Assignment范文-瑞安航空的宏觀環(huán)境。本文是一篇由本站代寫服務(wù)提供的assignment范文參考,主要內(nèi)容是講述瑞安航空案例分析的目的是評(píng)估宏觀環(huán)境和行業(yè)分析,以及幫助瑞安航空在其運(yùn)營(yíng)環(huán)境中取得成功的內(nèi)部因素。分析分為三個(gè)主要部分,重點(diǎn)關(guān)注內(nèi)部和外部環(huán)境,并根據(jù)我們的建議結(jié)束分析。下面就一起來(lái)看一下這篇留學(xué)生assignment代寫范文
The purpose of this analysis on the Ryanair case study is to evaluate the Macro environment and the industry analysis and the internal factors that will help Ryanair to succeed within the environment which they are operating. The analysis is divided into three major components, focusing on the internal and external environments and capping off the analysis by our recommendations.
瑞安航空案例分析的目的是評(píng)估宏觀環(huán)境和行業(yè)分析,以及幫助瑞安航空在其運(yùn)營(yíng)環(huán)境中取得成功的內(nèi)部因素。分析分為三個(gè)主要部分,重點(diǎn)關(guān)注內(nèi)部和外部環(huán)境,并根據(jù)我們的建議結(jié)束分析。
For the analysis on the macro environment and industry analysis, I will be using important models such as the Pestel analysis which describes the external factors affecting the business in the future in the airline industry. Also models such as Porter’s five forces model will be used to explain the factors in the industry and the way in which firms compete and how it affects the profitability of the company. The concept of strategic groups will also be used to help explain Ryanair’s main competitors and how they influence their present strategy.
對(duì)于宏觀環(huán)境的分析和行業(yè)分析,我將使用重要的模型,如Pestel分析,它描述了航空業(yè)未來(lái)影響業(yè)務(wù)的外部因素。此外,波特五力模型等模型將用于解釋行業(yè)中的因素、企業(yè)競(jìng)爭(zhēng)的方式以及它如何影響公司的盈利能力。戰(zhàn)略集團(tuán)的概念也將用于幫助解釋瑞安航空的主要競(jìng)爭(zhēng)對(duì)手以及他們?nèi)绾斡绊懩壳暗膽?zhàn)略。
Analysis on the internal environment mainly focuses on the resources and capabilities of the company. We look in depth to analyse the potential competitive advantages the company may posses through its internal strengths. This analysis includes a SWOT analysis which gives a clear cut idea of the organization and the strategic capabilities and potential threats. We also use the VRINE model to analyse the resources and capabilities and base our judgment on its result as to whether they provide a competitive edge for the company.
對(duì)內(nèi)部環(huán)境的分析主要集中在公司的資源和能力上。我們深入分析該公司通過(guò)其內(nèi)部?jī)?yōu)勢(shì)可能擁有的潛在競(jìng)爭(zhēng)優(yōu)勢(shì)。該分析包括SWOT分析,對(duì)組織、戰(zhàn)略能力和潛在威脅有清晰的了解。我們還使用VRINE模型來(lái)分析資源和能力,并根據(jù)其結(jié)果判斷它們是否為公司提供了競(jìng)爭(zhēng)優(yōu)勢(shì)。
My recommendations will be based on Management theories and models to explain the future strategies and to present strategic choices and areas for improving strategy implementation for the senior management team of Ryan air.
我的建議將基于管理理論和模型,以解釋未來(lái)的戰(zhàn)略,并為瑞安航空的高級(jí)管理團(tuán)隊(duì)提出戰(zhàn)略選擇和改進(jìn)戰(zhàn)略實(shí)施的領(lǐng)域。
Introduction 簡(jiǎn)介
The Airline industry remains as a fast and growing industry. It facilitates economic growth, world trade, international investment and tourism and is therefore central to the globalization taking place in many other industries. This case study focuses on Ryanair, the first budget airline no-frills carrier in Europe, founded by the Ryan family in 1985 to provide scheduled passenger airline services between Ireland and the UK. The case study delivers and interesting insight about Ryan air’s growth, the risks and challenges it faced and about its competitors and the future strategies for succession and growth.
航空業(yè)仍然是一個(gè)快速發(fā)展的行業(yè)。它促進(jìn)了經(jīng)濟(jì)增長(zhǎng)、世界貿(mào)易、國(guó)際投資和旅游業(yè),因此對(duì)許多其他行業(yè)的全球化至關(guān)重要。本案例研究的重點(diǎn)是瑞安航空,這是歐洲第一家廉價(jià)航空公司,由瑞安家族于1985年創(chuàng)立,旨在提供愛(ài)爾蘭和英國(guó)之間的定期客運(yùn)航空服務(wù)。該案例研究提供了關(guān)于瑞安航空的增長(zhǎng)、面臨的風(fēng)險(xiǎn)和挑戰(zhàn)、競(jìng)爭(zhēng)對(duì)手以及未來(lái)繼任和增長(zhǎng)戰(zhàn)略的有趣見解。
According to the case study by the end of 1990, the company had flown through a great deal of turbulence, disposing of five chief executives, and accumulating losses of IR£20m. Its fight to survive in the early 1990’s saw the airline successfully restyle itself to become Europe’s first low fares, no frills carrier, built on the model of southwest airlines. A new management team was brought in headed by Michael O’Leary who made major changes to the airline. Michael O’Leary had launched a £1.48bn bid for Irish rival, Aer lingus, but the Aer lingus and its board later on rejected the Ryanair approach because according to them Ryanair had acted in a hostile anticompetitive manner.
