...Case Study: easyJet and Ryanair Flying High with Low Prices Toifl Edith, Maike Klement Hamiyet Karaman, Tsolmonzul Erevgiylkham FK ABWL Marketing 040177/1 WS 06/07 Story - easyJet Founded in March 1995 by Stelios HajiIoannou - the family remains the major shareholder The airline is based at easyLand, at Luton airport 2 Concept - easyJet Reduction of costs through: - reduction of distribution costs No free lunch Efficient use of airports (fast turnaround terms - 30 min)) - Operations out of secondary airports main target group: business travelers 3 Story - Ryanair 1985 founded by the Ryan Family (with a share capital of only £ 1 Million) First route from Waterford in Ireland to London Gatwick 4 Concept - Ryanair Cheap point-to-point flights from secondary airport Single aircraft policy Fast turnarounds Main target group: leisure customers 5 1. How do easyJet and Ryanair achieve success using low-price strategies? 1. How do easyJet and Ryanair achieve success using low-price strategies? A new system allows airline seats to be priced according to supply and demand and achieve high occupancy. - how does it work? They start with low ticket prices, and raise it according to demand. Stelios from easyJet calls this system „yield management“ 7 1. How do easyJet and Ryanair achieve success using low-price strategies? Examples: Ryanair: Linz Stansted flight: 08.12.06 € 59.99 flight: 08.04.07 € 39.99 easyJet: Munich Stansted...
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...Daniel Dyer Dr. Wheatley Financial Analysis April 5, 2012 A Team Shoes Comparison Throughout the simulation, A Team Shoes was challenged by other companies within the industry, but overall the firm’s differentiation strategy, with an emphasis on quality, was effective. When implementing a strategy, financial ratio analysis and analytical procedures on other financial measures can be extremely helpful in gauging a strategy’s success. Throughout the simulation, A Team’s management concentrated on several financial ratios and measures to adjust strategy accordingly. A Team’s analysis of earnings per share, debt to asset ratio, current ratio, net profit percentage, total asset turnover, revenue, cash on hand, stock price, warehouse expenses, and cost per pair played a large role in the firm’s success. Ratio Analysis * Earnings Per Share * Debt to Assets Ratio * Current Ratio * Net Profit Percentage * Total Asset Turnover One measure A Team’s management tracked was earnings per share vs. the best in industry (if no data point A Team was the Best in the Industry). Earnings per share is a market value ratio and is calculated by dividing net income by common shares outstanding. Throughout the simulation, A Team Shoes maintained a relatively high earnings per share number. In years four, five, and six the company was able to achieve the best earnings per share in the industry. This was primarily achieved by keeping earnings high relative to the...
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...FISHER PRICE TOYS I. PROBLEM This case study is a microcosm of the many concepts of marketing, many of them far removed from what appears to be a simple price-point problem. That price-point problem is stated in the beginning – a mold price for a projected toy can't be made for a budgeted price, thereby resulting in the need for a higher price. This was a strong point of departure for the Fisher-Price company, since few of its items had sold for more than $5. Hence Fisher-Price must decide whether it should go head with the production the ATV Explorer for the launch of the ATV explorer in its 1971-72 line of products. II. SITUATIONAL ANALYSIS Strengths (Internal) • Fisher-Price is a leading toy manufacturer, producing a wide range of quality toys at moderate prices. It has a reputation for intrinsic play value, good value for money, ingenuity, strong construction and action. • Fisher-Price has relatively good market for specialty toys. It has grown substantially over recent years due to product and pricing strategy. • Fisher-Price is the best know brand for toys and has a larger market share (64.7%) than any other company and is the brand being brought most often (82.7%). • Fisher-Price ranks first in brand loyalty - it has a good brand loyalty (60.5%). • The company is a well-run organization and has acquired professional management expertise from diverse industries. • The number of children under six years of age, who plays with toys, is on...
