Case Analysis Of Ryanair

The problem is how Ryanair can improve customer services based on the current situation. On the purpose of finding a right answer to this question, external and internal analysis are showed.
The internal analysis of Ryanair demonstrates its current situation of organization structure and analyzes its key source of employees. From which we can see why Ryanair became successful from inside condition. Besides Ryanair has a positive result according to its financial position
The External analysis instead indicates the general environment that Ryanair is confronting with, including technological, environmental and Economic changes. Also the industry analysis and competitor analysis give the information about the market position of Ryanair and the

MISSION: Ryan air mission statement is to offer low fares that generate increased passenger traffic while maintaining a continuous focus on cost containment and efficiency operation (Ryanair, 2014)
2.2 OBJECTIVES
Ryanair’s objective is to firmly establish itself as Europe’s leading low-fares scheduled passenger airline. (Ryanair, 2014)
2.3 USED STRATEGIES
Ryanair focuses on expanding market, reducing operational costs and customer services.
2.4 CORE COMPETENCE
Low Prices is Ryanair’s core competence. Ryanair is Europe’s only ultra-low cost carrier, and that means Ryanair brings the lowest fares on flights to all of our destinations.
2.5 MARKET DEFINITION (BUSINESS DEFINITION)
The market of cheap airlines is not unfamiliar to normal people. Ryanair’s low fares are designed to stimulate demand, particularly from fare-conscious leisure travelers and business travelers who might otherwise have used alternative forms of transportation or would not have traveled at all. On the condition of the lowest price, Ryanair also try to deliver the best customer service performance in its peer group.
3 Problem

• Competitive Rivalry.
The competitive rivalry in Ryanair is increasing due to deregulation, more competitors on more routes creating overcapacity and growing power of buyers. Most important competitors are WizzAir, Easyjet and Norwegian Air.
• Threat of substitutes
A substitute is a product or service of another industry, which creates an equivalent value for the customer. For Ryanair, through expanding its routes, lowering its prices to the limit and providing services of car renting, connecting transportation and hotels, the substitutes therefore couldn’t pose any large threats to Ryanair
• Threat of new entrants.
The threat of new entrants is not really high for Ryanair due to the significant entry barriers associated with entering airline sector that include economies of scale, capital requirements, access to distribution channels etc.
4.4 ECONOMIC, TECHNOLOGICAL AND ENVIRONMENTAL FOR RYANAIR
For Economic factors, there is unstable fuel price that could affect the company operating costs. Technology expansion has enabled the company change their market focus from third-party agents to on-line bookings. Environmental factors for Ryanair include noise level controls, global warming, Green House gas effects and corporate social responsibility policies and environmental protection