How can Ryanair maintain its dominance in the European low-cost airline market? Table of Contents Introduction 4 Low Cost Airlines Market in UK 5 Macro Environment Analysis of the Industry (PESTLE) 6 The company: an Overview 10 Research Methodology 10 Research Question 10 Research Methods 11 Secondary Data Analysis 12 Competitive Analysis of Ryanair (Porter’s Five Force Analysis) 12 Current Positioning (BCG Matrix) 14 Ansoff Matrix for Current Strategies presently Adopted by the Company 16 Brand Positioning 18 Product Life Cycle Analysis of Ryanair 18 Competitive Strategy (Porter’s Generic) and Ryanair 20 Porter’s Diamond Model 21 Ansoff Matrix for Proposed Strategies 23 Market Mix 24…
Ryanair caters to the European passengers through the organisation of a large number of flight programs maintained along several routes. Current estimates show that the airlines company operates along 1100 separate flying routes connecting various European and African regions. The company specialises in the rendering of services at highly economical rates which helps in gaining attention of a large number of consumers. Further the company through the cooperation of the European airports aims at rendering additional services to the customers countering checking of baggage, rendering food and beverages to the passengers on board and other such things at concessional rates. This creates an economic advantage to the company and also helps the customers to gain a lot services at low costs. Ryanair in order to compete in the international markets counters huge investments in the paradigm of training the staffs and also in rendering large amount of checks on the quality of services rendered. The company endeavours to counter weekly checks on the operational parameters of the flight carriers and also caters to render effective training to the staffs to reduce the chances of flight accidents. Ryanair also enhances the service paradigm by focusing on the creation and enhancement of the web sphere. The company encourages large number of people to counter booking through the online sphere which enhances the brand loyalty of the concern. Ryanair’s effective marketing program helped the company to rightly analyse the needs of the European customers in chalking out effective and cost reduced services. The company also during 2004 strategized to launch a huge promotional program which rendered large number of seats to the passengers at highly reduced fares. Further the company also takes resort of large number of innovations both in the service and product category to fulfil its responsibilities towards the society and in helping the customers get the feel of productive services. The government of Europe is also pleased with the operational standards of Ryanair in that it has introduced models which are environment friendly and also in helping other sick companies to revive out of their fallen condition. Ryanair through the acquiring of large number of small and medium airline companies helped in gaining access to newer market areas. The opening up of the European economy through the liberalisation and privatisation policies helped the airlines company gain control over the European airlines industry. (Ryanair, pp.1-4). The present paper divulges to understand the strategic dimensions taken by the company to gain sustainable dominance in the European Airlines market. Low Cost Airlines Market in UK Airline industry has always been a large and significant industry with a considerable growth rate. The industry is dynamic in nature considering the fact that its trends change in accordance to the economic condition of Europe. The profitability of the airlines is strongly tied to the ...
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