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...developing infrastructural project and developing infrastructural projects to enhance the psycho-social well being of the/a nation. Identification of the strategic issues and problems The overall strategic issues revolve around achieving a ‘successful game organization’ by all standards, both domestically and internationally. The domestic components of success involves the participation of the local fans and population who must be seen to have patronized event as much as possible through fair pricing and proximity. The international yardstick for the measurement of the game relates to event organization, participation and patronage as well as meeting revenue targets. The major problems are how to strategically price tickets to the games to raise revenue and ensure equitable distribution, manage perception of observer-value judgment through television audience and other communication media worldwide in line with organizational objectives. There is also the need to ensure that, ticket pricing; accessibility, usage and the revenue implications help influence attendance to the games and perceptual value judgment of success (TV etc.) Analysis and evaluation Analysis of 2012 London Olympics games could be assessed using a SWOT management analytical tools and an examination of the strategic pricing policies and the tactical processes employed to manage the games to achieve projected goals. Strength: The provision of infrastructure and...
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...thousand dollars, miscellaneous at three thousand dollars, and inventory of cookbooks at two thousand dollars. The total cost of Justcookbooks.com would be variable costs plus fixed costs. Total cost equals six thousand dollars plus ten thousand dollars, for a total of sixteen thousand dollars. To get the marginal cost you would divide the total cost; by the number of cookbooks expected to sell which is twenty two thousand; to get you a marginal cost of seventy three cents. The demand curve shows the relationship between quantities demanded at certain price levels. By plotting and analyzing the demand curve you can figure out if the business is elastic or inelastic. An elastic product demand changes a lot with each price level. Justcookbooks.com would be inelastic because if you look at the chart below the demand does not change that much with each price level. I used the equation Q = 40,000-500P. P stands for the price the cookbooks will be selling at. I started with twenty five...
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...Group Case 1: “Bill Miller and Value Trust” 1. How well has Value Trust performed as of the date of the case? By almost any measure, Bill Miller’s Value Trust had been a remarkable success over the past 15 years. Over this time, the Value Trust had an average return of 14.6%, beating the S&P 500 by 3.67%. Miller took the long approach to investing, rarely beating out the whole market of fund managers in any particular year, but consistently outperforming them over the last 15 years. In 2005, Miller’s Value Trust had beat the S&P’s 500 Index for 14 years in a row, while no other manager had ever been able to beat it for more than 7 years. Sadly, Miller’s fund has trailed the S&P 500 in four out of the past five years. 2. What might explain the fund’s performance? Bill Miller’s investment strategy at Capital Management Value Trust has always sought long-term growth of capital. Value Trust’s assets were invested primarily in 10 large-capitalization companies with some additional investments in riskier growth stocks at higher price-to-earnings ratios that paid little to no dividends. The fund’s strategy was to focus on equity securities that offered potential for capital long-term growth. The reason for the fund’s poor performance since 2004 is likely attributable to its significant investment in equity securities. Likely, some of this investment included mortgage-backed securities, i.e. investment in the subprime mortgage market; thus significant fund holdings...
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...set a price range, which they initially decided should be $22-$24, but facing excess demand, they increased the price range from $25 to $26. However, most of the group anticipated huge demand. In 1999, CEO David Neeleman announced his business plan and was convinced it would be successful on account of his strong commitment to innovation in people, policies, and technology. He attracted David Barger, former VP of Continental Airlines, as JetBlue’s president and COO and John Owen, former VP and treasurer of Southwest Airlines, as JetBlue’s CFO. He had strong support by many, especially the venture-capital community. He swiftly raised $130 million in funding from high profile firms such as Weston Presidio Capital, Chase Capital Partners, and Quantum Industrial Partners. The main problem facing JetBlue managers was the pricing policy. Morgan Stanley reported that the deal involved a severe excess of demand. Given this fact, some thought that the current pricing range was too low and that by raising the price, it would instill confidence into the market. In contrast, some thought raising the price would endanger the success of the deal. Management thought a successful offering involved not only raising short-term capital, but also maintaining access to future capital and providing positive returns to employees and others purchasing shares. JetBlue’s aggressive growth plans advocated maintaining access to capital markets, so keeping the price lower seemed wise to ensure success. Furthermore...