根據(jù)1990年底的案例研究,該公司經(jīng)歷了巨大的動(dòng)蕩,解雇了五名首席執(zhí)行官,累計(jì)損失2000萬(wàn)IR。在20世紀(jì)90年代初的生存之戰(zhàn)中,該航空公司成功地重塑了自己的風(fēng)格,成為歐洲第一家以西南航空公司為模式的低票價(jià)、無(wú)裝飾航空公司。一個(gè)新的管理團(tuán)隊(duì)由邁克爾·奧利里領(lǐng)導(dǎo),他對(duì)航空公司進(jìn)行了重大變革。邁克爾·奧利里(Michael O'Leary)曾出價(jià)14.8億英鎊收購(gòu)愛(ài)爾蘭競(jìng)爭(zhēng)對(duì)手愛(ài)爾蘭航空公司(Aer lingus),但愛(ài)爾蘭航空公司及其董事會(huì)后來(lái)拒絕了瑞安航空的做法,因?yàn)閾?jù)他們說(shuō),瑞安航空的行為是敵對(duì)的反競(jìng)爭(zhēng)行為。
Ryanair does not publish a formal vision or mission statement. However, their general direction is to simply continue to be the largest low cost leader in the European airline industry and to carry 50 million passengers by 2009. Implementing this vision is a function of many individual tactics, including an absolute dedication to low cost performance in every element of the value chain, quick gate turnarounds, non-union operations, performance-based incentive compensation plans, standardization on one type of aircraft, and flying (in most cases) to secondary airports, which provides significant savings for Ryanair.
瑞安航空沒(méi)有發(fā)布正式的愿景或使命聲明。然而,他們的大方向是繼續(xù)成為歐洲航空業(yè)最大的低成本領(lǐng)導(dǎo)者,并在2009年前運(yùn)送5000萬(wàn)乘客。實(shí)現(xiàn)這一愿景是許多個(gè)人策略的一個(gè)功能,包括絕對(duì)致力于在價(jià)值鏈的每一個(gè)要素中實(shí)現(xiàn)低成本效益、快速周轉(zhuǎn)、非工會(huì)運(yùn)營(yíng)、基于績(jī)效的激勵(lì)薪酬計(jì)劃、一種飛機(jī)的標(biāo)準(zhǔn)化,以及(在大多數(shù)情況下)飛往二級(jí)機(jī)場(chǎng),這為瑞安航空節(jié)省了大量費(fèi)用。
Strategy is an integrated and coordinated set of commitments and actions designed to exploit core competencies and gain a competitive advantage. (Hubbard, Rice, Beamish, 2008)
戰(zhàn)略是一套綜合協(xié)調(diào)的承諾和行動(dòng),旨在利用核心能力并獲得競(jìng)爭(zhēng)優(yōu)勢(shì)。(Hubbard,Rice,Beamish,2008)
The long Term purpose and positioning of Ryanair’s objective is to firmly establish itself as Europe’s leading low-fares airline through continued improvements and expanded offerings of service. I have conducted a strategic analysis of the macro and internal environment and industry analysis and recommended new strategic initiatives to improve.
瑞安航空的長(zhǎng)期目標(biāo)和定位是通過(guò)持續(xù)改進(jìn)和擴(kuò)大服務(wù)范圍,穩(wěn)固地成為歐洲領(lǐng)先的低票價(jià)航空公司。我對(duì)宏觀和內(nèi)部環(huán)境進(jìn)行了戰(zhàn)略分析,并對(duì)行業(yè)進(jìn)行了分析,提出了改進(jìn)的新戰(zhàn)略舉措建議。
3. External environment analysis 外部環(huán)境分析
The macro-environment describes all factors which influence the company as a whole but are out of their direct control including wider social, political and economic factors (Hooley, Saunders, Piercy, 2004). It would be well suited to conduct a PESTEL analysis to identify and examine the external factors which lie beyond the company boundaries.
宏觀環(huán)境描述了影響整個(gè)公司但不受其直接控制的所有因素,包括更廣泛的社會(huì)、政治和經(jīng)濟(jì)因素(Hooley,Saunders,Piercy,2004)。它非常適合進(jìn)行PESTEL分析,以識(shí)別和檢查超出公司邊界的外部因素。
3.1 PESTEL analysis PESTEL分析
We investigate five factors in the PESTEL analysis. The Pestel framework categorises environmental influences into six main types: political, economic, social, technological, environmental and legal. These factors are not independent of each other; many are linked. For example, technology developments change the way that people work, their living standards and their lifestyles. As any of these factors change it affects the competitive environment in which organizations operate. (Gerry; Scholes; Kevan, 2005)
我們?cè)赑ESTEL分析中考察了五個(gè)因素。Pestel框架將環(huán)境影響分為六種主要類型:政治、經(jīng)濟(jì)、社會(huì)、技術(shù)、環(huán)境和法律。這些因素并非相互獨(dú)立;許多是相互關(guān)聯(lián)的。例如,技術(shù)的發(fā)展改變了人們的工作方式、生活水平和生活方式。當(dāng)這些因素中的任何一個(gè)發(fā)生變化時(shí),都會(huì)影響組織運(yùn)作的競(jìng)爭(zhēng)環(huán)境。(Gerry;Scholes;Kevan,2005)
Political environment 政治環(huán)境
Health and safety regulations are becoming strictly important especially after 9/11 attacks, according to the case study in August 2006 UK authorities imposed severe security measures at all airports. Ryanair had to cancel 279 flights in the days immediately following the incident and refunded e2.7m in fares to approximately 40,000 passengers. Ryanair is estimated to have suffered a loss of e1.9m in reduced bookings.
根據(jù)2006年8月的案例研究,健康和安全法規(guī)變得越來(lái)越重要,尤其是在9/11襲擊之后。英國(guó)當(dāng)局在所有機(jī)場(chǎng)實(shí)施了嚴(yán)格的安全措施。瑞安航空在事故發(fā)生后的幾天內(nèi)不得不取消279個(gè)航班,并退還了e2。700萬(wàn)票價(jià),約4萬(wàn)名乘客。瑞安航空估計(jì)損失了e1。預(yù)訂量減少了900萬(wàn)。
On February 2005, a new EU regulation was introduced. It intended to reduce the inconvenience caused to air passengers by delays, cancellations and denied boarding by offering a refund or rerouting and free care for passengers. Based on the average distance of its flights for Ryanair, the compensation costs would likely fall into the e250 category.
2005年2月,歐盟出臺(tái)了一項(xiàng)新的法規(guī)。它旨在通過(guò)為乘客提供退款或改道和免費(fèi)護(hù)理,減少延誤、取消和拒絕登機(jī)給航空乘客帶來(lái)的不便。根據(jù)瑞安航空的平均飛行距離,賠償費(fèi)用可能屬于e250類。
Ryanair is facing rising trade-union pressure in Europe. Some of the countries in Europe have formed a trade-union among each others, thus it gives the pressure for Ryanair to do business in these countries.
