ryanair marketing strategy
... "Europes low cost start-ups, such as easyJet, Ryanair and Go, are also flying high. ... easyJet and their main rival RyanAir are taking away much of the business from the big airlines in Europe. RyanAir, for example, has a stock market capitalisation bigger than that of British Airways , showing the enthusiasm of investors for the lost-cost airline model. This report will look sequentially at four important angles of the airline industry, from a marketing perspective, which should allow us some insight into the low-cost airline industry. ... He is quoted as saying: “If you create the right expectations and you meet and exceed those expectations, then you will have happy customers,” The implication of this for strategy is that you either, provide a level of service which is insurmountable, or you manage customer expectations downward and then surpass them, thus surprising the customer. ... What easyJet does is relationship marketing; they are concerned with customer retention as much as finding new customers. This process can be summed up by the following diagram: (Cornerstones of relationship marketing, Hooley et al. ... The marketing communication techniques that easyJet uses, appear to operate in a very personable and candid manner. ... Cost leadership is often a very effective form of competitive strategy. ... Section 3 Industry Analysis with Porters five forces model Michael Porter’s seminal article, ‘How competitive forces shape strategy’ (1979) introduced the five forces model for analysing an industry. ... The other strategy that it does not or is not able to implement is that of ‘Focus’ (Porter, 1980). ... ), however their overall marketing strategy is one of mass marketing. ... The offer Only the RyanAir website offers any form of guarantee. ... The web-based Marketing Strategies of Five Airlines – Internet Marketing Assignment www. ... uk Dibb and Simpkin (2001) The Marketing Casebook Second Edition G. ... , (1998) Marketing Strategy & Competitive Positioning Prentice Hall Kotler (1998) Marketing Management Ninth Edition Prentice Hall The Guardian, Tuesday January 8th, 2002, Keith Harper easyJet plans £2. ... 1 – Website assessment RYANAIR GO!