1 INTRODUTION

The aim of this report is to carry out a investigation of Ryanair?s external environment

and a strategic analysis of Ryanair, to identify opportunities and threats it might face, and its strategic capability, to isolate key strengths and any weaknesses that need dealing with. Finally, a SWOT analysis will be carried out to assess the extent to which Ryanair?s strategies are suitable to what is happening in its task environment.

Ryanair is Europe?s largest low-fares, no-frills short-haul carrier.
The organisation was founded in 1985 as a conventional airline but re-launched itself in 1990/1991 as a low-cost carrier, replicating American Southwest Airlines? business model. Since then Ryanair has grown substantially and successfully. The company currently has 146 routes to 84 destinations in 16 countries, and carries more than 15 million customers annually. Ryanair aims to be Europe?s largest airline in 8 years (www.ryanair.com).

2 ANALYSIS OF THE......

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Title: Ryanairs Marketing Environment And Strategy
Approximate Word Count: 3130
Approximate Pages: 13 (250 words per double-spaced page)

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