# data[].attributes.body
Hello and welcome to my video about the company Ryanair, my name is Logan Hughes and the reason for me doing this video is to conduct an in-depth situational analysis on Ryanair. To look for errors and room for improvement through accessing a swot analysis on the brand and applying it to pestle analysis to look for flaws in the company.

Ryan Air is an airline company that offers a low-cost service in comparison to many other low-cost carriers and strives to make flight by air available to everyone. They offer several routes around the world and hold a large sum of market share through price differentiation from competitors. (Simple flying, 2023)

Ryanair's goals as a company are what you would expect from any travel company. The mission statement of Ryan Air mirrors their strive to be accountable for withholding the lowest fares to travel by air. Whilst also offering a safe and comfortable experience. They achieved this when it was initially accessed how they could lower profits even more, by assessing the gap in the market in the 1990s, they highlighted that labour cost was accountable for up to 40% of their total costs. This lowered their costs in Employee training, as customer needs were focused on arriving safely at the desired destination. (D'Alfonso et al., Date Unknown)

The competition for Ryanair is one of the largest threats. On Certain routes Ryanair can be seen as a monopoly or face competition from very few competitors, ultimately being a duopoly. When a duopoly occurs, especially for Ryanair the two airlines compete on prices and offer their different style of services. (Ryanair Mission and Vision Statement Analysis,2023) Yet Ryanair continued to explore opportunities and dived into the idea of standing vertical seats. The Ryan Air chief executive Micheal O’Leary hinted at this idea to reduce the budget of the average seat on the flight as they would be sold at £4 each.(Barbot,2016) He aimed to change customer behaviour but is yet to operate with this.

Ryan Air was initially driven by customer service which was its main priority, this was from 1985-1991 until it changed its model into a cost-driven airline, with other companies such as EasyJet.(Clark,2010) Ryan Air outsources all its products except its: Cabin Crew, Pilots, Head office functions, reservation agents, and sometimes maintenance. But outsourcing does affect them against the competition, as they are forced to hold their relations with all their subcontractors which is time-consuming, even with it helping with expansion as they are so large with 90 bases, serving 230 airports and offering 2,500 routes as of 2022.(Gillen,2004)

The SWOT analysis of Ryanair is good and holds great strengths but also suffers weaknesses and threats whilst also not capitalising on opportunities enough.

Their strengths are their low fares which attract customers on a budget, they also are the largest low-cost airline in Europe with thousands of destinations thus they are well globalised and have such a large target audience they always have customers. (Shastri, 2021)

The weaknesses they suffer from are strikes, for example when their cabin crew and pilots left their post over pay and work conditions ultimately forcing them to cancel flights losing costs in 2018. (Sudhakaran, 2020)

They also hold a bad reputation with flights and especially refunds, customers were enraged with Ryanair's refund policy due to them only returning 5% of refunds within a legal timeframe to customers; affecting their legal stance in terms of PESTLE, following on from their legal factors they were affected with threats from the Government in terms of the legislation they imposed with Ryanair when they were took to court in 2018 by UK’s Civil Aviation Authority over their refusal to cooperate in compensating customers over flight disruption in 2018. (David, Date Unknown) But other than this and competition being threats, the opportunities Ryanair should explore is its workforce's Talent availability. Although making workers redundant to bring in new talent may push away workers, having better talent and a more motivated workforce would solve issues on strikes and improve efficiency.

The marketing mix for Ryanair is a strong point. Price is good as the low fees of Ryan Air have allowed them to hold onto an audience keeping loyal consumers who need the lowest cost option available. (Bartley,2019) Also, Ryanair outsources all their products, they get the cheapest of everything and combine it to hold the lowest cost carrier title to beat competitors such as EasyJet.( Air Travel Genius,2022)

Their marketing mix on place is good as the routes they hold on both MEDC and LEDCs whilst also maintaining a lower cost per average for all flights. (Bartley, Date Unknown)

Key points to finish

Ryan Air needs to hold onto its monopoly on routes and its cost differentiation from other competitors to hold or extend its market share

Explore opportunities to gain the talent to raise your brand reputation

Improve relations with staff to resolve striking issues

Sort out refund issues

Keep maintaining costs as its their unique selling point being lower than competition, even with skyrocketing fuel prices.

Thank you for listening.

# data[].attributes.body
Logan's infographics answer the questions that were given in excellent depth. He implements academic business terminology with good detail regarding Ryanair. Both Infographics are presented in great detail and uses images to support his answers to show an in-depth situational analysis using both SWOT analysis and PESTLE analysis. Logan used his research to apply the information about Ryanair and the infographic is visually nice to look at and is very smart and professional.

# data[].attributes.body
Logan’s video transcript is very detailed, it clearly shows the SWOT analysis about ryanair and goes into depth about its strengths and weaknesses. The research Logan has done on Ryan Air is very extensive and covers every area. In the first infographic Logan clearly states and defines the marketing mix, he clearly links this to his brand and how his brand is customer orientated. In the second infographic, it is easy to read and is presented well, however more information about describing what is sustainable marketing could’ve been included. Overall, Logan has gone very in depth with his research, with clear referencing, and a very well presented presentation.

# data[].attributes.body
I believe I have answered the question well, and gone into absolute depth in how I've explained my infographics by using business terminology to explain my ideology to the questions in place. As my peers stated, I believe my Infographics are visually appealing and I strived to make it an entertaining read for people interested in my selected brand's situational analysis. My ultimate goal was to make it feel like a novel for readers rather than a document through its eye-pleasing pictures and colours to stand out. I backed up my knowledge of Ryan Air through Harvard referencing and in-text citations to show evidence in my evaluation.

