Ryan air Marketing analysis
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Table of Contents
I. Ryanair Profile ...................................................................................................................................... 3
II. External Analysis.................................................................................................................................. 5
2.1. Porter’s five forces ........................................................................................................................ 5
2.2. PESTLE Analysis ............................................................................................................................. 7
2.3. Conclusion..................................................................................................................................... 9
III. Ryanair resources and competitive position .................................................................................... 10
3.1. Evaluation of current strategy .................................................................................................... 10
3.1.1. Definition of the current strategy ........................................................................................ 10
3.1.2. Evaluation of the current strategy ....................................................................................... 11
3.2. SWOT on Ryanair resources ....................................................................................................... 18
3.3. Ryanair value chain ..................................................................................................................... 20
3.4. Competitive position of Ryanair ................................................................................................. 24
IV. Ryanair strategy: crafting and executing ......................................................................................... 26
4.1. Ryanair current strategies
Table of Contents
I. Ryanair Profile ...................................................................................................................................... 3
II. External Analysis.................................................................................................................................. 5
2.1. Porter’s five forces ........................................................................................................................ 5
2.2. PESTLE Analysis ............................................................................................................................. 7
2.3. Conclusion..................................................................................................................................... 9
III. Ryanair resources and competitive position .................................................................................... 10
3.1. Evaluation of current strategy .................................................................................................... 10
3.1.1. Definition of the current strategy ........................................................................................ 10
3.1.2. Evaluation of the current strategy ....................................................................................... 11
3.2. SWOT on Ryanair resources ....................................................................................................... 18
3.3. Ryanair value chain ..................................................................................................................... 20
3.4. Competitive position of Ryanair ................................................................................................. 24
IV. Ryanair strategy: crafting and executing ......................................................................................... 26
4.1. Ryanair current strategies
References: 3) http://solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdf. Accessed 05.02.2011 4) "The airline encyclopedia, 1909–2000.” Myron J 5) Ryanair. (2012). About U: Fleet. Retrieved February 2, 2012, from Ryanair: http://www.ryanair.com/en/about/fleet 6) Ryanair. (2011) Annual Report 20011. Retrieved February 2, 2012, from Ryanair: http://www.ryanair.com/doc/investor/2011/Annual_Report_2011_Final.pdf 7) Bloomberg Business Week (September 2, 2010). Ryanair 's O 'Leary: The Duke of Discomfort. Retrieved February 2, 2012, from: http://www.businessweek.com/magazine/content/10_37/b4194058006755.htm