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Chapter 3Case study of Ryanair airline1. If you are the marketing manager of an airline, such as Ryanair, how would you address the ecological concerns?In recent years, social, economic and environment pressures have pushed airlines to accept their social responsibility. Closely tied to this acceptance is a corporate policy that aims atraising social and environmental standards on a voluntary basis and that means beyond legal and contractual requirement. It means that corporate social responsibility is not just an optionalconsideration to core airline business activities, such as airlines industry fuel consumption pollutes sky air to cause global warming problem. Rather, Ryanair airline needs to concern social responsibility because it's fuel emissions would cause negative influence to stakeholders. e.g. causing bad negative climate to influence farmers to grow rice and vegetables etc foods successfully, so global warming will make farmers stakeholder can not earn more income and food buyers stakeholder won't eat rice and vegetables etc. foods easily, even global warming will damage natural environment to cause strong wind or strong raining or water natural hazard to damage any countries' houses to make house owners stakeholder who lose their houses to live. Hence, in the long term, if Ryanair airline still continue consume too much fuels to use to fly to cause emissions to pollute air to any countries as well as other airlines do not achieve any actions to reduce to consume to use more fuels together efficiently. I believe that global warming will become very serious to influence human living and eating problem occurrence in our earth as soon as possibly. Hence, such as Ryanair airline is among of global airlines, which have responsibility to consider how to reduce fuel consumption to cause too much emissions to pollute air in our earth. Such as, I was Ryanair airline marketing manager, I ought need to let Ryanair airline to measure whether it ought only concern how to sell cheaper air fares and buy many airplanes and consume much fuels to fly to raise income or it ought concern it's fuel emissions to pollute environment to cause global warming to influence global human stakeholders encounter living and eating problem to face natural foods resource shortage to supply in the future.The ecological concerns global warming problem is serious nowadays, it brings the possible long term harmful consequences of executive emissions to the atmosphere. The developed countries, such as Northern Europe and United States people needed often to play travel entertainment by airlines transportation choice. However, scientists proved airlines used fossil fuels to harm excessive emissions to natural environment which would cause global warming problem to cause devastation of low lying areas to influence natural environment danger, even the developing countries people life and their houses would also encountered to be hazarded in the long term. If I was the marketing manager of an airline, such as Ryanair, I must concern socially responsible needs to Ryanair airline. Although, Ryanair aircraft had become more efficient in use of fuel during 1990 years, but Ryanair airline's passengers were booming demand to cause to increase aeroplane numbers to supply to satisfy passengers' travel needs and to pursue raising profit aim every year.

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