Is The Ryanair An Irreplaceable Airline Commerce Essay

Ryanair, love it or detest it, you merely ca n’t disregard it! The budget bearer is now one of the biggest air hoses in Europe with a 67 million client base who are “ plane-mad, luggage visible radiation and crouched over the computing machine ready to swoop on the latest damn-near-free offers ” ( BBC, 2009 ) . The company ‘s success has been achieved through benchmarking, and mostly replicating, Southwest Airlines ‘no frills ‘ concern theoretical account to obtain European market laterality.

This study will analyze internal and external factors impacting Ryanair ‘s strategic capableness, with peculiar focal point on the effectivity of its ‘no frills ‘ concern scheme. Assorted strategic theoretical accounts will be used to analyze Ryanair ‘s competitory advantage and its hereafter mentality within the LCC industry.

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External Environment

PESTEL Analysis

Model: Pestel Analysis

PESTEL analysis is used to understand the chances and menaces that an organisation faces in its external environment. The PESTEL Factors are Political, economic, socio-cultural, technological, environmental and legal. “ Directors need to understand the cardinal drivers of alteration and besides the differential impact of these external influences and drivers on peculiar industries, markets and single organisations, ” ( Johnson, Scholes and Whittington, 2008 ) .


Even though the European Union ( EU ) standardises many concern ordinances and Torahs, non all EU states have indistinguishable revenue enhancements, or even the same degrees of political stableness – this can impact Ryanair ‘s operations and their bottom line ( Newcomer and Norsworthy, 2008 ) . Conflicts like the Iraq war and the eruption of diseases such as Swine grippe can impede travel programs, adversely impacting the whole air power industry.


Exchange rate fluctuations, the sum of disposable income available to travelers, and alterations in involvement rates and degrees of unemployment are all factors which straight impact Ryanair. The current economic crisis has apparently had a positive impact, with many travelers exchanging to low cost air hoses. However, fluctuations in planetary oil monetary values have affected Ryanair ‘s operating costs well.


Roth and Ricks ( 1994 in Mintzberg, Ahlstrand and Lampel, 1998 ) ‘point out how national civilizations influence the manner the environment is interpreted, making different strategic responses by the same company in different states ‘ .

The 9/11 terrorist onslaughts prompted a displacement towards LCC, with mainstream bearers and flag bearers aversely affected, this benefitted Ryanair with increased gross revenues. Many riders prefer to go every bit cheaply as possible and are attracted by gross revenues publicities and on-line price reductions offered by budget air hoses. Furthermore, tourists tend to pass less on travel and more on other vacation costs, which they perceive more valuable.

Technological Factors:

Installations of noise-reducing ‘hushkits ‘ were made compulsory by the EU. The increased weight due to installing has lead to higher degrees of fuel ingestion, motivating moves toward more fuel-efficient aircrafts. After the 9/11 onslaughts, the security-check engineerings at airdromes were upgraded, ensuing in added costs. On one manus the cyberspace has limited some going – particularly for concern meetings, which can now be done by utilizing teleconference tools. However, it has allowed Ryanair to make its web site which has proved a great beginning of gross through direct gross revenues.

Environmental Factors:

Post 9/11 many riders started taking other signifiers of conveyance. This caused force per unit area on assorted air hose companies but worked good for Ryanair as in difficult times people seek less expensive travel options. In response to climate concerns, the EU imposed a ‘climate protection charge ‘ on aircraft taking off and set downing in the EU. This charge has the possible to duplicate LCC airfares. Furthermore, increasing concerns about C emanations has led to assorted stairss like taxing air power fuel and emanations trading strategies, which could be up to a‚¬9 per ticket.

Legal Factors:

Legal factors such as EU Non-Discrimination Legislation have prevented airdromes from offering differential trades to air hoses. In February 2004, EU Commission ruled that the air hose had been having illegal subsidies for its base airdrome at Charleroi Airport. Subsequently other trades with public airdromes came under examination. Besides no province subsidies could be given to air hoses, which Ryanair had been having since 2000 when it established a base at Charleroi. In 2005, new regulations for compensation to the riders who face any incommodiousness came into consequence. Furthermore, abolition of the intra-EU responsibility free gross revenues by EU statute law resulted in a direct loss of gross. This besides means that flight attenders will now gain less as they will lose about tierce of their compensation from committees on the sale of duty-free goods and drinks.

Porter ‘s ( 1998 ) Five Forces Model

The five force ‘s theoretical account will measure the attraction of European air power ; supplying an analysis of Ryanair ‘s strategic capablenesss by foregrounding industry interaction, kineticss and economic places ( 10s Have et Al, 2003 ) .

