Marketing Plan for Ryanair

Diploma Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, Pforzheim University, language: English, abstract: This study looks at external and internal key influences of the environment of the Ryanair Company. This is as a first step important to come up with strategies, which Ryanair could take to stay assuccessful as they are right now. The first chapter starts with an analysis (PESTEL) of the external environment (macro-environmental),which includes all the external factors such as economic, political, legal, technological, ecological and sociocultural, that can exert direct and indirect pressure on both domestic and international marketingactivities. The second chapter goes on with a critical evaluation of the firm s current and anticipatedinternal environment (micro-environmental) with respect to its objectives and performance, allocation ofresources, structural characteristics, and political power. Therefore the SWOT Analysis is used as wellas the Value Chain Analysis. The last point in this part is the identification of core competencies ofRyanair. Furthermore the Porter s Five Forces Method is used for identifying the market structure inwhich Ryanair is operating. The Competitor Analysis follows this. Finally, the last section gives a briefsummary with important concluding remarks. What has to be stated is that in the following 15 pages just a rough overview of the main points of thisassignment is given. Further details are important to evaluate everything and this is given in theappendix.