Analysis of Ryanair

 Analysis of Ryanair Dissertation

Analysis from the low cost air travel industry and internal analysis of Ryanair

Submitted to: Vladan Hadzic

Student ID: 20000910

Component: International Business Management and Strategy

Day: 05 August 2011


TitlePage No

Part one particular:

PESTEL Research

Porters Five Forces


Part two:

Interior Analysis of Ryanair: Strengths & Disadvantages

Value Sequence Analysis Of Ryanair

Financial Analysis Of Ryanair



A) Value sequence analysis

B) Financial proportions of Norwegian air and Easyjet

C) Ryanair acquisition of corporations and advertising mix



Ryanair founded in 85 carrying much more than 5, 000 passengers between its path Waterford Airport terminal in Ireland in europe to Greater london Gatwick during its initially year. The organization expanded by simply 1989 had 350 staff, 14 airplane and transporting more than six hundred, 000 people a year.

In 97 there were remarkable changes in the European airline industry with deregulation of Eu air transportation allowed airlines to open new routes in Europe. The European Low fares affiliation reported that low deals airlines happen to be carrying even more passengers than previously with increasingly more00 destinations in Europe going increase from 38% to 53% in European travel and leisure (elfaa. com, 2011). Ryanair took enjoy the the deregulation with paths from Birmingham Stansted to Stockholm, Oslo and Paris, france. By 2001 Ryanair launched its own travelling website and within three months received 55, 000 bookings (Ryanair. com, 2011).

The statement will concentrate on the low price industry environment by figuring out the options and threats as well as five forces from the external environment. The statement will also discover the strengths and weaknesses of Ryanair.

Part 1: Low priced Airline industry

The low expense airline industry has become the many profitable using segments available in the market with affordable prices and high load elements. This strategy have been challenged since the 1990s together with the liberalization of services enabling new entrants to contend for business (Economist. com, 2011). The low price airline industry operates all activities by reducing costs in order to gain ideal success and competitive edge. This approach includes a lot of options as well as risks. Political

Governments in the UK have the greatest tax compared to Germany which has a $1. 3bn departure taxes and Austria's similar $119m duty taxes (Independent. co. uk, 2011). The risk of people paying larger prices resulting from increased taxes for their flight tickets can decrease profits to get airlines. This can affect inexpensive airlines such as Ryanair and Easyjet as the higher fees cut revenue for the corporation for example Easyjet stated that they had lost ВЈ21m of its ВЈ153m this year (IATA. com, 2011). Acts of terrorism can also be an important threat to the airline market. Initiating additional routes is definitely an opportunity at a reduced cost airlines to other places in European countries with its developing economy and extra 15 EUROPEAN countries that joined in 2005 such as Lithuania, Poland, Slovak republic, Latvia can offer new options for new routes to increase the number of passengers(Delfmann, 2005). There has already been a danger with the ideas to sell Stansted airport terminals airport, the primary location for low budget airlines after the Competition Commission to lessen its prominence in the market. This will likely bring higher competition to low cost flight companies and profit passengers with additional low fare airlines coming from regional air-ports such as Gatwick airport and Stansted airport terminals competing more (Telegraph. company. uk/travel, 2011).


The threat of increasing oil rates caused global airlines to lose $16 billion in profits which will did rebound in 2010 with higher visitors. The danger continues with oil rates averaging $110 a barrel and predicted to further increases in the industry's fuel invoice which will go up from $10 billion to $176 billion (Bangkokpost. com, 2011). This kind of threat has also been warned by simply Willie Walsh, the chief exec of Uk Airways and Iberia who...

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Bangkokpost. com (2011) Essential oil spike to push up airline losses. [Online]. Sold at: [Accessed in: 05 Mar 2011].

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Cherunilam, F. (2007) International organization: text and cases. next Ed. New Delhi: Prentice Hall.

Delfmann, T

Easyjet. com (2011) Twelve-monthly Reports and Accounts. [Online]. Available at: [Accessed upon: 05 03 2011].

Elfaa. com (2011) Press Release: Statement shows low fares air carriers are the future of air travel in Europe.

Ftadviser. com, (2011) Arrive fly with me at night

FT. com (2011) EasyJet Plc. [Online]. Available at:[Accessed on: 03 July 2011].

FT. com (2011) Norwegian air Holdings. [Online]. Offered by:[Accessed on: 03 July 2011].

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Guardian. company. uk (2011) Airline Industry profit decline oil. [Online]. Sold at: [Accessed upon: 12 June 2011].

Mom or dad. co. uk (2010) Air travel industry requires $1. 7bn hit from volcanic lung burning ash disruption. [Online]. Offered at: [Accessed in: 05 May 2011].

Protector. co. uk (2011) Air carriers to spend predicted €1. 4bn on carbon dioxide permits in 2012. [Online]. Available at: [Accessed on: doze June 2011].

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IATA. com (2011) Airline Industry 2011 Profit Outlook Cut to $4 Billion. [Online]. Sold at: [Accessed upon: 12 June 2011].

Independent. co. uk (2011) Chief of air travel industry attacks 'tax hors-la-loi ' UK. [Online]. Available at [Accessed on: 20 June 2011].

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Morningstar. com (2011) Easy Fly Holdfings

Morningstar. com (2011) Ryan Loge. [Online]. Available at:]3]0]E0WWE$$ALL& Id=0P00007OUA& ClientFund=0& CurrencyId=GBP.[Accessed upon: 03 This summer 2011].

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Ryanair. com (2011) Investor

Ryanair. com (2011) Investor. [Online]. Offered by: [Accessed upon: 14 June 2011].

Ryanair. com (2011) [Online]. Available at: Buyer. [Accessed upon: 11 June 2011].

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Ryanair. com (2011) Whizz air beats economic downturn. [Online]. Available at: [Accessed on: 15 June 2011].

Shaw, H. (2007) Airline marketing and supervision. 6th Education. Hampshire: Ashgate Publishing Limited.

Telegraph. co. uk (2011) SkyRider: new 'saddle ' seat allows airlines to 'cram ' even more passengers

Determine 2 . 1: Porters benefit chain

Origin: (Cherunilam, 2007)



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