prikaz prve stranice dokumenta MARKETINŠKA STRATEGIJA NA PRIMJERU RYANAIR ZRAKOPLOVNE KOMPANIJE
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undergraduate thesis
MARKETINŠKA STRATEGIJA NA PRIMJERU RYANAIR ZRAKOPLOVNE KOMPANIJE
2019. urn:nbn:hr:180:879366
Dizdar Radusin, Dajana
Zagreb School of Business

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Dizdar Radusin, D. (2019). MARKETINŠKA STRATEGIJA NA PRIMJERU RYANAIR ZRAKOPLOVNE KOMPANIJE (Undergraduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:879366

Dizdar Radusin, Dajana. "MARKETINŠKA STRATEGIJA NA PRIMJERU RYANAIR ZRAKOPLOVNE KOMPANIJE." Undergraduate thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:879366

Dizdar Radusin, Dajana. "MARKETINŠKA STRATEGIJA NA PRIMJERU RYANAIR ZRAKOPLOVNE KOMPANIJE." Undergraduate thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:879366

Dizdar Radusin, D. (2019). 'MARKETINŠKA STRATEGIJA NA PRIMJERU RYANAIR ZRAKOPLOVNE KOMPANIJE', Undergraduate thesis, Zagreb School of Business, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:180:879366

Dizdar Radusin D. MARKETINŠKA STRATEGIJA NA PRIMJERU RYANAIR ZRAKOPLOVNE KOMPANIJE [Undergraduate thesis]. Zagreb: Zagreb School of Business; 2019 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:180:879366

D. Dizdar Radusin, "MARKETINŠKA STRATEGIJA NA PRIMJERU RYANAIR ZRAKOPLOVNE KOMPANIJE", Undergraduate thesis, Zagreb School of Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:180:879366

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Metadata
TitleMARKETINŠKA STRATEGIJA NA PRIMJERU RYANAIR ZRAKOPLOVNE KOMPANIJE
Title (english)Marketing strategy- Ryanair company example
AuthorDajana Dizdar Radusin
MentorNeven Šipić (mentor)
Committee memberSanja Rocco (predsjednik povjerenstva)
Committee memberDorotea Milas (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2019-10-01, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Predmet ovog rada je marketinška strategija i njena primjena na primjeru Ryanair niskotarifne zrakoplovne kompanije. Ryanair je Irska niskotarifna zrakoplovna tvrtka sa sjedištem u Dublinu. Trenutno jedan od najvećih avioprijevoznika u Europi s preko 300 zrakoplova u svojoj floti te s jednom od najmlađih flota, prosječne starosti zrakoplova oko 5.5 godina. Ryanair godišnje preveze preko 130 milijuna putnika te su postali prva zrakoplovna kompanija u Europi koja je prevezla preko milijardu putnika. Ryanairova poslovna strategija a samim time i strategija marketinga je oglašavati niske cijene svojih zrakoplovnih karata. Zbog svojeg poslovnog modela koji uključuje korištenje sporednih, manjih zračnih luka, usluga leta bez dodatnih sadržaja, hrane i pića, prodaja popratnih usluga, kao npr. usluge transfera ili hotelskog smještaja te optimizacija troškova marketinških aktivnosti na način da koriste samo svoje direktne kanale, bez posrednika, Ryanair uspijeva održati niske cijene svojih letova i tako privući potencijalne kupce. U Ryanairu komunikaciju s medijima i ostatkom javnosti smatraju troškom pa tako svu komunikaciju, odnosno najveći dio, provode putem svoje Internet stranice gdje se na kraju ostvari oko 99% svih rezervacija karata. Iako poslovni rezultati Ryanair zrakoplovne kompanije govore da je njihova trenutna strategija uspješna, postoje određene stavke unutar marketinške strategije koje Ryanair može poboljšati. Neke od tih stvari su odnos prema kupcima pa tako i njihovo privlačenje i zadržavanje. Bolja Internet stranica s više informativnog sadržaja te jednostavnija mobilna aplikacija i korištenje direktnog marketinga u obliku e-mail promocije mogle bi se poboljšati i samim time doprinijeti boljem poslovanju.
Abstract (english)
The subject of this thesis is marketing strategy and its application on the example of Ryanair low-budget airline. Ryanair is an Irish low-budget airline with the headquarter in Dublin. At this moment this is the biggest airline in the entire Europe with a fleet of over 300 airplanes and with one of the youngest fleets, average age of 5.5 years. Ryanair has yearly over 130 million of passengers and they became the first airline who carried a billion passengers in total. Ryanair’s business strategy and marketing strategy is to promote low fares of their airline tickets. Because their business model includes usage of the secondary, smaller, airports, flights without any additional services or inflight entertainment, snacks and drinks, sale of ancillary services such as transfers or hotels and marketing activity costs optimization in a way that they use only their own direct channels, without mediators, Ryanair succeeds to keep the low fares of their flights and attract new customers. In Ryanair they think that communication with media and public sector is just a cost, hence their communication, majority of it, is done through their web page where more than 99% of the bookings are made. Although the business results of the low-budget airline Ryanair tell us that their strategy is successful, there are some things within marketing strategy that Ryanair can improve. Some of those items are customer relationship, which includes attracting new customers and customer retention. Better Internet page with more informative content, easier mobile application and e-mail direct marketing could be improved and bring contribution to the better business results.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:879366
Study programmeTitle: Marketing management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-12-02 14:22:25