RyanAir Strategy Case Study
Key Learning Outcomes
- Understand the broad macro-environment of Ryanair and the UK airline industry in terms of political, economic, social, technological, environmental and legal factors (PESTEL/PEST/STEEPLE).
- To apply strategy business models and frameworks such as Pestle/Pest/Steeple, etc to real company cases.
Analyse the external environment of Ryanair and the UK airline industry using Pestel.
- See also, Ryanair Porters Five Forces Analysis 2018
- See also, Easyjet Pestle Analysis 2018
1.0 INTRODUCTION
Ryanair is an irish budget airline founded in 1984. with its headquarters in swords Dublin Ireland. Ryanair is Europe’s largest airline and the world’s fifth airline with more than 2000 daily flights. the airline has become the first in European airlines to carry over 1 billion customers in 2017. Ryan air’s subsidiaries include; laud motion, viva air Colombia and Ryan Atlantic among others.
Due to its low cost business model, ryanair has had a steady growth with its revenue growing year on year. as of 2017, the company’s turnover was £6,647 million from £6,537millions in 2016 while adjusted profit rose by 6% from £1,242 million to £1,316 million (annual report 2017).
Figure 1: Annual revenue of Ryanair from 2013 to 2018 in million Euros (Statista 2018)