Ryanairs Marketing Environment and Strategy Essays -- Business Manage

Ryanairs Marketing Environment and Strategy1 INTRODUTIONThe make of this report is to carry out a investigation of Ryanairs outside environmentand a strategical analysis of Ryanair, to identify opportunities andthreats it might face, and its strategic capability, to isolate placestrengths and any weaknesses that need dealing with. Finally, a jamanalysis will be carried out to assess the extent to which Ryanairsstrategies argon suitable to what is happening in its task environment.Ryanair is atomic number 63s largest low-fares, no-frills short-haul carrier.The organisation was founded in 1985 as a conventional flight path butre-launched itself in 1990/1991 as a low-cost carrier, replicatingAmerican south-west Airlines business model. Since then Ryanair hasgrown substantially and successfully. The company currently has 146routes to 84 destinations in 16 countries, and carries more than 15million customers annually. Ryanair aims to be Europes largestairline in 8 years (www.ryanair .com).2 compendium OF THE EXTERNAL ENVIRONMENT--------------------------------------This is a crucial part of a strategic analysis because organisationsdo not exist in a vacuum, they are part of a complex world and manyfactors can influence operations, beneficially and unfavourably.However, these can be difficult to comprehend due to their complexity, innovation and fast changing nature. Necessarily a number of techniqueshave been certain to facilitate the process and to contribute toanswering the key managerial passof what opportunities andthreats might arise in the future (Johnson & Scholes 2002).2.1 PESTEL analysisThis identifies the main micro-environmental influences by classifyingthem into six groups Political, Economical, Socio-cultural,Technological, Environmental and Legal. By applying this framework toRyanair it is possible to summarise the key forces in the generalenvironment to present opportunities and threats to the organisation.Political= on whitethorn 1, 2003, it will mark one of the most important days inrecent European history, the continent will see the biggest expansionof EU to date when ten states become new members. For Ryanair newmarkets will sensory(a) which suits its growth plans.= Stansted airport, owned by BAA, is one of the most rapidly outgrowthairports in Europe (www.baa.co.uk/... ...) Low-cost airlines likely to resist higher fees tofinance Stanstead, The pecuniary TimesDone, K. (19/12/03) Stanstead outlines pounds 2bn scheme to doublecapacity, The Financial TimesDone, K. (20/12/03) Challenge to airports operators monopoly remains hitherto with its friends in high places, The Financial TimesDone, K. (29/01/04) Ryanairs dream effort comes to an end, TheFinancial TimesFelsted, A. (04/11/03) Can Michael OLeary hold water Ryanairs low-costsuccess?, The Financial TimesGow, D. (16/02/04)Ryanair plans zero frills and fares, The defenderHotten, R. (13/03/04) No-frills deal has impact on bmi, The TimesInsley, J. (18/01/04) Happ y impudent Year for second homes, The perceiverInsley, J. (08/02/04) You can make it if you try, The ObserverNewman, C. (03/12/03) Travellers face big rise in air passengerlevy, The Financial TimesPratley, N. (05/02/04) Clipped Wings, The GuardianTait, N. (03/12/03) Ryanair in court over wheelchair fee, TheFinancial TimesTran, M. (03/02/04) Ryanairs airport subsidies, The GuardianWright, R. (01/12/03) BA threat to sue if Stanstead gets raceway, TheFinancial Times