Ryanair Executive Summary

This report is based on Ryanair Holdings PLC which was established in 1985. “Ryanair obtains permission from the regulatory authorities to challenge the British Airways and Aer Lingus' high fare duopoly on the Dublin-London route. Services are launched with two (46-seater) turbo prop BAE748 aircraft” (Ryanair, ND). Ryanair Holdings PLC is an Ireland based airline which is the largest low fare airline with 32 bases & over 800 low fare routes across 26 countries, connecting 146 destinations. Ryanair fleets are made up of 196 Boeing 737-800 crafts with a seating capacity of 189 seats. Its aims are to deliver a further 102 aircrafts over the next 3 years. Ryanair currently employs more than 6,000 people and expects to carry over 67 million passengers this year. This report is giving me the chance to highlight Ryanair’s strengths, weakness, opportunities and threats which they face

This alone is one of the company’s strongest selling points. It carries around 34 million passengers a year across 107 locations round Europe, totalling some 266 routes. The company has a leading market share on most UK and Ireland routes and around 43 percent of all Dublin-London and 45 percent of all other Dublin passenger loads. The ‘no-frills’ strategy resulted in the increase of customers and expansion of their operations, wherein the staff increased from an initial 57 to an amazing 3,400 staff and almost 37 million passengers.

Ryanair has a strong business strategy, which capitalizes on a number of key advantages: fare-conscious leisure and business travelers, sales of one-way seats based on changing demand, the use of secondary airports, which are cheaper and less congested and the signing of multi-year, third party outsourcing agreements. These have enabled the company to overtake more traditional competitors in the market and provides for strong long-term growth