Strategic analysis of Ryanair and the low cost airline industry in the UK 2023
Mariam Peyton is a professional Financial Analyst. She holds a Masters degree in Economics. She specialises in financial analysis and forecasting. Her expertise includes studying the financial performance of companies, markets and entire industries looking for trends, insights and information that can help you glean rich insights for use in academic and market research.
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In this report, we undertake a strategic analysis of Ryanair and the low-cost airline industry and try and understand which activities have helped the airline dominate the European airline industry. Ryanair is Europe’s largest airline, the largest low-cost carrier, and also one of the world’s largest airlines globally in terms of passenger numbers carried. Other low-cost European airlines include EasyJet, Vueling Airlines, Wizz Air, Norwegian Air, Aer Lingus, Turkish Airlines, and Deutsche Lufthansa AG.
Low-cost airlines have prospered globally and have become not only a key fixture of the travel industry but an essential element of contemporary life. Important to note is that low-cost airlines are more advantageous compared to premium airlines because at no point do they impose costs that make profits at lower fares in the market. Ryanair was the first low-cost, basic European airline to have an impact on the market.
This assignment is going to analyze the various Strategic Management issues in Low-Cost Airlines, particularly focusing on Ryanair. What are Ryanair's business strategies and what is its competitive advantage? The company has traditionally offered low prices and high-quality services so part of its mission of being the leading European low-cost carrier in the UK. It is now regarded as Europe's largest low-fare airline with its competitive advantage being its ability to operate as a cost leader; providing the cheapest fares to its customers.
This report evaluates the strategic position of Ryanair and the low-cost airline industry in the UK using tools such as SWOT, PESTLE, and PORTER’S FIVE FORCES to understand the challenges, risks, and opportunities faced by the company and industry at large.
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Strategic analysis of Ryanair and the low cost airline industry in the UK 2023 Case Study
Key Learning Outcomes
By the end of the case, students should be able to:
- Gain insights into Ryanair and the low-cost airline industry in the UK, delving into the airline's business model, strategy, key performance indicators, and governance. Identify its vision, mission, and current strategic objectives.
- Evaluate the major factors affecting Ryanair and the low-cost airline industry’s strategic direction using SWOT, PESTLE, and PORTER’S FIVE FORCES
- Learn how to apply strategic analysis to an organization
1.0 INTRODUCTION
Ryanair Holdings Plc. is an Ireland-based airline company that was incorporated as a holding company for Ryanair Limited in 1996. The company offers low-fare passenger airline services mainly in Europe. It also provides additional services such as non-flight scheduled services, Internet-related services, and the on-board sale of beverages, food, duty-free, and merchandise. Ryanair runs its activities through its subsidiaries namely; Buzz Airline, Lauda Europe Limited, Malta Air Limited, Ryanair DAC, and Ryanair U.K. Limited. In 2022, the company had revenue of €4,801 million. Ryanair connects over 240 destinations across 40 countries. This report is going to discuss the current strategic aims and objectives of Ryanair Holdings Plc using SWOT, PESTLE, and PORTER’S FIVE FORCES to understand the challenges, risks and opportunities faced by the company and industry at large.
What are Ryanair's strategies and what is its competitive advantage? The company offers low costs and high-quality services so as to motivate itself into attaining its mission of being the leading European low-cost carrier in the UK. It is regarded as Europe's largest low-fare airline with its competitive advantage being its ability to operate as a cost leader; providing the cheapest fares to its customers.
What are the strategic objectives of Ryanair? By constantly enhancing and increasing its low-fares service offerings, Ryanair is aiming at securing its position as the largest airline group for scheduled passengers in Europe. It also aims at increasing its passenger traffic by charging low fares while continuing to keep costs low and operational efficiency high despite the prevailing operating environment filled with numerous challenges, all of which are going to be looked at in detail in the following sections. These strategic objectives primarily focus on the core capability of the company to ensure that it offers extraordinary value in the airline industry.
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