Trabajos

Séminaire d’elaboration d’un Business Plan

Ryanair Plc.

Le 27 avril 2004

Professeur: M. Michel Allé Assistant : M. Alexandre Schmitz

Eoin S. O’Cuilleanain Gonzague della Falle Felix Sobotka Alexander Kleinert Harold Dumont de Chassart Mike Farrell

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Table of Contents
Executive Summary...............................................................................................................4 1. Purpose and scope of the Report .....................................................................................4 2. Methods..........................................................................................................................4 3.Results............................................................................................................................4 4. Conclusion .....................................................................................................................4 A Environment Analysis ........................................................................................................5 1. Government Regulation..................................................................................................5 2. Competition....................................................................................................................6 3. External Forces...............................................................................................................6 B Industry Analysis................................................................................................................8 1. The Core Business ..........................................................................................................8 2. SWOT – Analysis...........................................................................................................8 3. Porter’s Five Forces: Analysis of the Low – Cost Airline Industry................................10 C. The Strategy. ...................................................................................................................11 1. What has Ryanair’s strategy been so far? ......................................................................11 2. Positioning...................................................................................................................14 3. Objectives and Long Term Vision ................................................................................14 D. Action Plan......................................................................................................................17 1. Marketing Plan.............................................................................................................17 2. Provision of Service......................................................................................................17 3. Human Resources .........................................................................................................20 E. Financial Plan..................................................................................................................21 1. Financial Planning and Assumptions ............................................................................21 2. Valuation of the company .............................................................................................31 3. Scenario Analysis .........................................................................................................34 4. Ratios...........................................................................................................................37 5. Sensitivity Analysis ......................................................................................................37 6. Graphs..........................................................................................................................38...