A Competitive Analysis of Ryanair in the Long-Haul Airline Industry

Ryanair;Low-cost carrier;Long-haul;Airline industry;Competitiveness;ABCD-model;Generic Strategies;327

국제대학원 국제학과 ;

University:서울대학교 대학원

关键词: Ryanair;    Low-cost carrier;    Long-haul;    Airline industry;    Competitiveness;    ABCD-model;    Generic Strategies;    327;   

Others  :  http://s-space.snu.ac.kr/bitstream/10371/129130/1/000000141295.pdf

美国|英语

来源: Seoul National University Open Repository

【 摘 要 】

The increase in the route intensity causes a limit in growth for low-cost airlines in the EU short-haul market. In the recent years, low-cost airlines increased their route distance and several of them started to look at the long-haul market. However, the long-haul market is filled with full-service carriers and it is unknown whether a low-cost airline would be competitive enough to succeed in this market. This dissertation researched the differences between the low-cost carrier and full-service carrier, the differences in their own respective markets, the ;;short-” and the ;;long-haul”, followed by a thorough analysis on who is in the long-haul and case studies on previous long-haul low-cost carriers. After an overview on Ryanair, Michael Porter’s ;;Generics Strategies” was used to establish a clear view on the strategies of the competitors and their respective strengths in the long-haul. The ;;ABCD model” of Moon Hwy-Chang gave insight on the competitiveness of Ryanair. If Ryanair can sell tickets for a substantial lower price, Ryanair can achieve a competitive position in the long-haul. But to be truly successful Ryanair will need to work on its social relationships, and its ability to respond to marketchanges.