Comprehensive Analysis of Ryanair's Business Communication

This report provides a comprehensive business analysis of Ryanair, a major European budget airline. The report is divided into two parts. Part 1 includes an introduction to Ryanair and its market position. It then delves into a SWOT analysis, evaluating the airline's strengths, weaknesses, opportunities, and threats. Following this, a PESTLE analysis examines the political, economic, social, technological, environmental, and legal factors affecting Ryanair. The report also applies Porter's Five Forces model to assess the competitive dynamics within the airline industry. Part 2 reflects on the individual's communication skills, highlighting active listening and effective communication techniques. It discusses the use of ICT resources, research skills, and challenges encountered in numeracy. The report concludes by summarizing the findings and the individual's learning experiences.

Business Communication

TABLE OF CONTENTS
PART-1............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
SWOT Analysis of Ryanair Flights............................................................................................1
Pestle Analysis of Ryanair Flights..............................................................................................3
Porters Five Forces......................................................................................................................4
CONCLUSION................................................................................................................................5
PART-2............................................................................................................................................6
REFERENCES................................................................................................................................9

PART-1
INTRODUCTION
In the current times, stiff competition takes place in UK airline sector. Companies operating
in this sector are trying to offer aviation services to the customers at lower prices with the motive
to gain competitive edge over others. For this project, Ryanair, an Irish Airlines founded in 1984
has been selected. Its headquarter are situated at Dublin and London. It is largest European
budget airlines. Ryanair is went through many ups and down due to several factors. In this,
report will shed light on the external environmental aspects through the means of SWOT, pestle
and porter five force analysis.
SWOT Analysis of Ryanair Flights
SWOT analysis of Ryaniar is enumerated below:
Strengths
The Ryanair airlines is the largest European Airlines, It is based on low ticket pricing
business strategy. It provides the transportation of the passenger at very minimum amount. So
transportation of the passenger is in bulk amount daily. It keeps the prices very low, so no
competitors in this range exist for them, they also bargain with their supplier for lowering their
cost, to save the money and control the expenses. They also provide online ticketing services for
their customers, so they can book the tickets easily and the agent’s margin is cut off.
Weaknesses
According to its low cost of tickets strategy, they charges very minimum amount from
the passengers, it starts the various problems for the company. As in Aviation Industry, Services
are most important, but Ryanair can't satisfy their customers from their customer services. It also
affected by Brexit risks. It doesn't serve in other matters like, shipping, cargo etc. So it loses
interest in public. Also The Labors relations are not good and the company change the
compensation policy for their workers, which is not good their reputation.
Opportunities
The company is doing work in providing better customer services to their customers at
low ticket pricing. They work in expanding in size of the flights, they provide more flights, new
jets so they order for more flights. Simultaneously they work for saving environment also, with
low impact. Innovating new ideas to have hold over the European market.
Threats
1

Threats to any industry is normal, and it maintains the fear in every industry and
company's of losing their prestige in market. The Ryanair airline has many kinds of threats like
Fluctuating in the fuel prices, currency exchange rate may change, and any kind of external
threat like terror attacks, any unexpected demand of the air traveler, which harms the company's
reputation.
2

Pestle Analysis of Ryanair Flights
Ryanair flights is an Irish Airlines, founded in 1984. Its headquarter are situated at Dublin
and London. It is largest European budget airlines. It gets affected by political, economic, social,
technological, environmental, and legal factors. The company is based on low ticket pricing. It
operates its flight at fixed destinations over the worldwide. During the recession period in
Europe the market of Ryanair gets affected, the company has the loss and suffered badly. It
doesn't lose hopes and work in direction to overcome from the loss and make the profit.
Here is the Pestle Analysis of Ryanair Airlines.
Political factors
The Ryanair is low cost airline company and limited upto certain number of destination
to transport their passengers, it effects the business. Because on behalf of the low cost ticketing
strategy it becomes world's fifth largest airline company, which serves more than 1 billion
passengers in 2017. It is Europe's largest airline company. As the company is affected by the
political systems and the political relation of the countries. The EU has finished the policies
about charging subsidies from airlines and finished the trend to have the threat of political
policies changes. It is great approach for the developing countries
Economic factors
Economy of any country affects the business and market most. The airlines industry gets
affected by the economy of the state, but when it comes to Ryanair Airlines it get less effect
compared to other airlines because of its low cost. But when business activities goes down, there
is reduction travel of passenger and the airlines gets loses. Also when the economic crises are
there, the revenue of the company goes down due to economic recession.
Social factors
The Ryanair airline is Irish airline, their staff and crew are very polite and humble to their
customers. Passenger like this behaviour and also purchase the tickets of flights at low prices, so
they like to travel in flights. But on the other hand if the passengers gets threaten due to any
terrorist attack and if no available of any emergency aid. They will avoid to travel because they
don't feel safe, which is most important for them.
Technological factors

