Ryanair Analysis of the Marketing Mix

1.   Executive Summary


                             

                The purpose of this report is to provide a review of the overall marketing mix currently being used by Ryanair and to analyze the elements providing recommendations that will enable the company to strengthen it’s it position in the low fares air travel market. The report will analyze the organizations current marketplace, target audience and marketing mix elements with the intent of highlighting their execution and any possible improvements that could be made. The basis of my research into this report was mainly through the use of online material and personal experience as a customer of the airline.    

R
yanair is an airline which operates between Ireland, UK and continental Europe. They offer a low fare no frills service to most countries in Europe and have adopted a simplistic approach to air travel. The concept involves a ticketless system and unified       class and seating arrangements that enable faster turnover of flights.
                                                                                                                         
                                                                                                                              Along with this basic approach Ryanair has adopted many other cost savings schemes with the main objective of relaying their savings onto the customer.This has enabled them to be the current leaders in the European low fare airline market. Ryanair was founded in 1985 by Christy Ryan, Liam Lonergan and noted Irish businessman, Tony Ryan (after whom the company is named)
                                                                                                                                         
                                                                                                                                        The venture began as an alternative service to the... [continues]

Read full essay