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					Marketing Presentation:
       RyanAir
 Iiro Rassi & Eero Rautsi
                Contents
   History
   Recent History
   Growth
   Strategy
   Competitors
   Research & Development
   Future
   Alternative Strategies
                   History
 Set up by the Ryan family in 1985 with a
  share capital of just £1, and a staff of 25
 Idea to start an air service between
  Waterford and London
 In 1986 second route Dublin-London Luton
 Restructuring by CEO Michael O’Leary in
  1991 - low fares/no frills model, inspired by
  Southwest Airlines in the US
            Recent History
 Ryanair is named the most popular airline
  on the web for 2003 by Google
 Voted the world’s favourite airline in 2006
 In 2005 ordered 70 new aircrafts with the
  option for 70 more
 70 million expected passengers in 2011
 First non-European destinations in Morocco
           Growth (1985-2005)
   Passengers: from 5,000 to 31 million
   Employees: from 51 to 2,700
   Destinations: from 1 to 130
   Fleet: from 1 to 114
   Current revenue: 1.69 billion (March 31,
    2006)
Destinations
                     Facilities
Location                        Activities
Dublin Airport                  Corporate HQ
Phoenix House, Dublin           Reservations Center
Satellite 3, Stansted Airport   Sales Office and Operations
                                Center
East Midlands Airport           Simulator and Training
                                Center
Dublin Airport                  Hangar
Skavsta Airport                 Hangar
Prestwick Airport               Hangar
Stansted Storage Facilities     Hangar
                         Strategy
   Low fares to stimulate demand
   Customer service
   Frequent point-to-point flights on short-haul routes
   Low operating costs
    –   aircraft equipment costs
    –   personnel productivity
    –   customer service costs
    –   airport access and handling costs
 Taking advantage of the internet
 Commitment to safety and quality maintenance
Boston Matrix: Destinations



     Hot new destinations          Unknown popularity
     (Croatia, Turkey)             (Morocco)




     Always popular destinations   Small unnecessary
                                   destinations (18 airports
     (London, Paris)
                                   in France)
              Competitors
 RyanAir doesn’t take kindly to challengers,
  often trying to push them out of the market
  with competitive pricing and aggressive
  marketing campaigns
 RyanAir victorious over MyTravelLite, Go,
  easyJet and DFDS Seaways, all of which
  tried to take a piece of RyanAirs market
Aggressive Advertisement
      Research & Development
 RyanAir’s R&D focuses mainly on finding ways to
  cut costs
 Through customer surveys they find what
  customers don’t necessarily need on a flight, and
  remove such things like reclining seats
 Opposite to this they also include new stuff that
  might generate extra revenue (in-flight
  entertainment, gambling)
 Usage of secondary airports
                  Future
 RyanAir aims for free air travel
 Trying to reduce luggage with additional
  costs per suitcase
 Generating extra revenue with on-flight
  online shopping, gambling
        Alternative strategies
 On-flight gambling morally questionable
 Instead of free flights, they could spend
  money on better situated primary airports
       Questions?




Thank you and fly with RyanAir

				
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posted:4/17/2010
language:Spanish
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