Ryan Air. Environmental Analysis, Core Competencies and Strategy Proposal
Seminar paper from the year 2004 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 73% (very good), Bournemouth University (Media School), course: Strategic Marketing, 21 entries in the bibliography, language: English, abstract: Creating a sustainable marketing strategy for Ryanair means to organise its future. To plan the future one has to know the present in a broader perspective. This is the starting point of an environmental analysis, which identifies the internal and external parameters of the particular environment an organisation is operating in (Drohan, 1997) and translates it into useful plans and decisions (Albright, 2004). The environmental analysis gives Ryanair the opportunity to identify the main factors affecting the industry it is operating in and to find its opportunities and capabilities. Above all it is important to answer the question “What business are we in?” by defining the industry the organisation is competing in since this gives the opportunity to identify competitive advantages relatively to others (Kay, 1993). Ryanair is positioned as being in the European low-budget airline industry. This creates a competitor group consisting of other European no- frills airlines and low-budget sub brands of traditional airlines but excludes full-service airlines.
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accessed 10th December airline business airport fees budget carriers change aircrafts CNN.com core competence cost leader cost leadership cross connections customers cut costs deregulation development and penetration difficult to copy directly influence Eastern Europe Easyjet enable Ryanair environmental analysis environmental turbulence European low-budget airline European travel rate European Union flights Free Press Porter fuel global growing European travel Hamel and Prahalad high relative market important for Ryanair increased competition increased destinations increasing number incumbent airlines Jobber largest number Lawton leisure travellers low cost strategy low fare airlines Low price low-budget airline industry low-cost airline major cities market development marketplace means mover bonus Nevertheless no-frill airline number of competitors number of destinations order fit organisation power of buyers Ryanair offers Ryanair’s business Ryanair’s core Sars secondary airports skills in market sold seat strengths suppliers sustainable advantage sustainable competitive advantage SWOT analysis target threat of substitutes traditional airlines unstable weak dollar