Ryanair case study analysis

The study is chiefly a instance survey analysis based on Eleanor O’Higgins ‘ reappraisal of Ryanair conducted in 2007. However, other secondary research has been analysed and used to back up the statements put frontward in this papers.

Purpose of this instance survey is to carry on a strategic analysis of environment and the industry every bit good as the company. First I conducted a critical rating in-order to calculate out the critical issues of the five restructurings of Ryanair. Following I have conducted an environmental scan to analyze the external and internal environment of the organisation. Then I took my attending to carry-out a SWOT analysis in-order to place the strengths, failings, chances and menaces of the house that would determine the competitory advantage of Ryanair.

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In sorder to warrant my statement I will be utilizing strategic direction theoretical accounts and theories such as, PESTEL analysis, Poters 5 forces model, Market cleavage analysis, Strategic grouping theoretical account, Value concatenation analysis etc.. After reasoning the analysis I will present my recommendation for Ryanair.

Overview of the Company

A A A A A A A A A A A A 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. In 1986, inspired from the narrative of 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 year.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. 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.


Critical Issues

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. ( Ryanair vision, mission, ends and objects has been elborated in Appendix 01


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

Industry can effects profitableness and the competitory places of members. To place it we can utilize,

Market Cleavage

Ryanair lay claim to their market section by saying they were ‘Europe ‘s first no frills air hose ‘ , www.ryanair.com. 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 stressing 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 a Jesus 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 02

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 Group Analysis

The value of strategic group analysis as a tool for understanding industry kineticss and construction. Doting strategic groups, but that the analysis can assist a house in attempt to understand the industry in which it competes and to place its most relevant rivals.

Internal Environmental Analysis


There are two sort of resources, touchable and intangible once more movin further it can be categarise as fiscal, human, physical resources.

Physical Resiurces and Human Resources has been to the full elaborated more on Apendix 03

Fiscal Resources

In the low cost structured air hose industry Ryanair was the highest net income devising air hose. ( ratioes has been to the full elaborated on Appendix 04 )

Value Chain Analysis

An analysis of an administration ‘s resources can include its fiscal, physical, human, rational and reputational resources. In the deployment of these resources, it is besides of import to understand the competencies and nucleus competencies of an organisation. Porter ‘s ( 1985 ) value concatenation construct is an of import portion of this procedure.

Ryanair strongly manages and signifiers relationships with assorted providers e.g. Boeing and food/beverages etc, to guarantee goods are received of demand criterions and on clip in-order to add value throughout its value concatenation In add-on to this by organizing strong relationships with Boeing, they are able to obtain spares and care on favourable footings cut downing costs, therefore offering lower monetary values to riders and safer flights ( adding value ) .A In-order to add significant value for its service by supplying low-fares, they closely proctors relationships with airdromes around Europe, so they provide subsidies to the airliner in order for them to supply low-fares and seen as adding greater value for clients. Furthermore they have agreed with these airdromes to supply storage hubs as to when a plane enters these sites it ‘s automatically refueled and beverage/duty free merchandises are reloaded at negotiable monetary values cut downing costs and quicker turnaround timing is achieved, therefore seen as adding value.A For the airliner to supply low-fares to consumers it contracts staff for aircraft handling, fining and luggage handling to 3rd parties at competitory rates every bit good as engine fixs and heavy cares of its aircrafts. Therefore reduces direct exposure to employee relationships and differences cut downing costs all through value concatenation.

Additionally, to add greater value for client, the aircraft staff e.g. pilot, cabin-crew, they holds near relationships, giving the right preparation doing them competent plenty to experience confident to reply on flight inquiries. The airliner has a committee placed for its aircraft crew linked with the gross revenues of duty-paid goods ( honoring mechanisms ) .A Therefore close direction with aircraft crew ensures good labours turnover cut downing the menace of staff being absent for flights, therefore seen as adding value for customers.A ( more on Appendix 05 )

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

Poor employee dealingss

Entire addiction on the CEO Michel O ‘Leary


Possible new paths,

New planes = larger capacity.

Advertising infinite on web site and planes, more gross

International Airline colloborated

EU enlargement


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

Subsitute transpotation like auto and high velocity trains.

Fluctuatioans in fuel monetary values


On the whole Ryanair seem to be following a scheme which works for them. They are evidently cognizant of their concern environment and understand the importance of supervising it as they took advantage of the gap in the market when they restyled themselves over a decennary ago.

However they need to be cognizant that this environment is invariably switching and germinating and hence keeping a close oculus on it and being ready to accommodate to any alterations should be a cardinal portion of their scheme.


Ryanair ‘s purpose to maintain menus low, chiefly by non presenting fuel surcharges. Actions like this, which were of class extremely publicised, guarantee Ryanair is invariably pulling clients.

Part of Ryanair ‘s success is made possible by the fact they are such a thin company, both in the manner they operate and the services they offer. O’Higgins ( 2004 ) claims that when the bearer dropped their lading services, although they were traveling to be losing a‚¬500,000 of gross a twelvemonth, they decreased the turnaround clip of their aircraft from 30 proceedingss to 25 proceedingss to pull more concern travelers who required the promptness.

