Ryanair et British Airways future strategies

Docs en anglais | 29 pages | 12-08-2008 | Format : | Note : Non noté |

PRIX : 9.00€ |

Résumé

Ryanair is one of the most famous airlines in Europe. Positioned on low cost market, this company strategy is simple: geographical expansion in Europe with more and more destinations and routes, and a high profit goal. Becoming a leader in airlines market is a really hard task because of a high level of competitors. That's why to understand how Ryanair became the number 1 on low cost market we have to analyse it strategy and structure. This analysis made by using marketing tool like 4P analysis, or other tools like PEST and SWOT will permit us to have a global point of view of Ryanair' strategies. Nowadays strategy will help us to find what could be Ryanair Future strategies. These have to be based on currently situation and possible way to develop the activity of the company in Europe of course, but also in the rest of the world. Of course the analysis of Ryanair alone makes no sense because we couldn't know how the market can react if we haven't another company analysis. That's why we decide to add the strategy and analysis of British Airways. Even if these two companies are not on the same market segment, it will be interesting to understand how a company like British Airways reacts to Ryanair threat.

Table of contents:

Introduction

1. Low cost airline market

1.1. Political aspects
1.1.1. In Europe Union
1.1.2. In the US
1.1.3. In Asia Pacific
1.2. Economic aspects
1.2.1. In Europe Union
1.2.2. In the US
1.2.3. In Asia Pacific
1.3. Global market
1.3.1. Fuel price
1.3.2. Social aspects
1.3.2.1. In Europe Union
1.3.2.2. In the US
1.3.2.3. In Asia Pacific
1.3.3. Technological aspects
1.3.3.1. Innovative design of airplane
1.1.2.2. The access to the Internet

2. Company overview

2.1. Ryanair
2.2. British Airways
2.3. Company keys

3. Four P analysis

3.1. Preliminary knowledge
3.2. Four P overview
3.3. Place
3.4. Promotion
3.5. Price
3.6. Product

4. Two different ways of market segmentation

4.1. Segmentation between quality/service and low cost/price
4.2. Geographical segmentation

5. Possible future strategies

5.1. Possible future strategies of Ryanair
5.2. Possible future strategies of British Airways

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