瑞安航空在歐洲面臨著越來(lái)越大的工會(huì)壓力。歐洲的一些國(guó)家已經(jīng)相互組成了工會(huì),這給瑞安航空在這些國(guó)家開展業(yè)務(wù)帶來(lái)了壓力。
Economic environment 經(jīng)濟(jì)環(huán)境
The fuel price instability is a major economic concern for airlines. Hedging deals will push airline companies towards the risks of exchange rate fluctuations. This too poses a major economic concern for Ryanair. According to the case study Ryanair was vulnerable to rising fuel prices in 2005 due to its low fare policy. Its fuel costs represented 35% of operating costs in 2006, compared with 27% the year before. Ryanair had not edged early so it was paying from $70-74 per barrel up to march 2007.
燃油價(jià)格的不穩(wěn)定是航空公司主要的經(jīng)濟(jì)問(wèn)題。對(duì)沖交易將使航空公司面臨匯率波動(dòng)的風(fēng)險(xiǎn)。這也給瑞安航空帶來(lái)了重大的經(jīng)濟(jì)問(wèn)題。根據(jù)案例研究,2005年瑞安航空因其低票價(jià)政策而容易受到燃油價(jià)格上漲的影響。2006年,其燃料成本占運(yùn)營(yíng)成本的35%,而前一年為27%。瑞安航空并沒(méi)有提前獲利,因此截至2007年3月,其支付的價(jià)格為每桶70-74美元。
In 2006, airport and handling charges increased by 21%, slower than the expansion in passenger numbers. Route charges also increased by 21% because of an increase in the number of sectors flown and an 8% increase in average sector length as Ryanair flew into new EU states. These figures could be explained by an increase in the average price level. Inflations rate in EU is 1.7(NA, euro area annual inflation down 2006). Inflation rates can cause production costs and airline fares to increase. However, the relatively stable inflation rate is a good sign for the future of Ryanair and the economy as a whole.
2006年,機(jī)場(chǎng)和手續(xù)費(fèi)增長(zhǎng)了21%,慢于乘客數(shù)量的增長(zhǎng)。由于瑞安航空飛往新的歐盟國(guó)家,航線費(fèi)用也增加了21%,因?yàn)轱w行的航段數(shù)量增加了,平均航段長(zhǎng)度增加了8%。這些數(shù)字可以用平均價(jià)格水平的上漲來(lái)解釋。歐盟的通貨膨脹率為1.7(NA,歐元區(qū)2006年的年通貨膨脹率下降)。通貨膨脹率會(huì)導(dǎo)致生產(chǎn)成本和機(jī)票價(jià)格上漲。然而,相對(duì)穩(wěn)定的通貨膨脹率對(duì)瑞安航空和整個(gè)經(jīng)濟(jì)的未來(lái)來(lái)說(shuō)是一個(gè)好兆頭。
It was noted that the unemployment rate was slashed to 8.7% (NA, unemployment in Europe 2006). Such data provides a positive indication on the excelling economy in Europe. This will obviously influence Ryanair’s decision making on various matters. A stable economy is a base for growth and perhaps could be one of the motives for Ryanair to consider the takeover of the Irish airliner “Aer lingus”.
據(jù)指出,失業(yè)率已降至8.7%(NA,2006年歐洲失業(yè)率)。這些數(shù)據(jù)為歐洲出色的經(jīng)濟(jì)提供了積極的跡象。這顯然會(huì)影響瑞安航空在各種事務(wù)上的決策。穩(wěn)定的經(jīng)濟(jì)是增長(zhǎng)的基礎(chǔ),也許這也是瑞安航空考慮收購(gòu)愛(ài)爾蘭航空公司“愛(ài)爾蘭航空”的動(dòng)機(jī)之一。
Socio-cultural environment 社會(huì)文化環(huán)境
The increasing travelling lifestyles will affect the business of Ryan Air. For e.g. educational trips, backpack and family trips, business trips. People opt to use budget airlines for short haul flights because it’s extremely cheap, saves time especially for business dealings. This has turned into a social trend.
日益增長(zhǎng)的旅行生活方式將影響瑞安航空的業(yè)務(wù)。例如教育旅行、背包和家庭旅行、商務(wù)旅行。人們選擇使用廉價(jià)航空公司進(jìn)行短途航班,因?yàn)樗浅1阋?,特別是在商業(yè)交易中節(jié)省了時(shí)間。這已經(jīng)成為一種社會(huì)趨勢(shì)。
After the terrorist attacks People looked for alternative ways to travel, for example train services, ferry services which were safer than air travel. Air travel has not only been more cumbersome, but it has also been rather negatively impacted on a more financial aspect, especially for budget airlines.
恐怖襲擊發(fā)生后,人們尋找其他出行方式,例如比航空旅行更安全的火車服務(wù)、輪渡服務(wù)。航空旅行不僅更加繁瑣,而且在財(cái)務(wù)方面也受到了相當(dāng)負(fù)面的影響,尤其是對(duì)廉價(jià)航空公司來(lái)說(shuō)。
People have a very poor opinion on budget airlines. Such stereotyping has posed a major concern for airlines such as Ryanair. The restriction on luggage, flight delays and cancellations and overall inefficiency has fuelled tension between management and passengers. According to the case study Ryanair charged a man with cerebral palsy e18 to use a wheel chair, many customers thought Ryanair was being unethical by doing so.
人們對(duì)廉價(jià)航空公司的評(píng)價(jià)很差。這種成見已成為瑞安航空等航空公司的主要擔(dān)憂。行李限制、航班延誤和取消以及整體效率低下加劇了管理層和乘客之間的緊張關(guān)系。根據(jù)案例研究,瑞安航空指控一名患有腦癱的男子使用輪椅,許多客戶認(rèn)為瑞安航空這樣做是不道德的。
Technological environment 技術(shù)環(huán)境
Ryanair keeps aircraft maintenance costs low, using their Boeing 737 planes. Ryanair replaced its fleet of old aircraft with new more environmentally- friendly aircrafts and reducing the average fleet age to 2.4 years. Ryanair uses a winglet modification programme on the fleet providing better aircraft performance. New aircrafts produce 50% less emissions, 45% less fuel burn and 45% lower noise emissions per seat. Therefore it is obvious that it is necessary for Ryanair to invest in proper technology and keep its technology up to date in order to remain competitive.
