Business Environment Analysis: Ryanair PLC, Module MOD003353 Report

This report provides a comprehensive analysis of Ryanair PLC's business environment, examining both its internal and external factors. It delves into the impact of technology and innovation on the airline's sales, profit, and overall growth, highlighting the importance of digital marketing and adapting to market trends. The report also explores the role of Corporate Social Responsibility (CSR) in enhancing Ryanair's brand value, detailing how CSR activities contribute to the company's success. Furthermore, it applies Archie Carroll's CSR model to Ryanair, illustrating the company's economic, legal, ethical, and philanthropic responsibilities. The analysis covers the positive and negative effects of technological advancements, the significance of CSR activities in various business functions, and the importance of aligning with customer needs and expectations. The report concludes by emphasizing the need for continuous innovation and adaptation to maintain a competitive edge in the aviation industry, ultimately providing insights into how Ryanair can achieve sustainable growth and customer satisfaction.

BUSINESS
ENVRIONMENT

EXECUTIVE SUMMARY
The below report is based on environment of Ryanair plc, includes the both environment internal
and external environment and describe impact of innovation and technology on profit and growth
of this company. How CSR activities helps the Ryanair plc to increase brand value in market and
describe about the Archie Carroll CSR model in this organization and help them to grow in better
way.

Table of Contents
EXECUTIVE SUMMARY............................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1..................................................................................................................................1
Impact of innovations and technology on sales, profit and growth of Ryanair company: 1
TASK 2..................................................................................................................................3
The importance of Corporate social responsibility (CSR) in Ryanair plc:........................4
Archie Carroll’s (1991) CSR model in Ryanair plc:.........................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Business environment is analyze the environment of business internally and externally. It
helps in analyze the different factors and develop their qualities. Business environment includes
micro and macro environment (Tidd,. and Bessant, 2020).Micro environment analyze the
internal factors such as strength, weakness, technology and many more and macro environment
analyze the external factors such as political, economical, and etc , both helps in business growth
and brand value. This report is based on Ryanair plc, this is British less cost airlines based in
Swords , Dublin and founded in 1984. This is largest budget airlines in European countries. The
below report include; impact of technology and innovations on sales, profit and growth of
Ryanair plc. CSR activities in this organisation and adopt Archie Carroll’s CSR model in
industry, to increase brand value and growth.
MAIN BODY
TASK 1
Impact of innovations and technology on sales, profit and growth of Ryanair company:
Ryanair have great technology knowledge and they develop on regular basis, they
provide training to employees according to market trends and changes in technology on daily
basis. In current scenario , there is lots of innovations and technology used by company such as
they have their own application and industry innovate in workplace according to customer’s
needs and expectation. According to market trends company has to adopt new techniques and
tools to improve their services and product quality. Through their own application it is
convenient for customers as well as for company to manage work in easy manner. Digital
marketing is popular now days, company also use digital platforms to increase their sales and
promotions activities , it helps in increasing sales day by day and they reach out maximum
customers in different cities and areas in UK. It also increasing growth and brand values in
market. Customer can book their tickets on application and they have various options in it such
as payment options, customers rating, customers check prices of tickets, it is easy process for
consumers they no need to visit workplace they can book from home. And company also manage
records and information in easy manner (Heiets, Spivakovskyy. and Spivakovska, 2019).
.
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In economic progress the technology changes play huge role, in traditional time company
didn’t has lots of facilities and company could not reach out more customers in different
locations. Promotions activities done through traditional marketing but now days there is various
changes in technology, without technology work is not done in organisation. Technology helps
in different manner in various functions in company such as HR , finance, marketing and etc. In
HR function the hiring and selection process easy and they find out people who needed job in
different city. In finance function, it is easy to maintain records about capital, proper budgeting,
forecasting, utilization of capital in right manner. In marketing function technology and
innovation play very important role, promotion activities are easy such as they can use different
platforms like digital, social and they use Morden marketing strategies to increase advertisement
activities in market , it helps in increasing growth and customers aware about the services and
product so they achieve goals and increase sales, profit (Peeters, Bouwer, Bongaerts, and
Eijgelaar, 2019).
Some times company also face the issue in functions of organisation through use
technology and innovations. It is difficult to adopt new technology on regular basis. In HR
function they face challenges to provide training to employees, most of times employees not
catch the knowledge about the work process , so company have to provide training first to
improve performance and provide better services to customers. In marketing function it is
impossible to adopt techniques according to changes technology , it affect the promotion
activities and create content according to various channels. Marketing activities is important part
for company to reach customers in different locations.
The innovations and technology factor affect the operations, sales, profit and growth of
company in both aspect negative as well as positive. Such as; in operations technology and
innovation helps in maintain work and performance in effective manner but some times
employees could not use the technologies and company could not adopt techniques according to
market trends it decrease the customers and no relations with customers. In sales technology and
innovation helps in advertisement activities to increase sales and profitability of company. but
some times company could not create content according to right plat form, so company could not
aware the customers about their services and product. In profit , innovation and technology is
very important because it increase the sales and build relations with new customers in market.
Company has budget plans for customers , this strategy attract the customers and it helps in
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profitability. Through digital platform customers can check the rating, price factor and timing
according to their comfort . these points helps in decision making for customers. Company
manage work easily and focus on providing services to customers. In present time social media
marketing also popular for increasing sales and making profit, in this there is not investment
