4ps of Ryanair Budget Airline

Topics: Low-cost carrier, Airline, Southwest Airlines Pages: 3 (817 words) Published: March 21, 2013
Ryanair was the first budget airline in Europe, modeled after the successful U.S. low cost carrier, Southwest Airlines. Ryanair is one of the oldest and most successful low-cost airlines in Europe, the third largest airline in Europe in terms of number of passenger and the largest in the world in terms of international passengers’ numbers. For this article, I had provided the 4 Ps, which is Product, Price, Place, and Promotion for Ryanair.


Ryanair was a brand for the budget airline. It also can define as a product because when people want to buy the airline ticket in cheaper price, they will automatically think about Ryanair. Transportation is the main product for Ryanair. It provides services of travel from one location to another location with comfortable environment and shortest duration as well. Moreover, passengers feel convenient to make booking through the internet or phone call at any time. Besides, food and beverage is another product of Ryanair. Ryanair offer the food and beverage to passengers throughout the flight who purchase on board programmed. At the same time, Ryanair also provide the services which are serve food and drinks to passengers or fulfill the passengers’ requirement if available. Ryanair not only offer the transportation and food and service to passengers, it also offer the experience to passengers which is sold the cheaper ticket to passenger to enjoy or getting experience to flight.


Ryanair offer the lowest cost of fares than other competitors in aviation industry because Ryanair stand at the position that the price is the key element of its brand and the price is more important than the product itself to the passengers, so within the low price as the long term strategy, Ryanair use different pricing, which means that off- peak travelling and booking in advance can make a ticket cheaper compare with normal day. In the same time, Ryanair are discriminate massively, safe in the knowledge that...
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