Study Case for Ryanair

Study case for RYANAIR

Table of Contents
Study case for RYANAIR...............................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1. SWOT and PESTLE Analysis for the Company.....................................................................3
2. Main Problem of Ryanair requiring immediate attention........................................................6
3. Solution to identified problem.................................................................................................8
4. Reflection...............................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
This report includes case study of Ryanair, an Irish budget airline. This was founded in
1984 and is headquartered at Dublin Airport, Ireland. The case study includes some of the
problems which are being faced by the airline. This includes analysis of strength and weaknesses
of Ryanair and opportunities and threats which are available to the company in its external
environment. This report also includes discussion and analysis of various factors which are
available to Ryanair in its macro environment and what impact do the factors make on operations
and functioning of the airline. Later some of the problems of the company which require
immediate attention have been listed and solutions that company can have for problems have
been proposed in later part of the report with the help of managerial theories and concepts. Lastly
experience while writing report have been included in this report.
MAIN BODY
1. SWOT and PESTLE Analysis for the Company
SWOT Analysis
This includes identification and analysis of the four factors concerned with a company.
These are strength, weakness, opportunities and threats of the company (Bull and et.al., 2016).
SWOT analysis of the Ryanair is as follows-
Strengths of Ryanair
 Strong existence in European Market by covering 200 destinations and 1800 routes.
 Ryanair’s low cost strategy base is a key competitive advantage.
 Strong balance sheet and consistence shareholder return.
 Low fares and consistent timings of the airline.
 Largest short haul network in Europe.
 Airport Choices of Ryanair.
 Fast Turnaround time.
 Innovation.

From the strengths it can be said that either Ryanair is a low cost airline, but unlike other low
cost products it does not compromise with its quality. Ryanair along with cost effective its
operations and functioning is also effective and able to provide high quality services to its
customers all these are important strength of Ryanair which enable it to achieve competitive
advantage and stand strong in the competitive place.
Weaknesses of Ryanair
 Fleet expansion may resulting in overcapacity of the airline.
 Labour relations and low employee satisfaction.
 Brand perception about Ryanair.
 Seasonality of Earnings.
 EU Sensitivity.
Along with strength Ryanair also have some weaknesses (Büyüközkan and Ilıcak, 2019).
Weaknesses like overcapacity of the airline affect profitability of the comopnay and for a low
cost airline there is no requirement of airline. Another weakness of Ryanair is concerned with its
employees and this is not ideal for any company to have employee relations compromised these
directly affect performance of the company and for airline these might affect its customer
service.
Opportunities of Ryanair
 Focus on customers through its programs always getting better.
 Opportunities in declining charter flight segment.
 Market Growth and increase in market share.
 Economic Oulook.
Opportunities are known as chance for the company to increase its profit and its productivity.
Opportunities also allow chance of increasing market share and growth of Ryanair
Threats of Ryanair
 Increasing and fluctuating fuel prices are a threat that might affect profits.
 Increasing corporate tax in Ireland.