RYANAIR

MARKETING PLAN

INDEX

EXECUTIVE SUMMARY

MISSION STATETMENT

MARKETING OBJETIVES

SWOT ANALYSIS

MARKET RESEARCH

MARKET STRATEGY

BUDGET
 EXECUTIVE
SUMMARY

One of the biggest factors contributing to Ryanair’s success

is that it is a low-cost airline.

The company also began to add spectacular promotions,

which can be achieved by taking into account the following
factors:
Price offer: The strategy currently

has three complementary
offers to the offer or value rate: Regular rate, plus rate and
flexiplus rate.
Digital platforms and online marketing: One of the determining
factors in Ryanair’s low-cost strategy is the digitalization of
communication channels with the client. The airline’s after-
sales services are digital and have a structure that provides
organized and simple services. Ryanair only allows the
purchase of tickets through its App or its website, in such a way
that it eliminates intermediaries and commissions associated
with the sale of tickets by third parties.
Other factors are: The time factor,
the baggage policy, type
of airport and unique aircraft model and salary cost.

 MISSION
STATEMENT
Ryanair’s mission is “to offer low fares that generate
increased passenger traffic while maintaining a continuous
focus on cost containment and efficiency operation.”
“Ryanair’s objective is to firmly establish itself as Europe’s
leading low-fare scheduled passenger airline through
continued improvements and expanded offerings of its low-
fare service.”
Ryanair has been extremely successful gaining customers
and growing rapidly since its inception in 1985. The airline
industry is competitive, but because of Ryanair’s ability to
keep fare prices extremely low, it has survived the turbulent
times that many airlines have not. Ryanair’s outlined
strategy focuses on eight different strategies, as found on
their website:

 MISSION
STATEMENT
Maintain low fares
Deliver best customer service performance
Provide frequent point-to-point service on short haul
routes
Achieve lowest operating costs in the industry
Take advantage of the Internet
Commit to safety and quality maintenance
Enhance operating results through ancillary services
Focus on growth in targeted specific markets

These strategies focus on the core competency of Ryanair

to ensure that it offers exceptional value in the saturated
airline market.13 By continuously providing the best value,
growth is expected to continue for years to come.

 MARKETING
OBJETIVES
Ryanair’s major Marketing objective is to position the brand
in the minds of the target audience, associating it with the
new values ​of security and trust.
There are lots of objectives in Ryanair’s marketing plan, but
this are the main ones:

-Cost minimization. This is something that the company

already does, but it has to do it continuously.
-Generate an image of an airline that cares about its
customers, since some measures taken by the company,
such as excessive baggage limits or charges for check-in at
the airport, give the impression

that Ryanair doesn’t care
about its customers satisfaction.
-Increase market share, thanks to its high competitive
capacity.
-Optimization of the time factor. Time spent by the plane at
the airport,time spent by the passenger from the moment
he enters the airport until his flight takes off and passenger
processing time previous to the flight.
-Maintain and strengthen its position as leaders in
addressing environmental and climate change challenges.
 SWOT
ANALYSIS
1.Ryanair's strengths
-Europe's largest low-cost airline: Ryanair has a fleet of more
than 450 aircraft, making it Europe's largest low-cost airline.
It is working to rebuild Europe's aviation and tourism
sectors, restoring connectivity and expanding its passenger
network to 225 million by 2026.
-Modern aircraft: Ryanair operates exclusively Boeing 737-
800 aircraft. This streamlined fleet allows them to keep
costs low while maintaining high safety requirements. In
addition, Ryanair has placed a $9 billion order for 75 Boeing
737 MAX aircraft to ensure safety

and efficiency for the

public.
-Low prices at airports - Ryanair is one of the airlines putting
pressure on airports to reduce charges when determining
where to fly when passengers start returning in large
numbers. The airport's main source of revenue comes from
landing fees for the use of its runways, as well as from retail,
catering and parking.

