Brand Case

RYANAIR

- PEEST  Technological
o The technological environment does not appear to significantly impact the firm in a negative capacity as the firm appears to be in a cash position that can sustain purchase of new jets to remain competitive.
o Pro:
 Rise of the Internet  Internet booking, Online check-in  reduce its costs effectively and maintain good relationship with customers
 Fuel efficient engines and airframes
 (Security check technologies) ??
o Con:
 Rise of the Internet  impact on the bargaining power of buyers  has increased as it has made it easy for buyers to search the cheapest available fare or best service
 Teleconferencing for business matters  limits the need of face-to-face meetings and therefore less air travels required
* Main purpose in business  low fare airlines like Ryanair are therefore less vulnerable to the potential of videoconferencing as the majority of business travellers use full service airlines

- Porters five forces  Rivalry is High
(1) Rivalry between low fare airlines and full service airlines