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Ryanair SWOT & PESTLE Analysis

ID : 52215053 | Dec 2017

OVERVIEW

Name of the Company: Ryanair

Business Sector: Aviation

Operating Geography: Europe

About the Company: Ryanair is an Irish airline established in 1984 and is headquartered in Dublin, Ireland. It is the largest European carrier in terms of passenger volume in 2016 and is largely characterised by the successful implementation of the low-cost business model. It has over 11,000 employees as of 2016.

Revenue: Euro 6,648 million - FY ending 31st March, 2017

Competitive Analysis of ryanair

The SWOT analysis for Ryanair is presented below:
Strengths
Weaknesses
1. Established in the European market covering more than 200 destinations and 1800 routes
2. Strong balance sheet and consistent shareholder returns
3. Ryanair's low cost base is a key competitive advantage
4. Ryanair operates point-to-point flights within short distance locations
1. Labor Relations and change in employee compensation arrangements could impact Ryanair's business
2. Aggressive fleet expansion may result in overcapacity in the near future
Opportunities
Threats
1. Ryanair have good scope to increase ancillary revenues through My Ryanair
2. Focus on customer experience through Always Get Better (AGB) program and other ancillaries
1. Weaker sterling post Brexit to put downward pressure on prices
2. Fluctuations in fuel prices can affect the company's business model and profitability
3. Competition from other low cost or state-owned or state-controlled flag carriers

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Strengths

1. Established in the European market covering more than 200 destinations and 1800 routes: Ryanair has the most comprehensive coverage by any airline across destinations in Europe and North Africa. It covers more than 200 destinations across 33 countries with more than 1800 routes. Ryanair also has the leading market share of 15% overall in Europe as of 2016 and also is the leading player in five countries and the Central and Eastern Europe (CEE) region. With 86 bases and a fleet of 427 aircrafts, Ryanair served over 120 million customers in FY17.

2. Strong balance sheet and consistent shareholder returns: Ryanair has a fairly strong balance sheet with low debt of €244m as of FY17. Share buybacks by Ryanair have also resulted in enhanced shareholder returns. In FY16 Ryanair returned €1,104m to shareholders via share buy-backs and has returned an overall €4.2bn to its shareholders since 2008. Further, Ryanair has announced plans for a €600m buyback in FY18. The company has also paid special dividends amounting to €1,512 over the last decade.

The unpublished sections of the entire Ryanair SWOT analysis is available in the 'Complete Report' on purchase.

References

1. Ryanair Annual Presentation March 2017: https://investor.ryanair.com/wp-content/uploads/2017/05/FY17-Presentation.pdf

2. Ryanair Results March 2017: https://investor.ryanair.com/wp-content/uploads/2017/05/FY17-Results.pdf

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The PESTLE analysis for Ryanair is presented below:
Political
Economical
1. The uncertainty over Brexit to be a challenge for the business environment
2. Frequent terrorist attacks in Europe will have adverse effect on air travel demand impacting Ryanair
1. Oil prices are expected to remain around $50 a barrel, aiding operational margins
2. Weaker GBP post Brexit to put pressure on fare prices
Social
Technological
1. Consumer preference of high speed rail over airlines on short haul routes
2. Consumers willing to spend more on ancillaries if ticket cost is less
1. Enhancements in digital platforms (mobile an website) to improve customer experience
Legal
Environmental
1. Ryanair is subject to lawsuit by uropean Commission for recieveing state aid at certain European airports
2. Brexit may require Ryanair to comply with dual, UK and EU regulations
1. EU regulation of emissions for airlines may increase costs for Ryanair
2. Operates young fleet of Boeing 737-800NG aircraft with fleet age under 6 years and has lowest emissions intensity amongst peers
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Political

1. The uncertainty over Brexit to be a challenge for the business environment: UK’s departure from EU in March 2019 brings in significant uncertainty with regards to the aviation business environment. If UK remains in Open Skies agreement with EU, thinks shall be status quo for the Ryanair and the UK aviation industry. However there is a high possibility that UK will not remain in Open Skies and until the final terms are decided, uncertainty shall prevail. Thus Ryanair will have to focus on growth away from UK for the next two years until Brexit is complete.

The unpublished sections of the entire Ryanair PESTLE / PESTEL analysis is available in the 'Complete Report' on purchase.

References

1. Ryanair Annual Presentation March 2017: https://investor.ryanair.com/wp-content/uploads/2017/05/FY17-Presentation.pdf

2. Ryanair Results March 2017: https://investor.ryanair.com/wp-content/uploads/2017/05/FY17-Results.pdf

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Copyrights and Disclaimer

Burberry Group SWOT and PESTLE analysis has been conducted by Sugam Thakur and reviewed by senior analysts from Barakaat Consulting.

Copyright of Burberry Group SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.