SWOT analysis of Ryan Air and succeeding decisions to make business essay

Business changes its style, shape and presentation. New technology, new methods, new strategy has made the difference. The entire way of business has change today. Now organizations may take decisions before they get joined into new market, they can be aware from the evident dangers. Strategic management is great subject to examine in modern day's business potential client. Through the task a plenty of strategic issues arrived to knowledge, that was unknown before. Because of the institute and my lecturer to work with this interesting subject.


SWOT examination is a simple framework for producing strategic alternatives from a situation analysis. It really is applicable to either the organization level or the business enterprise unit level and frequently shows up in marketing plans. SWOT means Talents, Weaknesses, Opportunities, and Threats. The internal and exterior situation examination can produce a huge amount of information, much of which might not exactly be highly relevant. The SWOT examination can serve as an interpretative filtration to reduce the info to a controllable level of key issues. The SWOT examination classifies the internal aspects of the company as strengths or weaknesses and the external situational factors as opportunities or hazards. Strengths can provide as a groundwork for creating a competitive advantage, and weaknesses may prevent it. By understanding these four areas of its situation, a firm can better leverage its strengths, perfect its weaknesses, capitalize on golden opportunities, and deter potentially devastating risks. ( Understanding Change, by Jane Edmonds, site no 22)

The radical and ongoing changes happening in modern culture create an uncertain environment and have an impact on the function of the complete organization. Several checklists have been developed as means of cataloguing the multitude of possible conditions that might affect an industry. A PEST examination is one of them that are merely a construction that categorizes environmental affects as political, economic, social and technical causes. Sometimes two additional factors, environmental and legal, will be put into make a PESTEL research, but these styles can certainly be subsumed in others. The examination examines the impact of every of the factors and their interplay with the other person on the business enterprise. The results may then be used to take advantage of opportunities and to make contingency ideas for threats while preparing business and proper ideas. (Industrial Marketing, by Krishna K. Havaldar, webpage no 45)

(Havaldar, 2008, p45)

http://www. welove2ski. com/images/news/ryanair_plane. jpg

(Ryan Air logo, figure no-1)

Primary accumulated data's of Ryan Air

Ryan Air can be an Irish airline with headquarter in Dublin and its biggest operational bottom part at London Stansted Air port. It is Europe's largest low cost carrier and one of the world's greatest & most successful airlines in conditions of profits, amount of flights and range of travellers flown. Today the carrier is the first airline in European countries per passenger's traffic 66 million has more then 950 routes in 26 countries, 36 bases which is recognised among the most punctual flight in Europe.

(Power: Growing variety of people for Rayan Airways)

http://www. ryanair. com/en/news/Ryan-s-july-traffic-grows-19-percent

SWOT evaluation of Ryan Air


Strong pan European brand (36 bases),

Biggest & most profitable LCC European countries and

Focused competitive and innovative management system.

Secondary and local international airports allow cost lowering and fast turnaround. Strong balance sheet and cash technology allow facing eventual problems, increase capacity to attract finance, enhance capability to take risk and face new issues and competitive price on aircrafts parches. Reduce obstacles to its access in new market, while adding to increase barriers to new entrants. High seat occupancy rate and lowest seat mile in short haul flights. Standard and modern fleet shaves on maintenance; training costs which is enhance security and power efficiency. High rate on punctuality and low baggage lose rate give dependability to the organization. Higher rate of aircraft utilization allow the revenue to increase. Point to point flight as apposed to hub and spoke allows service cost decrease. Low labour non union cost, low cost due to smooth and simple form of the organization. And major earning from impressive ancillary service.

Weakness is seen as the organizations inside factor. Because organizations don't want to allow competitor find out about their business weakness. The weakness of Ryan airs are bellow.


Exposed to legislation on airport deals and people compensation

, the length between secondary international airports to the primary location. Lacking of appropriate consistency using routes and brand is firmly linked to a low cost model and maintain the positioning could be challenging. Too much subjected to outsourcing. Market extremely delicate to price elasticity, prone to bad press I that its top management is perceives as arrogant and provocative.

Poor customer support is one of the best weaknesses of Ryan air. And high seat available could be a problem for when they soaring to less popular spots. Limited slot machines in main air port could be a major problem in the future. Constant innovation requirements to preserve the business model and low empathy for employees and high turnaround could improve the CO2 emission.

Opportunity: Western european market still offers sizeable for developing the business enterprise model, under way industry consolation offers opportunities for new routes and air-port deals. EU enlargement allows expending in new market segments; demand based on price should stay high independently of economic routine. Bad condition of Italian air industry gives a chance for loan consolidation in Italian market.

Threats: New entrants on the marketplace and increased competition soon, some flag providers have attempted to reposition as low priced carriers. Various other tradition carriers have reduced fares that could undermine the market share. A serious crash could endanger trust on low cost industry. High speed trains and land move, environmental fees could be big threats for Ryan air.

