Ryanair Swot Essay

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I. SWOT model a) Internal analysis Strengths: Ryanair is the “budget airline pioneer in Europe”, as shown in the article. It’s also the low-cost leader among the others companies. This leadership was achieved through a low cost strategy, including: low ticket prices and maximised productivity. Ryanair as the “highest passengers-per-employee ration in the industry” and the “lowest fares by cutting costs that rivals could not achieve”. The frequent departures, the few lost bags and cancellations have built the Ryanair’s strong reputation. The brand was also made through an innovative and aggressive marketing strategy. The company was involved in many controversial advertisements to promote its Web site. Ryanair managed to reduce its marketing costs by relying on free ads. This marketing strategy could not exist without Ryanair CEO, Michael O’Leary, audacious leadership style that has the power of “motivating and energising people”. Ryanair try to reduce its airports charges by “avoiding congested main airports” and offering point-to-point flights through established courses. The Web-based check-in permits the customers to make reservations and saving their “valuable time” thanks to the ticketless boarding system. Moreover, the speed of the flights is improved by the facts that passengers have fewer bags. Weaknesses: Ryanair image suffer from various incidents that got a lot of press coverage. Among the customers, many complained about the extra-fees. Sometimes these extras make the low cost company even more expensive than Air France KLM for example. In opposition to Southwest airlines, Ryanair doesn’t have a human resource management base on people. Ryanair even refuses to recognize trade unions and has to take care of many staff issues. Furthermore, Ryanair suffers of a bad reputation also because of its CEO. For example,

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