Ryanair Holding , Plc -2011

Vision statement: To be the biggest and the most profitable low fares
airlines in Europe.
Mission statement: To offers low fares that generate increased
passenger traffic while maintaining a continuous focus on cost
containment and efficiency operation.

3 year strategic plan for CEO ‘Leary at Ryanair

Year 2012:
opening new airport
Selection of Routes
Targeted businessmen and who used trains, coaches for travelling
Manage load factors cost base.
Year 2013:
Pioneer innovative cost reduction method
Internet usage
Re – train staff
Safety passenger
Ancillary services
Attractive package tours available
Ryanair implemented marketing plan according to marketing mix ( product
, price , place , promotion, people) in all possible ways.
Year 2014: According to intense competition Ryanair strategy of low ticket
price.
Cost item:
Ticket price £274
Online check-in £20
Delay /cancellation Before three day tells no
fees.
Administration fee £30
Two checked bags £20kg free
Travel cot Free
Total cost of trip £324

Adopt promotion strategies :

Advertisement
T.V
Social media
Offer 10% discount in 10 year child.
Launch the service.
Explain the 3 year planning:
Opening new airport ( major effect cost largest investment require )
Need to innovate
Selection of Routes: Ryanair a well think decision in choosing its routes
keeping in mind the criteria like cost efficient facilities , geographic ,
demographic and strategic.
Internet usage: Ryanair booked of all tickets through their website system
which is more cost efficient than traditional agent base.
Safety : Ryanair need to provide facility in case of injury any passenger.
Swot Analysis:
Opportunities: Strength:
Many new place will be opened Low cost fares
up in the European sector
Good brand image 25 year low cost
soon.
carrier.
Hard working management

Threats: Weakness:
Fuel cost depend on the oil poor customer relations which can
market. effect the success.
Competition Misleading advertisement about
destinations and ticket fares.
Economic recession
Taxes

PESTEL Analysis:
Political : Inside Europe political stability .
Economic: inside Europe stable economy.
Technological : Aircrafts ,supply chain software,
RyanAir uses its website for online check in and self check in at airport.
Social: consumer always look for cheaper way to fly so lower costs attract
majority of them.
Fluctuating consumer preferences
Legal factors: Ryanair does not seek competitive advantage through
illegal or unethical business practices.
Bargaining power of customers: customers can switch from one
airline to another as they are price sensitive.
New Entrants
Entry barriers
1. huge capital investment
2.Need for low cost base
Competitive Rivalry:
If any other airlines decide to compete with RyanAir then there will be high
pressure on prices and profitability.
RyanAir is looking forward to improve their services ensuring that the
customer are satisfied as recently they have received many complaints
from the customers.
Human resources: To deal with its valuable customers in more efficient
and better manner RyanAir is planning to re-train staff.
Company current position :
Profit rose 26% £401million.