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.

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.