My stand-out point I believe I should improve on is my video speaking, i sometimes stutter and don't sound reassured in my words when in my mind I'm confident with my points.

# data[].attributes.body
Ryanair Mission and Vision Statement Analysis, july 28th, 2023 Available from Ryanair Mission And Vision Statement Analysis | Thriving Businessman

[Assessed 10 Dec 2023]

-DAlfonso, T. et el  unknown, p 136,137 Available from Airline Industry (ethernet.edu.et)

[Accessed 10 Dec 2023]

Barbot,C.(2006)Low-cost airlines, secondary airports, and state aid: An economic assessment of the Ryanair–Charleroi Airport agreement. Journal of Air Transport Management,12(4)197-203

Clark, T.(2010)Ryanair announces plans to launch 'vertical seating' for £4. Daily Mail,2 July. Available from www.dailymail.co.uk/travel/article-1291131/Ryanair-launch-vertical-seating-Standing-room-tickets-4.html [accessed by 10 Dec 2023]

Gillen, D.(2004)Competitive advantage of low-cost carriers: some implications for airports. Journal of Air Transport Management, 10(1)41-50

Simple flying(2023)The Story Of Ryanair: Ireland's LCC Used To Be Anything But Low Cost. Boon, T. Available from simpleflying.com/ryanair-history/ [ accessed by 21 December 2023]

Shastri, A. (2021)Ryanair Unveiled: SWOT Analysis and Key Highlights. Available from iide.co/case-studies/swot-analysis-of-ryanair/ [Accessed by 21 December 2023]

Sudhakaran, A. (2020)Ryanair SWOT Analysis 2020: Everything You Need to Know. Available from pestleanalysis.com/ryanair-swot-analysis/ [ accessed by 21 December 2023]

David, J.(Date unknown) SWOT analysis of Ryanair (Ryanair’s SWOT). Available from www.howandwhat.net/swot-analysis-ryanair/ [accessed by 21 December 2023]

Bartley, C.(2019) What Ryanair Can Teach Us About Brand Love. Available from www.brandingmag.com/2019/11/07/what-ryanair-can-teach-us-about-brand-love [accessed by 21 December 2023]

Comparably(Date Unknown) Available from www.comparably.com/competitors/easyjet-vs-ryanair [accessed by 21 December 2023]

Air travel genius(2022) Easyjet vs Ryanair – Statistics 2022. Available from www.airtravelgenius.com/easyjet-vs-ryanair/ [accessed by 21 December 2023]

BBC (2018) Ryanair compensation claims to go to court, available at: https://www.bbc.co.uk/news/business-46451702 (Accessed 21 December 2023)

Kellew, J. (2018) Ryanair faces legal action over refusal to compensate cancelled flights, available at:  https://www.theguardian.com/business/2018/dec/05/ryanair-faces-legal-action-over-refusal-to-refund-cancelled-flights (Accessed 21 December 2023)

Cohen, H. (2019) 4Ps Of The Marketing Mix: The Best Guide To Show You How To Triumph Available from https://heidicohen.com/four-ps-of-marketing-mix/#:~:text=In%20Marketing%20Management%20%281967%29%2C%20Philip%20Kotler%20defined%20the.

Bernthol, p., Hulbert, J.M., Pitt, L. (2004) Innovation or customer orientation? An empirical investigation. European Journal Of Marketing, Available from www.emerald.com/insight/content/doi/10.1108/03090560410548870/full/html?casa_token=Qi9JRKZaHu8AAAAA:O_0jNDQPOUsTGqu9Gw3baAacqsTdHpMvswAS0sWR-LCVPc5fNQagVCugWlWPyo0Od4wDFkMOJBVHWmoBNVnGsFHxvk-ncyawPkplnsdqCfaBAi9uxUM [accessed 22 December 2023]

Awuah, G.B. (2008) Analyzing Customer-Orientation Practices of Firms from a Wider Perspective.
Journal of Business-to-Business Marketing. 15(1) Available from www.tandfonline.com/doi/full/10.1080/15470620801946702?casa_token=jCZGA1rzLMIAAAAA%3ASmkGbVFmhyuS7qT499duzGn8Dd6X8j0HbiEyFu2ouFDC8G6RgQ7rr27Aa9VtU9u0j0bOXn3uB9Kq [accessed by 22 December 2023]

Malighetti, P. (2007) Pricing strategies of low-cost airlines : the Ryanair case. Available from aisberg.unibg.it/retrieve/e40f7b84-17d6-afca-e053-6605fe0aeaf2/WPIngGe12%282007%29.pdf [accessed by 22 December 2023]

Onuoha, A. (2021) What is Sustainable Marketing?. Available from nbs.net/what-is-sustainable-marketing/ [accessed by 23 December 2023]

Gordon, R., Carrigan, M. and Hastings, G. (2011) A framework for sustainable marketing. Marketing theory, 11(2) Available from journals.sagepub.com/doi/abs/10.1177/1470593111403218?casa_token=fxgbUBUAqXYAAAAA:IgZHZdNtzh4IfKgQB6FmsJHlk9isCWLo7HwF6rzztKSq593ZGa1yUEslAAPShtAnXecVUa8rwCi1 [accessed by 23 December 2023]

Future Travel Experience (2022) Ryanair aims to become carbon neutral by 2050. Available from www.futuretravelexperience.com/2022/03/ryanair-aims-to-become-carbon-neutral-by-2050/ [accessed by 23 December 2023]