PESTEL research of Ryan Air

PESTEL is the acronym for political, environmental, social, technical, legal and environmental, and all of this tools specialized in carry out evaluation considering the exterior influences to a organizations activity is of important to properly create a reliable strategy.

Political: The politics aspect of the tool considers the possible political affect on the strategy pursued by the organization. For Ryan air this aspect has represented a considerable benefits, in that europe is a totally stable political region and EU integration has allowed the carrier to grow its activity and way.

Economical: The ageing populace factor is likely to impact the travel industry within the next decade and to cause a change in land carry, easier to access, to use and allowing activities from and central city areas. Young years such as this carrier's air travel and due to its cheap ticket price it is become financially stronger.

Social: Another uncanny communal trend is symbolized by the tendency to the cocoon result whenever a terrorism action is carried out people follow occurrences like these, would rather avoid traveling then stay home. On the other hand it is very likely that the young era are more likely to use companies fro their travel and are the more enjoying the advantages of a common European area where they can move from a capital to another in an average one hour to forty five minutes at suprisingly low price.

Technological: As for the technical aspect the video recording conferencing system could deter business people to travel in many circumstances, however, not leisure holidaymakers. It must be said that technology been important for Ryan air's success which is likely to be important in the future. Internet in particular has allowed the business to avoid tons of cost.

Environmental: The aircrafts new technology engine in terms of less emission and less energy consumption will allow the organization to move on through its cost reduction strategy.

Legal: The legal aspect has had and may still have negative effect on the companies activity, the emission constrains set by European percentage its positively on employing and monitoring antitrust laws and policies and the EU legislation on working time regulation and union acceptance sooner or later will influences Ryan air's policies and this could seriously threaten its earnings result.

http://solvay. ulb. ac. be/cours/alle/BuspPresRyanair04. pdf

Porter's Stone and national advantage

Increasingly, corporate and business strategies need to be seen in a worldwide context. Even if an organization will not plan to transfer or even to export immediately, management must look at an international business environment, in which actions of competitors, buyers, retailers, new entrants of providers of substitutes may affect the domestic market. It is reinforcing this style. (Advanced in figures, comminatory and related area, by Chandra Gulati, Yan-Xia and Jonh Rayen, site no 53)

Michael Porter introduced a model that allows studying why some countries tend to be more competitive than others are, and just why some sectors within nations are definitely more competitive than others are, in his book The Competitive Advantage of Nations. This style of identifying factors of countrywide advantage has become known as Porters Gemstone. It shows that the nationwide home base of a business takes on an important role in shaping the degree to which chances are to achieve edge on a global level. This home base provides basic factors, which support or hinder organizations from building advantages in global competition. Porter distinguishes four determinants and they are conditions Demand condition.

(Michael Porters precious stone model, number no-3)

Factor Conditions The problem in a country regarding production factors, like skilled labour, infrastructure, etc. , which can be relevant for competition specifically business. These factors can be grouped into human resources like qualification level cost of labour, dedication etc, materials resources or natural resources, vegetation, space acknowledge resources, capital resources, and infrastructure. They also include factors like quality of research on universities, deregulation of labour market segments, or liquidity of nationwide stock market segments. These countrywide factors often provide initial advantages, which can be eventually built upon. Each country has its particular setoff factor conditions; hence, in each country will develop those industries that the particular group of factor conditions is optimum.

This talks about the lifestyle of so-called low-cost-countries (low costs of labour), agricultural countries large countries with fertile ground, or the start-up culture in the United States well developed venture capital market. Porter points out these factors are not automatically nature-made or inherited. They could develop and change. Political initiatives, technological improvement or socio-cultural changes, for illustration, may shape national factor conditions. A good example is the conversation on the ethics of hereditary engineering and cloning that will affect knowledge capital in this field in North America and European countries.

Home Demand Conditions Describes the express of home demand for products and services produced in country. Home demand conditions affect the shaping of particular factor conditions. They may have impact on the rate and way of creativity and product development. Corresponding to Porter, home demand depends upon three major characteristics: their blend (the mixture of customers needs and wants), their opportunity and expansion rate, and the mechanisms that transmit domestic choices to foreign markets. Porter states that a country can perform national advantages in an industry or market segment, if home demand provides clearer and preceding signals of demand tendencies to home suppliers than to international competitors. Normally, home market segments have a much higher influence by using an organization's ability to identify customer's needs than foreign markets do.

Related and Promoting Establishments: The living or non-existence of internationally competitive supplying industries and supporting companies. One internationally successful industry can lead to advantages in other related or helping industries. Competitive providing industries will strengthen development and internationalization in business at later periods in the worthiness system. Besides suppliers, related market sectors are worth focusing on. These are establishments that may use and organize particular activities in the value chain collectively, or that are concerned with complementary products like hardware and software. A typical example is the footwear and leather industry in Italy. Italy is not only successful with shoes and leather, but with related products and services such as leather working equipment, design, etc.