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...1 1. What is meant by price elasticity of demand? [2marks] Price elasticity of demand is a responsiveness of quantity demanded due to change in price of a commodity. 2. What is meant by price elasticity of demand? [5marks] Price elasticity of demand is a responsiveness of quantity demanded due to change in price of a commodity. It can be calculated using a formula. % CHANGE IN QUANTITY DEMANDED PED = % CHANGE IN PRICE There are five types of elasticity where the value ranges from 0 to infinity. They are; Perfectly inelastic ( elasticity value is equal to 0) Perfectly elastic ( elasticity value is equal to infinity) Elastic ( elasticity value is greater than 1) Inelastic ( elasticity value is less than 1) Unitary elastic ( elasticity value is equal to 1) Note: - Candidates can include simple diagrams of different types of elasticity. 3. Discuss why the price elasticity of demand for the items mentioned in the article might differ. [5marks] Note: - Here, no need of definition since in part –c definition of elasticity has been given) The items mentioned in the article are clothing and footwear, together with certain perfumes, hair-styles, cell-phones and household appliances. First of all clothing and foot wear can be classified as a basic human need where people find very difficult to live without that. This means any person is ready to buy these products at any price since they did not have a choice. So, these products are inelastic product where...
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...think will happen to the supply, demand, and price of the product in the short-term. The supply of the pies is based on the demand—the idea that if the price of doing something goes up, then people will want to consume less of it, and vice versa. The ‘something’ has to be good and not bad. Weeds will constantly go up in supply and continue to grow, but nobody wants them, and therefore the supply means nothing. The quantity demanded equals the quantity supplied. In the case of Mrs. Acres Homemade Pies, the supply of pies will increase because the number of consumers has increased, therefore increasing demand. The price of the product will stay the same, because the expansion to provide more staff and use of the facility will bring in more revenue. Discuss what you think will happen to the supply, demand, and price of the product in the long-term. In the long-term, based on the success rate of Mrs. Acres Homemade Pies, I think the supply will continue to rise if the demand continues to rise as well. Given the information, the pies continued to sell and the profit went up for Mrs. Acres—even though the cost of expansion to produce more pies increased. Should the number of consumers continue to increase, the demand for the pies will go up. The makers of the pies will need to continue to increase in numbers, therefore increasing the supply as well. To increase the growth of making the pies, the cost will go up. Therefore, the price of the pies for the consumer will rise. If...
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...eatery by the Time out magazine. Hummus bar have also got take out and delivery service. The restaurant has got huge reputation among the locals and is really active on social media websites in order to promote their services. The restaurant is a huge success due to its prompt and friendly service and they always provide first class, cheap and fresh food to the customers. The restaurant is really clean and the price for a meal is just 8-10 euros for a customer.mmus bar is a really successful Middle Eastern Restaurant in Hungary which was setup 7 years ago by Gotlibovitch. It has already got seven restaurants and it’s turning out into a successful chain in Hungary. As the name suggests, this place is completely dedicated to Hummus which can be enjoyed with several types of dishes. They offer different kinds of salads, soups and vegan and meat dishes. The restaurant focuses on the creating simple and good quality food. It has been recognized and awarded for being the best exotic cheap eatery by the Time out magazine. Hummus bar have also got take out and delivery service. The restaurant has got huge reputation among the locals and is really active on social media websites in order to promote their services. The restaurant is a huge success due to its prompt and friendly service and they always provide first class, cheap and fresh food to the...
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...the differences between prices one finds in cafes across the globe. As of recently, Mylan faces a maelstrom of backlash for that very same business practice. Although EpiPens are objectively more of a necessity to many Americans today who face the sting of price discrimination, both businesses are engaging in a common tool for profit maximization. After all, both are beholden to the purpose of a business: to increase shareholder wealth. Thus, both should be allowed to do so. It should be noted that Mylan is not exploiting a monopoly, but simply capitalizing upon their unique brand success. Their marketing investments are credited with making the EpiPen “so well known among people with allergies that it had become a genericized trademark, or the “Kleenex” of autoinjectors” (Steenburgh, 2). As a result of this, EpiPen revenue increased over five-fold and the number of patients using it grew over 67% (2). There has been several other autoinjector products on the market, but none has managed to capture the same success in technology or brand...
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...potential NATIONAL ECONOMICS UNIVERSITY Faculty of International Economic RESEARCH REPORT Dr. Thanh Herb Tea: The success Instructor: Pham Phuong Lan Group Trinh Thu Ha Class: I7M – Intake 7 Autumn Hanoi, June 7th, 2012 Acknowledgement The first thing, we want to acknowledge our deep gratitude to our teacher, Mrs. Pham Phuong Lan who always gets enthusiastic for giving us many useful lessons as well as valuable advice. Without this help, this study can hardly have been completed. Besides, we would like to express heartfelt thanks to all students of IBD who have helped us to collect data for this paper. Finally, we want to expend the best wishes to our teacher and friends. Contents Chapter I: Introduction 4 1. Background 4 2. Literature review.............................................................................................................5 3. Rationale.........................................................................................................................6 4. Research questions ............................................................................................................7 5. Research methods...........................................................................................................7 Chapter II: Major finding 8 1. Quality factor 8 2. Price factor 12 3. Marketing factors 15 Chapter III: Conclusion 20 Appendix 20 1. other charts...........................
