What Is Ryanair Swot Analysis

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A SWOT analysis of Ryanair’s strategy with regard to its leadership and management by Michael O’Leary will help us understand if Ryanair can capture its projected market share and make a mark in the European airline industry. SWOT Analysis: STRENGTHS at Ryanair 1. Low costs Ryanair stands out among the other European airlines due to the fact that it has the lowest unit cost. Also, on a worldwide basis Ryanair has a distinctive factor of deploying their services by incurring low costs. 2. Low fares For Ryanair, on a profitable basis, smaller costs facilitates to smaller fares. The average pricing at Ryanair is lower than any of its counter parts in Europe. Even after the inclusion of extra amenities like baggage costs, seat booking, on-board purchases and travel insurance, Ryanair's revenue per passenger is lesser when compared to the other contenders in the…show more content…
Fleet The Boeing 737 is the only aircraft type deployed by Ryanair. Due to which there are advantages of economic scale and flexibility. It also eases the training mechanisms at the organization. 5. Management With the disrptibe and stringent policies of leader and management established by Michael O'Leary, CEO since 1994, Ryanair's management team has portrayed a strong emphasis on its USP: maintaining low costs and fares. They have also not failed to innovate in their constraints of costs. For instance the introduction of baggage charges was intended to reduce the number of bags checked-in, thus cutting short the handling costs. Weaknesses 1. Perception of the Brand Due to the recent pilot scheduling error that led to rescheduling and cancelling flights for up to three quarters for Ryanair, the brand had to deal with tough times to regain its position in the industry. Ryanair has been successful in offering to the customers what it believed they needed namely secure air journey at a low price. However, Ryanair as a brand has competed and fared poorly in a range of polls and surveys in recent
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