The airline provides various facilities to their passengers in terms of technology, they
provides facilities of LCD's screen, movies, audio songs, in their flights. Also they provides
video conferencing facilities to their businessmen passengers. So they enjoys their journey.
The Ryanair airlines provides the online information about their flights, their timing,
availability of seats etc. So it is developing the technology for serving better.
Environmental factors
The Government of EU introduce the Emission trading scheme so that CO2 gets control
in the environment to lesser the pollution. The airlines industry should be concerned about this,
so the Ryanair is working according to the policy to save environment. It also work on
minimizing the Carbon footprints so the impact of carbon footprints in environment gets less.
Legal factors
The International Air Traffic Agency IATA gives some laws, rules and regulations to
follow and to have control over the airlines in world. These laws should be obeyed by the airlines
so that passenger’s safety is maintained. Those passenger travel from EU countries, EU
government provided proper rights to passenger and issued the legislation to serve better to the
passengers.
Porters Five Forces
Bargaining power of buyers
Customers consider the low fares to travel. In aviation industry the low fares are very
risky, but Ryanair masters this strategy to maintain the low fares of the tickets for their customer.
Customers are loyal towards the low fares and less interested to spend on high prices of cost. So
the competitor’s increases the fares, the customer directly switch to other airline company. It
might causes the loss to the company from shifting of the customers.
Bargaining power of suppliers
As there are two manufacture companies available named Boeing and Airbus, the
Ryanair consider to buy the aircraft from the Boeing manufacturer company. So the Boeing
company supplies the planes to the Ryanair, as the Ryanair is highest purchasing client for
Boeing since 2005. The Company provide extra discounts and supplies the planes to Ryanair at
low prices than the standard market prices. This duopoly of the companies leads to raise the price
of the other suppliers in market. Next the Jet fuel supply is fixed by World trade so the Ryanair
can't bargain for jet fuel and pay accordingly.

Threat of Substitutes
Substitutes are present for the passengers like passenger can travel via trains, buses, cars.
They provide the transportation to the passengers. But the fares of train is accordingly same to
the Flight's ticket rate of the Ryanair. So the customer chooses to travel via Flight. Because of
not much difference in the fares and also traveling via trains is time consuming for the
passengers.
Threat of new entrant
The Airline company is expensive, to start in the airline there is need of huge investment
is needed. The purchasing and leasing cost are very high. So if the new entrant is there in
industry, Ryanair sets a benchmark in prices which are most affordable for the customers. So the
new entrant have to lower their prices, and it may leads to lose to that new entrant.
Competitive Rivalry
In every industry there are many competitors for the company, in competition with Ryanair
airlines, Easy Jet, Wiz Air, and so on are present. They also operate on same routes which is used
by Ryanair. There is competition for covering large routes at minimum cost is intense. Each
player of the industry is trying to reduce the costing of on board passenger, so they can attract the
customers. Also working on providing much more facilities at minimum cost, their customer
care services enhancing their name in the industry.
CONCLUSION
By summing up this report, it can be concluded that Ryanair possesses several strengths and
capitalize opportunities by developing competent strategic framework. It can be seen in the
report that for building distinct image in the mind of customers firm is required to comply with
all political, legal, sustainability aspects etc. Besides this, it can be inferred from porter five force
analysis that competitive rivalry is intense in the airline sector.

