The aims and nature of ryanair

The aims and nature of ryanairThe aims of this report argon to analyse and explain the nature of Ryanair argumentation organisation, identify the contribution of functional beas to the carrying out of Ryanair organisation and to demonstrate an understanding of core concepts in functional areas. The objective of this report is to show understanding in organisations find out areas much(prenominal) as organisational type, financial information, marketing management, timber and supply chain.The Ryanair Holdings second-largest airline in Europe in terms of rider numbers came to the caper world in July 1985 with flights on a 15-seater Bandeirante aircraft. It was operating daily from Ireland to London Gatwick airport. Quantity of passengers was approximately 5,000 thousands. In 2009 quantity of passengers increased by 66,503,999 million. Ryanairs fleet rose to 232 Boeing 737-800. During 1985-2009 Ryanair has opened bases in the centre and northwards side of Europe. Low live airli ne profits rose 200% to over 318 million euro while many of Ryanairs competitors announce losses and yet much go bankrupt (Ryanair 2009). Ryanairs future activities leave be considered in be first base presented articles.2.0. FindingsFigure 1. Ryanair Holdings Logo (Ryanair 2010)2.1. Organisational StructureBonderman and OLeary (1996) established a smart conjunction Ryanair Holdings, they fix bought the control of Ryanair attach to just for 5 million cash, an airline they had valued at approximately 57 million. From that moment Michael OLeary is Ryanair Holdings legal entity (Creaton 2007117).2.1.1. Sector in which Ryanair slynessAccording to Palmer et al., Ryanair operates in private-sphere, because the aim of private-sector organisations is to earn profits for the birthers of the organisation. As OLeary is entity of Ryanair, healways acting in the interests of the high society because he is a shareholder (Siobhan Creaton 2007278).Moreover, OLeary tell that he testament earn as much profit as he chamberpots (Siobhan Creaton 2007277). In addition, private-sector is able to monitor the results of its marketing activity, as the benefits are unremarkably internal to the organisation (Palmer and Hartley 2006230). Ryanair publish their annual report which will be used in this report as an example of sources of finance (Ryanair Holdings 2010).Private sector is subdivided into four types, but Ryanair refers to two of them Private Limited Company (LTD) and Public Limited Company. LTD permits some defence to the shareholders they take a risk to invest currency for business. Thus, shareholders potty use Ryanairs annual report (Ryanair Holding 2010) which includes detailed financial information (Boddy 2002488). PLC moldiness(prenominal) have a minimum share capital of 50,000 and mustiness have at least two directors. As to Ryanair, OLeary and Bonderman have bought control over Ryanair Limited for 5 million (Palmer et al. 2006220). Consequently, Ryanair Holdings PLC (Ryanair Holdings) is the holding company for Ryanair Limited (Ryanair).2.1.2. morphological StyleRyanairs structural style is divisional, where administrators create divisions and make them responsible for all the functions to deliver their facilities to the consumers (Boddy 2002245). Ryanair Company has geographic divisions, to the location of clients. For example, Ryanair has a group of people who kit and caboodle in Baltic countries, such as Latvia and Lithuania and there are managers, who are responsible for staff, customer needs, and manager use autonomy to meet local needs (Boddy 2002246).2.2. Ryanairs Source of FinanceRyanairs company is financed by internal sources sources of finance that come from the business activities retained profit. For example, if the Ryanair business had a successful trading year, the organisation can use got profit for future activities. Of course, Ryanair can use profit only after paying all its costs (Manak 2009184-185). The ad vantage is that source is very efficacious for long term business, because they can use it sources for future business activities. For example, Ryanairs attendants sell a variety of products such as MP3 players, digital cameras, perfumes and so on. All the extras revenues are up to 15% of all revenues. Ryanair Company is trying to earn revenue on everything on the board except seating area (Kotler et al. 2009577).Furthermore, Ryanair is run by justness finance. That means that organisation or a person providing m integrityy, does not receive interest and there is no guaranty that it will be repaid. If organisation had a success in espousal money there will be an increase in share value or in dividends. Besides, after borrowing success, shares