Beginning: Porters Five Factor Model

Potential Entrants:

The degree of menace posed by new challengers come ining the industry is assessed by the figure and grade of barriers to entry ( Johnson, Scholes and Whittington, 2008 ) . Industry deregulating by the EU in the 1990 ‘s decreased legal hurdlings for entrants, nevertheless, Ryanair ‘s market laterality and ‘no-frills ‘ concern theoretical account has enabled it to accomplish economic systems of graduated table which addition barriers to entry ( O’Higgins, 2004 ) . High investing demands ( e.g. airdrome handiness and fuel ) coupled with Ryanair ‘s high volume and service turnover, causes troubles for entryway in fiting airfares, lasting revenge and interrupting into the industry ( Johnson, Scholes and Whittington, 2008 ) . This was evidenced by Ryanair ‘s effectivity in underselling the menus of the air hose Go, to forestall the constitution of a serious rival at Dublin Airport ( O’Higgins, 2004 ) .


Substitutes compete for Ryanair ‘s clients by supplying a similar service through different procedures. Key substitutes include alternate signifiers of transit such as trains and cars. Ryanair has reduced this menace by keeping an attractive price/performance ratio whereby its services are more cost effectual or an betterment over options ( Johnson, Scholes and Whittington, 2008 ) . Ryanair achieves this by concentrating on cardinal service issues whilst invariably offering lower menus, therefore supplying inexpensive and speedy conveyance. However, Ryanair has struggled to vie with replacements in certain European markets, particularly where province subsidised high-velocity rail exists or going by auto is more suited for making vacation finishs ( O’Higgins, 2004 ) .


The bargaining power of purchasers can impact upon Ryanair ‘s ability to keep net income borders. While the industry has successfully reduced the committee rates paid to go agents ( as purchasers ) , this force remains a powerful competitory factor ( O’Higgins, 2004 ) . Online ticket buying provides consumers with a immense database of rival and replacement offerings, therefore take downing the cost of exchanging between air hoses ( Johnson, Scholes and Whittington, 2008 ) . Ryanair ‘s scheme of cut downing menus empowers purchasers, enabling them to squash air hose borders by coercing challengers to stay competitory.


This force highlights the bargaining place of providers as those who provide the air power industry with the necessary stuffs and equipment to run. To counter this force, Ryanair operates a unvarying fleet guaranting favorable supply and care footings ( O’Higgins, 2004 ) . Furthermore, Ryanair limits the cost and exposure of labour supply by undertaking 3rd party service suppliers through competitory long-run contracts ( O’Higgins, 2004 ) . Finally, Ryanair controls airport supply costs by choosing for regional, over expensive chief, airdromes ( O’Higgins, 2004 ) . However, this place is at hazard as regional airdromes are pulling rivals, increasing their bargaining power when rates are renegotiated ( O’Higgins, 2007 ) . Ryanair are peculiarly exposed to oil monetary value fluctuations as its low cost concern theoretical account restricts its ability to go through excess costs to riders ( O’Higgins, 2007 ) .


At the theoretical accounts centre, rival analysis focuses on equal companies straight viing for clients. The industry is intensely competitory ; in footings of European rider market portion Ryanair holds 29.90 % , whilst Easyjet and Air Berlin, hold 25.90 % and 11.80 % severally ( O’Higgins, 2007 ) . The high fixed costs in air power ( such as aircraft, airdrome rates and fuel costs ) have led Ryanair to incite a figure of monetary value wars in its chase to cut down airfares and increase traveller volumes ( Johnson, Scholes and Whittington, 2008 ) . This intense competition lowers net income borders, exciting industry shake-out and has played a portion in over 50 air hoses traveling insolvent or being taken-over ( O’Higgins, 2007 ) .

Strategic capablenesss and competitory advantage:

Resources, capablenesss and nucleus competences are the features that make up the foundation of competitory advantage. Resources are the beginning of capablenesss which are in bend the beginning of nucleus competences ( Hitt, Ireland, & A ; Hoskisson, 2005 ) . The threshold and alone resources and competencies of Ryanair have been assessed below.

Physical Resources:

Physical Assetss

a‚¬3.6 Billion long lived assets which are largely aircrafts

Single aircraft type

Boeing 737 – 800






Aircrafts were owned instead than leased ( O’Higgins, 2004 ) , nevertheless in the long term Ryanair plans to rent a 3rd of its fleet.


Boeing 737 merely

Other Physical Assetss

Hangar and Buildings, works and equipment, fixtures and adjustments and motor vehicles.