that’s the reason why every organisation adopt this marketing. It also helps in reach out various
customers in different location and areas. There is difference in innovation and technology;
innovation means add value in exiting product and services and technology means tools and
techniques that used in companies for many work through this work getting easier day by day.
Company needed changes in technology and innovations for better performance and
create less competition. This company is based on budget but they provide great quality services
in industry so if they make changes on regular basis then there is minimum competition in
market. Adoption new marketing strategies and techniques is must for better growth and meet
customer’s needs and expectations in market. In current marketing needs new and innovative
content to attract customers. In traditional time customers and company don’t has much tools and
techniques , customers has to visit airport for tickets. But now days every one use social media
so company can create content according to different channels and age groups. They target
various age group to attract toward the business (Tidd and Bessant, 2018).
There are lots of difference in old technology and new technology. In present technology
based on customers need and operations needs they both want technology to work getting easier
day by day.
TASK 2
Corporate social responsibility is an activity where business involve for society. It is self
business model in market, it helps in increasing brand value of company in market. CSR
activities are very important for every business it provide better opportunities and stability in
market. CSR increase the goodwill of industry. In Ryanair context, they involve in corporate
social responsibility for better growth and maintain stability in market.
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The importance of Corporate social responsibility (CSR) in Ryanair plc:
CSR is important to increase success of Ryanair plc. It maintain the healthy society in
market to involved in CSR activities. This activity helps in increase profitability. Company start
working with CSR, in company they use inclusive programs to achieve success in business
(Nieves and Osorio, 2019). They give donations like girl child and create fund who needed.
Company also follow ethical rules in society and provide charity , donations, gifts, and many
more. They develop their business by using corporate social responsibility. Company also face
issues and challenges in CSR. Importance of CSR activities such as;
 Stability in business: CSR activities helps in providing stability of business in
market. Company involve in every activity and provide best quality of products
and services to. Customers needs are change on regular basis so it it is important
to meet their expectations.
 Profitability: CSR activities helps in making profits and through this company
has loyal customers and attract other customers to increasing sales of company
and making profits.
 Productivity: CSR activities helps in productivity because company build
relations other customers and attract customers to increasing the company sales
and production. Company has many loyal customers.
 Marketing: CSR promote business in market and company reach out maximum
customers from different locations. In current scenario digital marketing and
social media marketing is very important , the CSR activities also done though
digital platform, it is easy to maintain the activities and increasing sales of
company. social media marketing is also in trend in market in this there is zero
investment and company reach out people and customers from different cities
and locations. In this they use different channel of social media and target
different age group, right content is must of effective marketing.
 Growth: CSR helps in growth of business , company achive good brand image in
market thus they achieve goals of company also. For better organisation growth
they need changes in technology and innovations in existing ideas so company
can achiev target and provide better services to customers. Company’s growth
based on customers satisfactions only.
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 Working environment: this activities helps in maintain working environment in
organisation because ever thing under the ethical it gives good environment for
working . for this organisation the internal environment is much for better
performance and effective work (Gilbert, 2020).
 Customers satisfactions: this activity based on customers satisfaction. So this is
helps in fulfil customers needs and expectations for build better relations in
market. It also helps in attract the customers from different areas. It is impotant to
meet customer’s needs and expectations.
 Build good relations with customers: CSR activities helps in maintain or build
strong relationship with customers. It helps in achieve success of company.
 Brand value and image: this activity helps in increase brand value in market
because company operate their work and managing under rules and regulations
and follow ethical behaviour in organisation, it increase the goodwill of company
and also profitability (BASHIR, 2018).
Archie Carroll’s (1991) CSR model in Ryanair plc:
This is structure of ,why organisation should take part in social responsibility. This
model’s base is profit. Under this model they have four major responsibility in organisation such
as;
 Economic responsibility: It is about producing services and products that people
needs in society, it helps in increasing profit of business. They hire and select
skilled employees who doing job with honesty and loyalty. Customers get tickets
in less amount and they maintain their budget also. Company provide best quality
of services and products at low price. In CSR the economic responsibility is
making profit and give support to society for long period of time (Efthymiou and
Papatheodorou, 2018).
 Legal responsibility: It is about company complying with less rules and
regulations. Ryanair need manage functions and operate with in the rules. The
basis rule is society ethics in CSR and they plan business activities in fair way.
Planning and managing according to government needs and law. provide services
and products with less needs. It is law based.
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 Ethical responsibility: It is beyond the society needs and expectations in
regulations and laws. Ryanair plc plan and manage their organisation with in
ethical manner. This responsibility is important to create good image in market. It
is premises based. Managing according to society expectations and avoid
unethical situations in CSR activities (Duval and Macilree, 2019).
 Philanthropic responsibility: It is about the voluntary activities and exercises of
business. Company guide the quantity and nature. Ryanair provide different types
of philanthropy like; donations, charity, gifts, work helper and development of
community.
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CONCLUSION
It is concluded above report, business environment includes both the environment internal
and external. Both are analyse the different factors such as technology, profit rate and many
more and find out the better way to develop them, it helps in achieve target goals on right time.
On other hand CSR activity is necessary for every organisation to increase brand value in market
and increase business opportunities. Company involve CSR activities to achieve values and
goodwill in society. In organisation maintain rules and regulations and follow ethical behaviour
in company it helps in stability and goodwill in market.
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