瑞安航空公司使用波音737飛機(jī),保持飛機(jī)維修成本較低。瑞安航空用更環(huán)保的新飛機(jī)取代了其舊飛機(jī)機(jī)隊(duì),并將機(jī)隊(duì)的平均使用年限降至2.4年。瑞安航空對(duì)機(jī)隊(duì)進(jìn)行了小翼改造,以提供更好的飛機(jī)性能。新飛機(jī)每座的排放量減少50%,燃料消耗減少45%,噪音排放減少45%。因此,瑞安航空顯然有必要投資于適當(dāng)?shù)募夹g(shù),并保持其技術(shù)的最新性,以保持競(jìng)爭(zhēng)力。
Environmental factor 環(huán)境因素
Every government is concerned about global warming and the green house gas effect from carbon emissions. Airline industry is responsible for 2.6% of carbon emissions. Airlines are looking for noise reduction methods to prevent noise pollution. It is clear that the environment is a major concern to companies operating in the aviation industry. This could also have a financial impact due to heavy penalties and sanctions. Also the political impact would be considerable due to heavy lobbying by environmentalists.
每個(gè)政府都關(guān)心全球變暖和碳排放帶來(lái)的溫室氣體效應(yīng)。航空業(yè)的碳排放量占2.6%。航空公司正在尋找減少噪音的方法來(lái)防止噪音污染。很明顯,環(huán)境是航空業(yè)運(yùn)營(yíng)公司的主要擔(dān)憂。由于嚴(yán)厲的處罰和制裁,這也可能產(chǎn)生財(cái)務(wù)影響。此外,由于環(huán)保主義者的大力游說(shuō),政治影響也將相當(dāng)大。
Legal environment 法律環(huán)境
Getting illegal subsidies from the airports is a crime in Europe. Therefore legal means of getting such advantageous port subsidies will be sort after, in order to remain competitive.
在歐洲,從機(jī)場(chǎng)獲得非法補(bǔ)貼是犯罪行為。因此,為了保持競(jìng)爭(zhēng)力,將尋求獲得這種有利港口補(bǔ)貼的法律手段。
Allegations of misleading articles on Airlines will also lead to legal action. According to the case, UK authorities denied allegations of Ryanair publishing such articles on channel four. Such legal action would be financially detrimental to a budget airline. It was also mentioned previously that environmental concerns and breaches of stipulated emission charges may also result in legal action.
對(duì)航空公司誤導(dǎo)性文章的指控也將導(dǎo)致法律訴訟。根據(jù)該案,英國(guó)當(dāng)局否認(rèn)了瑞安航空在第四頻道發(fā)表此類文章的指控。這樣的法律行動(dòng)將對(duì)廉價(jià)航空公司造成經(jīng)濟(jì)上的損害。前面也提到,環(huán)境問(wèn)題和違反規(guī)定的排放收費(fèi)也可能導(dǎo)致法律訴訟。
3.2 Porter’s five forces model 波特五力模型
Porter’s five forces model examines five forces that influence or determine the structure of industries, and hence the average profitability or attractiveness of those industries. For each of the five forces, Porter identified sets of factors that would determine the presence and power of the forces in a particular industry environment.(reference)
波特的五力模型考察了影響或決定行業(yè)結(jié)構(gòu)的五種力,以及這些行業(yè)的平均盈利能力或吸引力。對(duì)于這五種力量中的每一種,波特都確定了一組因素,這些因素將決定這些力量在特定行業(yè)環(huán)境中的存在和力量。(參考)
Threat of New Entrants- Low 新進(jìn)入者的威脅-低
When focusing on factors such as economies of scale, technological innovations, government polices and capital requirements, High competition, It is not easy to enter into the airline industry. Ryanair has a strong identity in the airline industry and according to the case study Ryanair claims to be the number one for punctuality among other European airlines, It is difficult for new entrants to enter into the industry and to compete with these famous airlines. So therefore the amount of companies entering into the airline industry is low.
當(dāng)關(guān)注規(guī)模經(jīng)濟(jì)、技術(shù)創(chuàng)新、政府政策和資本要求等因素時(shí),競(jìng)爭(zhēng)激烈,進(jìn)入航空業(yè)并不容易。瑞安航空在航空業(yè)有著強(qiáng)大的影響力,根據(jù)案例研究,瑞安航空聲稱自己是其他歐洲航空公司中準(zhǔn)點(diǎn)率最高的航空公司,新進(jìn)入者很難進(jìn)入該行業(yè)并與這些著名航空公司競(jìng)爭(zhēng)。因此,進(jìn)入航空業(yè)的公司數(shù)量很少。
Bargaining power of suppliers- High 供應(yīng)商的議價(jià)能力-高
Ryanair is a low budget airline and they have to deal with the giants in the industry. Dealing with suppliers of aircrafts and suppliers of fuel and other essentials, it is hard for Ryanair to conduct negotiations. According to the case study Ryanair’s aircraft supplier is Boeing, which is a far larger player is the airline industry. So therefore it is possible to state that bargaining power of suppliers is high.
瑞安航空是一家低成本航空公司,他們必須與行業(yè)巨頭打交道。與飛機(jī)供應(yīng)商、燃料和其他必需品供應(yīng)商打交道,瑞安航空很難進(jìn)行談判。根據(jù)案例研究,瑞安航空的飛機(jī)供應(yīng)商是波音公司,而波音公司是航空業(yè)中一個(gè)大得多的參與者。因此,可以說(shuō)供應(yīng)商的議價(jià)能力很高。
Bargaining power of buyers.-High 買家的議價(jià)能力-高的
New consumers from the European state members are growing because of their interest to fly from one destination to another using a low budget airline, so considering the time and the speed most of the consumers choose air travel. According to the case study Ryanair in 2006 introduced web-based check in and priority boarding. Ryanair does have to keep their prices competitive in relation to the industry level.
