ryanair marketing essay

Ø Overheads are low as they have very small headquarters. This number still increase as the company has been characterized by rapid and continuing expansion. Ø Potential to grow by adding more destinations in the growing European market. Negative or positive any publicity is good publicity and that is precisely what Micheal O' Leary set out to achieve. In order to increase their cost efficiency Ryanair has reduced the number of staff they require to operate, therefore- by enforcing multitasking and also outsourcing of services such as aircraft maintenance, so during busy times the pilot helps in unloading bags when schedules are tight and the flight attendants assist in clean up of the aircraft [Refer appendix- Pg. Ryan air has effectively used this strategy to increase its customer base. Ø Merger of the German carrier, Lufthansa with Austrian airline, Brussels Airline And Bmi would pose a serious threat to Ryanair as the European economy is also improving. Positioning can be described as the strategies and vantage points through which an organization intends to place itself in a particular competitive market. Peter Sherrard The airline's head of communications remarked on the issue by saying "the ASA becomes more Monty Pythonesque by the day, It is remarkable that a picture of a fully clothed model is now claimed to cause 'serious or widespread offence', when many of the UK's leading daily newspaper regularly run pictures of topless or partially dressed females without causing any serious or widespread offence". The company continued its expansion over the next three years with over 15 aircrafts and over 600,000 passengers. 'Doing a Ryanair' is clearly the new 'it' thing across Europe. Fred R. David (2003). Competition is the base of any strong modern market. Disclaimer: This essay has been written and submitted by students and is not an example of our work. For instance going by train from London to Dublin costs about £30.50 (www.seat61.com/ireland) while the same journey costs about £10 or less with Ryan air (www.ryanair.com) with customers rest assured that they will get to their destination in much lesser time. In the early 1990's in order to give the airline a new dimension, Ryanair adopted holistically the Southwest Airlines low cost approach under a new management. No frills. The man replied every few months followed by which O' Leary continued to ask about how often he would visit them prior to Ryanair's inception. Aldershot: Ashgate, Jobber,D. "(Baines et all 2008). New York: Oxford University Press, Barrett, S. (2001) 'Market entry to the full-service airline market - a case study from the deregulated European aviation sector '. Over the years this strategy has enabled the company to position itself as a "cost leader". Elasticity Continue for 5 more pages » • Join now to read essay Market Status and Structure Before Ryanair’s Entry For Ryanair, price is well blended with promotion giving rise to what is known as Rapid Penetration Strategy. It can be represented metaphorically by Zeus, who was a strong leader and used his powers. Ø Ability to handle during loss and damage. 1 for passenger growth- 50% + this year, No.1 for European routes (149) and bases (11). Has first mover advantage on regional airports (e.g. (www.iata.org) However, the environmental costs of aviation can be global: climate change will affect every person and its consequences may be most damaging for those in the developing world, Research Methodology –D K Bhattacharyya 1st edition (2003), Brands and Branding ( The Economist Series) by Rita Clifton, John Simmons, Sameena Ahmad, The Economist , April 2004, Margaret K. Hogg Margaret Bruce, Alexander J. Hill International Journal of Retail & Distribution Management; Volume: 26, Thompson J. L (2001), Strategic management, 4, Strategic Management ‘concepts & cases’. Since 1994, Ryanair has maintained a healthy relationship with Boeing as it operates a fleet of 210 new Boeing 737-800 aircraft with orders for a further 102 new aircraft to be delivered over the next 2.5 years. It lays emphasis on the providing services at the cheapest prices and for such a business to make profit out of these low prices, its operations are carried out at low costs on almost all of its resources. Service: It is the support provided to customers after the products and services are sold to them. Alternatively they come out with unmatched offers and schemes, recently Ryanair offered over 1million seats at a price of £5 pounds without any other charges. The increase in customer base over these three years was only 15% (Ryanair.com). Charles Handy- the famous and repeected management Guru, has proposed four types of cultures that an organisations might posses, he has also made use of four Greek Gods to illustrate his cocepts. Ryanair's SWOT analysis has been performed below. The above picture clearly represents that Ryanair is the most radical low cost airline; it also differs from the closet on the graph (i.e. The internal analysis of Ryanair, the firm is using the SWOT technique also highlighted various features of the airline company. Ryanair and Easy Jet were the first airlines to adopt the Southwest business model therefore challenging existing players like British Airways, Lufthansa etc (David Gillen & Lall 2004:41-50). 24]. The Organization for Economic Co-operation and Development (1988) pointed out a flaw in predatory pricing arguing that when an airline operates in different cities, it is mostly likely that predatory pricing in one market can be financed by cross-subsidizing out of revenues earned in other markets as well as Attorney General John Nannes who tried to argue that predatory pricing leads to high profits in low cost airlines because if a company acquires a reputation for aggressive cost-cutting in one market, it can deter other low-cost carriers from taking on the airline elsewhere.

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