...Introduction Ryanair is one of the most unique and successful low-cost airlines in Europe. Despite having so many negative associations, it still remains the leader in this market by having the biggest share of customers and flights (European Low Fares Airline Association, 2008). Hence, what are Ryanair brand key secrets making it so successful? The Keller‘s Customer-Based Brand Equity Model incorporated with Pillars of the Brand were used to make an analysis which helped to answer this question. Ryanair brand was analysed according to such components as brand awareness, brand associations (Pillars of the Brand) and brand image. Brand awareness includes the performance of both brand recall and recognition. Evaluating Pillars of the Brand and brand image, the set of both positive and negative associations was sorted out which determines the brand equity of Ryanair. Brand Awareness Measuring awareness helps us to identify how strong the brand is in the mind set of the consumers (Aaker, 1996). Different tests were carried out in order to test the brand recognition of Ryanair . The tests included making the participants identify the Ryanair brand using two cues (Appendix B). In the first exercise the participants were given a set of colours and had to match the colours to the airline. Out of fifteen responses, only three were able to attribute Ryanair with the colour blue. On the other hand, EasyJet was a clear leader in the “colours” battle, due to its strong saturation...
Words: 3681 - Pages: 15
...1.0 Introduction: Strategic management is a continuous activity that appraises and controls the industries and the business in which the company is involved; evaluates its rivals and sets organizational purpose and strategies to address with all existing and potential competitors; and then reevaluates each strategy after a definite time period to determine how it has been applied and whether it has thrived or needs replacement by a new strategy to meet changed environments, new rivals or new political, economical social, technological environment. Strategic management is very important and broader area than any specific functional management area. It determines whether an organization excels, survives, or dies. It is very essential because it leads all the functional arenas of the business. It is generally believed that businesses, which develop formal strategic management systems, have a greater possibility of success than those, which do not. (Jauch and Glueck,1988,) Strategic management helps organizations predict future problems and opportunities. It endows with crystal-clear vision, mission, objectives, and strategies that guide organization into the secured future. Strategic management is a stream of decisions and actions. (Jauch and Glueck,1988). It is a procedure by which top-level management decides and does for the success of the company. It helps to determine the best possible strategy so that company could win the game in competitive business environment...
Words: 5438 - Pages: 22
...Introduction Information and communication technologies (ICT) refer to several forms of information exchange between two or more computers through any of the several methods of interconnection. These technologies provide speedy, inexpensive and convenient means of communication. The adoption of these technologies in many countries by different sectors of the economy have been found to have direct positive impact on the organizations's efficiency and have led to more rapid acceleration of development in these countries. In Nigeria, however, preliminary investigations show that only a few organizations in the economy have adopted the ICTs, but there has not been formal study to determine the level of adoption and impact on the efficiency of the organizations and the consequent effect on the nation's economy. This study, is therefore, designed to determine the level of adoption in the Nigerian organizations, and the impact on the operations of these organizations as well as investigating the factors responsible for the present level of adoption of these technologies in the organizations. Globalization of the social economy will further increase during the 21st century. The mission of international air transportation will become more important, and all airports around the world will have a significant role to play. Furthermore, it is predicted that air transportation demand in the world will double over the next 15 years. In the meantime, since the September 11, 2001 terrorist attacks...
Words: 4661 - Pages: 19
...1.0 Context Analysis of British Airways In order to understand an organisations key market and communication drivers which will in turn influence how their brand is perceived by consumers, analysing the context of its current marketing communications instalments is essential (Fill, 2006). Fill highlights 4 key stages for context analysis: Customer, Business, Internal and External which are crucial in order to form a marketing communications plan. Context | Dimensions | The Customer -Brand Awareness, perceptions & attitudes-Segmentation criteria | British Airways is an added value airline with a leadership brand that charges a premium. They target an array of affluent citizens, consisting of predominantly ABC1’s, willing to pay extra for the ‘enhanced experiences’ that British Airways have to offer within their business – a commitment to consistently high standards of service (British Airways, 2010). The airline adheres to six main brand values: Safe and secure, Professional, Responsible, British, Warm and Thoughtful, designed to ‘refresh the brand’ as a whole as well as represent the upgraded experience offered to their customers (British Airways, 2010). British Airways target this set of customers for two reasons: high quality airline services are a popular lifestyle choice amongst these groups of people, especially those who travel often and appreciate luxurious comforts, and secondly because they have a higher disposable income so can afford to pay extra for the...
Words: 5711 - Pages: 23
...Introduction To Corporate Social Responsibility Management Essay Organizations always have an important Role in the lives of the society in which it is operating especially when the business is growing and thinking about globalization. Organization’s performance and production is linked with enviourment, social, cultural and governmental variables. When an organization operates its operations in a particular community, due to the business processes there are some responsibilities to the organization. 1.1 Definition of Corporate Social Responsibility In general term CSR refers to: ‘The comprehensive approach which organization takes to meet the expectation of stakeholders by putting away such measures as revenues, profit and legal obligations. Community development, welfare, human rights and ethical conduct are key factors which come under the CSR umbrella’ (Laurie J. Mullins). I would like to discuss the CSR issues in Aviation Industry that’s why I have chosen Air France-KLM and Ryanair. 1.2 Air France-KLM Overview: Air France and KLM merged together in 2004 to form Air France-KLM Group while both airlines operate individually to retain their brands and identity (Air France-KLM CSR Report 2010). Air France was elected best airline of the year 2010 in Business Travel Awards (The Financial). Air France-KLM is the only airline which is selected in Dow Jones Sustainability Index in 2008.This group is the biggest in the whole world according to their profit growth which is €24...
Words: 6157 - Pages: 25
...Information & Management 41 (2004) 805–825 eAirlines: strategic and tactical use of ICTs in the airline industry Dimitrios Buhalis* Centre for eTourism Research (CeTR), School of Management, University of Surrey, Guildford, England GU2 7XH, UK Received 16 June 2002; received in revised form 26 April 2003; accepted 6 August 2003 Available online 13 November 2003 Abstract Information Communication Technologies (ICTs) have revolutionised the entire business world. The airline industry in particular has fostered a dependency on technology for their operational and strategic management. Airlines were early adopters of ICTs and have a long history of technological innovation, in comparison to many other travel and tourism businesses. This paper discusses comprehensive research, including exploratory research with airline executives, using qualitative methods to examine the use of ICTs in the contemporary airline industry and to discuss recent developments in the industry. The work demonstrated that the airline industry was using the Internet to improve its distribution strategy and reduce costs; it also used Intranets and internal systems to develop tactical and strategic management. In addition, Extranets were being gradually used for communicating with partners and to support business-to-business (B2B) relationships. The effort demonstrated that ICTs will be critical for the strategic and operational management of airlines and will directly affect the future competitiveness...
Words: 11986 - Pages: 48
