Environmental And European Airline Industry Analysis

Environmental And European Airline Industry Analysis History Ryanair has grown since 1985 with only 25 staff members and a single 15-seat turbo-prop commuter plane flying between Waterford and London. By 2001 there are more than 1500 employees working for Ryanair and more than 10 million passengers are carried to 56 cities in 13 European countries. Nowadays the company is named as the most popular airline on the web by Google and also passed out British Airways to become the UKs favourite airline in United Kingdom and throughout Europe. Mission and Objectives Ryanair does not publish a formal vision or mission statement. Due to the increase of passengers, the company has re-launched as a no frills airline to meet the needs of travelling at the lowest price. It aims to expand its market share, and increase more routes and destinations. Therefore it can become the 1st largest airline and maintain the position in the industry. Reasons for success The reason of Ryanair success because it implements different marketing strategy to make the company survive in the competition and to be able to gain competitive position in the airline market. For example, its no fills strategy. In order to position itself in the marketplace, Ryanair controls own its costs to offer the lowest fares possible and remain profitable. Chapter 2 Environmental European Airline Industry Analysis 2.1 The PESTEL Analysis The Political Factors The Europe Union (EU) has expanded in the past few years, and it will be a big factor affects the direction and strategy planning for Ryanair. And some countries give preferential treatment to companies from their own country, i.e., France government has the policy to support its own national carriers which affects the expansion of Ryanair. The Economic Factors The unstable fuel price is affecting the business. In the face of rising fuel, hedging on future buying of fuel to stable the cost as fuel is a major cost for every airline. Also, the depreciation of US dollars affects Ryanair because customers from United States will cut their orders as US dollars are depreciating. The Socio-cultural Factors The increasing travelling lifestyles become a factor to affect the business of Ryanair. Nowadays people are more enjoy a travelling lifestyle, i.e., graduation trips, backpack trips etc. They love to travel all around the world. Therefore, these people become the major customers for the company. The Technological Factors Technology is rapidly improving means the whole industry is changing, becoming more environmentally friendly and efficient. More effective infrastructure in the airports means that some airports can charge the airlines more for landing there. The Environmental Factors Under the new law, the airline industry has to be more environmentally friendly. Therefore the manufacturers, designers and airline companies have to combat this together to reduce carbon dioxide emissions and less harmful to the environment so its order to comply with EU regulations. The Legal Factors The whole industry is heavily regulated due to laws and they have to constantly adapt to new changes in the law, such as not allowing liquid on board. After 911, the tighten security measure has also affected the business, the government reinforce security, it increases costs, and forcing to push the airline ticket prices up. 2.2 The Five Forces Analysis Competitive Rivalry Ryanair has highly competitive rivalry because the large number of competitors and especially since the airline industry market is completely saturated. There are already many no frills airlines, i.e., easyJet, Monarch Airlines, and Air Berlin etc. If those companies decide to compete on the same basis as Ryanair, there will be a heavy pressure on prices and margins to Ryanair. Suppliers bargaining power The bargaining power of suppliers is high for Ryanair. Price of aviation fuel is directly related to the cost of oil. The costs from one supplier to the other are high because all mechanics and pilots would have to be retrained. Therefore, Boeing is the main suppliers of Ryanair. For those bigger airports where Ryanairs competitors operate, have greater bargaining power. Ryanairs policy is tried to avoid these airports and focus on the regional airports. Buyers Bargaining Power The bargaining power of buyers is medium. As customers are price sensitive to choose Ryanair, they only choose for cheapness not quality. Therefore if the prices are increased or a competitor has a lower price then they will switch to another airline. Threat of New Entrants The threat of potential entrants is low because set up an airline is high capital investment and the risk is high. Also there are some barriers to entry, such as a lot of regulation and the pressure to reduce carbon emissions. Threat of Substitutes The threat of substitutes is high because of the competition with buses, trains, cars and ferries. These can all substitute the low-cost airlines like Ryanair. 