Ryanair Marketing Strategy

The low fare concept of Ryanair was invented by three Irish businessmen who wanted to break the major airline duo between 1987 and Ireland. The strategy is inherently simple and provides a lower price than any competitor on the same route. Ryanair started operations in 1985 and a 15-seater turbo-prop machine was driven between Ireland's Waterford and the U.K. London. The fare is only 99 euros ($ 138), less than 50% of the two competing companies at the time. Ryanair carried 5000 passengers in the first year.

An important element of Ryanairs' marketing strategy is that there is no frills at low fares. Ryanair always offers low fares for massive passenger traffic, with emphasis on cost management and operational efficiency. Ryanair's strategy is based on a cost leadership strategy of managing and executing all value-added activities and cheapest product manufacturers and attracting customers at the cheapest price. The cost reduction strategy helps to gain a competitive advantage in the aviation market. The lowest price helped them get many customers. Their goal is to divide the elements of plane travel into all possible areas to help them provide their passengers with lower fares than other competitors' airlines. Ryanair targets specific parts of passengers and they just absorb all the energy. The target customer is a customer who can not move to a major or highest fare airline.

In Ryanair's marketing strategy they are undoubtedly winning guerrilla marketing skills by winning practical applications, are still new and still fresh and do not have a clear academic quest like other marketing skills. Ryanair's strategy is based on cost reduction strategy, minimum service standards, short-distance flights, extremely low-priced, low-cost, decorated, point-to-point frequency, all designed to compete in the airline market to achieve goals It has been. Here I will explain some of Ryanair's guerrilla marketing methods.

After considering the SWOT analysis and the function of Ryanair, we can briefly explain Ryanair's strategy. Through this cost minimization strategy, Ryanair hopes to become a market leader and acquire a competitive advantage. Ryanair's strategy is to focus on the aviation industry, the New Fleet, the airport toll service, and the management marketing expenses, and the basic goal and purpose of Ryanair is to improve low fare service.