Dogfight over europe ryanair case study questions

This is due to the bargaining power of the different parties. Those social factors should not be ignored, as customers are key for further growth and market expansion.

They could alternatively focus on another segment of the same market and concentrate their marketing efforts on a less price sensitive segment. Additionally, the provoking and misleading advertisements lead to a bad image of Ryanair from customer perspective.

dogfight over europe ryanair a hbs 700115

HBR case studies provide anecdotal instances from managers and employees in the organization to give a feel of real situation on the ground. The impression of a low threat might have been supported by the fact that to that time Ryanair was not permitted to flight a larger jet aircraft then a seat turboprop.

Through ancillary revenues as e. However, it is a big change compared to the original case where British Airways was threatened by looking customers to Ryanair, while now they could easily abide to lose customers to their own subsidiary. Also exchange rates should be observed as they might lead to supply chain disruptions. This is due to the bargaining power of the different parties. Ryanair was taking over Aer Lingus and British Airways market share. The bargaining power of suppliers would definitely be much higher against Ryanair, who was just a small player, than to the affiliate who has a global player behind them. So instead of providing recommendations for overall company you need to specify the marketing objectives of that particular brand. As long as the low fares are guaranteed Ryanair will do well in comparison to its competitors. This helps to improve the effectiveness and efficiency. However, beside the effects on convenience and service, there were also other reasons why it would have been difficult for British Airways to another airport in London. Thus, they did not see the threat as such and did not feel the need to react accordingly. The economics downturn in has shown that Ryanair as the leading budget airline can offer the cheapest flights attracting customers and still generate returns. Instead we tried to find which influences different decisions would imply. Loss-making routes were dropped and planes redeployed on a handful of remaining routes. They could alternatively focus on another segment of the same market and concentrate their marketing efforts on a less price sensitive segment.

Related posts:. In that way they avoid primary airport charges and extra costs. Time line can provide the clue for the next step in organization's journey. However, being aware of the difficult situation we think they should not dropped their prices on the route DublinLondon to the same level as Ryanair, but creates an affiliated company that does so in order to prevent the new competitor from establishing in the market.

They wanted to deliver first-rate customer service, with meals and amenities comparable to what Aer Lingus and British Airways provided. Reference Hill, C. They charged a simple, single fare for a ticket with no restrictions. The company cut its cost to the bone, and dropped its fares to levels unheard of in Europe. By entering the market with small planes and just one route, gave them a better position for success. The disadvantage of keeping such a low-fare lies in the cost management. The switching cost would have been very high but difficult to measure, as the whole system structure of British Airways was relying on the Heathrow Airport. The Rivalry among establish firms was very little as there were just two airlines competing in that area at that time, Aer Lingus and British Airways, which had close ties in the past and now acting under bilateral agreements. We are aware British Airways would face a certain degree of cannibalization of their core business as they would loose some of their own customers to their own affiliate, which will result in smaller margins. Technological Ryanair has successfully demonstrated how to make use of modern technology in order to save costs. In addition, the EU demands to refund air passengers in case of delays or cancelled flights. For example you can recommend a low cost strategy but the company core competency is design differentiation. They wanted to be positioned in the same comfort category as the mentioned airlines. The poor working conditions and insufficient training might be an issue of labour law. So much so that the company was staring at bankruptcy by

All of them enable Ryanair to keep its operations extremely efficient. Underestimate the threat A big mistake might have very well been that the established firms have underestimated their new competitors.

The economics downturn in has shown that Ryanair as the leading budget airline can offer the cheapest flights attracting customers and still generate returns.

Dogfight over europe ryanair case study questions

How costly would it be for Aer Lingus and British Airways to retaliate against Ryanair's launch strategy rather than accommodate it? Supplier switching costs are high, as the pilots will need to be retrained and high capital investments must be made.

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