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Ryanair - Marketing service

Ryanair is an Irish low-cost airline founded in 1985 with over 8,000 employees. It has over 179 destinations across Europe and generated €4.3 billion in revenue in 2012. While Ryanair aims to offer cheap flights without extras, it faces gaps in meeting customer expectations and service quality. Key issues include a lack of marketing research, poor website functionality, minimum employee training, and initial prices that are lower than the total cost with added fees. Recommendations to address these gaps include focusing on customer experience, improved employee conditions and training, relationship marketing, and adding small free features for added value.

Marketing◦Empresariales◦Educación◦
Temas relacionados:
Low-Cost•
Descargado 35 veces
Jordana Benchimol Nathan Mimoun Raphael Chicheportiche
INTRODUCTION – Description of the company  Founded in 1985 by Christy Ryan, Liam Lonergan and Tony Ryan  Irish low cost Airlines company – Service in Europe Key Fact CEO: Michael O'Leary Revenue: €4,325 million (2012) Destinations: 179 Employees: 8,388 (2012) Head quarter: Swords, Dublin Airport in Ireland
INTRODUCTION – Services / Customers / Competitors Low cost flight over all Europe destinations Concept:  Sales of cheap flight tickets without extra services.  Luggage, preferred seat, Insurance  Extra Fees  Food, drink, duty free  Sold on board Partnership with Hertz car rental, business hotels, phone cards and bus tickets Target customers:  Social Class Middle class  Age: between 15 – 64 years  Type of travel: private purpose, small and starting business. Competitors:  Market leader in the intra-European low-cost airline .  Main competitors: Easyjet, Air Berlin..  Threat of new entrants is very high
INTRODUCTION – Marketing Mix Product Flying people to Europe at Low Cost Price Lower prices on the Market Place Online booking Promotion In house advertising People Young Pilot & Airline Crew Physical Evidence Decentralized Airport Process Payable extra services
Marketing Research Attributes to Improve Attributes to Maintain Attributes of Low Priority Attributes to Deemphasizes Importance Performance A C B E D F G
GAP 1: Not knowing what customers expect  Low cost doesn't mean bad customer service expectation  Lack of Marketing Research and Segmentation Old gap that has been improved Allocated seats Quiet flight
GAP 2: Not having the right service quality design Website Platform Customer support Expansive extra service
GAP 3: Not delivering according to service designs CEO, Michael O’Leary Bad condition for employee Result Not professional customer carMinimum training Frustrated employee
GAP 4: Not matching performance to promises  Cheapest flight ACTUAL FACTSPROMISED  Raised of the initial price with all extra fees and tax  Big cities airport location  Airport located far away from chosen destination
Recommendations  Focus on positive Customer experience  Deeper marketing research  Improvement of employees condition and Professional training  Relationship Marketing  Additional free features – Added value with little details
Conclusion  Low cost flight does also means Professional service !  Positive customer experience  Key of success  Change of the CEO attitude Toward employees and PR
THANK YOU !!