Ryanair is an airline company founded in Ireland in 1984 by three people named Tony Ryan, Christopher Ryan and Liam Lonergan. When Ryanair was created there goal was to create an airline company who provided excellent customer service for a low-cost.

What are their offerings?

Ryanair have multiple offerings towards their consumer. The main offerings would be low-fares making their airline more accessible to everyone making their target-audience broader. Their easy-to-use booking system makes it easier for the consumer to purchase tickets from wherever and whenever. This is helpful as other airlines have more complicated processes. Another offering is their sustainability as Ryanair reinvests in more modern aircrafts to reduce emissions and burn less fuels.

Ryanair’s Mission

Ryanair aim to offer low fares on air travel services they offer which will hopefully generate more customers to use their airline. By having these low fares it allows people to travel all around the world connecting people around the world such as families and friends.

Brand Analysis

For the first P I have selected Price as it is a big factor of why Ryanair is so popular. I have related this to the macro element with economics. This is because in the current economy we are in the inflation rates have rose by a bit. Between May 2021 and May 2024 inflation rates have increased by 20.8%. This means that everyday items have become more expensive meaning that there is less money to go abroad on holidays. With Ryanair they have affordable flights for example a one way ticket from Bristol to Barcelona is only £14.99 which is very reasonable. However, compared to one of the competitors of Ryanair it costed £42 and only offered returns showing how Ryanair are much more flexible on how customers fly. Expanding on the competitors Ryanair have multiple of them within the industry such as EasyJet, Jet2 and many more. However, for Ryanair to compete with these other brands they will have to change their marketing strategy by reducing the price of their tickets to make it more attractive to the consumer. By having more affordable tickets in this economy consumers are more likely to choose Ryanair. Overall, with these factors combined Ryanair have adapted to them sufficiently ensuring that they can gather more customers during these hard times.

The other P I have chosen was Promotion as I believe Ryanair have had a successful marketing campaign especially on TikTok. As in May 2020 when the first video was made they only had 124 000 followers. Now they have 2.1 million followers which is impressive given how much time they have done it in. When making these videos they have to consider who there customers are also known as target audience. This is because they cannot make videos that are boring and very long as teenagers tend to have a shorter attention span. Therefore they have to create something that is short and engaging. Which they have done shown by the image of them using funny filters and jokes. With the macro aspect of that Technology it is clear it is very useful as it has helped analyse if certain trends work. Relating it to Tik Tok there is a clear indicator if a certain strategy works making it clear what the consumer wants. Technology also helps by introducing new customers to the brand.

Business Analysis

In this economy Ryanair is a beneficial airline to use because of how cheap it is. As necessities increases the percentage of income that can used on luxuries goes down making it more difficult for families to go abroad on holiday. Therefore, by having low prices there will be more likely to have customers as it is affordable

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