RYANAIR

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industry within a very short period of time. The ability to deliver cost efficiency and productivity improvements are central to any airline’s competitiveness and success.

VISION STATEMENT

To be Europe’s leading low fare airline.

MISSION STATEMENT

To become Europe’s leading low fares scheduled passenger airline through continued improvements and expanded offering of its low-fares service.

OBJECTIVES

Number1 for customer service

STRATEGY / TACTICS

• No frills, low cost approach
• Point to point short haul flights
• Regional or secondary airports

Further down the report, we will be looking at the various environmental factors affecting Ryanair airlines and also how the latest no-frills airline use their strengths and weaknesses to make most of the prevailing environment.

HISTORY OF RYANAIR [WHO, WHAT, WHERE]

Ryanair has indicated the future of aviation strategy [Refer appendix- Pg. 7] by posting a double-digit profit for seven consecutive years. ...

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they launched the world's first free seat giveaway (including taxes and charges), offering 1 million passengers the chance to snap up flights for absolutely nothing.

Ryanair Passenger Growth in Millions [SOURCE]

In the current year Ryanair carries 52m passengers on 633 low fare routes across 26 European countries. We have 26 European bases and by the end of March 2008 Ryanair will operate a fleet of 163 new Boeing 737-800 aircraft with firm orders for a further 99 new aircraft (all net of planned disposals), which will be delivered over the next 5 years. Ryanair currently employs a team of 5,000 people, comprising over 25 different nationalities.

CORE COMPETENCIES OF LOW-COST ...

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