This document provides an overview of Ryanair's business through an IPEST analysis, Porter's Five Forces analysis, and SWOT analysis. It discusses Ryanair's history and growth from its founding in 1985 to becoming Europe's largest airline. Key points are made about international, political, economic, social, and technological factors. Porter's Five Forces examines rivalry, threat of substitutes, new entrants, supplier power, and buyer power. The SWOT analysis identifies strengths, weaknesses, opportunities, and threats. Recommendations are made to address weaknesses and threats.

1. Essentials of Business
Samanta Balina

2. MAIN POINTS
• Introduction
• IPEST Analysis
• Porter’s 5 Forces
• SWOT Analysis
• Conclusions/Recommendations

3. Ryanair Before
• Set up in 1985
• £1 share capital
• Staff of 25
• 15-seater Bandeirante aircraft
• CEO Michael O’Leary

4. Ryanair Now
• Europe’s largest low cost airline
• Operating 1,500 flights per day
• 28 countries
• 168 destinations
Ryanair has a team of more than 8,500 people
and expects to transmit over 80 million
passengers in 2012

5. IPEST Analysis
• ’’Open Skies’’ agreement
International • 9/11 Terror attack & ’’SARS’’
• EU Expansion
• Heavy Regulations
Political/Legal • CO2 Tax
• EU Environmental charge
• Increase in oil/fuel prices
Economic • Recession
• Global Economic Crisis

6. • EU new countries
Social • Increase in tourism
• Unemployment/Recession
• Online Booking
• Check-in
Technological • Online Services
• ‘’Europe’s Greenest Airline’’

7. Porter’s Five Forces
1) Rivalry Among Current Competitors
The Ryanair low-cost carrier (LCC) market is
highly competitive with Europe’s largest airlines
including Lufthansa, British Airways
2) Threat of Substitute Services
As there is no brand loyalty for the customers then
customers can switch to another airline without any
hesitations and there will be no switching cost for
the customers

8. Porter’s Five Forces
3) Threat of New Entrants
New Competitors entering the market
4) Bargaining Power of Suppliers
The main Ryanair suppliers traditionally are Boeing
and Airbus
5) Bargaining Power of Buyer/Customer
Ryanair customers enjoy high bargaining power
because switching to another airline is
simple and not associated with an extra expense or
penalty. For low-cost-carriers (LCC), the switching
costs

9. Strengths Weaknesses
S W
• Brand Name •Poor service
• Low distribution costs •Lack of appropriate frequency in
• Low cost of operation certain routes
• Huge Network of Routes •Misleading website
Opportunities Threats
O T
•Not exposed to geopolitical risk •Hedging Fuel costs
•Ryanair’s website is very •Threats to security
popular •Dependence on economic cycle
•EU Expansion

10. Conclusions/Recommendations

11. "Thank you for your attention"