Relationship Marketing Ryanair

Ryanair was established in the year 1985 by the RYAN family and has grown from a small airline flying a short hop from Waterford to London, into one of the Europe’s largest carriers. The company expanded and within 4 years it had 350 employees, 14 aircraft, and carried 600,000 passengers a year. It is currently serving to 26 European Countries with 148 destinations. It operates on 794 different routes daily serving by more than 1050 flights in a day. It has totally 169 aircrafts running for different routes with 5986number of employees working in it However, Ryanair’s costs rose drastically and it recorded losses of  £20 Million sover four years despite its growth. Although consumers were continuing to fly Ryanair due to its low costs, some type of change was needed in order to revamp the company. Under a new management team, a major overhaul of the airline was undertaken in 1990/91 and it was relaunched as the first of the new breed of ‘Low Frees/no Frills’(Scribd.com(2009)) Company Perspectives: Ryanair is Europe's prominent Low Fares Airline: In 2011 we expect to carry over 6 million passengers across 34 routes. Ryanair have recently added 7 new European routes to our ever expanding network. It is market leader on every course where it competes with Air Lines. Ryanair is convinced that Europe's high-cost and often state-subsidised airlines will be no match for its low cost, no frills formula. Ryanair set to grow by 25% each year, and a US $2 billion order for 45 new aircraft in place, millions of European air travellers will feel the `Ryanair effect' in the years ahead. Literature review: Methodology Validated the dynamic nature of the aviation sector and in particular the evolve nature of ( low cost carrier) LCCs and airport networks this paper can only provide a snap shot at a personal point in time. In their contact with airline operator, airports need transparency and stability involved Ryanair, in the face of severe rivalry from other airports in mainland Europe by submission them a financial package comprising summary landing and handling charge, marketing of the airlines services, office space, pilot place, in addition to payment for employment and education. The issue was therefore one of clearness with the financial incentive seen as a twist of the air transport market. It would come out to be that all â€Å"start-up† deals must be apparent and fair, it may be that in private owned airports maybe more signal to LCCs than those which are publicly own. Benefits to local economy Some publicly own airports have selected to draw LCC with preferential deals in order to challenge to take benefits to the local economy. Whilst such profit may accrue, it can be complex to predict/quantify. For example, the owner of an airport in Southern Europe and the local tourist influence worked together in submission a package of concessions in order to draw a LCC to the airport with the intension of attract tourists to the local economy. As such, the airport paid aeronautical charges, provide a bus link to the town centre and made a financial involvement to advertising the service. It was establish that passengers were with the airport as a transit point on their outside access journey to their holiday objective, leaving only secondary benefit to the local economy and little or no advantage to the airport The 7 P’s of Ryan air marketing: Ryan air is the European low cost airline. Low cost or no frills marketing strategy are of great interest to marketers since the marketing mix employed tends to run in opposition to what makes a large brand – and Ryan air is a great brand and a very popular business. In 2009 the company solve for 30% of its local Irish rival Air Lings after a prolonged takeover bid. Difficult trading disorder meant that Ryanair made its first annual loss in 2008/9. O'Leary put this down secure to rising fuel costs (as did British Airways in the same year). The company also necessary to take into account the burden of purchase its stake in Air Lines. So in reality object are looking good for Ryanair and its budget operation – since the business aimed to fly double the amount of passengers. Ryan air’s marketing mix:- Product or Service. Ryanair has low fares. Low cost, no frills air travel to European destinations. There is no free food or drink onboard. Food and drink are income streams. You buy them onboard, or you do not – take your own food and drink if you like. There are other income streams – or ancillary revenue. The company has bargain with Hertz car rental, and a number of hotel businesses. So Ryanair takes a commission on ‘up selling' i.e. ancillary revenue. Other examples include phone cards and bus tickets. About 16% of profit is made this way. This keeps costs lower. Price 70% of seats are sold at the lowest two fares.30% of seats are charged at higher fares. The last 6% are sold at the highest fare Ryanair sometimes get in trouble with bodies such as the Advertising Standard Authority (ASA) in the UK over differences between advertised and actual price – in fairness to Ryanair these are rare mistakes. Place Ryanair does not use travel agent so it does not pay agency commission. It uses directs marketing technique to recruit and retain customers, and to extend products and services to them (i.e. Customer Relationship Management). This reduces costs. You book online over the Internet. This saves them 15% on agency fees. They are base in Stan stead in Essex – which is known as a secondary airport. It is cheaper to fly from Stan stead than either Heathrow or Gatwick, and since it is less occupied Ryanair can turn aircraft around more alert. Many of Ryanair's destination airports are secondary. For example if you fly to Copenhagen (Denmark) you begin in Malmo (Sweden) – although it is only a short coach trip over the border. Secondary airports .depend upon this single carrier – some (it is rumoured) paying up to  £100, 000 for each extra new route. Costs are lower and aircraft can be turned around faster. Promotion Ryanair employ controversy to promote its business. For example in 2009, the company justification that passengers would be charged  £1 to use the toilets on board. O'Leary reasoned that passengers could use the dying at either the destination or arrival airport. This would rapidity things up. Some of their aircraft are decorated in the uniform of advertisers e.g. News of the World, Jaguar and Kilkenny (beer). People Pilots are recruiting when they are young as pilot cadets. They work hard and take early promotion and then move on after 10-years or so to further their careers. Cabin crew pay for their uniform to be clean. They invest in their own training. They are mainly important for passenger safety as well as ancillary revenue onboard. Physical Evidence They pay as little as likely for their aircraft. Plane are the most expensive asset that an airline can make. They get big discount on aircraft because they buy them when other airlines don't want them, for example after September 11th, or on the spoiling of Iraq and Afghanistan. Aircraft manufacturer cannot simply end a supply chain in minutes. If orders are being cancel or delayed, this is when to buy. It was rumoured within the industry that Ryanair was buying Boeing 737s – list price around  £40,000,000 (forty million pounds) – with up to a 50% discount. Process There is no check in. You easily show your passport and supply your reference number. Beyond any distrust, Ryanair is one of the strategic marketing successes of the last decade. Certainly synergized by Michael O'Leary – the low cost strategy that it employ is unusual and industry changing. In many ways the business has looked intimately at all appearance of it markets and operations to remould the industry and customer expectations in a unique way. The determination here in this post was to introduce a company and its assorted strategies for long run business success. Much of these marketing strategies illustrates are very much Ryan air relationships with customers. Customer Affairs & Service Audit (CASA), are two teams that have been set up by the company to track customer satisfaction and complaints. which are recent additions to network of regional offices in UK/Europe. They have covered areas globally and in doing so they have already reviewed an improvement by 50 % when it comes to dealing with customer complaints as they are being dealt with quickly and in local areas to customers. The service audit team check products and services on regular basis for improvements and for assistance in ensuring success they also have a team of mystery shoppers who will report back any suggestions and changes from a customer point of view. Internal and external checks are carried out all departments from customer services to flight staff. All reports are then reviewed and changes are implemented to ensure customers are receiving a high standard of service and communication with the company. Government Technology Interest Rates Culture Exchange Rates Ryanair has been successful in maintain its rapport and relations with customers and different areas of their services such in flight entertainment, food, tourism and overall services. It also been seen that Ryanair has had some problems in customer relations in reference to airport services as they have received complaints with the method airport staff have treat customers with complaints. Though this has been effectively dealt with by internal departments it still highlights problems that are having with external staff. Emirates can implement a training session that is more focused on them to certify that there processes are getting executed in accordance to what the customer first experiences whilst booking online or through an Ryanair Airline. Ryanair Customer Loyalty â€Å"It offers a comprehensive range of CRM and loyalty solutions† It launched several programmes where they had different levels of rewards schemes for both business flyers and annually holiday flyers. The miles collected can be spent in hotels, high street shops, car rental etc .Schemes for those travelling on Ryanair flights were the miles can be used for in-flight services such as games, special meals were also been introduced. This form of loyalty scheme for existing customers can also be a very attractive way of new customer retention as in the long term they will have benefits firm that they spend today. Their loyalty scheme also targets customers from their other sister companies as it isn’t only exclusive to flyers but also to those that consume other services and products from Ryanair Group They offer competitive loyalty schemes for users and update their schemes as they view the changes in the market place. Customer segmentation The evidence is irrefutable. With marketing budgets person squeezed, marketers see improved targeting as critical. That means improved customer segmentation bas on the ability to score customers’ tendency to buy, churn or default – and react accordingly, at speed. Armed with better customer perceptiveness (such as predictive analytics, uplift modelling and data visualization) you can start to engage customers based on deeper and more significant insights, creating system based dynamic customer segments – a segment of one. The latest customer segmentation solutions are intelligent. They are not finite. They are not static. They are based on sound data management values and fed by a faithful stream of information that reflects changes in customer aspirations and circumstances. It means that campaign can be managed dynamically, in real-time to communicate with customers at what we call ‘moments of truth’ – those seminal mome nts when people are most engaged with the brand.

