Intro
Introduction
Ryanair Ltd is Irish low-cost airline company. Its headquarters is located in Dublin Airport, Ireland and it has another secondary base in London Stansted Airport. There are many reasons for the success of Ryanair but the most prominent aspects are low cost ticket prices and easy convenience to fly to most destinations in Europe. The low cost airlines are highly competitive market. Furthermore, Ryanair is one of the market leaders and most profitability in this market sector. It has gained a huge market share because of them build up a long-term relationship with customers through exceeding in customer service and satisfaction. Ryanair’s aims are to become the market leader of low-cost airlines, to attract new potential customers from smaller and bigger airlines and to sustain its low cost policy and value.
In this report, it aims to identify Ryanair’s positions and its competitive advantages within the market. And suggest a scenario planning to face the future external environment to let Ryanair can maintain their positions and success in future.
Analysis of the external macro-environment
PESTEL Framework
(Refer Appendix 1)
Political Factors
The political aspect has represented a considerable advantage for Ryanair, since the European Union (EU) is a completely political stability, so Ryanair does not encounter problems with governmental instability in Europe as a concern regarding passenger volumes or flight destinations. And then the EU integration has allowed the carrier to expand its activities and routes. The expansion of EU provided a large potential market for Ryanair to expand in. For example, the French Government support for national carriers to build up the new routes at different airports.
On the other hand, Political and legal actions can have a decisive influence on Ryanair’s profitability. For example, the Irish government has made new solutions on security measures & restrictions at airports. This could cost
Ryanair Ltd is Irish low-cost airline company. Its headquarters is located in Dublin Airport, Ireland and it has another secondary base in London Stansted Airport. There are many reasons for the success of Ryanair but the most prominent aspects are low cost ticket prices and easy convenience to fly to most destinations in Europe. The low cost airlines are highly competitive market. Furthermore, Ryanair is one of the market leaders and most profitability in this market sector. It has gained a huge market share because of them build up a long-term relationship with customers through exceeding in customer service and satisfaction. Ryanair’s aims are to become the market leader of low-cost airlines, to attract new potential customers from smaller and bigger airlines and to sustain its low cost policy and value.
In this report, it aims to identify Ryanair’s positions and its competitive advantages within the market. And suggest a scenario planning to face the future external environment to let Ryanair can maintain their positions and success in future.
Analysis of the external macro-environment
PESTEL Framework
(Refer Appendix 1)
Political Factors
The political aspect has represented a considerable advantage for Ryanair, since the European Union (EU) is a completely political stability, so Ryanair does not encounter problems with governmental instability in Europe as a concern regarding passenger volumes or flight destinations. And then the EU integration has allowed the carrier to expand its activities and routes. The expansion of EU provided a large potential market for Ryanair to expand in. For example, the French Government support for national carriers to build up the new routes at different airports.
On the other hand, Political and legal actions can have a decisive influence on Ryanair’s profitability. For example, the Irish government has made new solutions on security measures & restrictions at airports. This could cost