Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Marketing Plan for Ryanair PDF full book. Access full book title Marketing Plan for Ryanair by Kathrin C. Hägele. Download full books in PDF and EPUB format.
Author: Kathrin C. Hägele Publisher: GRIN Verlag ISBN: 3638500640 Category : Business & Economics Languages : en Pages : 75
Book Description
Diploma Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, Pforzheim University, language: English, abstract: This study looks at external and internal key influences of the environment of the Ryanair Company. This is as a first step important to come up with strategies, which Ryanair could take to stay as successful as they are right now. The first chapter starts with an analysis (PESTEL) of the external environment (macro-environmental), which includes all the external factors such as economic, political, legal, technological, ecological and sociocultural, that can exert direct and indirect pressure on both domestic and international marketing activities. The second chapter goes on with a critical evaluation of the firm’s current and anticipated internal environment (micro-environmental) with respect to its objectives and performance, allocation of resources, structural characteristics, and political power. Therefore the SWOT Analysis is used as well as the Value Chain Analysis. The last point in this part is the identification of core competencies of Ryanair. Furthermore the Porter’s Five Forces Method is used for identifying the market structure in which Ryanair is operating. The Competitor Analysis follows this. Finally, the last section gives a brief summary with important concluding remarks. What has to be stated is that in the following 15 pages just a rough overview of the main points of this assignment is given. Further details are important to evaluate everything and this is given in the appendix.
Author: Kathrin C. Hägele Publisher: GRIN Verlag ISBN: 3638500640 Category : Business & Economics Languages : en Pages : 75
Book Description
Diploma Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, Pforzheim University, language: English, abstract: This study looks at external and internal key influences of the environment of the Ryanair Company. This is as a first step important to come up with strategies, which Ryanair could take to stay as successful as they are right now. The first chapter starts with an analysis (PESTEL) of the external environment (macro-environmental), which includes all the external factors such as economic, political, legal, technological, ecological and sociocultural, that can exert direct and indirect pressure on both domestic and international marketing activities. The second chapter goes on with a critical evaluation of the firm’s current and anticipated internal environment (micro-environmental) with respect to its objectives and performance, allocation of resources, structural characteristics, and political power. Therefore the SWOT Analysis is used as well as the Value Chain Analysis. The last point in this part is the identification of core competencies of Ryanair. Furthermore the Porter’s Five Forces Method is used for identifying the market structure in which Ryanair is operating. The Competitor Analysis follows this. Finally, the last section gives a brief summary with important concluding remarks. What has to be stated is that in the following 15 pages just a rough overview of the main points of this assignment is given. Further details are important to evaluate everything and this is given in the appendix.
Author: Sascha Mayer Publisher: GRIN Verlag ISBN: 363806624X Category : Business & Economics Languages : en Pages : 40
Book Description
Seminar paper from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of the Sunshine Coast Queensland (Business Faculty), course: Marketing Management, language: English, abstract: The purpose of this report is to provide a Marketing Plan for Ryanair, which is developed to strengthen the company’s position in the market. It is precisely tailored to the company’s actual organizational situation and its market environment. The report deals with analyses of Ryanair Holdings plc and its core business – low cost flights – with regards to get a status of its performance and the actual market situation in order to develop a suitable and successful marketing strategy. Ryanair offers low cost passenger flights within Europe. The airline serves short haul, point-to-point routes between Ireland, the UK and Continental Europe. Our idea is it to keep the product as simple as possible. Passengers travel ticketless without any frills in one class without any seat – it is simple air transportation from A to B. The external environment in Europe favors Ryanair and the entire low-cost airline market with an air traffic growth of up to 20%. Regarding the competitive environment Ryanair - with a clear strategy and structure - gains in importance and already became the market leader in the intra-European low-cost airline market – closed-packed with Easyjet and followed by Air Berlin. With its 35 Mio passengers in 2006 and an excellent profitability on a high level of 20% is growing healthy and shows strong financial reserves of more than €2 billion. Our customer is anyone within Europe in the age between 15 and 64, who wants to save money and still be able to travel by air to attractive destinations. This awareness of different passenger types requires marketing campaigns that cover all categories of potential customers. With this in mind we developed a Marketing Plan with specific tactical marketing activities. We have ambitious goals and objectives for further growth and market penetration in Europe within a time frame of 6 years till 2012. On the one hand we plan to raise the market share within the low cost sector up to 40%. With our growing fleet of 200 airplanes in 2012, we want to double our annual passenger transportation to 80 million by then. On the other side we plan to eliminate the rest of our costly call centers and base the distribution only on online booking. These concrete plans base on a realistic financial plan.The included best and worst case scenarios illustrate clearly that with implementing and executing all activities properly, the airline can quadruple its annual profit up to €1,230 billion in 2012.
