Ryanairs Marketing Environment and Strategy Essays -- Business Manage

Ryanairs Marketing Environment and Strategy1 INTRODUTIONThe aim of this promulgate is to carry out a investigation of Ryanairsexternal environsand a strategic psycho analysis of Ryanair, to identify opportunities andthreats it big businessman face, and its strategic capability, to confiscate keystrengths and any weaknesses that need dealing with. Finally, a SWOTanalysis pass on be carried out to assess the extent to which Ryanairsstrategies ar suitable to what is happening in its task environment.Ryanair is Europes largest low-fares, no-frills(prenominal) short-haul carrier.The organisation was founded in 1985 as a conventional airline preciselyre-launched itself in 1990/1991 as a low-cost carrier, replicatingAmerican Southwest Airlines crinkle model. Since then Ryanair hasgrown substantially and successfully. The company currently has 146routes to 84 destinations in 16 countries, and carries more than 15million customers annually. Ryanair aims to be Europes largestairline i n 8 years (www.ryanair.com).2 ANALYSIS OF THE international ENVIRONMENT--------------------------------------This is a crucial incite of a strategic analysis because organisationsdo not exist in a vacuum, they are part of a complex world and manyfactors can influence operations, beneficially and unfavourably.However, these can be difficult to compreh set aside due to their complexity,diversity and nimble changing nature. Necessarily a number of techniqueshave been developed to serve the process and to contribute toanswering the key managerial questionof what opportunities andthreats might arise in the future (Johnson & Scholes 2002).2.1 PESTEL analysisThis identifies the main micro-environmental influences by classifyingthem into 6 groups Political, Economical, Socio-cultural,Technological, Environmental and Legal. By applying this framework toRyanair it is possible to summarise the key forces in the generalenvironment to present opportunities and threats to the organisation.Po litical= on May 1, 2003, it will mark one of the most important days in new European history, the continent will see the biggest expansionof EU to meshing when ten states become new members. For Ryanair newmarkets will open which suits its egression plans.= Stansted drome, owned by BAA, is one of the most rapidly growingairports in Europe (www.baa.co.uk/... ...) Low-cost airlines likely to resist higher fees tofinance Stanstead, The financial clockDone, K. (19/12/03) Stanstead outlines pounds 2bn scheme to doublecapacity, The pecuniary TimesDone, K. (20/12/03) Challenge to airports operators monopoly remainseven with its friends in high places, The Financial TimesDone, K. (29/01/04) Ryanairs dream run comes to an end, TheFinancial TimesFelsted, A. (04/11/03) Can Michael OLeary sustain Ryanairs low-costsuccess?, The Financial TimesGow, D. (16/02/04)Ryanair plans zero frills and fares, The GuardianHotten, R. (13/03/04) essential deal has impact on bmi, The TimesInsley, J. (18/ 01/04) Happy New category for second homes, The ObserverInsley, J. (08/02/04) You can make it if you try, The ObserverNewman, C. (03/12/03) Travellers face big rise in air passenger bill, The Financial TimesPratley, N. (05/02/04) Clipped Wings, The GuardianTait, N. (03/12/03) Ryanair in court over wheelchair fee, TheFinancial TimesTran, M. (03/02/04) Ryanairs airport subsidies, The GuardianWright, R. (01/12/03) BA threat to sue if Stanstead gets runway, TheFinancial Times