The Introduction of the Ryanair Company

Table of Content

Ryanair is an air hose company which is good known for its low cost air hose service in Europe. Ryanair was founded in 1985 by Christy Ryan, Liam Lonergan and noted Irish man of affairs, Tony Ryan. It has its caput office in Dublin Airport in Ireland. The company which was running in loss was restructured in 1991 by Michael O’Leary with no-frills, low-priced service which yielded net incomes to the company. It operates more than two 100 and 20 Boeing 737-800 aircrafts from 40 bases all over Europe, which is the largest air hose company that carries 1000000s of riders every twelvemonth.

Revenue where raised from $ 231million in 1998 to $ 843 million in 2003.It showed considerable net incomes from a‚¬48 million to a‚¬239 million over the due class. The company yielded grosss of a‚¬ 2,713.8 million during the fiscal twelvemonth which ended March 2008, which is an addition of 21.3 % compared to twelvemonth 2007.The other gross provide to Ryanair where auto hire, travel insurance, etc which account to 16 % of the entire gross. So the major vision of the company is to be the leader in the low menu air hoses in Europe. The aim of the Ryanair air hose company is to be the figure one company in footings of client service.

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External Analysis:

In the environmental scanning procedure we are traveling to see the external analysis. The PESTEL is an macro environmental scanning tool. The PESTEL which is known as “ Political, Economic, Social, Technological, Environmental, Leagal ” . Let us discourse the factors in item.

Political Factors:

The major political factors that affect the Ryanair are the force per unit area which is caused from the trade brotherhoods particularly Pilot trade brotherhoods. The act of terrorist act is another major political factor which will impact the air hose service with increased clip holds for security services. The landing charges is another of import factor which influences politically. Due to the high landing fee in Stansted, Ryanair has decided to travel paths from the Stansted to Gatwick ( which is providind lower landing charges ) . Besides the EU which has abolished the gross revenues of duty-free points besides causes major impact.

Economic Factors:

The major economic factor is the unstable conditions in the fuel monetary values which affects the air hose company ‘s growing. Ryanair estimated that fuel measure is set to increase a‚¬732m ( in the fiscal twelvemonth 2008 ) to a‚¬1.01bn which had affected the net incomes down to a‚¬235m between 2008 and March 2009.Further the weakening of the Pound value ( GBP ) besides influences a batch on the growing of Ryanair. The recession and addition in the rising prices rates have besides affected the growing. The revenue enhancement issues are a really of import factor which affects the economic growing of the company.

Social Factors:

The major societal factors is the addition in going life styles of the people which affects the concern of Ryanair.There are a assortment of people who will prefer different ways of traveling and comfort. The increasing population which will be concentrating on the wellness and fittingness safety steps provided. So this will do the company pass a batch on the security service. Further the ageing population needs more leg infinite and wellness safety steps executions.

Technological Factors:

The new bigger planes with good modern engineerings are required for the immense rider traffic. So this in bend affects the economic system of the company. The other of import factor is the cyberspace. The online ticket engagement has increased from the twelvemonth 2001 which made the company invest more on the outsourcing of these operations. Further the new engineering planes with less fuel ingestion are really of import focal point to purchase in the state of affairs where the fuel monetary values are increasing.

Environmental Factors:

The most of import environmental factor which affects the company ‘s gross growing is the C emanation and green house issues. So this makes the company to upgrade its bing planes to less carbon emanation and less noise bring forthing new engineering planes. Further the C emanation schemes differ between states which in bend addition the taxing policies, so this besides affects the economic system of the company.

Legal Factors:

These include the EU regulators and the ordinances which in bend reflects in the company ‘s growing. The wellness and safety steps are besides one of the legal factors in which instance the riders might action the company for any accidents occurred. Further the landing charges varies between the states which causes the company to pay more for landing in some bases.

Industry Structure:

For the industrial analysis we use the Porter ‘s Five Forces.

