Ryanair Marketing Mix Analysis

Marketing Mix Assignment 1
Marketing Mix analysis and Marketing plan for Ryanair

INTRODUCTION
I chose to do a marketing mix analysis and marketing plan for Ryanair. The reason I chose Ryanair was because it’s a low-cost budget airline and it has all the elements in mix marketing. Ryanair was founded 28 November 1984, the founders of Ryanair are Liam Lonergan, Tony Ryan, Christopher Ryan. Ryanair have over 300 aircrafts and over 200 destinations in 33 countries, it main headquarters are in Dublin. Ryanair takes up to 310,000 passengers a day and 1.3m people visit Ryanair.com in a day, its flights are 90% on time.

The marketing mix is about putting the product in place at the right time and at the right price. By doing this you need to know

Product development means bringing out a new product in the existing market. Ryanair would market their newest investment by launching a new product or service to their market, therefore increasing profits for the company and bringing more awareness of the new brand can lure new customers in, increasing profit and demand.
Since Ryanair has gone all digital, new products have been a constant. Starting with a new website and app, booking has become much more simple and clear on fees and charges. The MyRyanair platform was made to make booking, checking in and changing bookings much easier for Ryanair travellers. They introduced online Check-in, so customers no longer need to queue to check in, saving a lot of time. An instant 24-hour chat is also available on the Ryanair website for any enquires that customers may have. This has benefited Ryanair as they do not need their own call centre, saving the company a lot of

The marketing mix I have conducted for Ryanair identifies its core values of low prices, efficiency and value for money. These values should always be kept no matter how the operations change. We know that the low cost is the biggest strength and holds the most power of the business.
I have chosen Ryanair’s Business Plus fare and the product/service that I will conduct a marketing plan for. The service includes a variety of benefits such as: flexibility on tickets, 20kg checked-in baggage allowance, fast-track security, priority boarding and allocated seating. This would benefit travellers who are in a rush and do not want to be waiting around for hours. Business travellers would benefit greatly from this service.
While there are many strengths of this product, there are also weaknesses. These include the high price which may not appeal to everybody, but rather to only one specific market. EasyJet is a strong competitor that has similar target market as Ryanair. Business Plus offers a series of service improvements the airline has welcomed within the “Always getting Better”