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Ryanair Strategic Analysis

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Ryanair: Strategic Analysis

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Ryanair: Strategic Analysis

Principles of Marketing and Management

Principles of Marketing and Management

Table of Contents 1. Executive Summary 2. Issues and Outlook Profile 3. External Analysis 4. Internal Analysis 5. Strategy and Implications from Analysis 6. Action Plan

Executive Summary
Ryanair is a low-cost Irish airline operating to 178 destinations within the European Union. It’s Chief Executive Officer, Michael O’Leary reported revenues of €3.629 Billion for the fiscal year of 2011, bringing profits of €374.6 Million.
As can be seen in the Issues and Outlook Profile, there are a number of issues confronting the firm. Its controversial advertising, employee relations, susceptibility to oil prices and worldwide conflict, and its dependency on its CEO, are all areas which the firm needs to address.
The success of the firm has been credited to the fact the company offer the bare minimum services for the cheapest price, negotiate cheap and rewarding contracts with mainly secondary airports, utilise a modern and thus efficient fleet of 291 aircraft, and charge for any additional services which the customer might require.
Despite the success of the firm to date there are several areas in which it can improve. Firstly, by continuing its pursuit to purchase Aer Lingus the firm could become one of the largest and most profitable airlines in the world. Moreover, by proceeding with plans to expand into the American market with RyanAtlantic, the firm could become a leading airline worldwide.
Ultimately, the future of the firm is unknown due to the vulnerabilities of the airline industry. Due to the fact that the airline has performed so well in recessionary times should be encouraging for its

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