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Ryanair, flying high with low prices

Rechten: Alle rechten voorbehouden

Ryanair, flying high with low prices

Rechten: Alle rechten voorbehouden

Samenvatting

The last few years, the airline industry has been struggling due to the terrorism attacks in 2001 and the recession. Nevertheless, the low cost carriers (LCC) continued to be profitable and successful with its own particular business model. It is an upcoming trend in the aviation industry. Ryanair is one of these up-and-coming low cost airlines. This LCC is an Irish low-cost passenger airline, which was founded in 1985 by the Ryan family. From that year on Ryanair grows tremendously. Passenger numbers continued to increase, as well as the fleet of aircrafts and their network. But the difficulties increased as well. The cost-reduction strategy of Ryanair has several positive as negative aspects. This causes some problems and gaps between the desired identity and the corporate identity and as well between the self-image and the corporate image. The problems cause the gap due to bad communication.
The communication activities and behaviour of Ryanair are remarkable and determine for a great part the image formation of the company. CEO Michael O'Leary is regularly in the news with wild plans to change the aviation industry. It is not always clear whether the ideas O'Leary publish can be taken seriously or if it is just a matter to gain free publicity that leads to image formation.
The competition of Ryanair is strong, there are approximately 40 other low cost carriers in Europe
and the German Lufthansa and English EasyJet are Ryanair's biggest competitors at the moment. Direct competition with other LCC's in the near future is inevitable. However their strategies have a lot in common, Ryanair is exceptional with its communication activities, single and newest fleet, corporate social responsibility, low operating costs and punctuality. Besides, this Ryanair is trying to follow the latest trends in aviation industry while focusing on its main target group; young travellers and business people. Trends as environment, social media development, efficiency and safety will not be forgotten.
Nonetheless Ryanair has a range of weaknesses as well. Among other things, the behaviour of the company has to improve. There are too many complaints about the company according to the respondents of the survey and other travellers who flown with Ryanair. They absolutely have the potential to become the most excellent LCC worldwide and may achieve this by several recommendations. Nevertheless, before the realization of this, some problems remain to be solved.

Toon meer
OrganisatieDe Haagse Hogeschool
OpleidingESC Europese Studies / European Studies
AfdelingAcademie voor European Studies & Communication
PartnersRyanair
Jaar2011
TypeBachelor
TaalEngels

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