Assignment Summative Assignment Task: This summative assessment represents 100% of marks for the PM205 module. All work is based on group work: 20% Presentation – 80% Report. All learning outcomes will be covered. Brief As a team (3 or 4 members), you have been asked to develop a Marketing Plan for Ryanair. Please take into consideration the following points: – This plan must be based on the information provided in this assignment and it should also use other relevant sources of information, such as: business reports, books, websites, magazines and newspapers, among other academic sources. – Teams must use specific academic concepts (such as segmentation criteria, marketing mix, positioning, etc.) in the assignment when appropriate. You should use references throughout the assignment. – The use of theoretical frameworks (SWOT analysis, Michael Porter’s five forces, etc.) must be applied in a practical way to Ryanair’s situation analysis. – This assignment must be divided into sections. Each section should be identified by numbered headings and subheadings. This assignment consists of a group presentation followed by a group report. Presentation (Marketing communications): Group 20% (This activity meets Learning Outcomes 1) This is a group presentation and all members must take part in the presentation (max. 15 minutes). It should include, as a minimum: • External Analysis of the market (Macro and Micro) and Internal Analysis regarding Ryanair (This point meets Learning Outcome1) • Identification of key issues Ryanair needs to address in developing its marketing activity (This activity meets Learning Outcome 1) A single mark for the presentation will be awarded to the Group. Please note that this is a business presentation, and students should ensure the presentation is appropriate to be viewed by the client. It is recommended that you review your PowerPoint Presentation before you present. Students will not be allowed to walk into the class once they presentations have started; therefore it is strongly recommended that you get there on time. Marketing Plan (80% Group submission) This activity is meets Learning Outcomes 1,2 and 3) Your marketing plan should include: a) Summary situation analysis based on presentation as context for the rest of the report (This activity meets Learning Outcomes 1 and 3) b) Objectives set for Ryanair (This activity meets Learning Outcome 3) c) Identification of segmentation, key target audiences and brand positioning for Ryanair (This activity meets Learning Outcomes 1 and 3) d) Marketing Mix (7 Ps) for Ryanair (This activity meets Learning Outcomes 2 and 3) The report should be no more than 3,000 words (-/+10%). Use of appendices to detail the analysis is recommended and summarised within the report itself. The appendices are excluded from the word count. Description of Ryanair (Source: www.seatmaestro.com accessed on 02/08/2017) In 1985, the Ryan established Ryanair with a share capital of £1 and 25 employees, using a 15-seater Bandeirante aircraft. One year later, Ryanair added two new BAE748 aircraft to its fleet, and carried 82,000 passengers during 1986. In 1987, three BAC1-11 aircraft on wet lease from TAROM join the fleet, enabling Ryanair to have 15 scheduled routes in its network and carry no less than 322,000 passengers, almost 4 times as many as in 1986. By 1990, Ryanair dropped its Business Class product and closed the Frequent Flyer Club, but re-launched as Europe’s first low fares airline, offering lowest fares in every market and moving to a single aircraft fleet type and scrapping free drinks and on board meals. At the same time, Ryanair managed to push its lowest fares even lower, from £99 to just £59. In 1991 and 1992 Ryanair struggled, but 1993 saw more than one million passengers carried in a year for the first time. In 1995, Ryanair celebrates its 10th birthday with a big party in Lansdowne Rugby Club, and its fleet reaches 11 aircraft, now all of them being Boeing 737s. In the following 5 years, Ryanair continues its growth, reaching 1,262 employees and over 7 million passengers carried in a year at the end of 2000. In August, 2001, Ryanair carries more than 1 million passengers in a month for the first time. At the same time, new Boeing 737s are added to the fleet, and Ryanair chooses Brussels Charleroi Airport as its first Continental European base. In 2002, Ryanair carried over 13 million passengers, at the same time announcing the largest aircraft order by an Irish airline ever, with an order of over $6 billion placed for new Boeing aircraft. Rapid expansion continues, and Ryanair breaks the 30 million passenger barrier in a year at the end of 2005, carrying more passengers in August than British Airways. In 2006, Ryanair adds its 100th Boeing 737-800 to the fleet, and carries an impressive 42.5 million passengers in the year. In early September, 2009, Ryanair’s fleet reached 200 aircraft for the first time. By 2012, it is expected for Ryanair to operate a fleet of almost 300 aircraft. In 2009, Ryanair traffic grew by 14% to 66.5 million passengers, and the average fare was reduced to just €35.51. New aircraft were bought, and the fleet grew up to 232 Boeing 737-800. The company opened 8 new bases in Bari, Brindisi, Oslo Rygge, Pescara, Porto Faro, Leeds Bradford, and Trapani. With 41 bases and over 940 routes, the company profits rose 200% to over €318 million. In 2010, Ryanair traffic grew by 8% to 72.1 million passengers, and the average fare increase at just €39 with no fuel surcharges, despite the increase in fuel costs. New 40 aircraft incorporated to the fleet that rose to 272 Boeing 737-800. Eight new bases were opened in Gran Canaria, Kaunas, Lanzarote, Barcelona El Prat, Malta, Seville, Tenerife and Valencia, growing up to 44 bases and over 1,300 routes. Ryanair profits rose 26% to over €401 million, despite volcanic ash disruptions in the spring, higher oil prices and the global recession. In 2011, Ryanair traffic grew by 5% to 75.8 million passengers with company’s average fare of €45 and no fuel surcharges. The airline incorporated 25 new aircraft so the fleet grew up to 294 Boeing 737-800s, and 6 new bases were opened in Billund, Budapest, Paphos, Palma De Mallorca, Baden, and Wroclaw, reaching over 1,500 routes and 50 bases. In 2012, the company traffic grew up to 79.3 million passengers (5%) with an average fare of €48. The fleet increased up to 305 Boeing 737-800s with 15 new aircraft, and Ryanair placed firm orders with Boeing for 175 new aircraft. Ryanair opened 7 new bases at Eindhoven, Fez, Chania, Maastricht, Marrakech, Krakow and Zadar.No Ryanair aircraft has been involved in incidents leading to deaths of serious injuries so far.
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