The internet has become very important to many businesses. Several businesses have become global thanks to the internet. The internet and information technology has revolutionised the airline industry.
For the purpose of this paper Ryanair and the Ryanair web site will be used to analyse the eight key perspectives of eCommerce. It will also analyse Ryanair business strategy, marketing strategy, future site development and conclude on same. Ryanair has 37 bases and 950+ low fare routes across 26 countries. Ryanair currently employs a team of more than 7,000 people and expects to carry approximately 66 million passengers in the current fiscal year. (Ryanair 2010)
Ryanair are well positioned, their business strategy is no frills, budget airline. They have big plans for expansion. Ryanair keep up to date with any changes that may affect them and keep a close eye on their external environment. Ryanair is Europe’s biggest lowcost airline, and one of the world’s most successful. Ryanair was established as a low-cost carrier in 1985.(Ryanair 2010) chief executive Michael O’Leary can be accredited with huge success.
Ryanair use the internet to communicate with their customers. E-business and E-market place has given Ryanair huge opportunities to increase their profitability by reducing costs. E-business has meant that Ryanair can reach their customers directly. As Internet usage increases the opportunities available for Ryanair will also increase. E-business has given Ryanair the opportunity to remove intermediaries (Travel agents) and market directly to their customers. This means that huge savings are made and these are passed on to the customer. Ryanair sells 100% of their tickets online direct to their customers (Ryanair 2010). This gives Ryanair a direct link to their customers also. Ryanair website allows users to hire low cost car hire, hotel, B&B, hostel reservation and airport transfers to name just a few services available. Ryanair have allowed their site to be used as an electronic intermediary for these car hire and hotel companies. E–business has created a huge target market for Ryanair. They have integrated e-business with their business model superbly.
E-marketing has helped Ryanair to get closer to their customers. Ryanair have built their airline business using the internet. The introduction of e-marketing in the airline industry has provided the company with many opportunities. Ryanair are a low cost airline company, it is vital that they keep reducing costs. For e.g. the company reduce costs of its paper bill by providing e-tickets to its customers. Their e-marketing strategies have also helped them to make their value chain more effective and efficient. Eight key perspectives of
Ryanair are electronic distributors they take responsibility for order fulfilment through their website.100% of all tickets are sold online. Since the 25th October 2009 all check in must be completed online. (Ryanair 2010) Ryanair booking facility allows passengers to choose cheapest travel itinerary. Customers are able to view the prices of different flights on the web site and can select the best priced according to their requirement. Ryanair is a eMall they offer many different product and services on their website e.g. hotel reservation lets the customer see all the hotels to suit their requirement and what these hotels are offering. This allows the customer to compare hotels and price. Ryanair is a generalised eMall they offer many different products and services: credit cards, car hire, hotel reservations, B&B reservation, hostel reservations, travel insurance and gift vouchers to name just a few.
Ryanair are a full cyber marketing company 100% of its flights are booked on line and check has to be carried out on line. Their website is proactive this is vital for Ryanair as all their distributions and sales are completed on their website. Their website offers live flight information Ryanair has a...