Ryanair was established by the Ryan family with a capital share of just £1, and a staff of 25. The company launched its first route in July with daily flights on a 15-seater Bandeirante aircraft, which operate daily from Waterford in the southeast of Ireland to London Gatwick. In order to operate in the tiny cabin of the aircraft, the first cabin crew of Ryanairs is less than 5ft. 2 ins. tall (Ryanair, n.d.). Ryanair is the world’s favorite airline and operates more than 1.400 flights daily from 44 bases and more than 1100 low fare routes across 27 countries, which connect to over 160 destinations. It is operating a fleet of 250 new Boeing 737-800 aircraft with firm orders for a further 64 new aircraft, which will be delivered over the next 2 years. Ryanair currently has a team of more than 8,000 people and expected to carry more or less 73.5 million passengers in the current fiscal year (Ryanair, n.d.).
Marketing strategy is very important in order to maintain competitive advantage. It is important in order to maintain good relationship with the customers. This is particularly important in the service industry, as well as the hospitality and tourism sector. This is because of the fact that the entire industry is characterized by intensive competition, because of the growing number of competitors in the global market. In addition, the services being offered as well as the products being produced are hard to differentiate, because the products and services to be offered towards the customers are almost the same. As a result, it is vital for company in this industry or sector to focus on maintaining strong and high quality of services in order to maintain and improve competitive advantage, thus maintain satisfaction and loyalty of the customers.
Marketing Strategy of Ryanair
The charismatic boss of Ryanair, Michael O’Leary mainly...