來(lái)自歐洲成員國(guó)的新消費(fèi)者正在增長(zhǎng),因?yàn)樗麄冇信d趣使用低成本航空公司從一個(gè)目的地飛往另一個(gè)目的國(guó),因此考慮到時(shí)間和速度,大多數(shù)消費(fèi)者選擇航空旅行。根據(jù)案例研究,瑞安航空在2006年引入了基于網(wǎng)絡(luò)的值機(jī)和優(yōu)先登機(jī)。瑞安航空必須保持其價(jià)格相對(duì)于行業(yè)水平的競(jìng)爭(zhēng)力。
Threat of Substitutes- High/ Medium 替代品的威脅-高/中等
There are many other budget airlines and also main carriers offering new low air fares which could be directly substituted. There are also substitutes for air travel such as travel by train, or by using ferry services or boat services. If it is a Family trip consumers might choose train or ferry services because it’s safer and if they want to travel to more destinations, but for business dealings people use air travel because it’s less time consuming and low price, comparatively trains in continental Europe are very expensive. Therefore overall it is possible to state that there is in fact a very real threat of substitutes for Ryanair.
還有許多其他廉價(jià)航空公司和主要航空公司提供可以直接替代的新的低票價(jià)。也有航空旅行的替代品,如火車旅行,或使用渡輪服務(wù)或乘船服務(wù)。如果是家庭旅行,消費(fèi)者可能會(huì)選擇火車或輪渡服務(wù),因?yàn)檫@更安全,如果他們想去更多的目的地,但對(duì)于商業(yè)交易,人們使用航空旅行,因?yàn)樗臅r(shí)少,價(jià)格低,相對(duì)而言,歐洲大陸的火車非常貴。因此,總的來(lái)說(shuō),可以說(shuō)瑞安航空的替代品實(shí)際上存在著非常真實(shí)的威脅。
Competitive Rivalry- High 競(jìng)爭(zhēng)對(duì)手-高
Due to deregulation and increase in rivalry and because of increasing competition on more routes the power of buyers increases. Airlines try to counter increasing rivalry by formulating different strategic alliances even by merging with other airlines for example Air France- KLM. According to the case study Ryanair had launched a bid for its Irish rival, Aer Lingus so by combining purchasing power to reduce its operating costs and to form lower fares. These airlines introduces various prices, flyer programmes, discounts, perks to grab the attention of the consumers and to increase customer loyalty
由于放松管制和競(jìng)爭(zhēng)加劇,以及更多路線上的競(jìng)爭(zhēng)加劇,買家的力量增加了。航空公司試圖通過(guò)建立不同的戰(zhàn)略聯(lián)盟來(lái)對(duì)抗日益激烈的競(jìng)爭(zhēng),甚至與其他航空公司合并,例如法航-荷航。根據(jù)案例研究,瑞安航空已經(jīng)對(duì)其愛(ài)爾蘭競(jìng)爭(zhēng)對(duì)手愛(ài)爾蘭航空公司發(fā)起了競(jìng)購(gòu),通過(guò)合并購(gòu)買力來(lái)降低運(yùn)營(yíng)成本并形成更低的票價(jià)。這些航空公司推出了各種價(jià)格、飛行計(jì)劃、折扣和福利,以吸引消費(fèi)者的注意力并提高客戶忠誠(chéng)度
3.3 Strategy Grouping 戰(zhàn)略分組
Ryanair’s strategy and its Strategic groups
瑞安航空的戰(zhàn)略及其戰(zhàn)略集團(tuán)
The former Ryanair CEO PJ McGoldrick stated that the future for Ryanair is for a limited niche airline operating out of Ireland primarily to London. (www.ryanair.com/doc/investor/Strategy.pdf). This statement states that the firm chooses a specific segment of the industry to focus its strategy exclusively. The targeted segment can be a particular buyer group, a segment of the product line, or a geographical market. According to Porter, M.E. (1980), this strategy is based on the assumption that “the firm is therefore able to serve its narrow strategic target more effectively and efficiently than competitors who are competing more broadly”. The firm achieves a competitive advantage through differentiation focus or through a cost focus.
瑞安航空前首席執(zhí)行官PJ McGoldrick表示,瑞安航空的未來(lái)是一家有限的利基航空公司,主要從愛(ài)爾蘭飛往倫敦。(www.ryanair.com/doc/investor/Strategy.pdf)。該聲明指出,該公司選擇行業(yè)的特定細(xì)分市場(chǎng)來(lái)專門關(guān)注其戰(zhàn)略。目標(biāo)細(xì)分市場(chǎng)可以是特定的買家群體、產(chǎn)品線的細(xì)分市場(chǎng)或地理市場(chǎng)。根據(jù)Porter,M.E.(1980)的說(shuō)法,這一戰(zhàn)略是基于這樣一種假設(shè),即“因此,與競(jìng)爭(zhēng)更廣泛的競(jìng)爭(zhēng)對(duì)手相比,公司能夠更有效地服務(wù)于其狹窄的戰(zhàn)略目標(biāo)”。企業(yè)通過(guò)注重差異化或注重成本來(lái)獲得競(jìng)爭(zhēng)優(yōu)勢(shì)。
The key elements of Ryanair’s strategies are its low fares to generate demand, to deliver the best customer service performance in its peer group. Ryanair’s commitment to safety is a primary priority of the Company and its management. These are some of the main strategies of Ryanair.
瑞安航空戰(zhàn)略的關(guān)鍵要素是其低票價(jià)以產(chǎn)生需求,并在同行群體中提供最佳的客戶服務(wù)表現(xiàn)。瑞安航空對(duì)安全的承諾是公司及其管理層的首要任務(wù)。以下是瑞安航空的一些主要戰(zhàn)略。
A Strategy group includes the rival competitors with similar competitive strategies and positions in the market. These competitors will sell in the same product line, same price and quality using identical technology. (Thompson A,Strickland, 2001)
戰(zhàn)略組包括在市場(chǎng)上具有類似競(jìng)爭(zhēng)戰(zhàn)略和地位的競(jìng)爭(zhēng)對(duì)手。這些競(jìng)爭(zhēng)對(duì)手將使用相同的技術(shù)以相同的產(chǎn)品線、相同的價(jià)格和質(zhì)量進(jìn)行銷售。(湯普森A,斯特里克蘭,2001年)
Easy jet and other low budget airlines competes for the same customer base by using some what similar pricing strategies and technology, for example using Boeing aircrafts for fuel efficiency and by offering similar in-flight services online checking services. The closer strategic groups get the competitive rivalry among firms’ increases. (www.ryanair.com/doc/investor/Strategy.pdf)
易捷航空和其他低成本航空公司通過(guò)使用一些類似的定價(jià)策略和技術(shù)來(lái)競(jìng)爭(zhēng)相同的客戶群,例如使用波音飛機(jī)提高燃油效率,并提供類似的機(jī)上服務(wù)在線檢查服務(wù)。戰(zhàn)略集團(tuán)越緊密,企業(yè)之間的競(jìng)爭(zhēng)就越激烈。(www.ryanair.com/doc/investor/Strategy.pdf)
4. Internal environment analysis 內(nèi)部環(huán)境分析
In this section, we mainly focus on the unique and necessary resources and of course the company’s core competencies. These are the factors which continually drives the competitive edge of the company.
