Case Study on the European Low-Cost Airline Industry

Coursework Title / Brief: RESET CASE STUDY: The European low-cost Airline Industry.

Coursework Aim

To enable the student to carry out critical analysis and evaluate future orientated plans for interacting with competitive environments from the perspective of tourism related organisations and destinations.

This will be achieved through the application of theory through concepts applied to the low-cost Airline Industry. This facilitates a deep understanding of key strategic issues in the tourism industry and modern corporate business environment.

Students are encouraged to carry out secondary research into the brands and the European low cost airline industry. Securing the Annual Reports and other relevant information on the students chosen company is essential.
External searches for information that supplements the case studies will be carried out during the module

Presentation Format / Instructions

This assignment must be submitted in a word-processed report format and should be a concise piece of work, which must include: an executive summary, references, and an appropriate bibliography.
The guideline length is 3500-4000 words, the challenge being to sift and present relevant information in a concisely.
Criteria for Assessment- Questions

In May 2004 Michael Oak Leary of Ryan air stated that in 5 years time there will only be one or two low-cost carriers operating in Europe.
This came in the wake of the EU decision on incentives being offered to Ryan air being anti-competitive, and the rising oil price at this time.
Since 2004: share prices for both easy Jet and Ryan have fluctuated, the environmental lobby has grown in strength, and fuel prices have risen.

1. Drawing upon your knowledge, and substantiated through secondary sources:
a) identify each of the strategic issues related to the European low-cost airline industry.
b) then discuss those which you believe currently have the greatest impact in the short to medium term.

2. In the context of O’Leary prediction in May 2004, and industry developments since, discuss you views on the likely number of operators in 4 years time.
In your discussion analyse investor information and the movement of share prices of the companies competing in the European low-cost airline business.

3. a) Using an appropriate model evaluate the competitive
strategy of Ryan air.
b) Students are required to comment on the applicability of
Porter€™s Generic strategies.
c) Looking to the future and the maturity of the industry, propose and justify, a future strategy for Ryan air.

NB Pls remember to comment on the Porters generic strategies–thank you and also get the facts on the O’Leary prediction
 

Credit:ivythesis.typepad.com