Ryanair's Competitive Advantage
Added on 2020-02-17
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CONTRIBUTION OF RYANAIR TO THE GROWING AIRLINE INDUSTRY1
Table of contentsIntroduction.................................................................................................................................................3Competitive advantage of Ryanair over their competitors..........................................................................3Brand values of Ryanair...............................................................................................................................3Supply chain of Ryanair...............................................................................................................................4Marketing concepts used by Ryanair...........................................................................................................5HR policies of Ryanair..................................................................................................................................5Porter’s five forces model...........................................................................................................................5SWOT analysis of Ryanair............................................................................................................................7Contribution of Ryanair to the growing airline industry..............................................................................9PESTLE analysis of Ryanair...........................................................................................................................9Conclusion.................................................................................................................................................11Reference list and bibliography.................................................................................................................122
IntroductionThe entire study mainly deals with the various aspects of the growing airlines industry inthe United Kingdom. It mainly measures the opportunity for the airlines industry andbased on that assessment this study provides a competitive advantage regarding thefact that how the airlines companies can grow in the market. The main aim of theparticular study is to critically evaluate the different aspects regarding the fact that howthe organization can easily grow up in the competitive market. The organizations needto take certain things into their account which may help them to sustain in the market. Inthis study, Ryanair has been chosen and the competitive analysis of them is performed.Along with that, the study also provides the fact that how the company contributes to thegrowing airline industry in the United Kingdom.Figure 1: Logo of Ryanair(Source: Ryanair.com. 2017)Competitive advantage of Ryanair over their competitorsBrand values of RyanairMaking discussion on the brand value of Ryanair is to be made by considering themarket capitalization of the company as the airline industry in the UK is judged by takingthe parameter of the brand value. In this regard, the researcher is required to mention3
that the market capitalization in the UK is required to be made by considering the shareprice in the stock market (Dinic and Dinic, 2017). In this context, it is to state that themarket share of the company in terms of the share price has increased in last decade.Therefore, it can be said that the brand value of the company has also increased in lastdecade. In this contrary, Belobaba et al., (2015: 89) opposed with the claim that thebrand value of the airline industry players could be judged by talking the parameter ofshare prices of the company as this factor could easily be analyzed by considering theenhancement in the number of passengers. In this regard, it is to mention that the airlinecompany has seen an enhancement of 13% passengers in last five years (). Forachieving the high customer strengths, the company has developed the perception oflow cost and high customer satisfaction (Ryanair.com. 2017). In this context, theresearcher is to mention that the brand value of the company has been built up on thefactor of serving the customers with low costs as compared with the industrycompetitors. Supply chain of RyanairSupply chain of Ryanair is required to be analyzed by considering the operationmanagement techniques within the organization. As stated by Belobaba et al., (2015:89), use of sophisticated tools for developing supply chain management is essential forthe airline industry players as loopholes in the supply chain management in this industrycould results in financial losses of the customers. In this context, the researcher is tomention that the inbound logistic of the company depends on the quality training to thenew joinees along with the existing employees. Moreover, the agreement process withthe suppliers of aviation tools and fuels could also be considered as an important part ofthe inbound logistic process of the company. On the other hand, the quick turnaroundprocess has enhanced the managerial efficiency and integrated system developmentprocess of the company and therefore, this outbound logistic system is required to beconsidered as an important part of the supply chain of the company. Marketing andsales process and the related service standard of the company are based on the highproductivity. Therefore, the researcher could mention that the profitability of the4
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