'Swot Analysis of It in Ryanair\r'

'RYANAIR by: Simon Schuster 08707031 BAHTM Since its beginnings in 1985, Ryanair has created a niche market for a ‘no frills’ flight path based upon the imitate they adopted from southwestward Airlines. Ryanair is now the intimately popular (in hurt of passenger traffic) low cost air passage business in Europe. Ryanair’s primary role model is low cost and IT has been influential to this. Today, 99% of Ryanair passengers check-in online (the other 1% be a sm every number of self-check-in kiosks in Stansted) and the uniform ratio applies to sales, 99% of which be acquired through and through www. ryanair. om. We are going to s substance an abbreviation of the implementation of IT in their strategy. The analysis tool macrocosm used go forth be SWOT. Strengths One of the strengths Ryanair drive with regards to IT is their website. It accounts for closely the entirety of their sales. As wellspring as this it give ups a wealth of data on where tidy sum travel? How frequently? How some bags? These are all instrumental valets of breeding that help manage operation. Using this entropy will allow Ryanair to boost the trueness how it distributes its fleet across their destinations.Another use of this entropy would be how they control queues for passengers checking-in luggage as they would train the exact data from the online booking. As of August 2011, www. ryanair. com was the almost visited airline website in Europe. This statistic shows that the website has a distinct advantage above their competitors in acquiring taxation from advertisements. As well as this, it shows a social movement that travellers visit their site the most whether they go directly there or are referred to it because of their cheap prices.Aside from their website, they operate a adept model fleet comprising of 275 Boeing 737-800s. This makes repairs and diagnostics universal which allows them to use the same scale to continue and monitor the pe rformance and safety of their aircrafts. This once much would considerably lower costs. Weaknesses Ryanair’s website has often count in for criticism because of its misdirect prices. They regularly advertise ‘promotions’ or ‘offers’ at rock bottom prices, however they fatigue’t include the related points and ‘optional’ fees.These charges and fees being, using any payment rule other than Ryanair credit. Another possible failing is their reluctance to adopt the mobile boarding pass. As many other airlines create this facility as another way to aid their guests’ experience, Ryanair seem to think less(prenominal) of it with Michael O’Leary saying â€Å"If you’ve printed out your piece of paper from the website, what does the mobile phone do for you? Nothing. ”. I can only defy this is because it will decrease the amount people being charged for the many fines Ryanair shake in place for their g uests.A further impuissance is the fact they confirm decided to charge €2. 99 to download their app for iPad and iPhone. This is in line of descent to other airlines who released their apps well in earn of Ryanair but chose to offer it free to customers with equivalent or more functionality standardised the mobile boarding pass mentioned above. Opportunities Ryanair has many opportunities to deform through IT. Being the most visited airline website, advertising is a huge chance to gain r eveningue.As well as this, it presents an opportunity to combine flights with other components of travel resembling hotels and car rental. They currently have a relationship with Hertz and besides have a hotel booking function through www. ryanairhotels. com. As well as this they have relationships with other travel accommodation depictrs. in that location is an opportunity there to offer a package deal where customers will be able to purchase a pass in full from Ryanair. This wou ld be profitable to customers as well as Ryanair.Ryanair tried and true the use of mobile phones during flights which were received well by passengers as well as the airline themselves. However, they failed to reach an agreement with communications company OnAir. This is something that certainly will be the norm in years to come and I’m sure Ryanair would like to get there first as profits from high margin calls and texts could be lucrative. Because of a long relationship with Boeing, as well as using the same model planes across their fleet, Ryanair can provide Boeing with large amounts of valuable data.Data that would help contract Boeings future models and in turn would provide improvements for Ryanair’s new planes. on that point is also a possibility Ryanair could install monitors on their planes that display sponsored advertisements for the duration of the flight. These ads could be related to the planes destination as well as Ryanair’s own adverts. Thr eats Ryanair’s biggest threat, among all airlines, is the rising price of fuel. Aside from this, they could shell sanctions for their misleading adverts on their website.Another threat of theirs is hackers, who could oppose their website causing loss in revenue as well as customer dissatisfaction if online check-in was unavailable. An extreme case of this would be terrorists hacked into aviation authorities and caused an international threat. There is always the threat of more and more low cost airlines doing business, however even with others developing better apps and having higher standards of customer relations, Ryanair seem unfazed as they are pitiless in their low cost model and continue to be the cheapest. SummaryIn conclusion, Ryanair’s IT strategy and how they implement it on their business is work well for them. The key asset being their website, through which almost all their revenue comes from. Even though competitors may have slight advantages in othe r IT components, Ryanair has the most efficient model and their brand as the ‘no frills’ airline is evidently the most recognisable across Europe. With a website with such high traffic and putting the mass of the pre-flight responsibility on the customer, it’s puzzle out to see how they use IT to their advantage. References\r\n'