Ryan Air Analysis
Fuel prices in 2012 were projected to increase by forty percent compared to 2009 levels (§1.15). The airline industry, low-cost and conventional carriers alike are taking a heavy toll from the fuel price hikes, which have contributed to a surge in operating costs up to twenty-nine percent(§1.15). Ryanair, a low-cost carrier, wasn’t spared by the rising operating expenses that plagued the airline industry. Nevertheless, Ryanair’s position as the leading low-cost carrier and its strategies has turned the unfavourable macro-environment to its advantage. In the face of rising fuel prices and economic recession, the macro-environment appears to be favourable to Ryanair. Many models are available in the analysis of economic entities. The question is: Which model is better suited to a certain situation? In analysing the macro-environment of Ryanair, the business model of choice would be the PESTEL model. The PESTEL model consists of six categories namely: political, economic, social-cultural, technological, environmental, and legal. These categories consider the external environment the firm under analysis, addressing the macro-environment of Ryanair through its categorising different factors. Whereas the VRINE, five forces, and value chain models are focused specifically on industry environment rather than individual firms. Furthermore, the SWOT analysis is suited to examining the internal and external status of a firm, making it not as suitable as PESTEL model in analyising the purely external factors of Ryanair. Ultimately, the p-model and marketing process are used for implementing marketing strategy; which are irrelevant in the discussion of the macro-environment of Ryanair. The political aspect of the PESTEL model reveals some unfavourable factors facing Ryanair. These factors include the future implementation of the European emissions trading scheme, the prohibition of single pilots in planes, and politicians that favour state run airlines. The economic