 SWOT
ANALYSIS

2. Ryanair's weaknesses
-Bad reputation - In December 2020, a survey was
conducted among more than 6,500 travellers. Ryanair was
named the "worst short-haul airline in the world" at the end
of the survey. Passengers expressed dissatisfaction over a
range of issues, including additional surcharges,
uncomfortable seats, lack of in-flight entertainment
selections and poor customer service.
-Strikes - 80% of union members were dissatisfied with the
inadequate compensation structure
(2020). As a result, they
organised a 48-hour strike which Ryanair was unable to call
off.
-Disloyal customers - Customers are angry with Ryanair's
refund policy. Instead of cash, they often give vouchers
instead.

 SWOT
ANALYSIS
3. Opportunities for Ryanair
-Government support - The Bank of England's health
funding mechanism is proving beneficial to several
companies. Ryanair has obtained a loan of EUR 800 million
through this facility.
-Availability of talent - Ryanair has the best chance of
recruiting worthy candidates with exceptional skills.
Thousands of talented workers such as pilots, ground staff,
cabin crew and engineers are ready to compete and join the
workforce.

4. Threats to Ryanair
Government regulation - Ryanair has no influence over
government regulation, as the government can quickly shut
down all airline operations if regulations are breached.
Current COVID-19 Restrictions

 MARKET
RESEARCH
Market size
As of May 2022 Ryanair has a market cap of $19.25 Billion.
Target audience
Ryanair's main target customers are people within Europe
who mostly travel for private purposes, for example, who
visit friends and relatives on city-sightseeing trips. They are
price-sensitive with a lower income level or other
preferences and less willing to pay for the add-on services
onboard.
Competitive analysis

Ryanair has a positioning in the market based on

optimization of performance. It has comfortably seated itself
as market leader when it comes to offering the lowest fares
possible on the market. They manage to achieve this by
purposely cutting down any cost they consider it stands in
their way of doing so. They chose not to focus on their
reputation as much as competitor companies.

 MARKET
RESEARCH

Why is Ryanair so successful?

Ryanair has trumpeted its success in providing what it

believed customers want, namely safe air travel at a low fare
and with high levels of punctuality. Indeed, this is the core of
what short-haul passengers require from a low-cost carrier.

Biggest Competitors:

Ryanair competitors include easyJet, Wizz Air and Norwegian

Air Shuttle (NAS)

 MARKET
STRATEGY

1. Product:. Ryan Air is a multinational commercial airline

founded in Ireland. They offer their air services to
European destinations as a part of their marketing mix
product. They have partnered with hotels and car
rentals along with phone cards and bus tickets. Ryan Air
offer economy and business plus tickets and is often
descried as no frill’s airlines.

2. Place: Ryan Air operate through their website, third party

websites and travellers can also book their tickets directly

from the airport. They offer services to 200 destinations in
33 countries and that is mostly in Europe.

 MARKET
STRATEGY
3. Promotion: Ryan Air do not indulge in aggressive
promotion. They use simple means like newspaper, radio
and television to promote their website. Their
advertisement shows customers that they would experience
fun and feel upbeat after availing their services. They focus
on portraying themselves as a simple and happy family
friendly airline. ‘Low fares made simple’ has been their
tagline via which they promote themselves to be a cheap
airline. Regular sales tactic is also used where they sell some
seats at relatively lower price.

4. Price: Ryan Air promotes itself as a cheap and affordable

airline that operates to over 200 locations across Europe.
70% of their seats are sold at lowest price, 30% at higher
price and 6% at highest price. They also include extra fees
for passengers that haven’t booked the tickets on an early
basis. Excess fee is charge for Ryan Air passengers who do
not check-in online.

 BUDGET
Budget airline Ryanair has fully resumed its 620 routes in
Spain.

It is planned to acquire 210 new planes over the next five

years, 50 of which will be destined for the Spanish market.
As a result, the total number of employees is forecast to
grow from 6,000 to 10,000, at a rate of between 800 and
1,000 staff per year.

Ryanair hopes to reach 50 million passengers by the end of

this year.

Under the plans, Ryanair forecasts it will carry 6.7 million

people a year out of Madrid and 7.1 million from Barcelona.
The budget airline will connect the Costa del Sol with 79
destinations, adding nine new routes, and offer 1.9 million
seats. The goal is to exceed five million passengers on the
Costa del Sol this year for the first time.

The number of ordinary shares in issue 2021 was

1,128,062,028