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Essay / Research Paper Abstract
This 10 page paper examines the environment within which the Irish low-cost carrier; Ryanair, competes. The paper presents a PEST analysis, with a focus on the economic and socio-cultural influences, considering the way that the influences impact on Ryan air and the way in which they respond. The paper then looks at the competitive environment. The bibliography cites 15 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEryanPEST.doc
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Unformatted sample text from the term paper:
costs and difficult trading conditions, the airline has not only remained profitable it has shown growth carrying 21.3 million passengers in the first quarter of 2011, compared to 18 million
the same period the year before, even allowing the lost passengers resulting from the grounding of aircraft as a result of the Eyjafjallaj?kull which lowered the 2010 passenger numbers by
1.5 million there was still growth shown (Ryanair, 2011). The upward trend is seen to continue with passenger number and the load factor increasing (Airline Industry Information, 2011, p7).
To consider the reasons behind the success and the challenges the airline may face the environment can be assessed. This can be
considered by using a PEST analysis, focusing on the economic and the socio-cultural influences, complimenting this by looking at the competitive environment. The first of the influences is the
political influence. It is as a result of the liberalization of the airline industry in 1992 that opened up European routes to all European airlines that Ryanair has been able
to able to grow. This is notable as the union has been increasing in size, which is effectively increasing the market over which the airline is able to compete without
effective barriers. However, a major issue faced by Ryanair has been the impact of European law; especially competition law, which the firm seeks to use to protect its position but
will aggressively opposing where it is not in its interest. For example, EU law placed an obligation on airlines to look after stranded passengers1 in April 2010, when flights were
grounded as a result of the eruption of Eyjafjallaj?kull. While most airlines paid, Michael OLeary was highly vocal in his objections stating that he though the law was unfair. This
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