在本節(jié)中,我們主要關(guān)注獨(dú)特和必要的資源,當(dāng)然還有公司的核心競(jìng)爭(zhēng)力。這些都是不斷推動(dòng)公司競(jìng)爭(zhēng)優(yōu)勢(shì)的因素。
4.1 VRINE model VRINE模型
It is understood that, as part of the internal environment of a company, the most important factors are its resources and capabilities. This model helps us to categorise the available resources and/or capabilities according to the valuableness, rarity, inimitability, non-substitutability and exploitability. ((Hubbard, Rice, Beamish, 2008)
據(jù)了解,作為公司內(nèi)部環(huán)境的一部分,最重要的因素是其資源和能力。該模型有助于我們根據(jù)價(jià)值、稀有性、不可替代性和可利用性對(duì)可用資源和/或能力進(jìn)行分類。(Hubbard,Rice,Beamish,2008)
Valuable 有價(jià)值的
It is vital to figure out whether the resources or capabilities allow the firm to meet market demand or protect the firm from market uncertainty. This is what is measured by value of resources or capabilities. Ryanair is able to benefit through both tangible resources such as aircrafts and intangible resources such as intellectual property such as the award for worlds most profitable Airline. Such capabilities as online booking and point to point routing has also helped add substantial value to the service they offer.
弄清楚資源或能力是否能滿足市場(chǎng)需求或保護(hù)公司免受市場(chǎng)不確定性的影響至關(guān)重要。這是以資源或能力的價(jià)值來(lái)衡量的。瑞安航空能夠通過(guò)飛機(jī)等有形資源和知識(shí)產(chǎn)權(quán)等無(wú)形資源(如世界最賺錢航空公司獎(jiǎng))獲益。在線預(yù)訂和點(diǎn)對(duì)點(diǎn)路由等功能也有助于為他們提供的服務(wù)增加實(shí)質(zhì)性價(jià)值。
Rarity 珍品
It is important to know whether these resources are widely possessed by competitors or scarce relative to demand. For certain physical resources such as aircrafts, it’s obvious that they are widely possessed by Ryanair’s competitors. Even capabilities such as online bookings and online checking-in are widely used by competitors such as BA and Lufthansa. On the other hand, certain resources such as the awards Ryanair possesses are scarce and therefore will add unique value.
重要的是要知道這些資源是被競(jìng)爭(zhēng)對(duì)手廣泛擁有,還是相對(duì)于需求而言稀缺。對(duì)于某些物理資源,如飛機(jī),很明顯,瑞安航空的競(jìng)爭(zhēng)對(duì)手廣泛擁有這些資源。甚至在線預(yù)訂和在線辦理登機(jī)手續(xù)等功能也被英國(guó)航空和漢莎航空等競(jìng)爭(zhēng)對(duì)手廣泛使用。另一方面,瑞安航空擁有的某些資源是稀缺的,因此會(huì)增加獨(dú)特的價(jià)值。
Inimitability and non-substitutability 一致性和不可替代性
The model also looks into extent which competitors can substitute or imitate resources and capabilities. It is important that resources or capabilities be inimitable and non-substitutable for it to give a valued competitive advantage. Ryanairs’ core competences of no frills strategy, low cost and rout policy strategy are all rather mimic-able. However, aircrafts are possibly a non-substitutable resource. It is not possible to substitute this resource without leaving the aviation industry altogether. Human resources are also not inimitable, as competitive airlines have the same roles of personnel.
該模型還考察了競(jìng)爭(zhēng)對(duì)手可以在多大程度上替代或模仿資源和能力。重要的是,資源或能力必須是無(wú)與倫比的和不可替代的,才能提供有價(jià)值的競(jìng)爭(zhēng)優(yōu)勢(shì)。瑞安航空公司的核心競(jìng)爭(zhēng)力,即無(wú)裝飾戰(zhàn)略、低成本和潰敗政策戰(zhàn)略,都相當(dāng)模仿。然而,飛機(jī)可能是一種不可替代的資源。如果不完全離開航空業(yè),就不可能取代這種資源。人力資源也不是無(wú)與倫比的的,因?yàn)楦?jìng)爭(zhēng)激烈的航空公司也有同樣的人員角色。
Exploitability 可利用性
It is important that the resources and capabilities are exploitable. The model basically focuses on whether the company is able to use its capabilities and exploit its resources to directly influence its profitability through stimulating its competitive edge.
重要的是資源和能力是可利用的。該模型主要關(guān)注公司是否能夠利用其能力和資源,通過(guò)刺激其競(jìng)爭(zhēng)優(yōu)勢(shì)直接影響其盈利能力。
4.2 Value chain analysis 價(jià)值鏈分析
The value chain describes the activities within and around an organization which together create a product or service. It is the cost of these value activities and the value that they deliver that determines whether or not best value products or services are developed. The concept was used and developed by Michael Porter in relation to competitive strategy. (Johnson G; Scholes K,; Whittington R,2005)
價(jià)值鏈描述了組織內(nèi)部和周圍的活動(dòng),這些活動(dòng)共同創(chuàng)造了產(chǎn)品或服務(wù)。正是這些價(jià)值活動(dòng)的成本及其提供的價(jià)值決定了是否開發(fā)出了最具價(jià)值的產(chǎn)品或服務(wù)。這個(gè)概念是由邁克爾·波特在競(jìng)爭(zhēng)戰(zhàn)略方面使用和發(fā)展起來(lái)的。(Johnson G;Scholes K;Whittington R,2005)
Primary activities are directly concerned with the creation or delivery of a product or service. On the other hand, support activities help to improve the effectiveness or efficiency of primary activities. (Johnson G; Scholes K,; Whittington R,2005)
主要活動(dòng)與產(chǎn)品或服務(wù)的創(chuàng)建或交付直接相關(guān)。另一方面,支持活動(dòng)有助于提高主要活動(dòng)的有效性或效率。(Johnson G;Scholes K;Whittington R,2005)
Our main concern is whether the company uses its capabilities and resources efficiently in order to add value to the service. The most important driver with regard to Ryanair is the potential cost advantage which seeks to eliminate unnecessary costs and minimise over all costs from those activities which add value to the service. Such cost reductions will allow the company to be more competitive.