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...effective business strategy, financial success, and reputable corporate policies. Costco's 5 year financial history has shown the increasing growth of the company. Costco has significant profit margin of 1.5% to 2%, showing that they are still growing and will become even more successful in the years to come. Costco continues to gain more loyal customers by attracting them on low priced goods and excellent customer service. Costco plays a very important role in the economy by creating jobs and opening up 30 new warehouses in 8 different countries from the year of 2012 to 2013. With more than 70 million members and employees, Costco prides their company to provide their customers quality products for the best price, ability to take care of their employers and customers, and to reward shareholders. Introduction Costco currently remains as the nation’s largest wholesale operator with 462 warehouses in the United States. In the year off 2013, Costco has over 71.2 million cardholders and 185,207 workers while profiting over 105.2 billion dollars in revenue. Wal-mart offers 100,000 items as divergent to 40,000 items at most grocery stores. However, Costco offers 10,000 items because they are able to order larger amounts of shipments for a cheaper price. Costco was founded by James Sinegal and Jeffrey Brotman in Seattle in 1983. Costco is exclusive to their members in order to shop in Costco because they offer bulk items for a cheaper price than their competitors. A key asset to...
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...account for the success of IKEA? IKEA has many factors for success that put it as one of the leading brands in its industry. We see IKEA built strong image in many countries and culture, and its loyal customer numbers are increasing day after day and actually all my family are in love with their products. I think one thing makes IKEA has this image is its ability to create low price products in good quality and it always focuses on is seeking to balance cost-effective labor with the company’s product quality standards. This advantage came through saving money on labor and production, IKEA constantly is on the lookout for opportunities to build supplier relationships in developing countries as many other companies, but the good thing is that they manage their designs effectively and seek the best match materials from different locations depends on the needs and product’s design. IKEA makes it easier for customers to transport furniture home because all of the products were transported flat. Also, the flat packaging saves money for the company on shipping by making all furniture designed to ship disassembled. This packaging way creates more storage space, more items able to be shipped, reduces labor costs, and less reported damages. IKEA also focuses on design or the products it sells as we read that they have expert designers who create Scandinavian heritage designs that are showcased beautifully through IKEA’s simple yet unique. The stereotype of low price products that always...
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...USA(’98), etc. Declined PC prices (numerous global manufacturers) - Housing, keyboard, monitor, modem, etc. - Microprocessor (Intel, 80~90%) ☞ Sub-$1,000 market by AMD (50%) Soft Ware ⇒ Bundled PC - Operating system : Windows - Application s/w : office productivity applications Large & midsize businesses, governments - MIS Dept. (highly knowledgeable staffs) Small business and offices - Lacked MIS staffs (reliability, performance, brand, etc.) Individual consumers - Independent org. such as Consumer Reports ※ Sensitive to price and brand name Educational institutions (3~6%) C. Customers U.S. PC Sales (’97) 32.7% 3.6% 39.8% Large/Mid Small Home Education 24.0% 2. Why do you think it become this way ? (2) D. Channel Retailers (Circuit city, CompUSA 14.1% margin, etc) Distributors (Ingram Micro 5~7% margin) Integrated resellers (MicroAge, Vanstar) Direct distribution (telephone, Internet, shipper) E. Manufacturing Basic assembly-line techniques The Cost at $1,000 Components prices declined by 25~30% - Roughly 1% per week (‘98) Apple, HP, IBM - 2~3% of sales on advertising - 25,000 sales staffs of IBM White-box PCs - No AD. & nonexistent sales forces ☞ North America 23%, Europe & Asia 50%, China 90% F. Marketing 3. What were the key success factors for Dell’s success ? (1) D/M and On-line Performance Metrics Strong A/S 6 KSFs High-Tec., Low Price Customization JIT 3. What were the key success factors for Dell’s success ? (2) A. Sales marketing ...
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