Strategy Ryanair

DOSSIER : AIR FRANCE vs EASY JET EASY JET Table des matières 1-Objectifs 2 EasyJet promotion or communications strategy 2 2-Market & Audience 2 1-Easy jet &Market 2 2-Easy jet & Communication contexts 2 3-The message & support : Analysis 2 1. Easy jet Logo & Brand 2 2. Strategy: 2 3. Tools 2 3.1 Analysis of some adverts & messages 2 4-The constraints 2 1-Objectifs The company was originally set up in 1994. As a low-cost airline, looking to undercut

– be up to date • - Mintzberg H., B. Ahlstrand, J. Lampel, (2009), Safari en pays stratégie. L'exploration des grands courants de la pensée stratégique , Pearson Education - 2ème éd. • -Kaplan RS, DP Norton, (2008), The Execution Premium Linking Strategy to Operations for Competitive Advantage, Harvard Business School Press, 320p • -Chan Kim W, Renée Mauborgne, (2008), Stratégie Océan Bleu, Comment créer de nouveaux espaces stratégiques, Pearson Village Mondial, 272p • -Christensen C M., M Raynor

the leader in consumer packaged goods  Markets leading brands in 19 of the 39 categories in which competes. Average marketshare = 25% 1. 2. 3. 4. 5. Customer knowledge Long-term outlook Product innovation Quality strategy Line extension strategy • More shelf space 6. Multibrand strategy • Strong brand name reused 7. Heavy advertising & media pioneer 8. 8. Agressive sales force 9. Affective sales promotion 10. Competitive toughness •Spending to outpromote competitors 11. Manufacturing efficiency &

Le Modèle Economique de Ryanair 2011 Plongée dans les recettes du succès de la compagnie aérienne Octobre 2011 LE MODELE ECONOMIQUE DE RYANAIR 2011 AIR SCOOP RESUME En novembre dernier, Air Scoop a publié (en anglais) son premier rapport sur le modèle économique de Ryanair. Ce rapport était basé sur des recherches poussées pour comprendre les mécanismes sous-jacents de la compagnie aérienne à bas coût la plus innovante en Europe. C’était également une tentative de dresser un tableau

manque de sources fiables s’est fait ressentir, il a donc fallu effectuer de nombreuses recherches afin de trouver des données fiables et pertinentes. Executive Summary Last year, during my professional bachelor I had a class which was strategy and we had to tell if an investor could invest in a new airline or not. It was interesting because we saw that Low Cost airline had a lot of market share and were in a great way of development. In fact, majors airline were afraid of the fact that

size, it must be divided into two distinct entities. Virgin is a conglomerate which existence is directly linked to the Branson’s philosophy so we can say that Virgin is mainly controlled by Mr. Richard Branson and its financial partners. His strategy is to produce value added products and services it launches in a market so that the image of Virgin strengthened to continually earn the authority and reputation. Indeed, the Virgin brand is an important and valuable asset for the whole group because

sector which will be developed in this article is the transport. This sector took benefits of the new ecologic and economic wave to create his alternatives. Moreover, one of the best successes of the “low cost” is still the airlines like Easyjet and Ryanair can show us with their great expansions. The low cost is definitely decided to seduce us. Does it mean the end of the airline called “luxurious” like Air France? But is this expansion will keep going or will reach the end at the top? I) How did

2006: Projet d’expansion hors de l’UE: Marrakech, Istanbul, Rijeka Année 2006 : Bénéfice record de 140 millions d'euro (mieux qu'Air France-KLM) Année 2007 : EsayJet est classé 2ème en chiffre d'affaire pour les compagnies aériennes low cost derrière Ryanair 2008 : EsayJet est élu meilleure compagnie low cost au monde par les World Airlines Awards Février 2010 : EasyJet dispose de plus de 500 lignes en Europe. Elle devient donc la plus grande compagnie aérienne européenne en terme de réseau Novembre 2012 :

Brown II- Notre Business Plan Prévision des ventes Investissements Business Plan Budget Communication: Support: Presse (compagnie aérienne) Budget: 17 000 € Plan de Communication Distribution Bilans financiers Media title EasyJet Ryanair Total Type of ad insert Check in ROP colour ¼ page Frequency 3 numéros 2mois Cost 8 115,52 € 6 212,70 € 14 328, 22 € Target Couples au budget modeste • Cohérence cible: Voyageurs au budget modeste • Longue visibilité des publicités

traffic - More than 160 airlines - More than 400 airports First of all it seems important to introduce an overview of competition in European airline industry. We tried to find a classification of competitors in the sector to well understand the strategy of Air France - KLM. ICF Consulting, in a study named "Overview of Europe’s Aviation Industry: Structure and Competition" in 2003 used classification schemes based on the following criteria: size and route class, revenue-passenger-kilometers (RPK)