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Market Research RyanAir – Research Aim

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by

Sheila Stockbridge

on 14 November 2013

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Transcript of Market Research RyanAir – Research Aim

Market Research RyanAir –
Research Aim

Research Objective 2:

TO UNDERSTAND THE NEEDS OF RYANAIR'S CUSTOMERS AND TO ESTABLISH HOW RYANAIR'S PORTFOLIO COULD BE EXTENDED TO MEET THOSE NEEDS.
Research Objective 3:

TO EVALUATE IF AN ADVERTISING CAMPAIGN DESIGNED TO ADDRESS RYANAIR'S REPUTATIONAL ISSUES WOULD BE EFFECTIVE.
MINDMAP
Who are our customers? Demographic profile (age, gender, country, e.g.)
Why do they fly with RyanAir?
Why don’t people fly with RyanAir?
Why don’t travellers fly? (use alternatives)
Do passengers find booking with RyanAir convenient and why?
Why feel people it is not convenient to book RyanAir?

What is the perception of RyanAir’s customer service?
Is reputation a reason for not travelling with RyanAir?
What do customers expect from RyanAir?
What do customers expect from an airline?
Would advertising influence your view on RyanAir?
Would environmental issues influence passengers choice about flying with RyanAir?

Would customers want long distance winter sun routes?
Would customer consider RyanAir for winter ski routes?
Would customers want an airport bus shuttle?
Would customers want more shopping opportunities?

The aim of this research is to provide RyanAir with insight of the
market to enable the organisation to fulfil its key strategy of
growth.

Research Aim
Research Objective 1:

TO EXPLORE THE UNDERSTANDING OF CURRENT AND POTENTIAL PASSENGERS AND OPPORTUNITIES FOR IDENTIFYING THE DRIVERS FOR THEIR TRAVEL DECISIONS.
RyanAir’s customer service issues are widely known

Voted in September the worst of the UK’s top 100 companies for customer service by consumer magazine Which?

Use high risk adverts which can offend

Outspoken Chief Executive Michael O’Leary appears to be contemptuous of his customers

BACKGROUND

ULCC - RyanAir pioneered the low-fares operating model in Europe in the early 1990s.

79m passengers per annum
Fleet of 303 aircraft

Environment: Key factors identified in the PESTLE analysis:

Highly competitive market – Easyjet
Despite economic crisis – high demand of low cost airlines
Expansion of the EU – further opportunities for new routes
Societal values – with regard to the brand & to environmental and economic issues
Drivers for travel – Threat of alternative cheaper modes of travel

GROWTH STRATEGY

“RyanAir’s objective is to firmly establish itself as Europe’s biggest scheduled passenger airline, through continued improvements and expanded offerings of its low-fares service. RyanAir seeks to offer low fares that generate increased passenger traffic while maintaining a continuous focus on cost-containment and operating efficiencies. ”



Ambitious Growth strategy –

Growth: increase number of passengers per annum

by 30million by 2019
Increase number of aircraft from a fleet
of 303 to 410



(Ryanair 2012 Financial report)
Full transcript