Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

Ryan air case study - Essay Example

Comments (0) Cite this document
The Ryanair, written by Eleanor R.E. O'Higgins is a case study which illustrates the challenges and problems faced by the Irish airline "Ryanair". The study also shows the different business strategies the airline did in its success as an airline carrier through rendering quality service at a cheaper cost, as well as the challenges that the industry has been facing since 2004…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER96.2% of users find it useful
Ryan air case study
Read TextPreview

Extract of sample "Ryan air case study"

Download file to see previous pages The Ryanair, founded in 1985 by the Ryan Family, is an airline which provides airline services that cover routes between Ireland and the United Kingdom. This airline industry served first as a second choice for passengers because the main airline that time was Aer Lingus. During its first years of operations, Ryanair was a "full service conventional airline", with two different seat classes and renting three varied types of aircraft. (O'Higgins 2004)
In the early 1990's, Ryanair encountered problems in terms of management and profit gains. The lack of a stable management led by a good CEO resulted to losses amounting to 20 million Irish pounds. Before the appointment of Michael O'Leary as chief executive, five people have already held that same position in a short span of time. (O'Higgins 2004)
With the leadership of the newly appointed CEO Michael O'Higgins, Ryanair underwent reforms in order to recover the losses the airline had in the early years. The new formula includes setting-up cheap fares, having no frills or decorations, and adopting the Southwest Airlines model. These reforms started the big turnaround in the airline company in the latter years of the decade. In 1997, Ryanair was a company "floated in an IPO1 on the Dublin Stock Exchange and on Nasdaq- 1002 but the following year, it registered 9.1 million shares on the London Stock Exchange." By the year 2002, the company was included in the Nasdaq- 100. (O'Higgins 2004 p. 834)
Low Cost Airfares
The main goal of Ryanair is to keep the company as the leader of low fare airlines which operates "point-to-point short-haul flights" out of regional or secondary airports in Europe. (O'Higgins 2004, p.835) All the other strategies revolve around the primary objective of providing "no-frills service with low fares". This approach tries to target the budget conscious leisure and business travelers, as well as people who are never used to travel by air instead used other means of travel like land and water. (O'Higgins 2004)
The air company provided the cheapest way possible to travel by air. It distributed most of the seat inventories to the lowest fare class. The no frills services made the company focus more on other services that are essential to the customers like: (1) frequent departures, (2) advance reservations, (3) baggage handling, and (4) consistent on-time services. It also removed the "non-essential extras (advance seat assignments, free in-flight meals, multi class seating, and access to a frequent flyer program, complimentary drinks, and other amenities) that interfered with the reliable, low cost delivery of its basic flights." (O'Higgins 2004, p. 835)
The strategies of Ryanair which are centered to providing the cheapest air travelling services contributed to very good results. The company surpassed the Aer Lingus as the number one airline covering travels between Ireland and United Kingdom. This fantastic result is due to increased number of passengers (4 million) availing the low cost airline services. The increase of the company's market share to 37 percent enabled them to expand from Irish-UK route to 133 routes, with 86 destinations from 16 countries around the world. (O'Higgins 2004) By the end of 2003, the company had achieved the following:
Ryanair became ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Ryan air case study Essay Example | Topics and Well Written Essays - 2000 words”, n.d.)
Ryan air case study Essay Example | Topics and Well Written Essays - 2000 words. Retrieved from
(Ryan Air Case Study Essay Example | Topics and Well Written Essays - 2000 Words)
Ryan Air Case Study Essay Example | Topics and Well Written Essays - 2000 Words.
“Ryan Air Case Study Essay Example | Topics and Well Written Essays - 2000 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Ryan air case study

Air National Case Study

...? Human Resource Management AIR NATIONAL CASE STUDY Question One The impacts that human resources leaders exert on strategic concepts differ widely according to the organization’s maturity, human resources leader’s capabilities, along with business knowledge, as well as the concerns facing the company. Nonetheless, human resources leaders who happen to be increasingly effective, tend to be primary advisers to the CEO, seeking advice on critical business concerns such as organizational readiness for key business transitions, while, at the same time, preparing the company for the future by means of succession planning, as well as initiatives of leadership development. Presently, HR today happens to be an amalgam of two wildly distinctive...
5 Pages(1250 words)Essay

