Ryanair's ; Marketing Strategy

1238 Words5 Pages
Contents Introduction 3 1. Market segmentation 4 1.1 Marketing Strategy 4 1.2 Market Strategy of Ryanair 4 2. Market positioning 6 2.1 Ryanair’s strategic positioning 6 2.2 Ryanairs’s positioning and vision for the future 7 Conclusion 9 References 10 Introduction 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 in. tall. 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 connects 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 is expected to carry more or less 73.5 million passengers in the current fiscal year. 1. Market segmentation 1.1 Marketing Strategy Marketing strategy is very important in order to maintain competitive advantage. It is important in order to maintain good relationship with customers. This is particularly important in the service industry, as well as hospitality and tourism sector. This is because of the fact that the entire industry is characterized by intensive competition, due to 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, mainly because the products and services that are offered to the customers are almost the same. As a result, it is vital for a company in this industry
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