Ryanair Leadership Strategy Report
Leading in a Complex World
Strategy Report
Strategic Recommendations (one page)
Ryanair has been one of the Britain’s best low cost airlines for around 25 years since being established in 1985 by the Ryan family. Ryanair have always aimed to show their customers their statistics and monthly reports;
“Ryanair believe that any worthwhile passenger service commitment must involve a commitment on both pricing and punctuality, that 's why Ryanair is committed to publishing Customer Service Statistics each month and these confirm that Ryanair is No. 1 for Customer Service with unbeatable prices and punctuality. [ (Ryanair, About us, 2010) ]
Although according to the figures Ryanair is the “World’s favourite” low cost airline, in the minds of their customers this is not always the case.
Many customers complain about the hidden charges and extra costs. Once you select your flight there may be charges such as taxes and online check in, that can add up to an extra £30 on to your flight price. Then you pay extra if you want luggage in the hold and then a £5 credit card fee per flight. If Ryanair stated these charges before you are ready to pay, then customers have no reason to complain about these charges. This could improve their image, showing that their website is customer friendly.
Ryanair have always been in the public eye for their advertising. Michael O’Leary seems to believe that any publicity is good publicity. Some of their advertising techniques can provide a negative impact for the company by offending people and providing the press the “ammo” to target the company. Ryanair could adapt a more traditional approach to advertising by not using any misleading or provocative images on their campaigns.
One of the most effective ways for Ryanair to generate new income is to develop more bases and travel to new destinations. Travelling to new destinations can provide new jobs and provide entry to new markets out with the EU and help the
Strategy Report
Strategic Recommendations (one page)
Ryanair has been one of the Britain’s best low cost airlines for around 25 years since being established in 1985 by the Ryan family. Ryanair have always aimed to show their customers their statistics and monthly reports;
“Ryanair believe that any worthwhile passenger service commitment must involve a commitment on both pricing and punctuality, that 's why Ryanair is committed to publishing Customer Service Statistics each month and these confirm that Ryanair is No. 1 for Customer Service with unbeatable prices and punctuality. [ (Ryanair, About us, 2010) ]
Although according to the figures Ryanair is the “World’s favourite” low cost airline, in the minds of their customers this is not always the case.
Many customers complain about the hidden charges and extra costs. Once you select your flight there may be charges such as taxes and online check in, that can add up to an extra £30 on to your flight price. Then you pay extra if you want luggage in the hold and then a £5 credit card fee per flight. If Ryanair stated these charges before you are ready to pay, then customers have no reason to complain about these charges. This could improve their image, showing that their website is customer friendly.
Ryanair have always been in the public eye for their advertising. Michael O’Leary seems to believe that any publicity is good publicity. Some of their advertising techniques can provide a negative impact for the company by offending people and providing the press the “ammo” to target the company. Ryanair could adapt a more traditional approach to advertising by not using any misleading or provocative images on their campaigns.
One of the most effective ways for Ryanair to generate new income is to develop more bases and travel to new destinations. Travelling to new destinations can provide new jobs and provide entry to new markets out with the EU and help the
References: Boarding Pass, Ryanair. (2010, March 14). Boarding Pass. London. Economist, T. (2007, August 23). Aviation, cut-rate and cut-throat. Retrieved March 1, 2010, from The Economist: http://www.economist.com/culture/displaystory.cfm?story_id=9681074 Gowrisankaran, G IATA. (2010). Aviation Charges . Retrieved March 3, 2010, from International Air Transport Association: http://www.iata.org/whatwedo/airport-ans/charges/airport-atc-charges.htm Minot, L O 'Leary, M. (2010, Febuary 1). 3rd Quarter Results 2010. Retrieved March 9, 2010, from Ryanair: http://www.ryanair.com/doc/investor/2010/q3_2010_doc.pdf Ryanair Ryanair. (2006, September). Europes Greenest Airline. Retrieved March 1, 2010, from Ryanair: http://www.ryanair.com/en/about/ryanair-and-the-environment Ryanair Holdings, PLC Ryanair. (2009, September). Ryanair - Europes Greenest Airline. Retrieved December 11, 2009, from Ryanair: http://www.ryanair.com/en/about/ryanair-and-the-environment Sabena, & Thornton, N