Executive Summary This paper seeks to explore the marketing techniques utilised by the low cost airline‚ Ryanair. Specific analysis of its target market will identify that whilst its cost leadership strategy is hugely successful in its appeal to the mass market‚ closer analysis of the increasing ‘budget business traveller’ segment reveal opportunities for further industry growth poignantly amidst the current economic climate. Analysis of Ryanair’s market position as ‘Europe’s largest airline
Premium Marketing Strategic management
Assignment Ryanair Case 1-What is your assessment of Ryanair’s launch strategy? - Will it be successful? Or is it fatally flawed? Why? - Does Ryanair’s strategy give it a competitive advantage over the rivals? 2- How do you expect Aer Lingus and British Airways to respond? Why? - Focus on competitor analyses of Aer Lingus and British Airways. What does Aer Lingus want to achieve? What does British Airways want to achieve? - What are the reasons to expect vigorous retaliation from Aer Lingus
Premium Aer Lingus
Dogfight over Europe: Ryanair What is your assessment of Ryanair’s launch strategy? Ryanair’s strategy to launch airline with single fare no restriction ticket at price less than half of other players would certainly get it the market share quickly. However‚ the success of this strategy would require Ryanair to manage the expenses and keep costs low. Ryanair has decided to offer full service (meals and amenities) while offering lower price. This would definitely put strain on the costs
Premium Aer Lingus Marketing Ryanair
Ryanair is considered to be the largest low fares airline in Europe. They have over 800 low fare routes across 26 different countries‚ so this gives you an indication as to the scale of this employer. Despite being a low budget airline‚ they are anything but budgeted when it comes to their staff. With real incentives and genuine opportunities for career progression‚ staff at Ryanair are valued for the hard work they do in helping to run one of the most successful budget airlines in the world. With
Premium Airline Low-cost carrier Southwest Airlines
INTRODUCTION This critical review of the article of Briner‚ B and Conway‚ N (2006) "Protecting the psychological contract" will briefly consider the problem formulation‚ the place of the theory‚ methodology‚ Standard of analysis and presentation. The writers show that an employment contract is vital in the relationship between the employee and the organisation. That a psychological contract is as equally important but is less well known. They further highlight that the psychological contract
Premium Employment Management Contract
Porter’s 5 Forces Before the idea of Ryanair or indeed any low cost carrier was even devised the European airways industry was‚ as already illustrated‚ highly regulated. Therefore post 1992 and deregulation‚ great changes came about. By identifying with Porter’s “five forces‚” one is able to ascertain what this meant for Ryanair within the European air transport market. These five factors are threat of entry‚ competitive rivalry‚ bargaining power of suppliers‚ bargaining power of buyers and the
Premium Airline Low-cost carrier Southwest Airlines
................................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
Premium Airline Southwest Airlines Low-cost carrier
of the five forces Model 8.Porter in the airline industry/Ryanair Introduction The model of the Five Competitive Forces was developed by Michael Porter in his book Competitive Strategy: "Techniques for Analyzing Industries and Competitors" in 1980. Since that time it has become an important instrument for analyzing an organisations industry structure in the strategic processes. Porter’s model is based on the idea that a business strategy should meet the opportunities and threats in the organisations
Premium Strategic management Porter five forces analysis Management
Airline industry‚ this is the most important force today‚ especially since the market is completely saturated. First Mover Advantage Ryanair were among the first movers because many copycat’ airlines have tried to follow suit. There are only two pan-European low cost operators where first mover advantage and scale and cost efficiencies gave the two largest players‚ Ryanair and Easyjet‚ a significant advantage. Since deregulation‚ of the 80 low cost operators that had begun operations‚ 60 had gone bankrupt
Premium Ryanair Airline Low-cost carrier
Ryanair and Virgin Atlantic Both of them are recent creations in airline transport business‚ they started life in competition with major national flag carrier airlines and grew to be major challengers to these established companies. Virgin Atlantic’s air transport business originated in the long-haul‚ mainly transatlantic market which might be highly profitable but is also extremely competitive. It attracts passengers by offering a superior experience and is firmly positioned at the quality
Premium London Gatwick Airport Low-cost carrier Organization