RYANAIR RESEARCH

Research on Ryanair's Brand Personification and

Low Pricing Strategy as a Successful Factor

Abstract

Ryanair is the largest low cost airline in Europe. This research intends to identify the principal factor behind the success of Ryanair. It has been hypothesized that Ryanair's key success factor is its low prices, which attracts customers the most. It has also been hypothesized that the brand personality of Ryanair delineates it as a low-cost and airline for average class people. The preferred sample includes 150 respondents. All people in the sample included male and female between the ages 25-40 years. The researcher had appointed a team of representatives to carry out the empirical data collection. A team of five people were responsible to practically collecting data from the potential customers. As the airline has positioned itself on fewer prices, therefore, the people from SEC (Socio-economic class) C were selected 52% of the respondents favoured the prices Cheap, intellectual, young, popular, dark, unique, small, brave, selfish, and impersonal are the most common attributes highlighted by people.

Table of Contents

Research Plan3

Research Outline3

Aims of the Project3

Research Methods and Tools4

Research Report5

Literature Review5

MACRO Environmental Analysis of Airlines in UK6

PEST Analysis6

PORTER Analysis9

Range of Research Methods and Tools10

Ethical Risks and Considerations and Methods Used to Control Risks11

Evaluation of Results11

Conclusion13

Recommendations14

References15

Research Plan

Research Outline

Ryanair is the largest low cost airline in Europe, and has set up 729 courses from 32 bases. This airline had steadily become one of the most profitable organizations. This research intends to identify the principal factor behind the success of Ryanair. It has been hypothesized that Ryanair's key success factor is its low prices, which attracts customers the most. It has also been hypothesized that the brand personality of Ryanair delineates it as a low-cost and airline for average class people. Ryanair is the world's largest airline in terms of international passengers, but not in terms of profits (Belobaba & Odoni, 2009, pp. 140). A significant growth has continued since its inception, which was approved by the European aviation industry liberalization in 1997.

The Stansted Airport in London is its main base but the company's headquarters are located at Dublin Airport in Ireland. In 2009, Michael O'Leary who is the CEO began to provide technology for mobile phones in their plane. This allows passengers to use their phones on airplanes. Ryanair tried to buy Aer Lingus twice, in 2006 and 2008, but failed both times. Ryanair is the largest European companies, which is subjected to public controversies and criticism. Ryanair serves 362 lines between 130 airports in 20 European countries and Morocco. The main airport is a hub for the airline is London. The busiest and profitable airline flight is a London-Dublin route. The company provides customers with a reduced set of services. Airports used by Ryanair, as a rule, are far from the cities. This has allowed the company to keep tickets prices at minimum range. The preferred sample for the research includes 150 respondents. All people in the sample include male and female between the ages 25-40 ...