Ryanair. SWOT Analysis of the Leading Low Fare Airline

Term Paper (Advanced seminar) , 2016 , 17 Pages , Grade: 2,7

Business economics - Business Management, Corporate Governance

Ryanair is Europe’s leading low cost airline and offers the lowest fares on the airline market. But the question is how the small Irish company can count 103,000,000 international passengers in the fiscal year 2015, only 30 years after having been established. Why does Ryanair have a high recognition value for its brand, despite doing the advertising in-house and distributing only by using online channels? What is more, Ryanair does not offer customer loyalty programs, they do not have free drinks or food on-board; they even do not need external cleansing power for their fleet. And why no other low cost airline, like Easyjet or Lufthansa’s subsidiary Germanwings, overtook Ryanair’s competitive advantage to set the prices on the market?

Actually they tried, but it still not working. What is so unique about the Irish Airline and how successful they compete with the airlines until today, will be demonstrated further in this assignment using the SWOT analysis.

Table of Contents

Method

Ryanair
The Company and the Market of Low Cost Carriers
Ryanair’s Mission & Vision

External Analysis of Ryanair
Macro-Environment Analysis: PEST
Political/Legal/Ethical
Economic
Sociocultural/Demographic
Technological
Industry Analysis
Competitive Advantage
Porter’s Five Forces

Internal Analysis of Ryanair

SWOT Analysis & Results

Recommendations

• Course: Strategic Management
• Grade: 2,7
• Author: Irina Düsseldorf (Author)
• Publication Year: 2016
• Pages: 17
• Catalog Number: V350013
• ISBN (eBook): 9783668370234
• ISBN (Book): 9783668370241
• Language: English
• Tags: ryanair, swot, analysis, leading, fare, airline