could be sold to some on else. (Smith 2007291). There are different types of shares ordinary shares and privilegeence shares. Ryanairs organisation has ordinary shares. Shareholders receive ownership of a humiliated part of a business and they carry complete voting rights. The number of ordinary shares that Ryanair has is 1,476.4 (in Ms) (Ryanair Holdings 2010138). Correspondingly, companys earnings per ordinary shares are 20.68 (euro cent). However, if organisation will have unsuccessfulness, shareholders will be conclusion people who will receive proceeds and may be receive nothing at all. (Smith 2007292).2.2.1. Profit or Loss? cosmos based on Ryanairs Income statement for year 2010 company got the profit of 341million before tax and 305.3 million after tax (RH 2010135). Thanks to lower oil prices, companys avocation increased to 14% of customers. Ryanairs non-ticket revenues rose to 661 million or 11% in 2009 but now (2010) account is 22%. Besides, Ryanair opened 280 new routes in 2009, with destinations such as Spain and Portugal for summer travellers, making higher summer rates. Besides, shareholders will receive special dividends up to 550 million euros. Congruently, Ryanairs chief executive OLeary will recei ve 20 million euros, who owns just 4$of the companys shares. (Guardian 2010)2.3. marketing strategy and Target MarketMarketing strategyinvolves the activities of selecting and describing one or more steer markets (Lamb et al. 200843).To identify posterior market, an organisation should identify which of the section is distinct and actionable. Ryanairs target is market segmentation activity. Segmenting market relies on detecting the variables that differentiate customers with need (Boddy 2002215). Ryanair organisation refers to demographic segmentation social class. It can be used characterised function standards such as education, profession and property worth (Kotler 200916). Company select only one target segment to focus on, consequently, organisation use concentrated targeting strategy. The advantage is that business may concentrate on resources and can better meet the needs of delineate segment (Lamb et al. 2008247).2.3.1. Marketing MixWhen target market is identified org anisation can evaluate marketing mix. McCartneys four marketing mix tools were expanded to 7Ps by Boden, which had a more services focus and included process, physical evidence and people. 7Ps is a necessary mix that company should track to maximise marketplace results (Kotler et al. 200917).Ryanair is apply 7P Formula for its brand image, which consists of2.4. Quality StrategyAccording to David Garvin (1981) there are 8 dimensions of quality that can serve as a quality framework. For Ryanairs Company quality strategy identification we will use only 4 the most obvious dimensionsPerformance characteristics of a service (Garvin 198750). For example, Ryanairs service speed, flight meshing is depended on your own, because Ryanair is offering only self-service. Another example is absence of waiting, unfortunately, Ryanair not the best in this service, because flights are usually delayed.Perceived quality -it is about clients previous experience, what he thinks about that company (imag e, reputation) (Garvin 198759-60). Focussing on core brand value (providing cheap tickets to approximately 49 million passengers who desire low cost to high service) is a key of Ryanairs success. (Kotler et al. 2009443).Aesthetics it is about personal judgment of individual (Garvin 198759). For example, passenger is ordering some food that looks and tastes not as dear as at picture was. In addition, sight or vision of service. For example, Air France KLM have an impression of luxury thanks to leather lay, while Ryanair has waxy seats with blue and yellow as the dominant colours of no frill focus company (Kotler et al. 2009681).Serviceability how fast client will be served (Garvin 198757). For example, passenger is ordering some meal and he gives denomination but not a coins, it will take an eternity to receive back your change. So Ryanair has very poor serviceability.Relying on above mentioned facts it is possible to tell that Ryanair has not got any strategic quality at all . Ryanairs chief executive is obsessed with providing a functioning airline and cared little about pleasing its passengers, passengers number growth and companys profit (Creaton 2007271).2.4.1. 