6.2 Target other travellers
Ryanair claim to satisfy all customers but in fact the majority of their customers are tourists. Thus, we think that Ryanair should work more efforts on this market segment. Moreover, students with short-haul flights are a potential target group as they are likely to fully take advantage of no-frills airlines. The company can offer a bonus of student discounts and other special offers for a return back for Christmas, fitting in with end of year semesters.
7. Conclusion
In essence, the group have examined the environmental attributes that can contribute to the development of aviation industry. In particular we studied Ryanair's effective strategies with the theories of hypercompetition, value chain and core competencies. It can be seen that Ryanair is the very influencial competitior in the industry. Nevertherless, we notice that there are some potential downsides bared in the company's development. We suggest the company should have a better understanding of customer perceived value. Apart from that, the target customer group should be extended.
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