Ryanair Internal and External Analysis

Ryanair Internal and External Analysis 1.0 Introduction Organisations need to establish clear corporate strategies in order to gain full competitive advantages. This objective report is to carry out an in-depth analysis of the both the internal and external environments of Ryanair by using the strategic models. Ryanair is a low cost passenger airline that operates short haul between Ireland, UK and Continental Europe (Gill, 2005). The analyses are important in order for the company to improve its competitive strategies and also achieve its organisational objectives. This will fulfill Porter (1996) theory that organisations need to continually evaluate their strategies in order to improve their business operations (Richard Lynch, 2000) 2.0 The analysis of low-cost airline environment and industry There are many strategic models that can be used to analyse an organisations internal and external environments (Richard Lynch, 2000). This includes PEST, SWOT, Value Chain, Porters five forces, Porters generic model etc. For the purpose of this report, the appropriate tools would be used in order to identify the problems and issues that are confronting Ryanair and find lasting solutions through the development of appropriate strategies. 2.1 Environment analysis of Ryanair using PESTLE model (P)olitical factors affecting Ryanairs operations Political situation in the Middle East is causing a hike in fuel prices and high maintenance costs which is affecting Ryanairs low price strategy (Penelope Butcher et al, 2005). Other political factors including terrorists activities have prompted Ryanair to increase its security measures thereby increasing high costs. This has adverse effects and impact on its low price objective. The changes in government policies such as the enforcement of climate change charges on airlines is affecting Ryanair business strategies (Penelope Butcher et al, 2005). The European Union (EU) abolished the duty free sales which affected the numbers of tourist passengers (Scholes et al, 2005). In February 2004, the EU ruled that Ryanair has been receiving state subsidies for its base airport at Charleroi Airport and this led to the repayment between à ¢Ã¢â‚¬Å¡Ã‚ ¬2.5 million to 7million to the regional government (Scholes et al, 2005). The EU also devised new rules to cover overbooking of flights and automatic compensation for cancelled flights (Scholes et al, 2005). (E)conomic factors that affects Ryanair operations and strategies Fuel price increases: The continuous increase in the price of fuels has made it difficult to meet it low cost objective (Penelope Butcher et al, 2005). The increase in air-flights price has made passengers to seek alternative cheaper means of transport such as rail thereby leading to loss of earnings. Fluctuating currencies: The instability in the price of US dollars, Euro and the British Pound is affecting the business operations of Ryanair because Ryanair engages in Fuel hedging and this could lead to high business risks. Potential economic recession and downturn: economic recession has had adverse effect on the airline industry due to a reduction in the number of travelers. (S)ocial/cultural factors effecting Ryanair business environments Aging populations: Aging populations travel less and also factors such as cocooning effect have prevented passengers from travelling i.e. terrorist activities countries like Afghanistan, Iraq, Pakistan etc (Penelope Butcher et al, 2005) Low cost strategy/wider demography: Lower cost of fares provided by Ryanair means that they attract wider demography of consumer The expansion of EU: The EU has increased the number of passengers travelling across Europe and been also been increase in business trips will lead to more customers base. (T)echnological factors affecting Ryanair business environments. Wireless technology expansion: The development of internet has increase online sales of air ticket and it is now used for online checking in Information and communication development: technological developments such as video conferencing, instant messaging, and mobile communications has led to less travelling for business travelers. Other developments: such as high-speed trains i.e. Euro star will lead to a decrease in air passengers and it will affect air passengers (L)egal factors Many new EU laws and regulations have affected the operations of Ryanair air. Other new EU laws which have legal rulings that are affecting the operations of Ryanair include overbooked passenger compensation, cancelled flight compensation and other laws. (E)nvironmental factors The promotion of environmental sustainability by the regulatory, governmental and non-governmental organisation has led to the introduction of other charges on the airline. These include carbon emission charges, climate change protection charges etc. The environmental factor has also lead to the introduction of voluntary carbon-offset charge from the airlines to the passengers. 2.2 Environmental analysis of Ryanair using Michael Porters five forces The first forces is applied to Ryan air and Porter (1996) identified five forces namely; threat of new entrants, the power of buyers, the power of suppliers, the threat of substitutes, and competitive rivalry. Threats of new entrants: New entrants protection by EU regulation- Many new competitors such as BMI, Easy Jet and other European airlines are being protected by the EU laws and price regulations according to European Union101 article 86 regarding competition and fair trade. There are barriers to entry that are faced by Ryanair in the past but some of these barriers have been reduced due to the increase in regional and secondary airports that are very lucrative for Ryanair business operations because the airports are less congested. Bargaining power of suppliers In the airline industry, the aircraft suppliers are two