARY Nike, Inc. (503-671-6453, www.nike.com) is the worlds #1 athletic shoe and apparel seller. Nike currently employs 20,700 employees, with total sales of 1,706 Words  |  7 Pages Brinkerhoff International Inc Case Study MEMORANDUM TO: JUAN C. ARAQUE FROM: GROUP #6 SUBJECT: CASE STUDY FOR COMPANY "BRINKERHOFF INTERNATIONAL INC." DATE: 11/14/00 CC: HUMAN RESOURCE DIRECTOR OBJECTIVE: After careful 2,797 Words  |  12 Pages Nafta Case Study NAFTA Five Years of Failure By: Jeff Dotson In December of 1992, Presidents Salinas (Mexico), Bush (U.S.) and Prime Minister Brian Mulroney of Canada signed 8,025 Words  |  33 Pages Case Study Ryanair CASE STUDY 7/01 Ryanair – on-line booking – delayed credit card charge – whether charge activated upon a subsequent transaction – question of disclosure of 637 Words  |  3 Pages Similar Topics Case Study Gerber Babyfoods Montclair Papermill Case Study Get Access to 89,000+ Essays and Term Papers Join 209,000+ Other Students High Quality Essays and Documents Sign up © 2008–2020 EssaysForStudent.comFree Essays, Book Reports, Term Papers and Research Papers Essays Sign up Sign in Contact us Site Map Privacy Policy Terms of Service Facebook Twitter