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How does Ryanair Maintain Their Cost Leadership in the Highly Competitive International Airline Business?
| Nr. | Название главы | Стр. |
| 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 |
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.…
Ryanair offers a lot of different starting points for the following questions: Why are they so successful? And why do they stay inside the European market and don’t they try to gain foothold inside the global airline business? This guided us to the question “How does Ryanair maintain their cost leadership in the highly competitive international airline business?
