A close analysis of other companies that have survive during harsh market periods will help point out possible opportunities that Ryanair mas use to escape the looming threat. The research will end with workable recommendations that will provide strategies for Ryanair to survive within the market.
In the 21st century business environment, companies have to stay on the alert in terms of aligning their business strategy with the ever-changing business environment. Particularly, the international airlines market has become sensitive with rapid changes in the economic structure, increase in competition and government regulation (Cento, 2009). Ryanair, one of the low-cost international airline operators in Europe, has faced a number of challenges while operating in the dynamic market. The purpose of this essay is to make an analysis of the competitive ability of the company, point out specific problems and develop strategic adaptations for the company.
Marketing analysis is concerned with the ability of a company within a specific industry to position itself as a top service provider. Hubbard, Rice, & Beamish (2008, p.69) defined industry as, a group of organizations or business units producing close substitutes. “Market” is a word which use very closely to “Industry.” Perhaps the most frequent word use as a substitute to “industry.” However, “market” defined as a group of consumers with similar needs. (Hubbard, Rice, & Beamish, 2008, p. 97). Evidently, each organization has operates within a particular industry and has a specific target market. Within an industry, organizations compete as a way of appealing to their target customer to purchase their service and products. On the other hand, the customers choose organizations that best suit their needs and purchase from organizations that best satisfy their tastes and ...Show more