Essay about Does the Marketing Mix Contribute to the Success of Ryanair?

2328 Words Mar 5th, 2013 10 Pages
For an organization of your choice, critically assess whether the marketing mix contributes to the success of the organization:

Does the Marketing Mix contribute to the success of Ryanair?
Student ID: 8392312 Course Code: BMAN70441 1. Introduction The marketing mix is an essential perspective in both marketing research and implementation. As the most common concept of the marketing mix, the classification of four Ps (Product, Price, Promotion and Place) is generally considered the synonym of the marketing mix and has been used by marketers throughout the globe since it was first advanced by E. Jerome McCarthy in 1960s (Reid,1980; Waterschoot and Bulte,1992). However, with the development and complication of marketing domain in recent
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As the largest segmentation of air transport market is the price-orientated consumers, Ryanair's pricing strategy best satisfies the demand of market. There are two reasons that Ryanair can carry on the low price strategy constantly: first, from the internal perspective, Ryanair's excellent cost control balances the conflict between the low price ticket and the grand outlays of airlines (Kasper, Helsdingen and Gabbott, 2006); second, from the external perspective, the global financial crisis turns more consumers to be price-orientated, directly increasing the volume of the target market for Ryanair (Sakle, 2010).

5. The inadequacy of the marketing mix Although the four Ps mix is widely applied in marketing strategy of most companies, the criticisms have been raised for the past decades as some significant changes happened to the marketing environment (Little and Marandi, 2003). Grönroos (1997) argues that the concept of the marketing mix was limited to the background of the Borden's time, which may not fit the changes in marketing environment. This point of view was supported by Gummensson that the development of service marketing has proved the inadequacy of the marketing mix(1994). Because the marketing mix is supplier-orientated instead of consumer-orientated that the profitability is the motivation of this type of marketing strategy with the consumer interest being underestimate

(Gummensson, 1999). In the present service

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