MARK344 Lecture Notes - Lecture 15: Ryanair, Easyjet, Marketing Mix
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Instead, they will provide flexible tickets, multiple same day return flights, fast track security, priority boarding and seats near the exits and over the wings which have more leg room. When this strategy is being pursued, the following changes should be made in the 4 ps (case study). Pay extra for additional services: trying to make inroads into the lucrative market as part of an overhaul to increase its appeal and soften its image for poor service and poor treatment of passengers. Lots of customers these days are business travellers. If ryanair offering succeeds in luring more higher paying passengers, the rewards could be significant given the gap between business plus and regular fares. Illusion business : making market and segment choices figure 9. 5 possibilities (use this figure). What difficulties do you anticipate the company will face in following such a strategy: consumer perception issues/positioning/brand image: budget airlines not being associated with business class.