我們主要關(guān)心的是公司是否有效地利用其能力和資源為服務(wù)增值。瑞安航空最重要的驅(qū)動(dòng)因素是潛在的成本優(yōu)勢(shì),該優(yōu)勢(shì)旨在消除不必要的成本,并最大限度地減少那些為服務(wù)增值的活動(dòng)的所有成本。這樣的成本降低將使公司更有競(jìng)爭(zhēng)力。
The company could also focus on its core competencies and thereby provide a better, more differentiated service to its customers. This too adds value as customers would gain a greater benefit.
該公司還可以專注于其核心競(jìng)爭(zhēng)力,從而為客戶提供更好、更具差異化的服務(wù)。這也增加了價(jià)值,因?yàn)榭蛻魧@得更大的利益。
Technology is probably the most potent factor in the aviation industry. The value addition through advances in technology is remarkable. Therefore it is important to renew and update technology in order to both minimise costs and also to increase the benefits linked to it, thereby creating greater value.
技術(shù)可能是航空業(yè)中最有力的因素。技術(shù)進(jìn)步帶來(lái)的附加值是顯著的。因此,重要的是要更新和更新技術(shù),以最大限度地降低成本,同時(shí)增加相關(guān)利益,從而創(chuàng)造更大的價(jià)值。
4.3 SWOT analysis SWOT分析
Strengths: 優(yōu)勢(shì)
Ryanair has developed a recognised brand name throughout the years, and it holds reputation as the biggest budget airline in Europe.
瑞安航空多年來(lái)發(fā)展成為公認(rèn)的品牌,并被譽(yù)為歐洲最大的廉價(jià)航空公司。
Ryanair offers ticket booking over the internet- cost effective for its customers and eliminates the need of travel agents.
瑞安航空通過(guò)互聯(lián)網(wǎng)提供機(jī)票預(yù)訂,這對(duì)其客戶來(lái)說(shuō)具有成本效益,并消除了旅行社的需求。
Ryanair offers better low prices than its competitors. And they offer onboard entertainment and finds revenue from those sales.
瑞安航空提供比其競(jìng)爭(zhēng)對(duì)手更好的低價(jià)。他們提供船上娛樂(lè),并從這些銷售中獲得收入。
Ryanair gets publicity because of its CEO Michael O’Leary and his controversial issues.
瑞安航空因其首席執(zhí)行官邁克爾·奧利里及其爭(zhēng)議性問(wèn)題而廣受關(guān)注。
Ryanair’s policy of fleet commonality to keep staff training and aircraft maintenance costs low by using Boeing 737 planes.
瑞安航空的機(jī)隊(duì)通用政策是通過(guò)使用波音737飛機(jī)來(lái)降低員工培訓(xùn)和飛機(jī)維護(hù)成本。
High service performance on punctuality and seating space was regarded as largely average as was on-board catering, high rate of flight completion builds the good image of the company.
準(zhǔn)點(diǎn)率和座位空間方面的高服務(wù)表現(xiàn)在很大程度上被認(rèn)為是一般的,機(jī)上餐飲也是如此,高飛行完成率建立了公司的良好形象。
Weaknesses 弱點(diǎn)
Bad publicity on the poor treatment of customers, Training policies, aircraft hygiene, and poor staff morale.
關(guān)于客戶待遇不佳、培訓(xùn)政策、飛機(jī)衛(wèi)生和員工士氣低落的不良宣傳。
Restricted expansion possibility because it’s a niche market
擴(kuò)張的可能性有限,因?yàn)檫@是一個(gè)利基市場(chǎng)
Currency fluctuations made fuel costs either costly or unpredictable for Ryanair.
貨幣波動(dòng)使得瑞安航空的燃料成本要么昂貴,要么不可預(yù)測(cè)。
Customers were unhappy because Ryanair was too cost conscious, imposed a wheelchair levy on every passenger ticket, increased insurance fee.
顧客們很不高興,因?yàn)槿鸢埠娇者^(guò)于注重成本,對(duì)每張機(jī)票征收輪椅稅,并增加了保險(xiǎn)費(fèi)。
Outsourced services outside Ireland may decrease employee commitments.
愛(ài)爾蘭以外的外包服務(wù)可能會(huì)減少員工的承諾。
Opportunities 機(jī)會(huì)
EU enlargement will open up new destinations to travel.
歐盟的擴(kuò)大將開辟新的旅游目的地。
Economic slowdown actually helps Ryanair- changes in corporate culture, ‘steals’ customers from traditional carriers as they seek lower fares.
經(jīng)濟(jì)放緩實(shí)際上有助于瑞安航空——企業(yè)文化的改變,在傳統(tǒng)航空公司尋求更低票價(jià)時(shí)“搶走”了他們的客戶。
Potential opportunities to capture the market share.
獲取市場(chǎng)份額的潛在機(jī)會(huì)。
Launching 138 new planes to attract various types of consumers, ranging from families to businessmen to increase cash revenues. And will allow Ryanair to double in size to 80 million passengers per annum by 2012.
推出138架新飛機(jī),吸引從家庭到商人的各種類型的消費(fèi)者,以增加現(xiàn)金收入。到2012年,瑞安航空的規(guī)模將翻一番,達(dá)到每年8000萬(wàn)人次。
Threats 威脅
Dependence on oil markets and on economic cycle: Fuel costs depend on the oil market.
對(duì)石油市場(chǎng)和經(jīng)濟(jì)周期的依賴:燃料成本取決于石油市場(chǎng)。
Increasing competition on low fare rates by other budget airlines.
其他廉價(jià)航空公司在低票價(jià)方面的競(jìng)爭(zhēng)日益激烈。
Changing EU government regulations.
