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Competitive Strategy At Ryanair. BACHELOR OF BUSINESS STRATEGIC MANAGEMENT
Competitive strategy at Ryanair By Nigel Evans and David ...
... Inc.: New York Porter, ME (1985) Competitive Advantage: Creating ... caa.co.uk
http://www.ryanair.com Journals ... away with three awards?, Brand Strategy, June, issue ...
... This is why I suggest Ansoff's market extension competitive strategy. Ryanair and
Easyjet have bigger profits, more bargaining power and more experience in the ...
... The key elements of Ryanair’s strategy are: Low ... Point Flights on Short-Haul Routes,
Low Operating Costs, Customer Service Costs, Competitive Airport Access ...
... 5. Efficiency of Ryanair's Strategy Michael Porter suggested that organizations
should follow one of three generic strategies to maintain a competitive edge. ...
Submitted by miraclemick on June 21, 2008
Category: Business
Words: 2364 | Pages: 10
Views: 483
Popularity Rank: 19,820
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BACHELOR OF BUSINESS
STRATEGIC MANAGEMENT
Competitive strategy at Ryanair
By Nigel Evans and David Campbell
Critical Report
Executive Summary
This paper is based on the case study by Nigel Evans and David Campbell which analyses the early stages of development of Ryanair to its current market position, which is the most profitable low cost airline in the market. The case study focuses on the negative perception of the airline in relation to service quality.
Ryanair Holdings (Ryanair) is a low fare passenger airline, which serves short haul point to point routes between Ireland, the UK and Continental Europe (Datamonitor 2008, p.5) First established in 1985, it began operating on 23 May 1986. In 1990/91 a new management team under the leadership of Michael O’Leary aimed to make Ryanair profitable. O’Leary and team reinvented Ryanair by basing it on the Southwest Airline Model, which was the first leading low cost carrier in the world.
Ryanair has maintained its competitive advantage over its competitors, by offering a highly differentiated product, which is a continuous lower fare. Therefore Ryanair has achieved a sustainable competitive advantage.
A SWOT analysis of Ryanair (Datamonitor 2008, p.16) lists employee relations as a weakness. This indicates that weak employee relations may be linked to the poor customer service.
Ryanair may improve their customer service whilst still remaining competitive by:
• Designing a better service system which can keep costs low but deliver service
• Offer employees career development plans, which may contribute to employee morale
• Better training frontline employees to maximize their operational efficiency, in order to best handle service failure situations
• Monitoring what the target market needs, wants and values rather than making the assumption that offering the...
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