Author: Prof Graham Hooley Publisher: Pearson UK ISBN: 129227655X Category : Business & Economics Languages : en Pages : 1031
Book Description
Marketing Strategy and Competitive Positioning 6e deals with the process of developing and implementing a marketing strategy. The book focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage. The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation – the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns. The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.
Author: Judith Hoffmann Publisher: GRIN Verlag ISBN: 3638379183 Category : Business & Economics Languages : en Pages : 18
Book Description
Seminar paper from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: 73% (very good), Bournemouth University (Media School), course: Strategic Marketing, language: English, abstract: Creating a sustainable marketing strategy for Ryanair means to organise its future. To plan the future one has to know the present in a broader perspective. This is the starting point of an environmental analysis, which identifies the internal and external parameters of the particular environment an organisation is operating in (Drohan, 1997) and translates it into useful plans and decisions (Albright, 2004). The environmental analysis gives Ryanair the opportunity to identify the main factors affecting the industry it is operating in and to find its opportunities and capabilities. Above all it is important to answer the question “What business are we in?” by defining the industry the organisation is competing in since this gives the opportunity to identify competitive advantages relatively to others (Kay, 1993). Ryanair is positioned as being in the European low-budget airline industry. This creates a competitor group consisting of other European no- frills airlines and low-budget sub brands of traditional airlines but excludes full-service airlines.
Author: Ray Donnelly Publisher: Routledge ISBN: 1136442030 Category : Business & Economics Languages : en Pages : 244
Book Description
Butterworth-Heinemann’s CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.’ Professor Keith Fletcher, Director of Education, The Chartered Institute of Marketing ‘Here in Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful as a source of recommended reading material as well as examination preparation.’ Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab Emirates Butterworth-Heinemann’s official CIM Coursebooks are the definitive companions to the CIM professional marketing qualifications. The only study materials to be endorsed by The Chartered Institute of Marketing (CIM), all content is carefully structured to match the syllabus and is written in collaboration with the CIM faculty. Each chapter is packed full of case studies, study tips and activities to test your learning and understanding as you go along. •The coursebooks are the only study guide reviewed and approved by CIM (The Chartered Institute of Marketing). •Each book is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory. •Past examination papers and examiners’ reports are available online to enable you to practise what has been learned and help prepare for the exam and pass first time. •Extensive online materials support students and tutors at every stage. Based on an understanding of student and tutor needs gained in extensive research, online materials have been designed specifically for CIM students and created exclusively for Butterworth-Heinemann. Check out exam dates on the Online Calendar, see syllabus links for each course, and access extra mini case studies to cement your understanding. Explore marketingonline.co.uk and access online versions of the coursebooks and further reading from Elsevier and Butterworth-Heinemann. INTERACTIVE, FLEXIBLE, ACCESSIBLE ANY TIME, ANY PLACE www.marketingonline.co.uk
Author: Diane M. Phillips Publisher: SAGE ISBN: 152978560X Category : Business & Economics Languages : en Pages : 811
Book Description
Marketing Strategy & Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models. Topics covered include: marketing planning, research and analysis; decision-making; the marketing mix; the management of customer relationships; monitoring/reporting of the strategy; and the crucial role of leadership. The text takes a global perspective that is both sustainability-focused and consumer-centric. Executive insights, head-scratching blunders, and other features provide additional depth and engagement. Examples include: Airbnb, Coca-Cola, Domino’s Pizza, KFC, K-pop, L’Oréal, and Starbucks. For more in-depth application of and practice with strategic decision-making, this book also includes 14 case studies accompanied by detailed teaching notes and answers to case questions, on a range of organizations from PEZ Candies to the Sydney Opera House. Written in a style that is easy-to-read with chapter summaries and questions to test critical thinking, each chapter promotes strategic, diverse, and ethically-minded decision-making by flagging relevant Sustainable Development Goals to passages in the text. This textbook is essential reading for courses covering marketing strategy, strategic marketing, and marketing management at both undergraduate and graduate levels. Diane M. Phillips is Professor of Marketing at Saint Joseph′s University, USA, and Guest Professor at the Institute for Retail Management, University of St. Gallen, Switzerland.