不斷變化的歐盟政府法規(guī)。
Increase in air traffic control charges due to increasing aircrafts. According to the case study In November 2006 traffic grew by 23%t as total revenues rose by 33 % to e 1.256bn.Ancillary revenues rose by 33 %. Unit costs increased by 7.5 %. Despite 42 % higher fuel costs of e337m, Ryanair after tax margin for the half-year rose by 1 point to 26 %.
由于飛機(jī)數(shù)量增加,空中交通管制費(fèi)用增加。根據(jù)案例研究,2006年11月,流量增長(zhǎng)了23%,總收入增長(zhǎng)了33%,達(dá)到12.56億歐元。輔助收入增長(zhǎng)了33%。單位成本增加了7.5%。盡管瑞安航空的燃油成本上漲了42%,達(dá)到3.77億歐元,但該半年的稅后利潤(rùn)率上漲了1個(gè)百分點(diǎn),達(dá)到26%。
5. Recommendation 建議
Ryanair should focus on new opportunities in order to boost its current market position. They could possibly provide packages for tourists for different destinations which could open up better market potential.
瑞安航空應(yīng)專注于新的機(jī)遇,以提升其當(dāng)前的市場(chǎng)地位。他們可能會(huì)為不同目的地的游客提供套餐,從而打開更好的市場(chǎng)潛力。
Another main point that Ryanair should focus on is to manage human resource more efficiently, according the case study some of its cabin crew were caught napping o the job as they had a pressurised work schedules.
瑞安航空應(yīng)該關(guān)注的另一個(gè)要點(diǎn)是更有效地管理人力資源,根據(jù)案例研究,瑞安航空的一些機(jī)組人員因工作日程緊張而被發(fā)現(xiàn)在工作中打盹。
Ryan air could also boost its market share by providing better conditions for passengers by reasonably increasing luggage allowances and cutting off wheel chair costs and to build customer relationships and loyalty.
瑞安航空還可以通過(guò)合理增加行李限額、削減輪椅成本以及建立客戶關(guān)系和忠誠(chéng)度,為乘客提供更好的條件,從而提高其市場(chǎng)份額。
It is also recommended that Michael O’ Leary and other future CEO’s should have a more professional outlook towards the business this will directly impact the company and its public image. Michael O’Leary once dressed up like pope to promote ticket offers; this will have a negative impact on the company’s image.
還建議Michael O’Leary和其他未來(lái)的首席執(zhí)行官對(duì)業(yè)務(wù)有更專業(yè)的看法,這將直接影響公司及其公眾形象。邁克爾·奧利里(Michael O'Leary)曾經(jīng)打扮得像教皇,宣傳門票優(yōu)惠;這將對(duì)公司的形象產(chǎn)生負(fù)面影響。
Ryanair’s business strategy should focus on its niche, they should mainly target short haul routes rather than competing with dominant established airlines such British airways by focussing on the niche Ryanair will be able to gain a competitive advantage over its rivals.
瑞安航空的商業(yè)戰(zhàn)略應(yīng)該專注于其利基市場(chǎng),他們應(yīng)該主要針對(duì)短途航線,而不是通過(guò)專注于利基市場(chǎng)與英國(guó)航空等占主導(dǎo)地位的老牌航空公司競(jìng)爭(zhēng)。瑞安航空將能夠獲得比競(jìng)爭(zhēng)對(duì)手更大的競(jìng)爭(zhēng)優(yōu)勢(shì)。
Ryanair should give greater consideration to the economic climate and situation, mainly focussing on oil prices and other economic factors, Ryanair should hedge against adverse economic changes to minimise its risk from unforeseen changes in the economy.
瑞安航空應(yīng)更多地考慮經(jīng)濟(jì)氣候和形勢(shì),主要關(guān)注油價(jià)和其他經(jīng)濟(jì)因素。瑞安航空應(yīng)對(duì)沖不利的經(jīng)濟(jì)變化,以最大限度地降低經(jīng)濟(jì)意外變化帶來(lái)的風(fēng)險(xiǎn)。
Refinancing aircrafts is an important strategy which Ryanair should focus on. Although the European airline industry is growing Ryanair should control its costs and control its risky investments for example the investment decision to acquire “Air lingus”.
飛機(jī)再融資是瑞安航空應(yīng)該重點(diǎn)關(guān)注的一項(xiàng)重要戰(zhàn)略。盡管歐洲航空業(yè)正在發(fā)展,但瑞安航空應(yīng)控制其成本并控制其風(fēng)險(xiǎn)投資,例如收購(gòu)“Air lingus”的投資決定。
6. Conclusion 結(jié)論
The analysis on Ryanair explains the environmental characteristics by exploring internal and external environment by using theoretical models. I have recommended new strategic initiatives and areas for improving strategy implementation for the senior management team of Ryanair so that it can gain a competitive advantage over the other competitive airlines like easy jet, Lufthansa, Aer lingus.
瑞安航空的分析通過(guò)運(yùn)用理論模型探索內(nèi)部和外部環(huán)境來(lái)解釋環(huán)境特征。我為瑞安航空的高級(jí)管理團(tuán)隊(duì)推薦了新的戰(zhàn)略舉措和領(lǐng)域,以改進(jìn)戰(zhàn)略實(shí)施,從而使其能夠獲得比易捷航空、漢莎航空、愛(ài)爾蘭航空等其他競(jìng)爭(zhēng)航空公司的競(jìng)爭(zhēng)優(yōu)勢(shì)。
Ryanair is Europe’s first low budget airline and it has the potential to succeed in the environment they are currently in order to achieve their objective more effectively, strategic planning must be done concerning Ryanair’s history and future trends and technology of the airline industry.
瑞安航空是歐洲第一家低成本航空公司,它有潛力在目前的環(huán)境中取得成功,為了更有效地實(shí)現(xiàn)目標(biāo),必須對(duì)瑞安航空的歷史、未來(lái)趨勢(shì)和航空業(yè)技術(shù)進(jìn)行戰(zhàn)略規(guī)劃。
本站提供各國(guó)各專業(yè)留學(xué)生assignment格式范文,代寫assignment以及assignment寫作輔導(dǎo),如有需要可咨詢本平臺(tái)。
相關(guān)文章
UKthesis provides an online writing service for all types of academic writing. Check out some of them and don't hesitate to place your order.