Ryanair Macro Environment

1737 Words Dec 26th, 2010 7 Pages
Consultancy Report Part 1

Ryanair’s macro and competitive environments

Report compiled by:
Student: Egle Sukyte
Student number: 7124180
Course: Business Management with HRM
Unit title: Marketing (MKT 432), Level 2.

Table of Contents

1. Introduction.............................................................................1 2. Macro Environment – PESTLE Analysis...............................................1 3.1 Political forces......................................................................1 3.2 Economic forces....................................................................1 3.3 Social forces........................................................................2
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However, Ryanair chief executive Michael O’Leary states that they will be still offering all passengers on all routes the lowest prices guarantee and avoid fuel surcharges.

2.3 Social forces
For the social forces, the increasing travelling lifestyles are the factor that may affect the business of Ryanair. In this section the most important are the customers, thus company needs to provide even better: * Customer service * The best punctuality ( Ryanair improved it by 88% in the last 12 months); * The fewest cancellations (see appendice 2). * The least lost bags (see appendice 2).

* Protection of the passengers * CCTV cameras * metal detectors for passengers * x-ray machines for baggage * Trace detectors, etc.
Moreover, there is reliable software in Ryanair website, which let the customer to feel safe when buying the flight tickets, car hire, hotel accommodation, travel insurance and rail services, etc. http://www.ryanair.com/site/about/invest/docs/2008/Annual%20report%202008%20web.pdf 2.4 Technological forces * In the past few years £23 million has been spent on IT programme to protect airlines against crime, cyber terrorism and vandalism. After 11th September 2001, the newest technologies are required in the airports, which cost loads of money for business and stress for the customers. Additionally, it is one of the reasons for delays, as baggage and passengers must be checked very carefully. However,

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