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VISUAL ANALYSIS PAPER - Essay Example Furthermore, the different levels of art form as a function of the influences that spurred such levels of development will be manifested through this analysis. The first such piece of art that will be discussed is the Heron Class Olla (c. 750 BCE) pictured first in Appendix to this assignment. This particular urn was used as a funerary vessel in which the ashes of the deceased would be placed. Contextually, this piece will also be the oldest which this analysis will consider; therefore, it represents Greek antiquity in a way that the other art pieces do not (Osbourne 278). This geometric period, of which this particular art piece is representative, was a time of cultural and political upheaval. Due to the fact that Mycenae had recently disintegrated, many elements of writing, masonry, as well as distinct elements of reading and writing were all but forgotten. Such a political upheaval meant that the representative art forms of this time would likely be highly simplistic in both desig n and function. This is evidenced in the fact that smooth lines and simple construction typifies this particular piece. Similarly, it should be noted that the art form that is exhibited in the form of birds is also highly simplistic and not indicative of a high degree of professionalism. Additionally, the function over form aspect of this particular piece is striking (Carpenter 81). Whereas later pieces exhibited variance in the way that the handles were created, formed, and utilized, this particular piece utilizes its handles in the most simplistic of ways. The handles are provided to the user at the area of greatest circumference due to the fact that this is the region that is most amenable to carrying the urn. In this way, the function over form aspects of this particular preliminary art form is duly exhibited. Likewise, as one might expect, such a preliminary art form did not handle as many motifs and various nuances that one has oftentimes come to expect within Greek pottery pa inting. At least in this case, this is a result of the fact that the art form was not highly developed and/or function took a primary position to form at such an early juncture. The secondary piece of artwork that this author has chosen to examine is that of Orientalizing Period - Skyphos (Drinking Vesel) c. 600 BCE. This vessel naturally represents the second distinct and recognizable phase of Greek pottery and art form in that the recognizable incorporation of previously â€Å"non-Greek† themes and motifs at first strikes the viewer as somewhat incongruous. Due to the fact that Greek trade and colonization within the Mediterranean had reached a new height during this period, the level of intercultural exchange as well as the introduction to new art forms, ways of thinking, new gods, and new trading partners served to highly vary the type and structure of Greek art form during this period. This cultural exchange can be specifically noted in the piece (referenced as exhibit 2 in the Appendix) by the fact that the pottery exhibits decidedly Assyrian and/or Egyptian influence with reference the displays which are etched into the pottery. Whereas the common interpretation of the Greek panoply is manifest in a host of different artistries, this incorporation of winged gods and goddesses is a definite departure from the traditional images of Zeus and

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Visual Aid that Illustrates a Problem Essay Example for Free

Visual Aid that Illustrates a Problem Essay Organizations these days are facing numerous problems related to recruitment, job assignment, fair performance evaluation, and encouraging diverse workforce within the workplace. Nevertheless there is another growing problem for the organizations that has significant impacts over the performance and as well as reputation of a company. It does not create a mouth-opening effect on us when we get to know any issue related to sexual harassment that is happening somewhere in the country, whether it is any organization, community, educational institution, or village. It is because there is no such country in the world that has totally eliminated this issue, even if they have, then other diversity issues such as, discrimination, hatred, and glass-ceiling occur. The paper would discuss a problem of sexual harassment, analyze the legal concerns, highlight the thoughts regarding the issue, and suggestions for overcoming the problem. Introduction to the Problem Sexual harassment is a term that is used to define any act of harassment where a person or employee ‘makes continued, unwelcome sexual advances, requests for sexual favors, and other verbal or physical conduct of a sexual nature, to another employee, against his or her wishes’ (Heathfield, 2010). There is not any specific way of harassing the opposite gender in the workplace; in fact, there are variety of ways that can be used depending