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Target Market Strategy Of Ryanair

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Target Market Strategy:
Ryanair’s sales plan is to authorize itself as Europe’s lowest priced passenger airline through continuous upgrades and improved offerings of its low-fares service. Ryanair typically aims to offer low prices that help generate a boost in passenger traffic while also preserving a continuous focus on cost-containment and operating capabilities. The firm directs its service to everybody. Ryanair’s strategy is to deliver the greatest leading customer service performance in its peer group and its already obtaining this by having better punctuality, fewer misplaced bags and less retraction of flights than all of the rest of its peer grouping in Europe. Ryanair accomplishes this by focusing strongly on the carrying out of …show more content…

They sell 70% of their seats at the lowest two fares. 24% of their seats are charged at higher fares. The remaining 6% are sold at the highest fare. Ryanair occasionally get in trouble with bodies such as the Advertising Standards Authority (ASA) in the UK over differences between the prices they advertise and actual price – Although these are usually rare mistakes. They are able to charge low prices because they’ve so many passengers- so they are still covering all their costs associated with development, sales, and support to provide cash flow for future growth and development. It is believed that Ryanair’s operating costs are among the lowest of any European scheduled passenger airline. The company strives to control four of the primary expenses involved in running a major scheduled airline, this includes aircraft equipment costs; personnel productivity; customer service costs; and airport access and handling costs. Ryanair’s low fares are designed to facilitate everybody, particularly for fare-conscious leisure and business travellers who might use a different method of transportation instead such as a ferry, or perhaps wouldn’t bother travelling at all. Ryanair sells seats on a one-way basis, so they’re eliminating minimum stay requirements from all travel on Ryanair demanded services, regardless of fare. They set their prices on the basis of the demand for particular flights and by reference to …show more content…

They don’t spend a lot of money on it at all as a matter of fact. They do not employ any advertising agencies. Instead they decided to do all of the advertising internally. O’Leary himself in fact oversees much of the promotion of Ryanair. They use straightforward adverts to tell potential customers that Ryanair has low fares. Ryanair employs controversy to boost its business. For example in 2009, they reasoned that passengers would be charged £1 to use the toilets on board. O’Leary reasoned that this would speed things up because passengers could use the terminals in the airport. This would speed things up. It was reasoned that this is what passengers wanted – since they did not want other passengers leaving their seats and walking the aisles to go to the toilet. O’Leary also reasoned that larger passengers should be charged higher prices since they took up more room – again it was reasoned that this is what the majority of passengers wanted. Some of Ryanairs aircraft are decorated in the livery of their promoters e.g. News of the World, Jaguar and Kilkenny beer. The firm directs its service to everybody but is now focusing on being more family orientated. Ryanair bosses announced that there will now be bottle warming and baby changing facilities on board every plane which will most definitely appeal to their passengers travelling with very young children. Families will also now be allowed two free pieces of infant equipment,

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