major players Boeing of the US and Airbus (European Consortium). There has been great competition between Boeing and Airbus which has averted price fixing and thus creates advantages for the airlines. In 2002, Ryanair set up a Dutch auction between Boeing and Airbus, and Boeing won the auction based on the fact that it gives better discounts to Ryanair (Stanley, 2005). The power of buyers The customers are more associated with lower costs and the internet has been used to exploit this. The strong desire for customer loyalty because of low switching costs is affecting Ryanair negatively. Threat of substitutes Alternative systems of transportation The alternative systems of transportation affect the market of airlines operations such as Ryanair. These include: Bus services such as Euro lines that have a European network of road transportation (Penelope Butcher et al, 2005) Rail services including Euro Star is creating a stiffer competitive environment for Ryanair. Videoconferencing: Technologies such as video-conferencing, web-mail, etc. have reduced the need for face-to-face meetings. This has greatly affected the turnout of business travellers. Rivalry among existing firms Ryan Air has many rivals including BMI baby, MytravelLite, Easy Jet, and Buzz. This competition has affected Ryanairs markets (Penelope Butcher et al, 2005) The analysis of the fives forces of porter and the PESTLE analysis indicate that Ryanair business environment is dominated by stiff competition which are affecting its operations. This has led to the development of new competitive strategies by the CEO. The strategies are entirely customer focused, based on providing low and competitive prices, excellent quality services and less operational charges on passengers as will be discussed below. 3.0 The analysis of the strategic capability of Ryanair and the identification of the key strengths and weaknesses (S)trengths of Ryanair Low cost due to its no-frills approach High financial capability- Ryanair has good financial capability that has a great impact on its finances and its ability to withstand increasing legislations and unfavourable economic conditions such as fuel price increase, unstable foreign exchange markets etc. (Ryanair corporate report, 2010) Good Customer Service- Ryanairs strategy is to deliver the best customer service performance among its competitors. Based on Association of European Airlines reports and its own published statistics, Ryanair has achieved highest punctuality, fewer lost luggage and fewer cancellations because it operates from low congested airports. Good technological base By utilising the power of Information technology such as internet, in January 2000, Ryanair converted its host reservation system from the BABS (British Airways Booking System) to a new system called Flightspeed, which it operates under a 10 year hosting agreement with Accenture Open Skies (Open Skies). High publicity: due to its chief executive Michael O Learys controversial issues High financial capability: see Appendix 1 (W)eaknesses of Ryanair Legislative issues with authorities Ryanair has been engaged in legislative issues with the Airline regulators and the EU commission. Secondary and provincial airports The use of secondary and regional airports by Ryanair has adverse effects on the passengers who spend more money to get to the cities. Over time customers may find this as big inconvenience. Prone to bad press Ryanair is perceived as arrogant and the slightest incident gets a lot of press coverage. Niche market Restricted expansion possibility 3.3 Ryanair strategic capabilities: value chain and core competences Low fares: The provision of low fare air tickets by Ryanair is the strategy in order to gain full market leadership. The low fares stimulate demand and the targets are business and leisure travellers. Ryanairs frequent Point-to-Point Flights on Short-Haul Routes. Ryanair provides frequent point-to-point service on short-haul routes to secondary and regional airports in and around major population centres and travel destinations has a major impact on the passengers who are keen to take short flights to their destination Low Operating Costs: Ryanair achieves its low operating costs by operating in secondary and regional airports where there are low congestion and less airport charges (Gill, 2005) Maximising and Utilising and the use of the Internet and other technologies: Ryanair has been utilising the internet technologies to improve its sales through online sales and the renting of its own servers for operations (Gill, 2005). This has led to an increase in its sales figures as shown in the account of the company. Improvement of operations by offering ancillary services: Ryanair provides ancillary services such as hotels, car rentals, in-flight sale of beverages, hostel rentals, internet services and holiday bookings in order to increase its sales and customer base. These services have increased the competitive positioning of the company over its main rivals such as BMI baby, easy Jet etc. Contracting out of services. Ryanair only maintained its own staff and services at Dublin Airport, aircraft handling, ticketing, baggage handling and other functions had been contracted out to third parties (Gill, 2005). 4.0 Conclusion Ryanair is a reputable European airline that has gained competitive advantages over its competitors through the implementation of appropriate corporate, business, marketing strategies. The application of low operational costs discussed such as use of regional and secondary airports, customer satisfaction and low price strategies have all made Ryanair a highly competitive airline that will continue to dominate the market. While its external environment has proved to be highly competitive and not very conducive to business, it appears that Ryanair strategic capabilities have helped to build and maintain its success.