Ryanair owns its aircrafts, leting care costs to be considered as capital instead than variable costs ( O’Higgins, 2004 ) . They merely use Boeing 737 to cut down costs, utilizing older to the full depreciated aircrafts to profit from low depreciation costs. In 2005 Ryanair secured a 40 % price reduction on new, fuel efficient aircraft with lower depreciation costs by using their long-run relationship with Boeing ( Harrison, 2005 ) . Whereas, rivals like Easyjet operate assorted fleets, incurring excess costs.


A unvarying fleet allows for decreased preparation costs for pilots, care applied scientists and mechanics. Aircrafts and parts are easy to keep as 737 ‘s are the most widely flown commercial aircraft ( Ryanair, 2009 ) .

Fiscal Resources:

Market Capital ( 2009 )

?4,704.26 million

Operating Net income ( 2009 ) :

92.63 ?m

Net income after revenue enhancement ( 2008 )

390.71 ( 71.79 % more than nearest rival Easyjet ) .

Net income after revenue enhancement ( 2009 )

-169.2 ?m

Net income Margin ( 2008 )

15.6 % more than nearest rival in the same Industry

Operating Gross


( London Stock Exchange, 2010 )

The lessening in net income in 2009 is attributed to Ryanair absorbing higher oil monetary values due to its refusal to go through the cost on to its clients. Additionally the strength of the Dollar over the Euro and an impairment charge on the rejection of Ryanair ‘s attempted purchase of Aer Lingus contributed to 2009 figures. However, in old old ages, Ryanair has maintained higher net income rates compared to its equals in the industry.

Human Resources:

Whilst Ryanair has 6,616 employees ( Ryanair 2009b ) , CEO Michael O’Leary, the designer and driving force behind their concern scheme, is their “ competency that is genuinely typical ” ( Teece, Pisano & A ; Shuen, 1997 )

CORE Competence:

Ryanair uses employment bureaus to engage extra staff on for short term demands ( Ryanair, 2009 ) . This outsourcing bounds exposure to employee dealingss duties and possible differences ( O’Higgins, 2004 ) . Pay is related to public presentation and cabin crews are paid committees on the footing of gross revenues made. Ryanair refuses to acknowledge trade brotherhoods, once more cut downing the range for differences.

Intangible Resources

Landing Rights:

Ryanair looks to avoid slot-controlled airdromes, nevertheless airports in Edinburgh and Reus, which became Ryanair bases in 2008 require slot allotments. The purchase of Buzz air hose in 2003 increased Ryanair ‘s slot allotment at Stansted Airport to 49.5 % . The European Commission ‘s secondary trading of airport slots between air hoses allows Ryanair more flexibleness, making more slots which will profit Ryanair at its Stansted base.

Trade name:

Ryanair ‘s logo and the mottos “ The Low Fares Website ” and “ Ryanair The Low Fares Airline ” have created an image in the head of the consumers.

Capabilities for Sustainable Competitive Advantage:


Ryanair ‘s value proposition is supplying low menus for cost witting clients, with monetary values get downing from two pence. ( BBC, 2009 ) Further, Ryanair has achieved better promptness, fewer lost bags, and fewer cancellations than its equal group in Europe.


Ryanair provides point-to-point travel to avoid rider theodolite aid costs, runing from low cost secondary airdromes with good conveyance links. These provide ‘higher rates of on-time goings, faster turnarounds and lower handling costs ‘ . ( Ryanair, 2009, p. 49 )


Ryanair can be considered as non-robust because a current degree of dependance on CEO Michael O’Leary ‘s leading and negotiating accomplishments is undeniable. However, rivals have struggled to accomplish similar degrees of success when copying the ‘no-frills ‘ scheme.


Ryanair ‘s mean menu of a‚¬40 is unmatched, ( Ryanair, 2009 ) due to its place as the market leader it can apparently accomplish unsurmountable economic systems of graduated table. This is evidenced in particular offer ‘free menus ‘ .

Dynamic Capabilities:

Ryanair ‘s growing is traced below in air hose traffic:

( Ryanair,2009 )

Despite the growing in client Numberss in 2009 and Ryanair ‘s place as the largest LCC ( in footings of rider Numberss ) , Ryanair ‘s profitableness decreased in 2009. Their no fuel surcharge policy shows an country of possible concern. The cost fluctuations as pointed out in the 2009 one-year study associating to fuel monetary values, dollar value, and possible markets for airdrome slots have caused Ryanair to lose more slots to its rivals. While, Ryanair ‘s ability to drive a difficult deal has led the company this far, losing the trade with Boeing ( Kollewe, 2009 ) and its inability to convert Aer Lingus to sell indicates the possibility of future troubles.

