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The brief This is an INDIVIDUAL ASSIGNMENT in which you are required to write a 2,500 word report. Requirement Read the following background to . NB: The background is meant purely as an introduction to the company and provides little in the way of useful information for answering the questions. Merely repeating what is in the case study will gain you no marks. Carry out further research into Ryanair by Using the internet Contacting the company Remember to be polite and that your assignment will not be high on their list of priorities You will not lose marks for sharing information gained this way, but you may face plagiarism charges if your interpretation of such information is not unique Looking at trade press (“Marketing”, “Marketing Week”, “Campaign” etc) Using the airline as a passenger, or talking to people who do Reading marketing journals and text books (Ryanair is a much-written about company!) You can also read ahead in the course’s recommended text book or any other text book you feel is appropriate. Questions Provide a 2,500 word written report to answer the following You have recently been appointed as Ryanair’s Deputy Head of Marketing. Your boss, the Head of Marketing, has been asked by the Board of Directors to devise a strategy to get the company through the remainder of the recession. She does not want you to devise the strategy for her, but she has asked for your help with the background research and a few other specific matters. She needs to attend a meeting on Friday 11 December and she has asked you to prepare a 2,500 word written REPORT (not an essay) to cover the following areas. She has very generously given you nine weeks to prepare your report, requiring it by 3:00;00pm on Thursday 10 December 2009 – though you may give it to her early (but not even a second late) if you wish. Carry out a detailed SWOT analysis for Ryanair Provide an environmental analysis for the sector in which the company operates Research the pros and cons of targeting either business fliers or the consumer market and make justified recommendations as to which Ryanair should be most actively attacking. Ryanair has “reduced fares by 13% on average over the three months period”. Do you feel the airline should continue with this strategy or change it? As above, you are expected to justify your suggestions by using academic journals and marketing textbooks. Price cuts to trim Ryanair profit From http://news.bbc.co.uk, 27 July 2009 Budget airline Ryanair has said annual profits will be at the lower end of market expectations as it continues to cut fares to lure cash-strapped fliers. Shares in the carrier fell by 10% after it warned its cheaper tickets strategy was eating into profits. Rising passenger numbers and lower fuel bills helped it to make a 123m euros (£106.4m) net profit between April and June, from 21m euros last year. It said it had reduced fares by 13% on average over the three months period. And while this helped it to an 11% growth in passenger numbers from the same period a year earlier - revenues fell. 'Good result' The group said annual net profits for the year to 31 March 2010 were now expected to be at the lower end of the 200m euros to 300m euros range which analysts had expected. The carrier repeated warnings about the impact of air passenger duty - which will increase from £10 to £11 in the UK for short-haul flights from November. A similar tax, of 10 euros, was introduced in Ireland in April, and Ryanair has predicted a 20% fall in passenger numbers from Irish airports this winter as a result. "In a very deep recession any airline making a profit is a good result," said deputy chief executive Howard Miller. "The industry is going through a lot of turmoil and Ryanair will be unique in Europe as the only airline making a profit this year." Tax cut plea "We again call on the Irish and British governments to follow the more sensible leads of the Belgian, Dutch, Greek and Spanish governments, all of whom have recently scrapped tourist taxes and have reduced airport charges, in some cases to zero, in order to stimulate tourism," said Ryanair chief executive Michael O'Leary. The carrier spent 42% less on fuel - having decided not to hedge its bills when oil prices were high. Last week it said it was reducing its winter service out of Stansted airport, but it will operate only four fewer planes than it did last winter. The firm's profit was 136.5m euros when calculated using UK accountancy measures, but 123m euros under international standards.  Guidance for marking tutors This is a fairly basic and straight forward set of questions, looking for simple SWOT, and PESTEL analyses in the first place. Good papers will provide something more than just a list, poorer papers will not. The section looking at targeting either the business or consumer segments will include some or all of the following theories: Segmentation theory Buyer behaviour in both B2B and B2C markets Approaches to research and suggestions on what research to carry out Pricing concepts and strategies When looking at the pricing strategy, it is expected that students will consider such aspects as price erosion and customer-perceived worth, “99p pricing” (or equivalent), the reasons behind prices charged (tax levels, survival pricing, competitor comparisons, additional extras etc). Green issues will almost certainly be mentioned. In all cases (and for all sub-questions) theory will be fully referenced, from reputable academic sources and applied to the case in hand. Use of Wikipedia is positively discouraged. Research the pros and cons of targeting either business fliers or the consumer market and make justified recommendations as to which Ryanair should be most actively attacking. Ryanair has “reduced fares by 13% on average over the three months period”. Do you feel the airline should continue with this strategy or change it? As above, you are expected to justify your suggestions by using academic journals and marketing textbooks. |
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