In this image




Sing this porter ‘s five forces the bargaining power of clients and the providers will be low because the airfare is already low which is rather sensible. The menace of the replacements will be medium which might depend on the comparative monetary value and quality of the replacements. The menace of new entrants and the competitory competition is really high. For illustration the major rival for Ryanair is the EasyJet air hose which offers low monetary value airfare with good client service. This is described as below

Ryanair ( in ? )

EasyJet ( in ? )

Food monetary value




15/bag ( up to 15kg )

8/bag ( up to 20kg )

Sports Equipment

40/item ( max 20kg )

1805/item ( max 32kg )

Credit card fee



Market Segmentation Positioning Of Ryanair:

Ryanair targets the people belonging to the in-between category. It offers best low airfare with attractive bundles. Even Ryanair offered free passenger car of skis and snowboards to riders winging to the Alps on September 2009. This even made people more happy to take Ryanair for their travel, whereas their rival British Airways stopped their riders from transporting their skis

Positioning Of Ryanair:

1. Premium

2. Premium/ Competitive

4. Competitive

5.Competitive/ Leader

1. Excellent

2. Excellent/ Average

4. Average/ Acceptable

5. Acceptable

1. Original

2. Original/ Customized

3. Customized

4. Customized /Basic

1. Restricted

3. Restricted/ Selective

4. Selective/ Universal

5. Universal

1. Esteemed

2. Prestigious/ Respected

4. Respected

5. Respected/ Functional


2.Comprehensive/ Standard

3. Standard

4. Standard/ Minimal



Resources of Ryanair:

The resources are known as the touchable and intangible assets that a steadfast uses to take and so implement them in schemes. The capablenesss are the accomplishments that the house uses in order to convey its resources to bear the on-going things. The Resources of the Ryanair are

Physical Resources – Ryanair operates a fleet of 232 new Boeing 737-800 aircraft. Ryanair has 41 bases and more than 1100 paths across 26 states, which is linking 153 finishs. Even the company has ordered 82 new flights which will be delivered within 3 old ages of clip. This shows the company ‘s rapid growing and enlargement.

Fiscal Resources – The major fiscal resource like the figure of flights that the company yielded is from the low cost airfare. The fiscal resources of Ryanair is rather strong when compared with its challenger Easyjet which is shown in the tabular array below

In 1000000s of British lbs

Ryanair ( 31.03.2009 )

In ( GBP )

Easy jet ( 31.03.2009 )

In ( GBP )

Entire Current Assets






Current Liabilitiess



Entire Equity



Entire Liabilitiess and Shareholder ‘s Equity



Human Resources – Ryanair presently has a crew of around 7000 people and carries around millon more than 58 million people in the twelvemonth 2008. This is described below

Capabilities Of Ryanair:

The capablenesss of the Ryanair are the lowest airfares and the quickest turnaround clip. Their advanced schemes on the cost decrease and the rule of “ No Frills ” are besides an added advantage. They besides focus on peculiar section of market with some clear offers. They besides have the big trade name consciousness.

Ansoff Strategic Direction Matrix:

The Igor Ansoff way matrix helps the houses to make up one’s mind on the possible ways to turn the concern in the bing or new merchandises, in the bing or new market. In this manner we get four possible combinations. They are

Market Penetration

Merchandise Development

Market Development


These are describes in the image below

So by utilizing the combinations from Ansoff, the Ryanair company seems to hold successfully penetrated into the air hose market by offering its clients with a really “ Low Airfare ” . Here the merchandise which means the assorted services offered by Ryanair in the flight. The most important one is the Low Airfare pricing offered to the riders. Hence their market incursion is really strong and successful and besides their merchandise developed really good because of the low pricing of the air tickets. So of course this made the company to go the largest low menu bearers across the Europe. This besides influenced the development of the company in the air hose market with the buying of many Boeing aircrafts with modern installations. Further the company has expanded its paths to more than 1100 in more than 26 states with 153 finishs.

This is the major development in the air hose market which attracted more clients. The company recorded the largest rider bearers with 58 million riders going during the twelvemonth 2008. This enlargement made them to be more popular internationally which in fact required the divergency of employees and civilization. So these have diversified the direction and people they operate and made them to successfully unify them together. This is the major factor which made them to farther penetrate and consequence in the merchandise development to the bing and new markets. Hence the Ryanair here maintains B2C which yields them more net incomes. This besides helps them to do a good client relationship and besides give them a dependable low priced air tickets. This makes the company Ryanair to be the taking Low airfare bearers among the European air hose companies. Hence the low pricing scheme of Ryanair have targeted on the in-between category people but with really basic services.