Internal Environmental analysis

Value Chain Analysis

A value concatenation ( VC ) is a concatenation of activities carried out within the boundary of a house. Merchandises pass through all activities of the concatenation and at each activity the merchandise additions value. VC analysis illustrates how assorted activities, capablenesss and resources fit together to give competitory advantage ( Johnson, Scholes and Whittington, 2008 ) . The VC breaks down the whole production procedure to demo the part made by each portion which consequence in foregrounding jobs such as high cost or inefficient countries. Competitive advantage can be achieved either through low-priced leading or through distinction ( Thompson and Strickland, 1998 ) .

It is clear that Ryanair ‘s scheme is to achieve competitory advantage through low cost leading.

Firm Infrastructure

Scheme of Low-cost Leadership: Centralized cost controls.

Management, planning, accounting and finance focal point on take downing cost in legion ways. Wining the international award for ‘Best Managed Airline ‘ every bit good as a figure of awards received by CEO Michael O’Leary are testimonies to their excellence in direction and planning based on low-priced theoretical account. Concentrating on short-haul paths has enabled Ryanair to keep centrality in swift care.

Human Resources Management

Scheme of Low-cost Leadership: Intensive preparation emphasises cost economy and encourages employees to look for new ways to better methods.

The policy of fleet commonalty keeps the cost of staff preparation and aircraft preparation every bit low as possible. The debut of orienting rolls has maximized individualised aircraft use but increased clip off for crew members ; enabling Ryanair to follow with EU ordinances whilst minimising costs. New aircrafts with larger place capacity minimised the ratio of crew per place. Michael O’Leary is considered as an inspirational leader and Ryanair ‘s cardinal human resource.

Technology Development

Scheme of Low-cost Leadership: Economies of graduated table, R & A ; D and technological development are important.

The use of engineering related to net based check-in reduces the cost of look intoing staff and airdrome installations. The usage of a newer fuel efficient fleet is a consequence of maintaining checks on R & A ; D sing fuel efficiencies and latest engineerings.


Scheme of Low-cost Leadership: Economies of graduated table in workss: experience effects.

New aircrafts besides minimize care cost. The ‘Winglet alteration programme ‘ resulted in accomplishing better aircraft public presentation and decrease of fleet fuel ingestion. Charging for check-in bags has encouraged clients to go with fewer check-in bags once more cut downing costs. Whilst, taking secondary and regional airdromes to avoid engorged chief airdromes represents another major economy.

Outbound Logisticss

Scheme of Low-cost Leadership: Majority or big order cargo.

The use of web based check-in minimises the cost of check-in staff and airdrome installations. Bulk purchases are made when possible.

Marketing & A ; Gross saless

Scheme of Low-cost Leadership: Mass selling, mass distribution: national and international runs.

Low cost pricing model – Most developed path system with frequent goings on many paths and sensible promptness at a relatively lower monetary value. Ryanair uses cagey advertisement runs and promotion stunts to tribunal promotion and even contention.

Airline ‘s Generic Scheme:

In order to analyze the competitory scheme of Ryanair we will see Bowmen ‘s Strategy Clock Model.

Scheme Clock

To get down with Ryanair was a traditional full-fare air hose company. But in the early 90s hapless fiscal public presentation prompted restructuring towards a ‘no-frills ‘ theoretical account. Ryanair is now ranked as one of the most profitable planetary air hoses ( Johnson, Scholes and Whittington, 2008 ) . To be successful Ryanair has purely controlled operational costs. It made the strategic determination to concentrate on bring forthing a high frequence of travelers, waiving lading bringing services, cut downing turnaround times. Furthermore, it contracted out services such as aircraft handling, fining etc to obtain competitory one-year rates. To relieve the hazard of short term fuel monetary value addition, the company hedged approximately 70 to ninety per centum of the forecasted one-year ingestion. Last, it besides reduced its in-flight services such as free repast, drinks and even ice, and concentrated on selling more accessory services such as internet entree. In drumhead, Ryanair provides frequent low menu flights ; fulfilling the basic demand of its nucleus client base. Harmonizing to the Strategy clock theoretical account, the no-frills sector aims at a narrow mark country but Ryanair has aimed at a broad market, assisting to alter the position of industry analysts and other companies who have now adopted elements of its theoretical account to be successful in the air power industry.

Restriction of ‘No-Frills ‘ Sector:

First, it might be inconvenient for certain riders to utilize secondary airdromes, potentially taking to losingss in market portion. Second, to keep lower operational costs, Ryanair is perceived to hold compromised some countries of client service. This is evidenced by the filing of cases against them for neglecting to supply free wheelchairs to handicapped riders. Third, low monetary value schemes do non needfully bring forth net incomes, hence, Ryanair ‘s concentration on accessory gross revenues. Whilst every coin has two sides, it is undeniable that there are certain disadvantages in being a ‘no-frills air hose ‘ .