3 Key Areas of QualityQualityServicePeopleMarketingHigh(Service satisfies customers needs)Sales promotionLow(customers are dissatisfied)Food for extra payUncomfortable seatsChecked luggageBus transportation into township.Employees must pay for own security checksStaff must pay for own uniforms and parkingStaff must supply own tea and water advertisementService is an indicator of poor quality, because while you are flying at Ryanair aircraft you will not receive any food for free. For example, the hot dog for 4 euros (Kotler et al. 2009577). Moreover, it is well known fact, that Ryanairs seats are uncomfortable, seats do not recline and seat-back pockets have been removed (Kotler et al. 2009577). Comparing British Airways (BA) with Ryanair, BA has first business and economy classes seats, whi le Ryanair has only Economy class seats (British Airways 2011). Furthermore, client should spent extra money for bus or train transportation into town from distant airports that Ryanair uses (Kotler et al. 2009577).Furthermore, Ryanair has poor quality in HRM. Staff could no longer enjoy their tea or coffee for free, staff must to bring own drinks and snacks to work. Cabin crew were banned to use ovens on board, because there will be no additional cleaning costs. Pilots were told that they can use only one ream of paper a day (for reports). They also have to do bi-annual medical examinations, in their own time, and what is the worst they have to pay for their own for it. Additionally, reduction concerns to uniforms, company will deduct monthly sum from staff pay to cover their uniforms. Besides, there is a problem of absenteeism in Ryanairs company (have lost over 10,000 days) (Creaton 2007239).Ryanair is notable with rude and scandalous posters. One of the examples is poster which offended BAs company (Creaton 2007239). Comparing Ryanairs posters with BAs we can say that BAs advertising is more enjoyable, because there are no slogans that are concerned with price reduction (see Appendix 1 and 2). The only thing that has a high quality is sales promotion because a quarter of seats are free, passengers pay only taxes and fees of approximately 7 16 euros (Kotler et al. 2009577). In addition, buying a ticket passenger can return their 10 pounds, receiving a coupon (after completing online booking Ryanair offer to complete form).2.5. Sequence of Supply Chain ActivitiesRyanair Company provides deed by airplane services. The table below shows the while of supply chain activities.At First, passengers decide to use Ryanairs airline then they have to complete the online form at Ryanair.com, then passengers will receive digital receipt at their e-mails. The following stage is online check-in, which you must to complete from 15 days up to 4 hours prior to passengers scheduled flight departure. Moreover, client must to print check in ticket. ( - ) At day of flight traveller arrives to the airport and registers their luggage and then goes transportation. When passenger arrives in the airport he should sustain the same procedure as well as before flying (registration, luggage).The disadvantage of Ryanairs Supply Chain service output is waiting time. It is the time that customer has to wait before flight. The lower the waiting time, the higher the level of service (Bowersox et al. 201051). For example, Ryanairs flights are often delayed and sometime even cancelled. Consequently, Ryanairs level of service is poor.2.5.1. rate -Added ServicesRyanairs mesh booking is the value-added service in Supply Chain process. According to Bowersox (2010) et al. value-added services refer to unique activities that firms can develop to increase their productivity. For example, internet booking is unique activity, and passengers, buying tickets, online can save they time. In addition, online check-in is value added service, because if passenger does not have luggage (more than 15 Kg) he can go straight to the gate. Online check-in helps to save passengers time (do not wasting time staying in the registration queue) and companys time and money (staff working hours).The company is in great demand at consumers despite that consumers are performing self-service, of course except transaction by airplane. People are ready to for this kind of services, because they prefer low cost rather than high quality or supply chain services. Ryanair is offering close distance only that is why consumers prefer low cost ticket, 2 or 4 hours may not cost a high quality.3.0. ConclusionThe main conclusion that can be gaunt therefore is that1. Ryanair organisation is trading in the public sector that gives an advantage for its owners, because private sector helps to earn money for them. Also, Ryanair adopted divisional structure, because airline has it offices about in all over Europe.2. Ryanair is run by retained profit and equity finance. Furthermore, company is making profit of 341m before tax.3. Ryanairs target market is demographic segmentation if speak in detail Ryanair company is considering social class for characterising function standards such as education, profession and property worth. Ryanair is using Seven P Formula as a marketing mix for its brand image.4. Quality dimensions speak about that Ryanair business organisation has got a poor quality. 