The company offers some paid services harmonizing to the client demand. These are as follows,

Services OFFERED

Booked on ( GBP )

Online Check-In


Mastercard Prepaid Debit Card


Administration Fee


Priority Boarding Fee*


Airport Boarding Card Re-issue


Infant Fee


Checked Baggage Fees*

1st Bag – 15kg allowance -per bag/ per One Manner Flight


2nd Bag – 15kg allowance -per bag/ per One Manner Flight


Excess Baggage Fee – PerA Kilo

N/A Online

Infant Equipment* ( car/booster/travel fingerstall )


Sports Equipment*


Musical Instrument*


Flight Change Fees*


Name Change Fee*


Cost Reducing Scheme:

The Ryanair follows the most effectual schemes which is the cost reduction schemes. This cost cut downing schemes helps the company to accomplish the coveted marks of low cost airfare. These are achieved by five major facets. They are

Fleet Commonality

Contracting the services to 3rd parties

The charges in airdrome and path policy

Pull offing the staff and productiveness costs

Pull offing the selling cost

Fleet Commonality:

The Ryanair has merely the new Boeing 737 flight theoretical accounts which help the company in cut downing the costs spent on care such as obtaining the spare parts and besides the preparation costs.This is the major advantage to the company to keep individual theoretical account of the air fleet which even increases the travel line security with new engineering flights. Even these will assist the company to salvage the fuel ingestion and these flights are more fuel efficient and besides maintain good safety. This besides helps them in scheduling the battles and piecing the crew members.

Contracting the services to 3rd parties:

The Ryanair has outsourced the services to 3rd parties. They made trades with Hertz auto leases and hotels. So in this fast moving universe people prefer to travel for these good services along with their trips in order to salvage clip and money. In this manner they earn accessory gross of 16 % of the net income. Further apart from the Dublin airdrome where they have their crew members to function, the staying airdromes they have contracted to the 3rd parties to function the ticket handling. In this manner they besides escape from the direct exposure of the possible differences.

The charges in airdrome and path policy:

Since the Ryanair sells the tickets on its ain, there is no activity of the agents required most frequently. So there is no necessity for the agent committee. So the company saves upto 15 % on the bureau committee. In order to cut down the airdrome landing fees, rider set downing fee, etc the company select the secondary and the regional airdromes which in bend increases the rider throughput.

Pull offing the staff and Productivity cost:

The Ryanair follows the rule of paying the wage to their employees based on their public presentation. This is one of the best patterns the modern companies are following these yearss to increase the work force public presentation and which in bend bring good gross to the company. Hence they follow the modest wage policy. This in bend increases the productiveness. Further most of the pilots are recruited when they are immature pilots plebes which makes the company to develop and do short term trades with them. Even the cabin crew should pay for their uniforms to be clean.

Pull offing the selling cost:

The Ryanair in order to cut down the selling costs it makes most of the selling on its ain without the travel agents. So it saves a batch in the agent committees. Further the company pass a sensible sum of money in advertisement. The advertisement tools used are like the newspapers, company web site and besides telecasting.

Porter ‘s Value Chain:

The porter ‘s value concatenation is a concatenation with assorted activities for the company operating in a specific field. It has assorted varies Primary activities like the Inbound Logistics, Operations, Outbound Logistics, Marketing & A ; gross revenues, Service. The other portion is the support Activities which consists of disposal substructure, Human Resource Management, Technology portion and the Procurement. These values are really of import for the company to keep its public presentation and acquire a good net income in bend. Here the really of import value is the no frill service and which makes the company to offer a low cost airfare. The assorted value drivers and their costs are identified for each of the value activity. Hence here for the Ryanair air hose company the followers are the identified values utilizing the Porter ‘s Value Chain.

Porter ‘s Generic Strategies:

Michael Porter categorised the three general schemes that are to be used by the concern houses in order to accomplish competitory advantage. Hence these three schemes are defined in two different dimensioned they are the competitory range and the competitory strength. The assorted generic schemes that the Ryanair company has chosen are the cost leading, distinction, cost focal point, distinction focal point.

