Based on its success on the online UK-Ireland market performance, the originality of its business model and expanding its business in Europe, Ryanair is trying to follow a feasible plan for growth by targeting specific markets. The group’s strategy is to achieve the following objectives:
¾ To affirm and strengthen its leading position in terms of lower production costs other market players due to the effects of experience and that can make economies of scale.
¾ Maintain its growing reputation and ensure a stronger image.
¾ Increase the power of communication (based on brand equity existing and a charismatic leader and atypical).
¾ Diversify its sources of income (increase the share of income in the annexes Turnover).
Actions Taken or Pursued To Achieve These Goals
A dynamic investment policy geared to the future: like its counterpart U.S. (Southwest), it seeks to expand gradually to expand its fleet coverage of Europe. To do this the company has used its ability to play of market capitalization, to generate internal cash flow and debt to expand rapid expansion in Europe.
A strategy which aims to reduce costs:
¾ Capital costs of the aircraft continuing to prefer shopping at a single manufacturer (limitation of training costs, maintenance, purchasing and storage spare parts, greater flexibility of crew and equipment)
¾ Staff costs by improving the productivity of its workforce.
¾ The costs of its customer service.
¾ Airport fees by targeting airports in terms of cost competitive playing its bargaining power and his fame to insert it.