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A Competitive Analysis of Ryanair in the Long-Haul Airline Industry
장거리 항공산업에서의 라이언에어 경쟁력 분석

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Authors
안나
Advisor
Moon, Hwy-Chang
Major
국제대학원 국제학과
Issue Date
2017-02
Publisher
서울대학교 대학원
Keywords
RyanairLow-cost carrierLong-haulAirline industryCompetitivenessABCD-modelGeneric Strategies
Description
학위논문 (석사)-- 서울대학교 대학원 : 국제학과, 2017. 2. 문휘창.
Abstract
The increase in the route intensity causes a limit in growth for low-cost airlines in the EU short-haul market. In the recent years, low-cost airlines increased their route distance and several of them started to look at the long-haul market. However, the long-haul market is filled with full-service carriers and it is unknown whether a low-cost airline would be competitive enough to succeed in this market. This dissertation researched the differences between the low-cost carrier and full-service carrier, the differences in their own respective markets, the “short-” and the “long-haul”, followed by a thorough analysis on who is in the long-haul and case studies on previous long-haul low-cost carriers. After an overview on Ryanair, Michael Porter’s “Generics Strategies” was used to establish a clear view on the strategies of the competitors and their respective strengths in the long-haul. The “ABCD model” of Moon Hwy-Chang gave insight on the competitiveness of Ryanair. If Ryanair can sell tickets for a substantial lower price, Ryanair can achieve a competitive position in the long-haul. But to be truly successful Ryanair will need to work on its social relationships, and its ability to respond to market
changes.
Language
English
URI
http://hdl.handle.net/10371/129130
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Graduate School of International Studies (국제대학원)Dept. of International Studies (국제학과)Theses (Master's Degree_국제학과)
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