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ID number:461355
Author:
Evaluation:
Published: 08.11.2008.
Language: English
Level: College/University
Literature: 19 units
References: Not used
Table of contents
Nr. Chapter  Page.
  Introduction    3
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
Extract

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.…

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