3 key elements people, service and marketing -are not high quality. The only thing that is high quality is Ryanairs sales promotion.5. Almost all the Ryanairs services are self-services, except transaction by airplane. Correspondingly, Ryanairs supply chain has disadvantage such as service waiting time and supply chains poor quality.Ryanairs trading in the last 5 years are talking that organisation had pick moments and also had some falls. Generally, company had shown excellent perf ormance in low-cost strategy, increasing it passenger number from 34.8 million (2005) to 66.5 million (2009), while many of Ryanairs competitors announce losses and even more go bankrupt. During 5 years Ryanair has opened bases several new bases such as Bournemouth, Birmingham and Belfast.Forecasting how the Ryanair business may proceed in the current economic climate, I may say that Ryanair will continue to populate in the world market, because its chief executive knows what people want low cost tickets. Consumers interest in traveling will continue to exist even in economic recession time. While consumers incomes are falling but supply is increasing, Ryanairs organisation will continue to offer low cost seats or even seats for free. I assume that in future Ryanair will expand it destinations to other continents such as South America and Africa, because company has got huge possibilities for that. The only thing to do is to find additional investors and to think over the strateg ic plan.4.0. RecommendationsIn the light of these conclusions, I would recommend Ryanair organisation to repair organisations supply chain. All the Ryanairs destinations are operating into far-flung airports and passengers are confused about airports. All that it is necessary is change some of the destinations to major cities. Another resolvent is to write not only the airports name and country but write a citys name as well.In addition, I would recommend to im render quality strategy a specially one of the quality aspects people (HRM) as staff may start to strike. Their needs are not considered, company should prove such necessary elements such as uniforms and bi-annual medical examination. Of course, it will cost huge amount of money for the organisation but still staff will be satisfied. As a consequence, staff will work better and Ryanairs service will be little improved as well.ReferencesBoddy, D. (2002) counsel An entree (2nd Ed.) Harlow FT Prentice Hall.Bowersox, J., D. , Closs, J., D., and Cooper, B., M. (2010) Supply Chain Logistics Management (3rd Ed.) New York McGraw-Hill.British Airways (2011) Travel classes online gettable from 5 February 2011.Garvin, D., A (1987) Managing Quality, New York The Free Press.Guardian.co.uk (2010) Ryanair returns to profit online available from 9HYPERLINK http//www.guardian.co.uk/business/2010/jun/01/ryanair-returns-to-profit 9 9 February 2011.Kotler, P., Keller, K.L., Brady, M., Goodman, M., and Hansen, T. (2009) Marketing Management. Harlow Pearson Education Limited.Lamb, W., Hair, F., J., and McDaniel, C. (2008) Marketing (10th Ed.) Mason Nelson Education, Ltd.Manak, S. (2009) Introduction to Business Organisation 121BSS, Glasgow McGraw-Hill.Palmer, A., and Hartley, B. (2006) The Business Environment (5th Ed.) New York McGraw-Hill.Ryanair (2009) About Us online available from 27HYPERLINK http//www.ryanair.com/en/about 27 27 January 2011.Ryanair (2010) Logopedia online available from 31HYPERLINK http//logo s.wikia.com/wiki/Ryanair 31 31 January 2011.Ryanair Holdings (2010) Annual Report Financial Statements 2010 online available from 3 February 2011.Siobhn Creaton (2007) RYANAIR The Full Story of the Controversial Low-Cost Airline, London Aurum Press Limited.Smith, M. (2007) Fundamentals of Management, Glasgow McGraw-Hill Education.BibliographyBeckford, J. (2002) Quality (2nd Ed.) London Routledge.Calder, S. (2002) No Frills The Truth Behind The Low-Cost Revolution In The Skies, London Virgin Books Ltd.Harrington. J., H. (1987) Poor Quality Cost, New York Mareel Dekker, Inc.Hoyle, D. (1997) QS 9000 Quality Systems Handbook, Newton Butterworth Heinemann.Hutt, M., and Speh, W., Th. (1998) Business Marketing Management a strategic view of industrial and organizational markets (6th Ed.) Orlando The Dryden Press.McDaniel, C., Lamb, W., Ch., and Hair, F., J. (2008) Marketing (10th Ed.) Mason Nelson Education, Ltd.Waters, D. (2003) Logistics An Introduction to Supply Management, Ne w York PALGRAVE MACMILLAN.AppendicesAppendix1