Swot Analysis

SWOT analysis highlights the cardinal strategic issues that a concern is likely to confront by placing its internal strengths and failings and chances and menaces determined by its external environment. SWOT diagrams are frequently used to compare companies, nevertheless the diagram below focal points entirely on Ryanair ; conveying together many of the strategic issues highlighted antecedently.

Model: Ryanair Swot Analysis

Second: Strength

Early on Entrant/First mover advantage.

Avoided congested airdromes.

Low cost leader – economic systems of graduated table.

Established routes/networks.

Scope of Ancillary Services.

Significant growing and net incomes over a sustained period.

Very recognizable trade name.

Recognised as a cardinal low cost bearer.

Market taking low cost bearer.

Great web presence, website used for 95 % of engagements – few operating expenses.

Uniform modern aircraft fleet.

Huge bargaining power and aggressive dialogue manner = cost film editing trades. Leads to low cost trades with providers and airdrome governments.

Flexibility of outsourcing many countries of the concern.

Michael O’Leary.

Safety and promptness record.

Tungstens: Failing

Poor employee dealingss.

Percept of and some illustrations of hapless client relations/service.

Recently the norm fare monetary value and overall gross per rider has dropped.

Accessory gross revenues decelerating – over trust on these for net incomes.

Poor populace and media perceptual experience.

The usage of secondary airdromes may set off some possible consumers, like the concern traveler, as they can be many stat mis from major metropoliss.

Addicted to growing? Is growing excessively critical and cardinal to the concern theoretical account?

Oxygen: Opportunity

Further Growth.

Stairss of cost decrease – like traveling operations off from high cost, high revenue enhancement states.

Innovation – New menu types and publicities. E.g. ‘fly for free ‘ or standing room on flights.

Further enlargements into the EU and/or potentially cross Atlantic services.

Negotiations of farther price reductions from Boeing and airdrome governments.

Current economic conditions.

Green concerns.

Thymine: Menace

Increasing Competition – New entrants/ Amalgamations.

Negative attitude of EU towards the air hose.

Growth of utility transit.

Current economic conditions.

Image deterioration, wooing excessively much contention.

Green issues.

Boeing and Airbus = merely possible provider of aircrafts.

Potential rises in oil monetary value and refusal to go through costs to consumers.

Over trust on Michael O’Leary

Over-focus on geting Aer Lingus.

A failing of SWOT analysis is the coevals of long generalized lists ; referees need to do an effort to place important issues ; five cardinal strategic issues for Ryanair ‘s hereafter have been highlighted ( bold text in diagram ) . These issues have been identified in the assorted strategic theoretical accounts and are cardinal to Ryanair ‘s strategic concerns.


The strategic theoretical accounts have demonstrated Ryanair ‘s strategic place and capablenesss.

PESTEL Analysis depicts the last decennary as a tough clip for Ryanair in footings of external influences ; however the air hose has done good to accommodate to the altering environment and clients ‘ outlooks.

Porter ‘s Five Forces describes Ryanair ‘s strategic capablenesss as effectual within their operating environment. The air hose faces minimum menace from new entrants and replacements and rivals. Ryanair ‘s scheme shows important drawbacks in its limited bargaining place with its purchasers and its exposure to fluctuating oil monetary values. These factors could badly impact on Ryanair ‘s net income borders and significantly weaken their strategic place.

The nucleus competency analysis shows Ryanair ‘s plus places “ ( Teece et al.,1997 ) , bespeaking its ability to keep itself as a leader in LCC industry. This hinges on Ryanair ‘s dialogues, trade name image and the deductions of its hereafter programs and strategic determinations.

The Value Chain illustrates the successful scheme of low cost leading adopted by Ryanair and how this has enabled it to increase net income borders while staying focused on cardinal client services. This has been achieved through internal schemes focused on streamlining steadfast substructure, using cost economy engineerings, effectual human resource direction and accomplishing operational excellence.

Key issues identified by the SWOT analysis are the current economic clime, the growing of ‘green-environmental ‘ concerns and possible legal branchings, possible fluctuations in oil monetary values and Ryanair ‘s inability to go through excess costs to consumers, and the hapless media and public perceptual experience of Ryanair ‘s client service. These factors could take to decreases in Ryanair ‘s growing and a attendant autumn in net incomes and fiscal public presentation. This would stand for a important strategic challenge for a company accustomed to enlargement and whose concern scheme revolves about aggressive, consistent growing.


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