The cost leading is the major schemes used by the Ryanair which still makes it to the taking air hose companies in Europe. The Ryanair maintains the low cost policy which is an advantage for its good market being. Further it has made the people to take the option of low airfare even in the bing market competition. Differentiation here is that it made their clients to be more satisfied sing the low pricing airfare. Hence there it still retained the long tally client satisfaction sing the airfare cost. The cost focal point is chiefly targeted on the people taking low airfare travels. So the company has chosen the “ no frill ” scheme which still makes it more profitable in the markets. Even it has really inexpensive advertisement construct which even adds more advantage. The reduced turnaround clip and the assorted corporate partnership offers are besides the competitory advantages of the company. The outsourcing of services in assorted international airdromes is besides helpful to keep its low cost airfare.

Further the Ryanair follows the In-house selling which besides helps it to concentrate on low cost airfares. Even the company focussed on the narrow client section which will be including the Irish and the UK riders who can non afford to wing in expensive air hoses. So the major end of the company Ryanair is to supply the people with no frill service and low cost airfare all clip. So Ryanair is the lone company which has non yet revealed its strategic place. It has tried to blend up the focal point and cost leading together. So eventually in 1997 the cost leading scheme was being chosen by the company. This made the company more successful in its run. Hence the cost leading is the best chosen schemes which make the company to be the taking one in the European air hose industries. Hence this is the major competitory advantage the company has pursued.


Therefore from the above analysis the Ryanair proved to be the low cost air hose which is confident of viing with its rivals in pricing. It is recommended that it should increase its services in the web which will give more gross these yearss. The Ryanair will certainly do its successful manner in Flying people withlow cost airfare.

Critical Contemplation:

From the above discussed schemes the Ryanair air hose company has achieved its end of low cost airfare through “ no frill ” services. But still there are some countries that the company still necessitate to better in the strategic facet. So based on the analysis we strongly recommend Ryanair to see the air hose enlargement which is specifically the Atlantic paths which is holding the universe ‘s 60 % of air travel. Hence if it is traveling on to the new market with this low cost airfare with some added services, so it will give more net incomes compared to the present degree. Further I recommend the Ryanair company to concentrate more on the undermentioned Fieldss to better its public presentation and which besides yield good gross to the company.

Unifying and Acquisitions

Better reforms in human resource direction

Bettering the market planning schemes

Additional third party services

Unifying and Acquisitions:

The meeting and the acquisitions has become one of the major corporate-level schemes in this new millenary. Since the Ryanair is go oning to turn, it should do amalgamations or acquisitions with the companies in other states which will quickly increase its gross. Even this will better its capablenesss and will besides get more competitory advantage.

Better reforms in human resource direction:

Since from the minute Ryanair started following its low cost airfare, it has sacrificed all its basic services. The company Ryanair does non look to be valuing its people. Even it charges for the people for utilizing the lavatories. This made the pilots to oppose against this regulations. There is a belief that the competitory advantage is besides dependent on the human resource of the company. So there should be proper reforms in the human resource direction.In this technological universe the human resources are the lone resources which will be conveying the sustainable competitory advantage.

Bettering the market planning schemes:

The Ryanair should supply good client services which in bend will give good gross to the company. So it should offer good airfare bundles and publicities to the clients. This is the best manner of bettering the Core competency and will keep its levelling in the competitory advantage. Further the company should besides work out in keeping the of import air paths which will increase the gross of the company. Further the enlargement schemes are more of import among the rivals. Further the Ryanair can give good low cost air hose bundles harmonizing to the assorted rider population from different states. This will assist the company to keep a stable competitory advantage.

The company should besides supply the onboard amusement services, Internet services and satellite telecasting services. In online it can besides sell some merchandises with its trade name name which is a good advertisement scheme and besides it will bring forth gross. It can besides cut down the charges imposed on over weight and excess baggages. The advertisement schemes besides should be made as digital selling because the use of cyberspace has increased and people are more interested in booking tickets through online. So this digital selling should be more efficaciously carried out which would increase the gross of the house.

Additional third party services:

The Ryanair outsourced the services to the 3rd parties. Even still there are ailments from the rider for the catering services in the plane. The company does n’t offer nutrient free of cost inside the flight for the rider. So it can besides see these recommendations to function the rider with nutrient at a minimal charge. This will put the company more stable place among the rivals. Further the company can out beginning this catering service to a 3rd party which besides help the company to offer good service to the riders.

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The Introduction of the Ryanair Company. (2018, Apr 13). Retrieved from

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