Ryanair External Env. Analysis
Contents
1.0 Introduction 1
2.0 Critical Issues Analysis 2
3.0 External Environment Analysis 2
3.1 Analysing the Macro Environment 2
3.1.1 PEST analysis 2
3.2 Industry Analysis 3
3.2.1 Five forces analysis 3
3.2.2 Porters Diamond Model 4
3.2.3 Strategic Group Analysis 4
3.2.4 Industry Life Cycle Analysis 5
3.2.5 Synthesis of External Factors (EFAS) 5
4.0 Internal Analysis 6
4.1 Value Chain Analysis 6
4.2 Internal Factors Analysis Summary (IFAS) 6
4.3 Ratio Analysis 7
5.0 External Environmental Evaluation 7
6.0 Internal Environmental Evaluation 8
6.1 Resources 9
6.2 Resources and Capabilities 9
6.3 SWOT Analysis 9
7.0 Conclusion 10
8.0 References 11
9.0 Appendix............................................................................................................................12
1.0 Introduction
Ryanair is a one of leading low fare airline with 41 bases and 1100 routes across 26 countries which connect 153 destinations. It has currently 7,000 staff and expected to provide service approximately 73 million in fiscal 2010/11. (“Ryanair (about us)”, n.d.)
Ryanair was established in 1985 in Ireland with only 51 staff and 15 seated Bandeirante aircraft. At that time Ryanair operated daily flight from Waterford in the southeast of Ireland to London Gatwick as an alternative to monopoly carrier Aer Lingus. Within very short time Ryanair got the permission to expand its service to Dublin-London route especially to challenge the British Airways and Aer Lingus high fare. (“Ryanair (about us)”, n.d.) At that time Ryanair was successfully able to slash their competitor’s high pricing strategy by attracting more passengers towards their low fare in its operations. Thereafter Rianair continuously was able to expand its operations in European airline industry.
As a result of rapid growth, high competition in aircraft, Ryanair accumulates £20m losses in year 1990.
1.0 Introduction 1
2.0 Critical Issues Analysis 2
3.0 External Environment Analysis 2
3.1 Analysing the Macro Environment 2
3.1.1 PEST analysis 2
3.2 Industry Analysis 3
3.2.1 Five forces analysis 3
3.2.2 Porters Diamond Model 4
3.2.3 Strategic Group Analysis 4
3.2.4 Industry Life Cycle Analysis 5
3.2.5 Synthesis of External Factors (EFAS) 5
4.0 Internal Analysis 6
4.1 Value Chain Analysis 6
4.2 Internal Factors Analysis Summary (IFAS) 6
4.3 Ratio Analysis 7
5.0 External Environmental Evaluation 7
6.0 Internal Environmental Evaluation 8
6.1 Resources 9
6.2 Resources and Capabilities 9
6.3 SWOT Analysis 9
7.0 Conclusion 10
8.0 References 11
9.0 Appendix............................................................................................................................12
1.0 Introduction
Ryanair is a one of leading low fare airline with 41 bases and 1100 routes across 26 countries which connect 153 destinations. It has currently 7,000 staff and expected to provide service approximately 73 million in fiscal 2010/11. (“Ryanair (about us)”, n.d.)
Ryanair was established in 1985 in Ireland with only 51 staff and 15 seated Bandeirante aircraft. At that time Ryanair operated daily flight from Waterford in the southeast of Ireland to London Gatwick as an alternative to monopoly carrier Aer Lingus. Within very short time Ryanair got the permission to expand its service to Dublin-London route especially to challenge the British Airways and Aer Lingus high fare. (“Ryanair (about us)”, n.d.) At that time Ryanair was successfully able to slash their competitor’s high pricing strategy by attracting more passengers towards their low fare in its operations. Thereafter Rianair continuously was able to expand its operations in European airline industry.
As a result of rapid growth, high competition in aircraft, Ryanair accumulates £20m losses in year 1990.
References: • Clark, N. (2010, March 11). Airline Group, Citing Emerging Markets, Lowers Loss Forecast. New York Times. Retrieved from http://www.nytimes.com/2010/03/12/business/global/12iata.html • Datta, D., & Chakravarty, S.L(n.d.) • Eleanor O’Higgins, Ryanair - the low-fares airline, 2007 • International Air Transport Association (careers) • Official Journal L 046, 17/02/2004 P. 0001 – 0008. Retrieved from http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX:32004R0261:EN:HTML • Ryanair (about us).[ n.d.] • Siliverman, J. (2006, August 18). Ryanair 's daring legal challenge. News.bbc.uk. Retrieved from http://news.bbc.co.uk/2/hi/uk_news/5265504.stm • Smith, F.L & Cox, B