RyanAir Marketing Strategy

RyanAir Marketing Strategy

Analyzing RyanAir Marketing Strategy

Product Policy

The company objective is to maintain itself as the Europe lowest Airfare Company. The company marketing strategy is to gain the lowest cost through process improvement and save on utilities it has to provide to customer. The main aim of the company is to increase its customer's base by maintaining the operating efficiencies (Berry and Seiders, 2008). The company profits in the year 2008 came down to £439 million from £451 million. This is because of the rising fuel cost. This marketing strategy is causing a concern for the company.

Other player competition

The company faces stiff competition from a great number of carriers like British Airways, Easy Jet and Wizz Jet. Many airlines are launching the same in Europe. Thus, company will have to bring in new marketing strategy and bring changes in its strategic goals (Gronroos, 2007). The company will have to face stiff competition, which will cut down its margins.

Expansion Strategy

The company in the year 2001 had around 61% share from UK, this dropped to 49% in the year 2005. This further dropped in the year 2011. The company is expanding into Asia and Europe with its low price marketing strategy; this means company has to face the existing companies. Company can cash on its economies of scale theory and penetrate deep.

Poor Brand Image

Although the company CEO is seen in every program praising his Company, but in fact the ground reality is different. This is because company portrays itself as company with low fares and quality, whereas when the customers travel they face the dirty Airplanes, exhausted Crew etc (Zeithaml, Bitner and Gremler, 2009). This shows the company lack of care for its staff, the company should work either to improve it or do not market the lies.

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