Case Analysis on Ryan Air

Case Study
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Ryanair, a low-cost, no-frills airline carrier operating in the European airline marketplace, experienced measurable drops in consumer patronage volumes and overall service revenues in 2004. This represented a significant change after 26 consecutive quarters of total company growth.


Thus, in 2004, the company's short-term market orientation involved segmenting by lifestyle and by income bracket in the European marketplace in order to appeal to a broader target consumer audience.
The key stakeholders in the firm include all staff members responsible for carrying out strategic objectives, the communities in which Ryanair thrives, as well as the customers who frequent Ryanair as their low-cost carrier of choice. Satisfying the stakeholder appears to be the firm's long-term mission in Europe in lieu of having no established, formalised mission or vision statement. Lack of such a mission or vision may be involved in the rationale for why Ryanair experienced sales declines in 2004, however this will be discussed in further detail in this case analysis report.
This report will highlight factors in both the internal and external business environment which are plaguing Ryanair in terms of maintaining a strategic orientation that is completely congruent with sales goals and growth initiatives. A micro- and macro-level analysis of the firm in 2004 is proposed in this report.
PEST analysis is an acronym for political, economic, social an ...
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