Critical Discussion Of The Ryanair Strategy For Past 3-5 Years

4298 WordsJun 16, 201518 Pages
Case Study on Ryan Air Critical Discussion of the Ryanair Strategy for past 3-5 years • Summary of the Ryan Air The Ryan family founded Ryanair in 1985 by Tony Ryan, head of the family. The company was started to provide scheduled passenger airline services between Ireland and the UK, as an alternative to the then state monopoly carrier, Aer Lingus. In 1990s, Ryanair became the Europe’s first low-fares, no-frills carrier, built on the model of the highly successful Texas based operator South Western Airlines. Around this time Ryanair adopted also new management team, led by Michael O’Leary who was appointed by Tony Ryan. Ryanair was incorporated as a holding company in 1996 and floated on the Dublin and London stock exchanges and…show more content…
Ryanair primarily advertises its services in national and regional newspapers and also making itself clear through controversial and topical advertising, press conferences and publicity stunts. Other marketing activities are distributing advertising and promotional material and making campaigns with other travel-related entities. Ryanair also contacts people that are in there database by sending them special offers by e-mail (Hernández, 2009, pg371). Furthermore, Ryanair offers good on-time flights, minimum of cancelled flights and a minimum of luggage losses. Also Ryanair has made a passenger charter with the following commitments: 1. Offer the lowest price at all time on all routes 2. No fuel surcharge guaranteed 3. Honour the agreed fare after payment 4. Notify passengers of known delays, cancellations and diversions 5. Minimize the numbers of passengers facing delays 6. Allow reservation changes 7. Respond quickly to passenger complaints and provide prompt refunds 8. Speed up check-in 9. Minimize involuntarily denied boarding. 10. Provide Passenger Information 11. Information to passengers at the time of booking • Corporate Strategy of Ryan Air i. Strategic development The strategy of Ryanair is partly described in the summary of this report. In the following points it will become clearer how this strategy is built up by using

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