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Ryanair Case Study Analysis Commerce Essay

Ryanair started in twelvemonth 1985 with merely 57 staff members and with one 15 seater propjet plane from the South of E of Ireland to London-Gatwick which carried 5000 riders on one path ( , 2002 ) . In 1986, inspired from the narrative ofA the company go after the large cats for a piece of the action and stop up nailing theA or British Air passages high menu trust on the Dublin-London path. The staff increased from mere 57 to 120 staff members and the plane carried for about 82,000 riders on two paths. In 1989, the company employed 350 staff and their mean maximal riders increased to 600,000. In 1990-1991, the company has 700,000 riders.

However, despite of the addition of riders, the company is non so good in pull offing cost that the company has lose its money. A new direction squad is brought in to screen it out and re-launch as a “ low menus or no frills ” air hose, closely patterning the Southwest Airlines theoretical account in the U.S. And in 1994, Ryanair bought its first Boeing 737 aircraft which carried over 1.5 million riders. In 1995, Ryanair is the biggest rider bearer on Dublin-London path, the largest Irish air hose on every path being operate and carried 2.25 million riders in the twelvemonth ( , 2002 ) .A A

In 1997, the EU air conveyance deregulating allowed the air hose for the first clip to open up new paths to Continental Europe with over 3 million riders on 18 paths carried. Ryanair launched services to Stockholm, Oslo, Paris and Brussels and took clip out to drift Ryanair plc on Dublin and NASDAQ Stock exchanges. The company was awarded as Airline of the Year in 1999 by the Irish Air Transport Users Committee.

In 2000, they announced the launch of 10 new European paths for the summer 2000 after much deliberation and watching others firing money. The company has besides jump onto the cyberspace with the launch of their new online engagement site and in merely 3 months the site is taking over 50,000 engagements a hebdomad. By 2001 there are more than 1500 employees working for Ryanair and more than 10 million riders are carried to 56 metropoliss in 13 European states. The company has opened Frankfurt-Hahn in 2002 as their 2nd Continental European base and denote a long term partnership with Boeing which will see the company geting up to 150 new Boeing 737-800 series aircraft over an eight twelvemonth period from 2002-2010.

The engagement in their web histories have increased to 94 % which has likely has something to make with opening another 26 paths. In twelvemonth 2003, the company is characterised by rapid enlargement and the start the twelvemonth by denoting that the company has ordered an extra 100 new Boeing 737-800 series aircraft to ease the rapid European growing programs ( , 2002 ) . They acquired Buss from KL M in April and re-launched 13 kiss paths in May. In February they opened their first base in Italy at Milan-Bergamo and launched their Stockholm base in Sweden with six new European paths. In all 60 new paths are added throughout 2003 to convey the company a sum of 127 paths. By 2004, the company is named as the most popular air hose on the web by Google and they launched their 10thand 11thA bases in Rome Ciampino and Barcelona Girona and go on to add more paths to their already extended web. The company has besides passed out British Air passages to go the UK ‘s favorite air hose in United Kingdom and throughout Europe ( , 2002 ) .


Critical Success Factors

A A A A A A A A A A A Although the company had encountered different jobs, specifically in line with its cost constructions, the company had been able to last and turn in the marketplace.A Ryanair implement different selling scheme to do the company survive in the competition and to be able to derive competitory place in the air hose market.A It is said that the company was regarded late as the most punctual air hose between Dublin and London. And because of the scheme of the industry, Ryanair is now recognised as the 2nd largest air hose in United Kingdom and Europe ‘s largest low-fares air hose holding a web of over 57 paths in 11 states and served by a fleet of 31 Boeing 737-200 and -800 aircraft with over 1,400 staffs and forces.

In order to place itself in the market place the company continuously concentrates on driving own its costs to offer the lowest menus possible and remain profitable. A In add-on, Ryanair offer minimal criterions of service and really low monetary values for point-to-point, short draw flights. A The end of Ryanair is to run into the demands ofA travellingA at the lowest price.A The Critical Success Factors ( CSFs ) are as follows in air hose industry: the strategic focal point of holding the lowest monetary values, being dependable within the market place, comfort and service and frequency.A

It is noted that low-priced companies concentrate on this first critical success factor by seeking to offer the lowest prices.A Although Ryanair has eliminated supernumeraries such as in-flight repasts, advanced seat assignment, free drinks and other services, it still prioritises characteristics which remain of import to its mark market. Such characteristics include frequent goings, progress reserves, luggage handling and consistent on-time services.


External environmental analysis

By utilizing a PESTEL Analysis we scan the macro environmental factors that would act upon the public presentation of an organisation. It is frequently used to bring forth market thoughts and merchandise thoughts.


Ways which factor might impact RyanAir

Political/ Legal

Change of government/policy

Ryanair have been involved in assorted legal differences with authoritiess both in this state and the EU sing their concern trades with airdromes and air hose regulative organic structures

Political alterations in states where they have paths to ( could besides be affected by above point )

Governments in states they fly to may back up their ain flagship bearer

Local councils objecting to resound and new tracks being built as in yesteryear

Governments looking to increase touristry might welcome Ryanair and hence act in their favor.


Potential economic recession, Ireland ‘s economic system has already been stated as turning nevertheless this may all of a sudden alter.