Innovativeness like this has ensured Ryanair ‘s sustainability and will transport them frontward into the hereafter. To urge any major alterations would be to foretell how the air hose industry will alter which finally can non be foreseen. However it has been concluded that the budget air hose will go on basking its roar, with many riders now basking the short breaks off at a low monetary value. Besides the coming of new paths will convey more usage, from both going points. If there was to be a bead in demand Ryanair would surely endure and subtle displacements in their scheme could be appropriate. For illustration offering drinks verifiers onboard for the client ‘s following Ryanair flight might lure more people back, or doing confederations with hotel groups in order to offer a complete bundle, instead than merely selling publicizing infinite on their web site.


Finlay, Paul ( 2000 ) , Strategic Management. An Introduction to Business and Corporate Strategy. Pearson Education. ISBN 0 201 39827 3

Haberberg, Adrian & A ; Rieple, Alison ( 2001 ) , The Strategic Management of Organisations. Pearson Education Ltd, ISBN 0 130 21971 1

Lynch, Richard ( 2000 ) , Corporate Strategy 2nd Ed. Pearson Education Ltd, ISBN 0- 273-64303-7

McManus, John, ‘Maybe it ‘s clip for Ryanair to jettison O’Leary ‘ , Irish Times, 11 August 2003

O’Higgins, Eleanor, ( 2004 ) , Ryanair

O’Higgins, Eleanor, ( 2007 ) , Ryanair – the low – menus air hose



Appendix 01

Company Vision

Ryanair ‘s CEO, Michael O’Leary, has a vision of a universe where the menu could drop to nil as local communities would subsidise the air hose to convey a steady traffic of concern people and tourers to their part.

Main Aim

To firmly set up itself as low menus, scheduled rider air hose through continued betterments and expanded offerings

Rayanair ‘s Main Objective

Ryanair will go Europeaˆ?s most profitable lowest cost air hose by turn overing out the proved `low-fare-no-frillsaˆ? service in all markets in which we operate, to the benefit of our riders, people, and stockholders ( Ryanair Report, 1997 ) .

Ryanair ‘s other Aims


To raise the market portion within the low cost sector up to 40 % .

Fleet of 200 aeroplanes in 2012,

To duplicate the one-year rider transit to 80 million by2012.

To extinguish the remainder of our dearly-won call centres

To establish the distribution merely on on-line engagement.

To quadruple its one-year net income up to a‚¬1,230 billion in 2012.

( www.grin.com/ebook/ — -ryanair. )

Appendix 02

Suppliersbarganing power


Competitor Rivalry


Menace of new entrants


Menace of Subsitutes


Buyers ‘ barganing power


How poters 5 force analysis consequence Ryanair ;

Appendix 03

Rhysical Resources

The physical resources which Ryanair possess is the 196 Boeing aircrafts. The immense sum of money being spent by them on their physical resources for the maintainance. They need to maintain resources proper and running to do certain that these will non harm their low cost construction. They besides have the youngest fleet in whole Europe with a extremely fuel efficient capacity.

Human Resources

Human resources can be considered one of the most of import maps of a concern. The huge bulk of administrations all employ staff and Ryanair is no exclusion particularly due to their size.

When the bearer was established over twenty old ages ago they merely had 50 one members of staff on their paysheet. ( www.ryanair.com. ) With this sum of staff they have to guarantee that, in order to hold operations like call Centres and cabin crews running swimmingly, they keep their staff happy and motivated. They do this by offering inducements and a portion option strategy which

allows employees to take part in the success of the company overall.

Ryanair ‘s proficient operations should chiefly go around around their aircraft as this is the nucleus of their concern. In February of last twelvemonth they announced an order placed with Boeng for 70 house aircraft every bit good as 70 options, www.ryanair.com. This means that between now and 2012 Ryanair will hold 225 house aircraft and options for another 220, leting them to turn to over 70 million riders per twelvemonth. Due to this first-class trade negotiated by the bearer their turning sum of aircraft will non add immense sums to depreciation costs as they will be depreciated over 23 old ages.

Technical operations have to run swimmingly for obvious grounds, if a plane scheduled to do a flight for proficient jobs, for illustration, so this will impact on all of Ryanair ‘s operations and maps and besides do inharmoniousness amongst their

riders, perchance bing them future ticket gross revenues


Fiscal Ratios

Net Net income MarginA

Net Net income Margin ( NPM ) tells us how much net income a company makes for every $ 1 it generates in gross. Net net income border indicates, when compared with GPM, how good a house is pull offing its indirect costs in add-on to cost of goods sold.

Tax return On AssetsA

Tax return on Assetss ( ROA ) provides a position of how efficient direction is at utilizing its assets to bring forth net incomes. ROA for all three primary rivals is virtually the same. Therefore, we can state that all three companies are bring forthing similar gross per dollar of assets.A

Current RatioA

The current ratio is a fiscal ratio that measures whether or non a house has adequate resources to pay its debts over the following 12 months

Inventory turnoverA

Inventory turnover ratio shows how many times a company ‘s stock list is sold and replaced over a period. This should be compared against industry norms. A low turnover implies hapless gross revenues and, hence, extra stock list. A high ratio implies either strong gross revenues or uneffective purchasing. High stock list degrees are unhealthy because they represent an investing with a rate of return of nothing. It besides opens the company up to problem should monetary values get down to fall. Here are unreasonable Inventory turnover ratios of each company. However, the stock list in the gesture image industry is non so of import compared to other fabrication companies.A

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