Overview of Ryan Air

...?Overview of Ryan Air Ryan Air commenced it operations in the year 1985 when it carried more than 5,000 passengers from Waterford Airport in South Eastern Ireland to London Gatwick. During the years that followed, the firm continued with its expansion plans and as the year 1989 approached, the firm had a total of 350 workers and 14 aircrafts which made it to carry about 600,000 passengers annually. However, after four years the costs for the firm increased rapidly, making it to make losses amounting to ?20 Million and despite the fact that consumers continued to fly with it because its costs were very low, the firm needed some changes during this time, and this could have enabled it to revamp (Ryanair). In the years1990 and 1991, the firm...
4 Pages(1000 words)Essay

Scientific management ryan air case study

...?Scientific Management Ryanair Case Study Table of Contents Introduction 3 Influence of Taylor’s Theory in Design of Modern Organisations 3 Influenceof Scientific Management in Ryanair 4 Conclusion 6 References 7 Introduction Modern organisations are marked by dedicated managements comprising efficient planning approaches, division of labour, improvement in workplaces and communication between employees and managers in the workplaces. These formal expressions emanate from the works of Frederick Winslow Taylor who developed the idea of scientific management. Prior to the introduction of scientific management, employees were provided the flexibility to perform their work at such a speed and quality which they believed were fit for them...
3 Pages(750 words)Essay

Business Strategy on Ryan Air Case

... in February 26, 2003. Such acquisition enables Ryan air to gain immediate access to11 new French regional airports and makes the company the largest airline operating at London Stansted Airport. In addition, the company continues to expand by opening two new Continental European bases with low-fare flights from Milan Bergamo and Stockholm. In the year, 2003, the company has been able to launch 73 new routes and carry over 2 million passengers in one month (July). In addition, the company website has been able to make the company position itself in the global market (ivythesis). Action Plan for Implementation The case study has provided the problems and issues encountered by the Ryan air, in spite of its strategies. One of the problems...
12 Pages(3000 words)Case Study

Case Analysis on Ryan Air

Thus, in 2004, the company's short-term market orientation involved segmenting by lifestyle and by income bracket in the European marketplace in order to appeal to a broader target consumer audience.
The key stakeholders in the firm include all staff members responsible for carrying out strategic objectives, the communities in which Ryanair thrives, as well as the customers who frequent Ryanair as their low-cost carrier of choice. Satisfying the stakeholder appears to be the firm's long-term mission in Europe in lieu of having no established, formalised mission or vision statement. Lack of such a mission or vision may be involved in the rationale for why Ryanair experienced sales declines in 2004, however this will be discuss...
11 Pages(2750 words)Case Study

Case Analysis on Ryan Air

...Introduction Ryanair, an Irish airline, is headquartered in Dublin. Its largest operational base is located at London Stansted Airport and it ranks among one of the competing budget airlines in Europe’s budget airline industry. Its key stakeholders are the Ryan Family, Irish Air and Michael O Leary while its vision is to maintain its position as Europe’s leading low fares airline. Ryanair offers scheduled passenger airline services. These are mainly individuals on business and those travelling on leisure. The features of the transport services offered are: frequent departures, advanced reservations, baggage handling and consistent on-time services. The Ireland-UK market was Ryanair’s initial target market, which it successfully managed...
10 Pages(2500 words)Essay

The Ryan Air Case Study

...Ryan Air Business Report Table of Contents Introduction 2. Resource Analysis 2 Financial 2 2.2 Marketing3 2.3 HRM 5 2.4 Operations 5 3. Environmental Analysis 3.1 PESTEL Analysis 6 3.2 Porters 5 Forces 8 4. Critical success factors 9 5. SWOT Analysis 9 6. Strategic position of the airline 11 7. Unresolved issues 12 8. Possible strategies for the future 12 9. Selection of a winning strategy 13 10. Recommended strategy and risk assessment 14 Bibliography 16 Appendices 17 1. Introduction Ryanair, Europes first low fares, no frills carrier, is quoted on the Dublin and London Stock exchanges and on NASDAQ. The airline operates...
10 Pages(2500 words)Case Study