Because of above chief clients would n’t wing for concern as would be cost cutting

Energy and fuel costs are cause of uncertainness

Economic alteration within states they fly to or would trust to open new paths to, for illustration war with Iraq has shut off any hope of touristry there for the foreseeable hereafter and other factors such as SARS ( O’Higgins, 2004 ) and more late, Bird Flu.


Because of economic growing at the minute it has become normal to wing off for vacations hence market has expanded and new chances for touristry have opened in antecedently inconsiderate states.

Business trips, although Ryanair do non offer luxury they are perchance more attractive because less cost to a company means they can go more often.

Lower costs means pull a wider demographic of consumer


Main menace to concern market is video conferencing

To a lesser extent VOIP

Online check-in, self service cheque in at airdrome

O’Higgins, ( 2004 ) discusses that Ryanair presently have a fleet of chiefly Boeng 737s which are one of the best known and used commercial aircraft. ‘Thus, the company is able to obtain spares and care services on favourable footings thanks to economic systems of graduated table, bound costs of staff preparation and offer flexibleness in scheduling aircraft and crew assignments ‘


Using more environmentally- friendly aircraft.

Aviation represents 2.6 per cent of C emanation in the EU and air hose industry should pay environmental revenue enhancements for the part they make to planetary heating.

Deploying more efficient aircraft that use less fuel and bring forth less pollution.


Industry analysis

Market Cleavage

Ryanair lay claim to their market section by saying they were ‘Europe ‘s first no frills air hose ‘ , Ryanair have made strategic determinations based on increasing their competitory border, the chief one going involved in pulling clients at both terminals of their paths. Haberberg and Rieple, support this by demoing that Ryanair ‘s cardinal beginning of gross from as far back as a decennary ago has been in luring riders from France, Italy and Scandinavia. This has had the advantage of increasing their market portion every bit good as the added fillip of making a well recognised trade name name across Europe.

Competitive Advantages

Their chief rivals are bearers including easyJet, BMI babe, FlyBe and ThomsonFly all of who try to pull possible clients by underscoring their low cost tickets. This makes the competition in this market section fierce as in order to offer the lowest menus, costs must besides be kept to a lower limit. The well discussed fact that Ryanair possesses a more than favorable relationship with airdrome operators has benefited the bearer in a clip of industry

growing and aggressive pricing. The bearer continues to pay small or no costs despite being the focal point of the EU Commission in February 2004, ‘which ruled that Ryanair had been having illegal province subsidies for its base airdrome at publicly-owned Charleroi Airport ‘ , O’Higgins ( 2004 ) .

Ryanair and the airdrome in inquiry defended themselves by declaring they paid a fee for every client and hence complied with the EU province assistance regulations. O’Higgins ( 2004 ) claims that Michael O’Leary ‘s chief statement was that the ‘state assistance regulations allow the Wallonian authorities to excite traffic at an fresh airdrome installation in precisely the same manner that every private airdrome reduces its charges it if wants to turn its concern ‘ . However, although these determinations by the EU Commission went against Ryanair, it besides made them even more of a family name across the EU. The free promotion was an added fillip, every bit good as the place Ryanair took, of being about asaviour of the lesser known airdromes, conveying them trade and touristry and so being

persecuted for it.

Porters Five Forces Model

Porter ‘s five forces analysis is a model for the industry analysis and concern scheme development developed by Michael E. Porter of Harvard Business School in 1979. It uses constructs developed in Industrial Organization ( IO ) economic sciences to deduce five forces which determine the competitory strength and hence attraction of a market. Attractiveness in this context refers to the overall industry profitableness. Porters five forces theoretical account has been to the full elaborated more on Appendix

Menace of replacements is medium for Ryanair and is fundamentally in the signifier of land, travel. Barganing power of purchaser is high as low budget air travel is about a trade good today and bearers are many. Buyer are good informed at monetary values and trades via cyberspace and other mediums. Barganing power of the providers as Ryanair with its big graduated table holds the power to exchange providers and demand better footings, particularly to cut cost.Threat of new entrants is medium- as entryway to tarvel industry needs particular licences etc every bit good as high capital investments.Existing Rivalry is high with Ryanair viing against national bearers every bit good as low budget bearers for their portion of market. Overall the industry enchantress Ryanair in is of medium attraction.

Strategic Grouping Model

Internal Environmental Analysis

Ratio Anlysis

Value Chain Analysis

SWOT Analysis


Ways which factor applies to Ryanair


Marketing – strong stigmatization and repute, aggressive monetary value scheme.

Low bing due to airport operator trades.

Repute as biggest budget air hose.

Tonss of promotion due to O’Leary and controversial issues.

Air Transport World magazine announced that Ryanair was the most profitable air line in the universe.

2006 Annual Report, Ryanair desinged itself as the ‘World ‘s Favourite Airline ‘ .


Cash tied up in purchase of new planes.

Entire company based on European low cost air hose market.

Shock net income warnings may hold used hard currency militias and weakened financial construction

Refusal to endorse down over issues such as EU Commission


Possible new paths,

New planes = larger capacity.

Advertising infinite on web site and planes, more gross


Rivals – BMI babe, Easyjet, ThomsonFly.

Economic recession would intend less disposable income.

EU Commission could set limitations on company if do non adhere to province assistance regulations

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