How does Ryanair Maintain Their Cost Leaders... / ID: 461355

Author: arisha (50)

Evaluation:

Published: 08.11.2008.

Language: English

Level: College/University

Literature: 19 units

References: Not used

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Table of contents

Nr.	Chapter	Page.
	Introduction	3
2	Raynair Case	4
2.1.	Case Background	4
2.2.	Ryanair’s Market Position	6
2.3.	Low-cost Positioning In Europe	8
3.	Theories Background	9
3.1.	Competitive Advantage and Global Strategy	9
3.1.1.	Cost Leaders	9
3.1.2.	Competitive Drivers	10
3.1.3.	Classification of Strategy	11
4.	Ryanair’s Strategy and Analysis	15
4.1.	Business Model	15
4.1.1.	Route network development	15
4.1.2.	Brand development & Market effectiveness	15
4.1.3.	Low-cost operations	16
4.2.	Strategy relating to Organization of Company and Flight Structure	17
4.3.	Strategy relating to Cost structure	18
4.4.	Strategy relating to Service	19
4.5.	SWOT Analysis	21
4.6.	Analysis of the current competitors for Ryanair	24
4.6.1.	easyJet	24
4.6.2.	Air Berlin	25
4.6.3.	German Wings	26
4.6.4.	Current and further market development for low-cost airlines	27
5.	Performance Measures	29
5.1.	Business Process	29
5.2.	Engineering management	29
5.3.	Crew management	29
5.4.	Importance for Airline Business	29
	Conclusion	32
	List of Abbreviation	35
	References	36

Extract

In times of internationalism and Globalization around the world the choice base for customers offers opportunities that haven’t existed before. Through these changes in each market, companies and customers have to start new-orientation and establish them again in the market for finding their position.
Especially inside the airline business there has been a turnaround during the last decades (≈ since 1980). New airlines, low-cost airlines, came into the market and tried to get in competition with the traditional ones. Some of them failed, but there are also some airlines which gained a foothold inside the business.
One of these airlines that survived was the Irish competitor Ryanair. Since its establishment in 1985 Ryanair was on the increase and found its position inside the market. Until today this small Irish company, currently with 5,981 employees, is able to get in competition with widely known and big airlines like British Airways, Lufthansa or SAS.…

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How does Ryanair Maintain Their Cost Leadership in the Highly Competitive International Airline Business?