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Ryanair marketing strategies - Essay Example

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Author : selenacummings

Summary

This paper seeks to provide a comprehensive analysis of Ryanair marketing strategies, an airline company that began operations in 1985 with only a single fifteen-seat plane plying between London Gatwick and Dublin and waterfall in Ireland. …

Extract of sample
Ryanair marketing strategies

According to the research findings Ryanair began its operations in 1985 with a single 15-seater plane, primarily a conventional airline from Dublin and Waterford in the Ireland Republic to London. During the initial years of operations, the airline faced significant financial challenges, which led to losses in the company. After an analysis of its marketing strategies, the company decided to re-launch in 1990/1991 as a “no frills”, low cost air carrier, replicating the business model of American Southwest Airline. Since then, price has been the integral marketing strategy of the company, promoting and maintaining its growth in the European low-cost airline industry. These changes were the ideas of Michael O’Leary, initially the financial controller of the company. O’Leary, now the chief executive officer at the company, persuaded Tony Ryan (owner) to redress financial issues affecting the company at the time. He developed a marketing strategy based on American Southwest Airlines, introducing the concept of low-cost, “no frills” in the airline. These changes stemmed the losses of the company, as well as turning the venture into a huge success. According to statistics, the company posted a profit after tax of 303million dollars in 2006, a 13% increase from that recorded in 2005. Currently, the airline operates in more than 146 routes to 84 different destinations in 16 countries, carrying more than 15 million passengers annually. Further, the airline plans to become the largest airliner in Europe in a few years. ...
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