1.Introduction The aim of this report is to analyse Ryanair’s current service culture and provide a new strategy to refocus the Ryanair brand to make it more customer-focused and family friendly. In 1971‚ Southwest Airlines revolutionised air travel with its low fares and strong focus on customer service. Ryanair used Southwest’s innovative business model and have become very successful. Today it operates across 26 countries and carries more international passengers than any other airline in the
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Robert Gordon University Business and Hotel Management School BS3190 Strategic Planning and Change Management in the Hotel and Hospitality Industry Coursework 2 Easy Jet Module Coordinator: Mrs. Elda Eicher Student Number: 1216045 Words count: 3291 Abstract The aim following paper is to analyze the current market position of a budget airlines like easy jet also the future of it. It speaks about the history and the beginning of the company and its approach to it customers using
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Jet2.com marketing research Marketing is the process of communicating the value of a product or service to customers‚ for the purpose of selling that product or service. Jet2.com is internet based holiday and cheap short hole flight company witch which flies from eight airports in the United Kingdom. Jet2.com marketing and press department is orientated at low cost flight advertising safety and reliability also offers bigger baggage allowance then competitor’s which you can take on board. Jet2
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[pic] Financial Management Submitting to : Dr. Ashlee Brown Word Count : 4300 Date : 23/03/2008 Student Name : Rajib Hasan Student no : 05093031 Course : BAAF‚ Year 3 Email : 05093931@dbs.ie Industry analysis- The airline industry Few invention of science has change the way people live and experience the world they are living and airplane is one of them. The oldest airline company of the world is KLM‚ a subsidiary
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marketing academia as the 4Ps Marketing Mix framework‚ “the Rosetta stone of marketing education” according to Lauterborn (1990). The Mix has its origins in the 60’s: Neil Borden (1964) identified twelve controllable marketing elements that‚ properly managed‚ would result to a “profitable business operation”. Jerome McCarthy (1964) reduced Borden’s factors to a simple fourelement framework: Product‚ Price‚ Promotion and Place. Practitioners and academics alike promptly embraced the Mix paradigm
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fit the need? Will he recommend or criticize? • The competitors Who are they: direct or indirect‚ actual or potential What are they: size‚ market position (leader‚ challenger‚ specialist) What are their resources and positioning (4Ps) • The distributors State: concentrated or spread out Profile: generalists‚ specialists Strategies: differentiation (from others)‚ own brands The marketing diagnosis: the SWOT analysis • Opportunities & Threats:
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Use information from page 1 to page 3. 2. What was Lopdrup’s positioning strategy when he took over in 2004 (you may also approach this question discussing its target customer‚ benefits promised‚ and its competitive frame starting 2004)? How were the 4P changed to support the new positioning? Were these efforts working? ---- Use information under section “2004: Invigorating the rand and Business” 3. Should Lopdrup make Experiential the target segment and modify Red Lobster’s positioning accordingly
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Case: Dogfight over Europe: Ryanair (C) A. What is Ryanair’s strategy and why has it been successful so far? In 1911‚ Ryanair faced cash flow problem‚ and was going to be bankrupted. However‚ it found the way to overcome this crisis by transform themselves from ordinary high-price airlines into the lowest price airline in the EU. They focused on 5 things to rebirth their company. 1. Focused on cut down the costs: Ryanair aggressively cut most of its costs in many ways. Found the routes and airports
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In 1986 a little known airline started service between Ireland and the UK. By copying American Southwest Airlines‚ in 1995 the small airline –Ryanair - was carrying around 2.4 million passengers per year. 1995 was also the first year for easyJet operating from Luton to Glasgow and Edinburgh with two leased Boeing 737s. In 2006 these two airlines‚ carried together over 30 million passengers on more than 200 routes from over 100 airports (Appendix 1). The revenue generated by UK airlines
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References: Company documents: Airports Council International: Airport Traffic Data 2000‚ Airports council International‚ Geneva 2001 Ryanair 3rd quarter results‚ 2005 Ryanair annual reports 1999-2004 easyJet annual reports 2003-2004 117 Maersk Air annual report 2004 Ryanair 1st quarter results‚ 2006
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