2.3 The Scenario Analysis According to the socio-cultural factors, the market is becoming more competitive because of having the emerging and developing countries, more people want flights therefore more airlines in order to accommodate this and it might decrease the profits in the market share. Furthermore, Ryanair is facing the increasing trade-union pressure in Europe. Some of the countries in Europe have formed a trade-union among each others, thus it gives the pressure for Ryanair to do business in these countries. Chapter 3 SWOT Analysis 3.1 Strengths Ryanair has developed a very well recognized brand name by leading low cost airline. It provides high seat density and high service performance: punctual, high rate of flight completion, low baggage loss, these give a good image of the companys reliability. Ryanair has first mover advantage in strong bargaining power in airport deals and reduces barriers to its entry into new markets and airports. Over 94% of all seats are sold online so the cost of distribution by using internet booking is lower than phone booking, also eliminates the need of travel agents. Furthermore, the single model of Boeing aircraft saves on training, maintenance and supervisory costs. 3.2 Weaknesses Ryanair is based on no frills strategy, it restricted expansion possibility. The long distances of its airport from city centers can become less attractive as markets mature. Over time customers may find this a big inconvenience. Besides, the morale of employee is low. The weakening employee relations are detrimental to success in any services industry. Other weakness of Ryanair is high turnaround would increase the fuel consumption and carbon dioxide emissions, therefore the costs will be increased. 3.3 Opportunities As the EU enlargement, there will be a lot of new destinations opened up and complete deregulation of airline industry in all EU markets. During any financial downturns, the new fleet could be leased out to undercut other sources and increase entrepreneurial activities will be a source for economy air travel. 3.4 Threats There are several threats on Ryanair. First, impending legislations for environment protection and customer compensations increase costs. Secondly, the increase in market share at the cost of network airlines could also increase airport service charges which are currently low. Then, traditional airlines are also cutting fares and costs which could affect the market share of Ryanair. Finally, additional fleets may require new terminals and secondary airports which mean Ryanair would need to bear higher cost. Chapter 4 Evaluations Recommendations 4.1 Evaluation There is a point-of-difference between Ryanair and larger airlines such as British Airways (BA). Ryanair is the Europes largest low-cost carrier and provide only basic-level service but BA is a high-class airline company which provides high perceived service, and they focus on difference position and target customers so it is quite difficult for larger airlines to imitate the strategy. More than that, Ryanairs no frill strategy is sustainable for identifying their target customers who are price-sensitive and wish to spend low price to fly safely. 4.2 Recommendations A low-cost image of Ryanair that has become its brand tag will be difficult to erase when it wishes to moves up the value chain, and the upper-middle class economy travellers may seek greater value proposition, not just for low fares. I suggest Ryanair add more routes to their already extensive network and plan for expanding operations into non-European markets in the near future. Furthermore, consolidation and integration would become necessary to grow further in maturing markets which could help Ryanair to offset pressure on its costs and fares. Reference Lists Case Study on Ryanair, the biggest low-cost European Airline (Jan, 2008) [online]Availablefrom [Accessed 21/07/10] Thomas M. Box (2005), RYANAIR (2005): SUCCESSFUL LOW COST LEADERSHIP, [online] Available from [Accessed 20/07/10] Yahoo Knowledge (2007), Assignment for strategic analysis, [online] Available from [Accessed 20/07/10]

Character analysis of “The Hitch-Hiker” by Roald Dahl Essay

