Supply Chain of Toyota

This report will help identifying a suitable marketing strategy for Ryanair by analyzing its external and internal factors influencing the company's marketing. The report will also identify and examine the company's strengths, weaknesses, opportunities and threats with the use of SWAT Analysis.

2. Business Mission

We call on all EU Governments and the EU Commission to deliver to airline passengers what they really need, namely substantive commitments on lower prices, on punctuality and on key services, by making it mandatory that all EU airlines publish their Customer Service Statistics each and every month.

Ryanair. (2011). Summary. Available: http://www.ryanair.com/en/about/passenger-charter. Last accessed 9th sept 2011.

3. External Marketing Audit Macro environment

The macro environment of Riyanair can be examined by using the Pestel analysis tool. Pestel is an acronym for Political, economic, social, technological and legal and this tool is used to analyze the external forces that effect the company's objectives and activities in detail.

* Political

The political aspect of this tool helps considering the political effects of the region on company's pursued strategy in the long and short run. As EU is a very stable political region and the integration has allowed Ryan air to expand its activities and routes Ryanair has a considerable political advantage. In contrast to that the harsh decisions posed on the airline by organizations like OPEC the organization that unite oil producing countries and decide upon the oil cost has adversely effected the revenues of the company due to high fuel cost showing how industry is sensitive to oil cost fluctuations.

* Social

The social environment is generally characterized by the demographic trends of the market in which the company operates, particularly by the aging population and the fluctuating consumer preferences for flying which are very subjective and depends on the pricing of the services offered. The improved road routes and infrastructure will be more suitable in a decade future which may effect the consumer's choice for traveling as more people would prefer travelling by road then by aircrafts but this applies to shorter journeys. This problem can be resolved by by providing the customers with more cost effective journeys.

Like many other industries s after checking in is one step further in improving the online service

Ryanair's Stephen McNamara said:

"Ryanair is pleased to introduce a new passenger flight 'uncheck' service which allows passengers to access and amend their bookings after they have checked in online. This service, is particularly useful