Factors for Going Public Through an Ipo Essay

When an organization is private they have decisions to make. Going public through an initial public offering, or IPO is one decision they can choose. When going through an IPO there is going to be increased capital. A public offering will allow a company to raise capital to use for various corporate purposes such as working capital, acquisitions, research and development, marketing, and expanding plant and equipment (FindLaw, 2013). Other advantages of choosing an IPO would be liquidity, increased prestige, valuation, and increased wealth. Weaknesses Even though going public has some advantages, it can also have some disadvantages too. The time and expense is probably one of the biggest disadvantages with this choice. It can take over a year and much money for fees to even start the process of an IPO. Other disadvantages to going public through an IPO would be disclosure, decisions based on stock price, regulatory review, falling stock price, and vulnerability. Disclosure is another part that can be costly when starting an IPO. That means that the organization has to make all financial records available to the public. Opportunities Going public is a way to increase public awareness of the company. The company will have more exposure of its product line. This awareness will increase sales because the product will be introduced to a new group of potential clients. An opportunity to increase clients will have an increase in market share. Investors will have a positive reaction to the company as it increases its market share. Threats As a public company, there will be accounting practices that will need to be met. The SEC requires public companies to comply with the regulations. The cost to comply with SEC regulations can be expensive in addition to the regulations the SOX Act will require an external accounting firm to audit the company adding additional cost. Since Lafleur will now be operating as a public company, they will have the pressure to perform for the market. â€Å"The actions of the company’s management also become increasingly scrutinized as investors constantly look for rising profits. This may lead management to perform somewhat questionable practices in order to boost earnings† (K. Balasubramaniam, 2009). Factors for acquiring another organization in the same industry Strengths An organization can also acquire another organization in the same industry. A major strength with acquiring another organization is that Lafleur Trading Company would be the owner of both organizations and would hold the power of both at the same time. The new organization loses its power and sometimes even loses the name. Acquiring another organization might be done to save the original smaller company while boosting sales for the larger company. If Lafleur would choose to keep the client list of the new organization it would be strength for them and those clients. The clients would still be able to receive the same products, but under new owners. With the new organization being in the same industry Lafleur would not have to buy any additional equipment for the new product. They could just bring the product over to their buildings. Weaknesses Acquiring another organization has its weaknesses too. Customers can become upset over this because they want to be loyal to the previous owners over the newer ones. Lafleur would have to pay a premium to the affiliate of the organization to keep the customers happy (if they can) and without upsetting cash flow. Opportunities There is opportunity in a company’s strengths. Lafleur can take advantage of the successes the acquired company has accomplished in the areas of product, marketing, research and development, and staffing. They can also avoid mistakes that have been made in the past. Using a synergy strategy in this process of acquisition will require Lafleur to be knowledgeable in the operations of the new company. Threats The threat of acquiring another company in the same industry is in its customer base and product line. Lafleur may not be gaining new clients or offering new or improved products. The sales team may be making the same sales calls to the same customers the other company. In this scenario, Lafleur will be gaining the company’s debt without the benefit of expanding resources for future growth. Merging with another organization Strengths Mergers are different than acquiring a new organization because when two companies merge they work together instead of taking full control of the weaker company. Mergers can help both organizations while also benefiting the public. The new firm will have increased market share, which reduces competition (Economics Help, n.d.). The merger will help financially because the company will get a better interest rate for the size. Efficiency is strength for mergers because the companies can bring the more experienced employees from both organizations together. An important strength of a merger is having diversity between the two original organizations. Other strengths would be research and development, avoiding duplication, and regulation of monopoly. Weaknesses Mergers have weaknesses just like any other choice to expand the organization. Mergers mean higher prices for products because competition is cut when two organizations become one. A merger also means fewer choices of products for customers. One of the biggest weaknesses for a merger would be fewer jobs in each organization. This means that Lafleur would have to let go of some of their employees while the organization it mergers with would have to also let go of some. The employees that are left might experience diseconomies of scale. This means that the employees will feel like they are part of a big corporation and their