Author: Jenna Tiffany Publisher: Kogan Page Publishers ISBN: 1789667429 Category : Business & Economics Languages : en Pages : 321
Book Description
WINNER: The BookFest Spring Book Awards 2022 - Marketing category WINNER: Business Book Awards 2022 - Sales & Marketing category Tasked with creating marketing strategy? This book is for you. Learn about the most useful tools and models, dodge common mistakes, and optimize your marketing strategy success, with this practical and adaptable framework from award-winning thought-leader Jenna Tiffany. Create an effective marketing strategy for your business with Marketing Strategy, which offers a clear, easy-to-follow overview of why strategy is important, how to create it, how to implement it, and - crucially - how to measure its success. Packed with global examples and case studies, the book opens by discussing the role strategy plays in any organization's long-term vision. It also discusses the key models and frameworks that can be used to analyze the marketing environment, and offers information on segmentation, targeting and positioning. Importantly, it will outline some of the key challenges likely to crop up, and gives pre-emptive tools for avoiding them. Marketing Strategy is highly practical in approach. Chapters are supported by short tasks to complete throughout, to cement the reader's understanding of the concepts discussed. Put together, these tasks create an easy to follow, step-by-step framework for creating a marketing strategy. The framework is adaptable and can be applied to any industry or business. Marketing Strategy also includes input from leading marketing strategists including Mark Ritson and organizations such as Mailchimp, the CIM and DMA.
Author: Robert W. Palmatier Publisher: Bloomsbury Publishing ISBN: 1350305286 Category : Business & Economics Languages : en Pages : 414
Book Description
Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates. Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies. New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design
Author: Mr Stephen Shaw Publisher: Ashgate Publishing, Ltd. ISBN: 1409486680 Category : Business & Economics Languages : en Pages : 379
Book Description
Through six previous editions, Airline Marketing and Management has established itself as the leading textbook for students of marketing and its application to today's airline industry, as well as a reference work for those with a professional interest in the area. Carefully revised, the seventh edition of this internationally successful book examines an exceptionally turbulent period for the industry. It features new material on: ∗Changes in customer needs, particularly regarding more business travellers choosing - or being forced - to travel economy, and analysis of the bankruptcy of 'All Business Class' airlines. ∗ An explanation of the US/EU 'Open Skies' agreement and analysis of its impact. ∗The increase in alliance activity and completion of several recent mergers, and the marketing advantages and disadvantages that have resulted. ∗ Product adjustments that airlines must make to adapt to changes in the marketing environment, such as schedule re-adjustments and the reconfiguration of aircraft cabins. ∗Changes in pricing philosophies, with, for example, airlines moving to 'A La Carte' pricing, whereby baggage, catering and priority boarding are paid for as extras. ∗Airline websites and their role as both a selling and distributing tool. ∗The future of airline marketing. A review of the structure of the air transport market and the marketing environment is followed by detailed chapters examining business and marketing strategies, product design and management, pricing and revenue management, current and future distribution channels, and selling, advertising and promotional policies. The reader will benefit from greater understanding of both marketing and airline industry jargon and from knowledge obtained regarding the extraordinary strategic challenges now facing aviation. Written in a straightforward, easy-to-read style and combining up-to-date and relevant examples drawn from the worldwide aviation industry, this new edition will further enhance the book's reputation for providing the ideal introduction to the subject.
Author: Kathrin C. Hägele
Author: Kathrin C. Hägele
Author: Malcolm McDonald
Author: Sascha Mayer
Author: Prof Graham Hooley
Author: Judith Hoffmann
Author: Ray Donnelly
Author: Diane M. Phillips
Author: Jenna Tiffany
Author: Robert W. Palmatier
Author: Mr Stephen Shaw