PART-2
As an individual at the time of conversing with the others, I had make an effort for being
an active listener and tried to embody qualities in relation to being an effective communicator.
Having this kind of the communicative skill is been helpful in maintaining and building the trust
in relationships, this assist in creating a perception that I am making effort in understanding
information that they are been entrusting me and acknowledging support (Simatele, 2015). I
believed that verbal communication helps in sharing an information or expressing feelings or the
thoughts. In respect of written communication, letters and labels are been used and through this
I analysed that written form of communication is better than oral communication as proof can be
maintained with use of emails, text messages and social networking.
While conducting the study, the goal for me is to achieve website assignment and ICT
resources that I can use in future. I chose many websites in order to use my ICT knowledge and
also in gaining or extending an existing knowledge (Zacharopoulou, Giles and Condell, 2015).
The only barrier that I had founded to present a multimodal and I also assessed fro some of the
ICT applications like selecting a website that I couldn't be able to understand and execute. My
thoughts were been dispelled with reading an instructions and in realising detailed knowledge
about the ICT tools and executing them. I would be choosing the resources for context and the
year level within an ethical boundaries. Through ICT learning, I understood that it takes lot of
reading, discussion, exploring, learning for extending on the ICT skills but is required to gain an
efficient learning skills for the future (de Schepper and Sotiriadou, 2018). This experience had
allowed me in exploring my options along with ICT and in realising an impact that on literacy
learning. I hope for having a range of the concepts, strategies and the skills in the ICT that are in
line with an Australian Curriculum.
In relation to the research skills I could be able to understand about various tools like
SWOT, pestle, porters five forces are been used for making the analysis on the company's
business operations. These techniques helped me in identifying various internal and the external
factors that might affect the business of an organization in the overall market and also provides
for various measures that could be taken for the purpose of overcoming the positive and the
negative effects associated to it. I also determined that such tools helps in making the research
more and more reliable and valid. This study helped me in developing my research skills in

relation to the several methods or strategic tools that are been utilised for effectively
understanding the state of company's business.
In respect to challenges that are presented in numeracy, for improving my performance in
the mathematics. In had developed my numerical abilities in relation to building knowledge at
base level and has improved my confidence level (Peet, 2016). Specifically this had involved fro
a slower period of of the introduction regarding the new concepts at the time of activating prior
knowledge in showing the way in which new concepts had already been mastered
simultaneously in building or reinforcing knowledge at the time of extending my knowledge
base. Positive reinforcement was considered as good and helped in building sense of
achievement and the confidence. Through numeracy, I had been able to develop a logical
thinking and a reasoning strategies in their routine activities. Numeracy skills helped me in
solving the problems accurately and also assist in making appropriate estimations fro the future
periods.
Through this I have been able to gain insight in context of teamwork skills that working
in a group is counted as an essential element in present work culture because it develops
excellence and achievement of the goal within the specified time period. In believe that
teamwork skills is very important as through this company can organized its employees into the
cross functional groups in achieving a more and more work effort. With prevalence of the
working in the group, it is essential to analyse each of an experience fro reinforcing positive
experiences and in determining the lessons learned out of it (Pitan, 2016). Teamwork skills helps
in fostering creativity and the learning that blends for complementary strengths with building
trust among the team members. I observed that effective communication is crucial at the time of
working in team and in producing effective solutions in the difficult ream projects.
Relating to the time management variety of skills comes into purview that helps in
managing the time effectively. Staying organized enabled in maintaining clear picture of the
objectives or the task that need to be completed. As being well organized, it means that
maintaining updated information in order to allocate the documents easily. Time management
skills relates with analysing every responsibility for the priority is critical as the better time
manager. There are various ways in prioritizing the need that is to be accomplished. This type of
skill also involves setting of goals in context of both long and short term period which leads in

gaining success in the career. I noted that developing communication skills allows in making the
goals and the plans clear to the people. It also helps in delegating and creating an emphasize on
completing most essential tasks that aligns with their goals (Simatele, 2015). Planning also acts
as the fundamental part of the time management that is in planning out your day to day activities,
meetings and in accomplishing the things that will help in sticking to the schedule.
It is an effectiveness of a particular skills which truly defines the problem solving
capabilities as as abilities in using the knowledge and the competencies for accomplishing the set
objectives or the gaols. For major part, would be saying that my skills in relation to problem
solving is fairly decent. I actually regarded my capabilities of problem solving in solving unusual
and new problems. Thus, this type of skills involve ability in defining important problems,
gathering information, formulating new understandings, generating prototype plans for the
solution of a problem.

REFERENCES
Books and Journals
de Schepper, J. and Sotiriadou, P., 2018. A framework for critical reflection in sport
management education and graduate employability. Annals of Leisure Research. 21(2).
pp.227-245.
Peet, M. R., 2016. Transforming students' beliefs: Developing employability skills and
generative identities through the Integrative Knowledge Portfolio Process. Journal of
Transformative Learning. 3(2). pp.15-36.
Pitan, O. S., 2016. Employability development opportunities (EDOs) as measures of students’
enhanced employability. Higher Education, Skills and Work-Based Learning. 6(3). pp.288-
304.
Simatele, M., 2015. Enhancing the portability of employability skills using e-portfolios. Journal
of Further and Higher Education. 39(6). pp.862-874.
Zacharopoulou, A., Giles, M. and Condell, J., 2015. Enhancing PASS leaders’ employability
skills through reflection. Journal of Learning Development in Higher Education. 1. pp.1-
19.