on the circumstances. People pass on jokes, non-verbal gestures, or other offensive comments on the physique, dresses, or way of walking or talking of the other party. Touching and making some bodily connection also comes under sexual harassment, where patting someone’s back, holding him or her from waste, and scratching is done. Moreover, requests to the other party are made to have date even that party has refused before. And finally, sending emails or texts that contain some lewd text or pictures and playing sexy music are also part of sexual harassment. Significance of the Problem Sexual harassment has increased to so much extent that now it is considered to be a common thing, which would not have any negative impact towards the organization or its performance. But in reality, it does have several legal concerns over the confidence and self-esteem of the harassed one, performance of the organization, violation of the ethical and moral principles, and also the corporate culture. Starting from the moral and ethical issues, one does not have any right to sexually harass anyone else in the workplace even if the other party does not entertain the offer or gets reluctant to it. It violates the ethical principles because one does not feel the sense of freedom where he or she is working, and since it is the workplace so protest or condemnation cannot be done openly. Second of all, it diverts the mind of both the harasser and harassee from their work since they continue to disturb and get disturbed from each other’s reactions. Therefore, the time is wasted and focus is not made on the everyday tasks, hence resulting in the decline in productivity of both parties. As far as the self-esteem and confidence of harassee is concerned, it gets hurt seriously because the harassee cannot openly raise voice in front of others to either protect him/her or complaint about the harasser. Moreover, there is a great chance of other people perceiving the harassing situation as the consensual relationship or flirting of both the parties, which might degrade one’s image. Not only this, once the rumors about sexual harassment being happening in an organization spread, it exacerbates company’s image and so many of the women or minorities would hesitate to join it in the future. This growing issue in the workplaces have tarnished the image of many organizations and as well as the countries where minorities are harassed either sexually or for some other purpose. Although this is a silent issue that has not been considered to deal at the upper level either by the companies or governments; nevertheless, employees are the only one who can help themselves and get out if this nuisance. Overcoming the Problem Sexual harassment can be prevented by the organizations if they develop and introduce certain stiff rules about the issue, which ensure that whoever is found to be harassing others would either be fired or suspended. Of course, the employer would not want this issue to prevail in the company so the harassee must complain secretly to the immediate boss or manager who could take the issue seriously in dealing with it. Also, harassee must have proper proofs and records of harassment been done by the harasser, so that he or she could take legal actions against the harasser and let him or her face the music (Heathfield, 2010). This would not be it; in fact the role of government and law-making bodies is very decisive here that can introduce certain laws especially for the workplaces where sexual harassment usually takes place. Once the rules are implemented, the issue would certainly take a rain check and minimize. Gantt Chart Conclusion Therefore, there are many diversity issues prevailing in the organizations, one of them is sexual harassment that involves the passing of certain remarks, words, jokes, or some physical contact with the other party. Its outcomes are quite gloomy where the performance level of employees goes down, image is tarnished and corporate and ethical principles are violated. The issue can be managed by taking action on-the-spot by the harassee and the employer, and also by implementing stiff rules and regulations. Moreover, encouraging diversity and providing autonomy to both minorities and women must be incorporate within the organizational culture over which every employee would have to act on. This issue is not the one that cannot be stopped and would always happen like others mentioned in the start of the paper, in fact proper measures along with stiff rules for implementation would definitely help the companies to nip this problem in the bud and eliminate all the concerns related to it. References Heathfield. S. M. (2010). Address an Employee Sexual Harassment Complaint. Retrieved on August 17, 2010. From http://humanresources. about. com/cs/workrelationships/ht/sexualharass. htm Heathfield. S. M. (2010). Sexual Harassment. Retrieved on August 17, 2010. From http://humanresources. about. com/od/glossarys/a/sexualharassdef. htm