motivation will start to go away. Opportunities Opportunity lies in a merger with a larger well known company. Lafleur will gain the experience of growth from a larger company. There is also the opportunity of better benefits, salaries, increased revenue, and the expansion of offices in other markets. There must be research to be done to choose a company that will aid in future growth. This company will need to be a worthy partner and not a company that needs a lifeline to survive. Threats If a company does not have a growth opportunity on its own, it will not have growth opportunity when it merges with another company. The threat of Lafleur not benefitting from shared resources can result in failure for both companies. Another threat to a merger is mis-management. If the other company is poorly managed, Lafleur will suffer with unrealistic strategic goals, poor communication, and uncertain future success. It is because of these reasons that most companies do not experience more than one merger in their lifetime, they usually fail. Balasubramaniam, K. (2009). Advantages and Disadvantages for a Company Going Public. Retrieved from http://www.investopedia.com/ask/answers/06/ipoadvantagedisadvantage.asp

South Australia s The War - 1390 Words

Tasmania, Australia [I walk into a house in the southern part of Tasmania, it is well lit and seems to be a popular place. It has a kind of pub like feel to it, where everyone felt free to speak for what they feel. It was in a rural place that must have become quite popular in the war. I am here to see Jake King, a biker from South Australia, I see him across the room, sitting at a table with a glass of water. He is wearing a leather vest, with faded wings on the back, a relatively short beard and long dark brown hair.] So, how was the change from normal life to the war for you? Well, you see before the war, I was part of a smaller biker gang; we called ourselves ‘Spartans’. Before the war we consisted of around 20-30 men, most of us†¦show more content†¦We stopped quite regularly and for supplies and to rest where quite regular and once every 6-7 hours and we would normally stop in the closest town for the night, to rest, eat and prepare for the next day. So it took us just under 4 days to get to Melbourne. That’s where the war really started for us. Suddenly we knew why they chose Tasmania over a place like Melbourne. It was infested; we where on the freeway on the outskirts of the city, but from this distance we could still see the smoke. As we got closer we decided to get off the freeway and go into some backstreets, reasons being that they where packed with cars, and the occasional zach, we figured that they all went into the city. Our destination was Port Melbourne, where we were told there would be a boat waiting for us. How long did it take you to get to Port Melbourne? Ah, we took it slow going as quietly as possible and every night we would find a house to seek refuge in when we saw the sun going down, we would do a full sweep of the property, clear it out and block all the doors with heavy objects, fridges, couches and so on. At night there was a surprising lack of sleep, rather the guys would talk for hours. 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“Analysis of Metamorphosis by Franz Kafka - 938 Words

â€Å"Metamorphosis† is an absurd novella written by the careful and self-conscious writer, Franz Kafka and narrated in third person omniscient by an anonymous figure who tells the story of protagonist Gregor Samsa in a neutral tone. The story was published in 1915 and is primarily about the effects of Samsa’s transformation into a large and monstrous bug. Kafka’s use of irony, symbolism and, major themes make a strong impact. The story takes place in a room of an apartment with no definite historical date or geographical location. It starts one morning when Samsa â€Å"found himself transformed in his bed into a monstrous insect† (pg. 3190. Ironically, his reaction to the transformation into a bug was rather calm, not frantic, as one would assume. However, his family had a hard time adjusting to his sudden metamorphosis. As a traveling salesman, Samsa is required to get up early in the morning to catch a train. However, when he failed to do so th at morning, his family became concerned. His parents and sister knocked on the door in an attempt to get him out of his room because Samsa formed the â€Å"prudent habit of keeping all his doors locked† (pg.321). That habit of his (locking doors) is one of the major ironies used by Kafka. Before changing into a bug, Samsa used to lock his door in hopes of keeping everyone out. However, on the morning of his transformation, his family desperately tries to get in. Once they actually saw Samsa’s insect body his door remainedShow MoreRelatedThe Metamorphosis by Franz Kafka Analysis of the story â€Å"The Metamorphosis†, by Franz Kafka was2200 Words   |  9 PagesThe Metamorphosis by Franz Kafka Analysis of the story â€Å"The Metamorphosis†, by Franz Kafka was written back in the early 1900’s, but reflected a more modern way of thinking and lifestyle of today. 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Gregor did not put himself first when heRead MoreAnalysis Of Franz Kafka s The Metamorphosis 1087 Words   |  5 Pagesmercy were ignored. Franz Kafka’s novella is not about a dictator but it alludes to a person close to Franz that was as close to a dictator that he ever go to. Franz Kafka’s The Metamorphosis, is about a young man that wakes up one day and is a vermin and has to maneuver around his home and come to terms with his six itchy legs. It probably sounds like a load of fictitious ramblings that somehow became a classical novel. Wrong! Look a little closer and the secret message Franz Kafka wrote for his father