Ryan Air case study

...The environment of Ryan Air in the 2008 case could be summarized as follows (Case Study The PESTEL analysis Political New aviation regulations in EU for the protection of the customers could be restricting to the company Security measures and restrictions because of terrorism threat wreak havoc to the streamlined operations Expansion of EU could both be a boon and a bane Relationship climate with local government might jeopardize business transactions within the locality Trade union issues Economical The soaring prices of fuel Unstable currency conversion which affects spare parts and fuel cost Subsidies by government to competitors which provide undue advantage Expanding market especially of the budget sector Availability of alternative...
6 Pages(1500 words)Essay

Analyses of customer satisfaction in Ryan Air (dual case study of EasyJet and Ryan Air)

...Analyses Satisfaction: The Case of RyanAir Total Number of Words: 2,810 Proposed Research “Analyses of Customer Satisfaction: The Case of Ryan Air” Introduction As compared to full service carriers, low cost carriers have better competitive advantage because of its very low fares and the option to deliver a similar quality in terms of its service (Kim & Lee, 2011). Even though RyanAir is a low cost carrier (RyanAir, 2014a), this particular airline company had been recently exposed to a lot of controversy particularly with regards to its customer service (Prattley, 2013; Smith, 2013). For instance, despite the continuous bookings this particular airline company is receiving from its valued customers worldwide, Smith (2013) had recently...
11 Pages(2750 words)Research Proposal

Country Study: Mali

The territory of Mali has had a great history. We have been centers of the Ghana Empire, the Mali Empire, and the Songhai Empire for about six centuries. Thereafter, during the 17th and 18th centuries, several small states developed along the Niger basin, but they fell during the holy war waged by Muslim leader Al-Hajj Umar, whose kingdom extended from Timbuktu to headwaters of Niger and Senegal. His successor, Ahmadu was defeated by the French in 1860. ( /mali.html)

As is well-known, we have had a turbulent past. We were a French colony for 80 years until we achieved independence. Now we are a multi-party democracy with Presidential form of Government. While the executive power rests with the...
6 Pages(1500 words)Case Study

The Case of R v Turnbull

The defendants planned to rob a bank’s customer deposits in the bank’s safe by posting a notice diverting the dropbox to another location, which they planned to burgle. Several customers did, in fact, drop their wallets loaded with money into the dropbox, however, one customer was suspicious and alerted the police. The strength of the prosecution’s case rested on the visual recognition provided by a police constable who clearly saw one of the defendants removing a sign from the bank premises and recognized him. On this basis, the court of appeal concluded that the appeal of the defendants could not stand. It was held that if visual identification had been the only evidence, the outcome would not have been definit...
10 Pages(2500 words)Case Study

Air Pollution and Cardiovascular Disease: Bullish Business Long-Run Trade-Off

Increased concentrations of effluents in the air were found to have particularly been emitted from motor vehicle exhausts, industrial factories, and other burning or combustion activities of Australians (Bartnett et al. 2006). Practically, any engine that utilized fossil fuel is known to be emitters of these effluents in addition to other activities that require burning of materials as have been broadly argued by different concerned sectors for the minimization of its usage, as well, finding alternatives which could be biodegradable fuels.

Air is humankind’s natural source of respiratory Oxygen. Its preservation may have been openly disregarded so that the current generation has to face up to the maintenance of it...
12 Pages(3000 words)Term Paper

A Comparative Study of the Origins of Ethical Thoughts

Do you know what they dug out? -- Wires! It proves that two thousand five hundred years ago, in the age of Pericles, the Greeks had telephones”. The Jew laughingly retorted: “Recently they were digging in Jerusalem. They dug out nothing. This proves that three thousand years ago when Solomon was the king of Judea, the Jews had the principle of wireless!”