The hitch hiker’s appearance was described as a small ratty faced man with grey teeth, rat like eyes, slightly pointed ears, wearing a cloth hat, greyish coloured jacket with enormous pockets. In other words, he looked like a human rat. In my opinion I think that Roald Dahl describes the hitch hiker similarly to a rat so that it makes the reader assume that the hitch hiker is probably a looney-toon, murderer or some other sort of criminal. Once the reader assume that, it will make them predict that something bad or interesting will happen involving the narrator and hitch hiker. The hitch hiker’s appearance as a rat also predicts his personality. When normal human beings think of ratty type people, their stereotypical reaction will be that the person is selfish, backstabbing, dirty, smelly, disloyal, violent and probably a criminal. At the beginning of the story, the narrator asks the hitch hiker why the he was going to the horse races if he wasn’t going to bet, the hitch hiker acts as if he didn’t hear the question and doesn’t seem to like it. These actions predict that something is up, otherwise why wouldn’t he answer the question. In the story, the hitch hiker has very fast hands. He managed to roll up a cigarette in just 5 seconds. He also managed to knick off the narrators watch, wallet, shoelace, driving license, key ring with keys, coins, a letter, a diary, and an expensive sapphire and pearl ring, belonging to the narrators wife. The hitch hikers extremely talented hands make the readers assume that the hitch hiker’s job, that he has been hiding all along, had something to do with his hands, leading the reader to assume that he was probably a pick pocket. Yet again Roald Dahl makes the readers assume something and then surprises the reader; in this case the hitch hiker is actually a finger smith, apparently the top position in the pick pocket career. When the hitch hiker speaks, he has an accent, for example he says, ‘guv’nor’ ‘od’carrier’. This lets the readers know that he is probably not from London, and from the country side. The most noticeable thing about the hitch hiker’s speech is that he manages to criticize everything as if he looks down on every type of job out there. For example when the narrator guesses the hitch hikers job as a piano player, the hitch hiker responds saying, â€Å"My job, is a hundred times more difficult than a piano player, any twerp can learn how to do that.† When the narrator guesses that the hitch hiker is a card player, the hitch hiker responds saying, â€Å"Me! A rotten cardsharper? That’s a miserable racket if ever there was one.†The hitch hiker criticizing every job makes the reader think that he must be incredibly skilled and talented, and that his job is the most knowledgeable job out there. Yet again, Roald Dahl surprises the readers that the hitch hiker is in the criminal business even though all the clues add up to it. The relationship between the narrator and hitch hiker is very surprising and unpredictable. It turns out that they become friends in the end despite the fact that the hitch hiker is a criminal and the narrator is a successful writer. I think that Roald Dahl teaches a little lesson in this story that even the two most opposite type people can have something in common and become friends.

The Meaning Of Heritage In The Color Purple By Alice Walker

Many African-American quilts that were made after the Civil War and emancipation were made from scraps of clothing and other like materials. Born in 1944 in Eatonton, Georgia, Alice Walker grew up as the youngest sibling in a poor family. As a Civil Rights activist, Walker fought for the equality of all African-Americans. She is best known for her novel The Color Purple which was published in 1982. In 1973, she released the story collection In Love and Trouble which included the short story â€Å"Everyday Use.† Alice Walker’s â€Å"Everyday Use† displays the theme of the meaning of heritage through irony and symbolism. Walker uses irony, which results in conflict, to display that Dee has not grasped the true meaning of heritage. Dee had so badly†¦show more content†¦Dee is the one who does not understand her heritage. The quilts are used in the representation of what heritage means to Mama and Maggie versus Dee’s view of them. Mama describes that: â€Å"They had been pieced by Grandma Dee and then Big Dee and me had hung them on the quilt frames on the front porch and quilted them. †¦ In both of them were scraps of dresses Grandma Dee had worn fifty and more years ago. Bits and pieces of Grandpa Jarrells Paisley shirts. And one teeny faded blue piece, about the size of a penny matchbox, that was from Great Grandpa Ezras uniform that he wore in the Civil War.