Introduction to Hospitality and Tourism Industry

Running head: HOSPITALITY AND TOURISM MANAGEMENT
Internal and external environment analysis of Ryanair
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1HOSPITALITY AND TOURISM MANAGEMENT
Table of contents
Introduction......................................................................................................................................2
Micro environment of Ryanair........................................................................................................2
Macro environment of Ryanair........................................................................................................4
SWOT Analysis of Ryanair.............................................................................................................5
Conclusion.......................................................................................................................................7
References and Bibliography...........................................................................................................8

2HOSPITALITY AND TOURISM MANAGEMENT
Introduction
Hospitality is a vast concept, which includes various aspects. However, the main aspect
here is the adoption of courteous approach towards the fulfillment of the needs, demands and
requirements of the customers. One of the primary sectors of hospitality is tourism and
management of the tourism services enhances the intensity of the term hospitality (Mok, Sparks
and Kadampully 2013). This assignment peeks into the micro and macro environment of an
airline company, Ryanair in terms of their hospitality and tourism management.
Micro environment of Ryanair
Microenvironment of any company or organization relates to SWOT analysis or Porter’s
Five Forces. SWOT analysis would be dealt separately in the third section. As a matter of
specification, this section would deal with the impact of Porter’s Five Forces on the business
activities of Ryanair (Ryanair.com 2017). The following are the forces, which acts as an obstacle
in the efficient execution of Ryanair’s business activities:
Bargaining Power of the Suppliers
Traditionally, Boeing is one of the oldest suppliers of Ryanair. However, according to the
annual reports, the management of Ryanair has expressed interest to indulge in deals with
Comac’s C919. The fluctuating cost has been difficult for the suppliers in terms of completing
the orders within the deadlines. However, the presence of skilled and efficient pilots has nullified
the intensity of the fluctuating prices of the spare parts of the aircrafts (Ryanair.com 2017).
Bargaining in this sense relates with making effective use of the rationality to stabilize the
financial parameter.