Ryanair is one of the most unique and successful low-cost airlines in Europe. Despite having so many negative associations, it still remains the leader in this market by having the biggest share of customers and flights (European Low Fares Airline Association, 2008). Hence, what are Ryanair brand key secrets making it so successful? The Keller‘s Customer-Based Brand Equity Model incorporated with Pillars of the Brand were used to make an analysis which helped to answer this question. Ryanair brand was analysed according to such components as brand awareness, brand associations (Pillars of the Brand) and brand image. Brand awareness includes the performance of both brand recall and recognition. Evaluating Pillars of the…show more content… 2007). These values can be considered as primarily functional and experiential benefits but not emotional and self expressive benefits.
Ryanair’s emphasis on offering the cheapest price has been supported throughout primary and secondary research conducted. Focus groups showed that a majority of people felt that Ryanair was offering the lowest fares (see Appendix_ Q5). Hence it can be said this value is powerfully and effectively communicated to customers.
Questionnaire responses also showed that those who would choose to fly with Ryanair often mentioned that it is easy to book on their website (Appendix _ Q8). Other than this there was no evidence to suggest customer’s felt Ryanair provided good customer service. To the contrary Ryanair is seen from its brand personality and overall brand image as providing poor service. This may highlight an interesting downside to trying to balance two key values. The consequence for Ryanair emphasising on cost cutting to offer the lowest prices is the difficulty in improving its perceptions regarding customer service and quality.
As Ryanair considers its expansion in pursuit of achieving its goals of making air travel free it must ensure that it is able to keep its core brand values. This is because it is them that create Ryanair’s brand
Strategic Management Module
Ryanair Case Study Questions
This report will prioritise to address clearly how to analyse and evaluate the findings of two questions. The selected company that will be used when completing this task is Ryanair which is known as 'the low cost fare airlines'. (Seminar Case Study, 2013).
The first question is as follows; 'With reference to the Airline Industry and Ryanair cases analyse the competitive environment of the European airline industry in which Ryanair operates'
The stress mainly falls on quality and expanding the company worldwide. Wile Rynair and Robert Owen emphasize profit and productivity having strong top leaders and bureaucracy in which people are expected to follow precisely defined rules and procedures rather than to use personal judgment. They are using the administrative management
important distinctive feature that distinguishes Ryanair from its main competitor easyJet and other competitors is that the fares are the lowest in the market. In 2002 the average fares of Ryanair were 30% cheaper than easyJet. In addition to all this, Rynair showed better punctuality record in taking off and landing on time than its competitor easyJet.
Ryanair was making a good profit from flying to secondary airports which gave them a cost advantage because they avoid huge gate and landing charges and
1. Introducción
1.1 Definición del sector y Clasificación del modo de negocio
2. Análisis Genérico del Sector
2.1 Análisis Genérico Externo
3.1.1 Análisis del Macro entorno: PEST
2.1.2. Análisis del Micro entorno: Cinco Fuerzas de Porter
2.2 Análisis Genérico Interno
2.2.1 Cadena de Valor
2.2.2 Factores de Éxito
3. Análisis Específico de las unidades estratégicas
3.1 Análisis específico interno: Fortalezas y Debilidades
3.2 Análisis específico externo:
Levitt’s Total Product Concept:
The Core Product:
The core product of Ryanair is air transportation that fits in with their strategy of low cost and no frills (LCNF).
The Actual Products:
Planes - They buy them in bulk increase the number of seats to 808 allowing them to have more customers per flight. They have more customers per plane than other similar companies e.g. Aer Lingus.
Seats - Are plastic and easy to clean, making airport turnarounds more efficient. By having low quality seats
1.0 Context Analysis of British Airways
In order to understand an organisations key market and communication drivers which will in turn influence how their brand is perceived by consumers, analysing the context of its current marketing communications instalments is essential (Fill, 2006). Fill highlights 4 key stages for context analysis: Customer, Business, Internal and External which are crucial in order to form a marketing communications plan.
Context | Dimensions |
The Customer
-Brand
National Institute of Business Management
Chennai - 020
EMBA/ MBA
Elective: Airline and Airport Management (Part -1)
Attend any 4 questions. Each question carries 25 marks
(Each answer should be of minimum 2 pages / of 300 words)
1. Airline management practice has evolved significantly over the past three decades. The development of this practice has contributed to recent advances in computation and communication technologies and, more importantly, the need to reduce costs and increase revenues