Assignment Guidelines 1. Introduction Start by stating the purpose of your report. What do you hope to achieve on behalf of the company. Include the areas of your research (questions). Basically in an

introduction you summarise what it is you are going to look at or write about in the next sections – this should be around 200 words or so.

2.0 Defining Marketing

You need to give at least 2 definitions of what is marketing What do you think each definition suggests? (Give your overview / interpretation)

The importance of marketing is assessing the needs and wants of consumers and

how this assessment is done, therefore it is important to have the right product at the right price in the right place and on time. 2.1 Concept of Marketing

This section will also identify how important it is to satisfy the needs of customers and the benefits to the organisation. This section will also explain the objectives of

marketing and the importance including implications (effect) should this not be followed / implemented effectively.

What is the importance of marketing, and what are the implications?

What is the main principle of marketing? (Product, price, promotion, place: Marketing

Mix)

How does an organisation assess what consumers want? (How would they know

there is a market for that need?

How important is it to identify these needs of the consumer?

What are the needs of the organization and the importance of this?

Explain the marketing concepts i.e. product, production, selling, marketing etc.

Which of this / or these concept are currently used within your case study company?

What about its effectiveness relating to their customers and the company?

2.2 Costs and Benefits

You just need to general here, for example a concept may be financially costly at the

beginning, however the benefit to the organization in the long term could be rewarding in

terms of new market (customers) and their overall success.

3.0 SWOT ANALYSIS

You need to identify:

The strengths of Ryan Air (internal to the company)

Identify the weaknesses of Ryan Air these are areas for improvement

(internal to the company)

Opportunities What opportunities could there be for Ryan Air, which do not

currently exist (external to the company) Refer to your strengths and discuss

how a couple of these areas could be an opportunity to the company. Threats: What are the likely threats to Ryanair? : (external to the

company) e.g. competitors (give examples); state of the economy etc.

4.0 Stakeholder Analysis

Lots of people or groups of people are interested in Ryan Air, identify who they are and explain why they are interested in Ryan Air. Use a power interest map to help

you analyse their stakeholders. 5.0 PESTEL Analysis

Identify the Political, Economic, Social, Technological, Environmental and Legal factors that impact on Ryan Air and analyse how they impact on the company, remember to include information for a new market within the airline industry, this will

support your recommendations in a later task. (NB There are additional resources on the College’s moodle pages for the HND Business and Accounting/ Marketing

course – select higher education, then business and then HND Business and Accounting/ Marketing – just click yes if it asks you to enrol, this is only onto the moodle page not a course at the College)

6.0 Segmentation

Explain what segmentation means

Explain the various segmentation variables (e.g. demographic, geographic, etc.)

How does Ryanair currently target their market with the use of segmentation variables?

7.0 Proposal for a New Product or Service for Ryanair

You will need to choose a new product or service and discuss how you are going to

use segmentation variables in order to target your market, this could be for a new market. You could include other segmentation options such as undifferentiated, differentiated

and concentrated market.

Justify your decision and discuss how your new proposal could benefit Ryanair in the

future. 8.0 Consumer Buying Behaviour

Provide an explanation of what consumer buying behaviour is.

What factors influence us when purchasing a product or service? (e.g. the brand etc.

What are the current marketing activities of Ryanair? (e.g. advertising and promotion)

How do Ryanair’s existing and potential customers affect their marketing decision? (E.g. price, promotion etc.)

9.0 Conclusion

Summarise what you have discussed in the assignment, what are the main factors or influences and key areas for Ryan Air?

Summarise your recommendation/s for a new product or service.

The conclusion should only be around 200 words