1. Describe and analyze the marketing strategy of ‘Ryanair’ and evaluate its effectiveness. by Dudley Gould © Dudley Gould

2. Structure  (Poster)  Describe  Marketing Mix – the 4 P’s  Analyze  SWOT  Evaluation of effectiveness © Dudley Gould

3. Product / Service  Low cost - no frills air travel  European destinations  Ancillary revenue and in-flight service © Dudley Gould Product Promotion Place Price

4. Promotion  Slogan: “Fly cheaper!”  No advertising agency  O’Leary overseas much of the promotion  Use of controversy © Dudley Gould Product Promotion Place Price

5. © Dudley Gould

6. Place  No travel agents  Internet booking/ check-in  Use of secondary airports © Dudley Gould Product Promotion Place Price

7. Price  70% lowest prices  30% highest prices  Hidden costs © Dudley Gould Product Promotion Place Price

8. How else the price is kept so low  Big discounts on aircraft  Uniform aircraft  No seat selection  No air bridges © Dudley Gould

9. Strengths  Strong growth  Declining costs  High ancillary revenue © Dudley Gould

10. Weaknesses  Niche market  Bad press  Fuel costs  Maintenance costs  Staff costs  Route charges © Dudley Gould

11. Opportunities  EU enlargement  The LCC market share  Profit in 2010  Hedging  Ordering more planes © Dudley Gould

12. Threats  Aer Lingus shares  Operating margin  Dependence on economic trade cycle  Fuel costs © Dudley Gould

13. Evaluation  Marketing Mix  Ryanair is a strategic marketing success of the last decade.  Michael O'Leary leadership has been crucial.  The low cost strategy © Dudley Gould

14. The Future  Fuel prices  Oil hedging & currency trading  Limited expansion  Customer perception Ryanair needs to adapt to the future! © Dudley Gould

15. Bibliography  http://www.ryanair.com/de  http://marketingteacher.com/case-study/ryanair-case-study.html  http://ivythesis.typepad.com/term_paper_topics/2008/02/ryanair-case-st.html  http://www.authorstream.com/Presentation/aSGuest56032-445779-ryan-air/  http://www.slideshare.net/puya455/newanalysis-of-ryanairs-competitive-advantages  http://hillrichblog.co.uk/2009/08/the-3-rs-of-marketing/  http://en.wikipedia.org/wiki/Hedge_(financee)  http://www.investinganswers.com/term/operating-margin-370  http://www.scribd.com/doc/43543274/Strategic-Analysis-and-Evaluation-of-Ryanair  http://www.centreforaviation.com/news/2009/06/03/ryanair-swot-analysis-addicted-to-growth-a-great-model- for-bad-times/page1  http://www.scribd.com/doc/47646350/Ryanair-Case-Study  http://dev.ulb.ac.be/cours/alle/PDF/BuspPresRyanair04.pdf  http://www.lamk.fi/material/ryanair_strategy.pdf  http://www.scribd.com/doc/18152552/RyanAir-Case  http://www.brandchannel.com/features_effect.asp?pf_id=49  http://ivythesis.typepad.com/term_paper_topics/2009/05/company-business-plan-ryanair.html All visited on 06.06.2011 Hyperlinks Books Tony Cleaver, Economics, the basics, second edition, Oxon 2011 Siobhan Creaton, Ryanair: How a Small Irish Airline Conquered Europe, Aurum Press, 2004 Paul Kilduff, Plane Speaking: The Wit and Wisdom of Michael O’Leary, Aurum Press, 2010 © Dudley Gould