Ryanair Strategy

Ryanair Strategy

Introduction

In this essay we have to identify and evaluate resource requirement to implement a new strategy for a ryanair and

Prepare targets and time scale for achievement in ryanair to monitor a given strategy.

Task One

By conducting a SWOT Analysis Ryanair would be able to come up with a new strategy and will be able to look overcome its weaknesses and will be able to prepare for the threats.

Strengths: Within Ryanair the main strengths are without question the low fares. The fares which are so often placed in the Irish Independent or the Irish Times are actually higher than you can get on the official website Ryanair.com. Its hard to believe but you can easily get a flight anywhere in the UK under 5 excluding tax. I myself have on a number of occasions bought flights with Ryanair and always for around 5. These included Brussels to Venice, Dublin to Glasgow and Dublin to London. The ads taken out in the daily papers state flights are from 10 which is negative false advertising. It is relatively simple to get to many UK destinations and back for under 20 returns and this is including all the applicable charges such as airport tax and government duty.

Weaknesses: I feel that although few main weaknesses within the Ryanair organisation are the destinations available direct from Dublin or anywhere else in Ireland. Ryanair is an Irish company and yet its main base is located in London. Ryanair operates a very broad range of destinations between the UK and Ireland but only two destinations to mainland Europe are serviced directly from Ireland. (Binggeli, 2002, 87) As well as that these two destinations, Paris and Brussels have only recently been ventured upon. Maybe it is true that an earlier introduction of the free trade legislation throughout the EU could have changed this I fell two European destinations serviced by Ireland is inadequate when you look at the routes from the UK. From London and indeed other airports through England you can fly afar off as Italy, Norway, Austria, Spain, Greece and Finland but to name a few. Ryanair blame the Dublin airport handlers Aer Rianta for this with their high charges for this but hopefully things will improve soon if the Irish Government allow for an independent Ryanair terminal to be built. (Binggeli, 2002, 87)

Opportunities: With the current exposure being shown to Ryanair I believe there has never been a better time to expand. They recently had a promotion on whereby they were giving away seats for free, the only cost being the government taxes. This brought a huge response and the Ryanair website was taking in more those 11,000 bookings an hour. They took this opportunity to grow a fan base and I fell it has done great justice. The airline got a great public image and surely attracted new long-term customers.

Threats: With regards price I myself believe that Ryanair prices cannot be matched. Ireland national Airline and Ryanairs main rival AerLingus has recently introduced ...