ETHICS AND DIVERSE DEFENITIONS: One of the Dilemmas of the civilized human society was the fight between the soul and the flesh or rather the body and desires. The question is how to divert human energy in an intelligent, controlled way? Searching answers to this question one lands in the premise of ethics, personal as well as social. Ethics (English)...
11 Pages(2750 words)Case Study

The Idea of Liberty in Sam Slime Case

... Sam Slime This could certainly be the case of the rich get richer and the poor go to jail, especially in a country that is trying to serve many masters. The government of the United States is certainly a political and governmental entity, but at it heart it has almost always been a voice of corporate business and expansion of wealth for the few. It operates seemingly under the principle guise of what is good for business is good for the people. One could say that the state of the economy today is the fallout of this mindset. In the “Sam Slime” case study we see the idea of liberty as applied by several masters. The first, when Sam Slime mugs you outright is a matter for governmental law and order. Cleary there is a criminal (Sam...
8 Pages(2000 words)Coursework

Business Ethics in the Case of Timberland-City Year

The purpose of this study is to focus on the ethical considerations and dilemmas faced by the organization Timberland in terms of its coalition to City-Year and the steps that are taken and should be taken for the solution of those ethical issues.

In the merger of the two organizations, Timberland and City Year, there are many ethical considerations. To develop legal business relationships between Timberland and City Year and to consider the stipulations of the required business laws, the following ethical considerations should be deemed:
  • None of City Year’s earnings should be incurred to any private shareholder or an individual.
  • City Year cannot participate in any political campaign or...
6 Pages(1500 words)Case Study

Analysis of OReilly v Mackman Case

Judicial review is a concept which is constitutionally undecided as it on one side, it shores up the rule of law, democracy, and pre-eminence of parliament by facilitating the courts to check the boundaries of government authority and on another side, the courts are open to the decision on the plants based on the fact of separation of authorities that are intimating with the verdicts of democratically elected institutions. Judicial review is not apprehended with the virtues of government assessment but deals with whether the deciding authority has remained within the legal boundaries and whether broad principles of rationality and fairness adhere. The constitutional basis of judicial review is debated as one view holds that it is...
8 Pages(2000 words)Case Study

Analysis of Tourism and Hospitality Law Case

 The main issue that needs to be tackled first is whether there is a valid contract between Richard Brat, carrying on trade as Brighton Greens, (buyer) and Molly and Kelly trading in First Grade Granny Smith apples as Holy Farm.

Apparently, there was, when considering their verbal and written mail sent by Richard to Holy Farm on August 1 reading as follows –“Please deliver 20 boxes –Granny Smith ‘Brighton Greens’. Cheque mailed.“

It may be seen that the mail order does not specify the category or grade of apples to be supplied, but one of the implied conditions of sale could be that the goods ordered need to correspond with the goods inspected and tested.

In th...
8 Pages(2000 words)Case Study

Case of Fisher v Brooker

Fisher first filed his claim in 1993, some of the laws applicable to this case have undergone considerable amendments. However, based on the shreds of evidence presented under this case, we can clearly see that the House of Lords dealt with this case properly and that the judges made extensive analysis and thorough evaluation of the issues at hand. To get a clear picture of how the House of Lords decided this case, let us take a look at the different issues involved in this case and how these issues were resolved.

There are at least seven issues raised by the parties in this case. These issues were as follows: (1) whether or not a fair trial is possible in this case considering the time between the composition of the wo...
6 Pages(1500 words)Case Study

Conflict Between Researh and Ethics on the Tuskegee Syphilis Study

The Declaration of Helsinki by the WHO clearly states that in clinical trials involving humans the wellbeing of the subject should be of prime importance than the interest of science or society. This has been stated because at times in order to achieve the objectives of a study the investigators might overlook the welfare of the trial subjects thus jeopardizing their health in the process. According to ethical rules while comparing two treatment options the control group of the study must receive the best-known treatment available while the study subjects are given a potential newer treatment. Only when there is no effective treatment available a placebo-controlled group can be used for the study. There have been several trials th...
7 Pages(1750 words)Essay

Corporate Strategy of Ryan Air

... Corporate Strategy of Ryan Air European airline industry has had various developments in the last 3 decades and has seen small airlines flourish an example being Ryanair; an Irish airline. It is important to appreciate that the airline industry is one of the most competitive and it has seen many enter and leave. Due to high competition airlines have tried as much as possible to create a brand name with a differentiated service line. Ryanair developed its brand in the process of being a low cost airline operating in Europe. This report looks into this airline’s environment, strategies and its management. It further looks into the various ways of ensuring strategies are implemented despite certain barriers to it. RYANAIR BUSINESS...
10 Pages(2500 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Ryan air case study for FREE!

Contact Us