Firm Strategy, Structure, and Rivalry: The conditions in a country that regulate how companies are set up, are arranged and are supervised, and this determine the characteristics of home competition here, cultural aspects play an important role. Indifferent nations, factors like management set ups, working morale, or interactions between companies are designed differently. This provides benefits and drawbacks for particular business. Typical corporate objectives in relation to patterns of determination among workforce are of special importance. They are simply heavily affected by buildings of possession and control. Family-business centered industries theatre dominated by owner-managers will behave in a different way than publicly quoted companies. Porter argues that domestic rivalry and the search for competitive advantages within agnation can help provide organizations with bases for reaching such advantage on a more global size. Porters Gemstone has been used in other ways. Organizations could use the model to identify the degree to that they can build on home-based benefits to create competitive advantage with regards to others on a global front. On national level, governments can (and really should) consider the guidelines that they have to follow to determine national advantages, which enable market sectors in their country to build up a strong competitive position internationally. According to Porter, governments can foster such advantages by ensuring high prospects of product performance, safeness or environmental benchmarks, or stimulating vertical co-operation between suppliers and clients on a domestic. (Federal government globalization and international business, by John H. Dunning, webpage no 31)

Purpose and qualities of SWOT

Once Advantages, Weaknesses, Opportunities and Risks are outlined, now your choice makers must feel the capabilities in the stated categories. In each of the categories a far more thorough analysis of every attribute shown must take place. The main outcome from a SWOT Examination is to determine if a goal or objective may be accomplished. If it can't, it could want to repeat the process including new strengths and opportunities, digging much deeper into analysis process.

However, if taking a look at the SWOT Research, the decision producers feel that the goal or objective may be accomplished, they can start utilizing the analysis to create a strategy to achieve the goal. A great way to get the most out of SWOT Analysis is to ask basic questions using SWOT. For instance, go through the strengths and figure out how organizations can optimize every steps of durability to attain the goal. Keep on with exterior opportunities, find out the best ways to take advantage of each opportunity and decrease the threats that can cause failing for the business when trying to accomplish organizational goal. (Active SWOT examination, by T. Richard Dealtry, web page no 17)

Environmental Change and the impact on the strategic dynamics

The business environment of the firm contains all the exterior influences that impact its decisions and performance. Given the multitude and range of external influences, how do managers desire to monitor, environmental conditions. The starting place is some kind of system or platform for managing information. For example, environmental influences can be categorized by source into politics, economic, cultural, and technological factors "PEST examination" or by proximity the "micro-environment" or "task environment" can be recognized from the wider affects that form the "macro-environment". Though organized, continuous scanning of the complete range of exterior influences might appear desirable, such comprehensive environmental research is unlikely to be cost effective and creates information overload. (System Evaluation and design level three, by D. Barnaed, web page no 131)

The prerequisite for effective environmental evaluation is to tell apart the vital from the basically important. For the firm to make income it must create value for customers. Hence, it must understand its customers. Second, in creating value, the organization acquires goods and services from suppliers. Hence, it must understand its suppliers and exactly how to create business interactions with them.

Third, the ability to generate success from value-creating activity is determined by the intensity of competition among businesses that vie for the same value-creating opportunities. Hence, the company must understand competition. Thus, the main of the firm's business environment is formed by its romantic relationships with three models of players: customers, suppliers, and challengers. This is its industry environment. This isn't to say that macro-level factors such as basic economic movements, changes in demographic composition, or communal and political tendencies are unimportant to strategy research. These factors may be critical determinants of the risks and Opportunities Company will face in the future. (Understanding Organizational context, by Claire Capon, site no 15)


In different situation in business organizations need to take difficult decisions very prompt. But before taking the decision they have to confirm that they are simply taking the right decision in the right time, in right manner. It is important because the result is diverted into the whole organization. That is why they try to make the right decision through the assistance of various analyses.


Barnard. D (2008), System Evaluation and design level three, 1st edn, Pearson magazines ltd, Forest drive, Pinelands, Cape Town, South Africa.

C. Claire (2004), Understanding Organizational Framework outside and inside of the organizations, Ashford colour press ltd, Gosport, 90 Tottenham Courtroom road, London, UK.

D. Richard T (2002), Active SWOT analysis, 2nd edn, DSA magazines ltd, 43 Hunstanton avenue, Harbome, Birmingham, B17 8SX, United Kingdom.

D. John (2004), Governments, globalization and international business, 2nd edn, Oxford College or university press, NY, United states.

E. Jane (2005), Understanding Change, 4th edn, IMA posting ltd, 200 Wheeler highway, Burlington, Miami, USA.

H. Krishna K (2008), Industrial Marketing, 8th edn, Tata McGraw-Hill publication ltd, 7 West patel nagar, New Delhi, India.

R. John, G. Chandra and L. Yan (2006), Advances in reports, combinatory and related area, 1st edn, Mainland stamping press, 5Toh tuck hyperlink, Singapore.

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