1.0 Introduction The aim of this report is to analyze the current marketing objectives and marketing mix of Ryanair and give advice on the potential growth strategies and marketing mix. Firstly, the report is to investigate the background and objectives of this company. Secondly, it will look at the low-cost airline market and identify Ryanairs current marketing mix that implements the companys strategies. Thirdly, it is going to analyze its potential marketing mix by addressing on SWOT and PEST Analysis. Finally, recommendations will be given on how Ryanair should measure effectiveness of marketing activities. 2.0 MARKETING AUDIT 2.1 Background of Ryanair Ryanair, which was founded in 1985 as a conventional airline, is the Europes largest low fares, no frills short-haul carrier with current market capitalization 5bn. The company currently operates 251 point-to-point routes across 107 airports in 21 European countries and carries more than 15 million passengers annually with a team of 2700 employees. Besides providing flights service, Ryanair offers cheap hotels with ......

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