† (Walker 495). These quilts have a deep attachment to Mama, as she had helped in the creation of these quilts. They symbolize the past and the memories that come with the past. Before Mama decides who gets the quilts she asks Dee â€Å"What would you do with them?† (496). Dee responds with â€Å"Hang them†¦Ã¢â‚¬  (Walker 496). This shows how Dee views the quilts and the other items as a fashion statement that should be put on display for others to see instead of memories of her heritage. When Mama realizes that Dee cannot appreciate the quilts like Maggie would â€Å"[She] did something [she] never had before: hugged Maggie to [her], the dragged her on into the room, snatched the quilts out of Miss Wangero’s hands and dumped them into Maggie’s lap.† (Walker 496). Mama would rather risk the quilts potentially being ruined by Maggie than to let them goShow MoreRelatedAlice Walker And Zora Neale Hurston875 Words   |  4 PagesAlice Walker and Zora Neale Hurston Both Alice Walker and Zora Neale Hurston are similar to having the same concept about black women to have a voice and being perspective. These two authors are phenomenal women who impacted on the southern hospitality roots. Alice Walker and Zora Neale Hurston comment on fear, avenge, and righteousness among African American women that are abuse of their power. Walker and Hurston uses the same theory of feminism to point out the liberation that isRead More Instilled Heritage Essay1361 Words   |  6 Pages Instilled Heritage Alice Walker usually puts herself into characters that she writes about in her stories. However, you don’t understand this unless you know about her. Staring with this let us find out about who she is and where she came from. When recounting the life of Alice Walker, you find out that she was born to sharecroppers in Eatonton, Georgia in 1944 and was the baby of eight children. She lost one of her eyes when her brother shot her with a BB gun by accident. She was valedictorianRead MoreAlice Malsenior6001 Words   |  25 PagesAlice Walker: Peeling an Essence As an African- American novelist, short–story writer, essayist, poet, critic, and editor, Alice Walker’s plethora of literary works examines many aspects of African American life as well as historical issues that are further developed by Walker’s unique point of view. Writers like Alice Walker make it possible to bring words and emotions to voices and events that are often silenced. Far from the traditional image of the artist, she has sought what amounts to aRead MoreAnalysis Of The Story The Jilting Of Granny Weatherall 1578 Words   |  7 Pagesher for the rest of her life. This is a story of another jilting because Granny may have believed that God also rejected her. She asked God for a sign before she took her last breath and says that there was no bridegroom, meaning God was not there to answer her. Alice Walker is the author of the story titled Everyday Use. She is an African American woman who was born in 1994 in Eatonton, Georgia. In 1967 while working for the civil rights movement in Mississippi she met her husband. They wereRead MoreThe Effects of Scientific Racism on Black Women Essay5776 Words   |  24 Pagesin a system of interlocking race, gender, and class oppression should reveal how important controlling Black womens sexuality has been to the effective operation of domination overall. The words of Angela Davis, Audre Lorde, Barbara Smith, and Alice Walker provide a promising foundation for a comprehensive Black feminist analysis. The Sexual Politics Of Black Womanhood Patricia Hill Collins Even I found it almost impossible to let her say what had happened to her as she perceived it ... And whyRead MoreLangston Hughes Research Paper25309 Words   |  102 Pagesexpressed contempt for black Americans who continued to submit to segregation and live in poverty. Langston Hughes, 1933 (Library of Congress) Langston was not ashamed of being a black American. He had already written poems celebrating his heritage. He felt connected to the oppressed brown people of the world and hated his father for mistreating his Mexican employees. Witnessing his fathers tyranny made Langston sick enough to require hospitalization. By the end of the summer, LangstonRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesVermont Roger Volkema, American University William Walker, University of Houston Ian Walsh, Boston College Charles F. Warren, Salem State College Christa Washington, Saint Augustine’s College Jim Westerman, Appalachian State University William J. White, Northwestern University David Whitlock, Southwest Baptist University Dan Wiljanen, Grand Valley State University Dean Williamson, Brewton-Parker College Hilda Williamson, Hampton University Alice Wilson, Cedar Crest College Barry Wisdom, Southeast

Environment Health