This 40 page paper is a dissertation proposal to examine the position of the Irish low cost airline Ryanair and to develop a future strategy for the way it can increase market share and revenue in the long term. The paper gives an introduction, outlines the problem, presents a literature overview and a methodology with a length section on the way sampling will take place focusing on the use of the internet for the sample population. The paper is then followed by an annotated bibliography. The bibliography cites 20 sources.
Name of Research Paper File: TS14_TEsampleryancon.rtf
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Tables Table 1; Sampling Techniques 19 Table 2; Internal ands External Internet Sampling 20 Table 3; Questionnaire types 26 Table 4; Types of Computer Users 27
1. Introduction The airline industry has faced many challenges and undergone many changes over the last decade. The process of liberalization has been completed
but the competitive environment has changed dramatically. Not only have there been impacts with the different economic conditions, issues such as the 11th of September and continuing fears of security
have permanently changed the way in which airlines operate. These changes mean many of the older models used by airlines to compete have had to change. This is true
across the globe due to the nature of air travel and its international context. The pattern of increasing acceptance of air travel, increased competition from budget airlines and the impact
of technology has also made air travel more affordable than ever before. The demand has increased substantially, some of the demand shifting
fro the previous package tour holiday market to the independent traveller, some moving from alterative forms of transport, such as boat and train, as the airfares have reduced and competed
not only with each other but also other forms of transport. One of the companies that has emerged in the UK and Ireland as an important company is that
of Ryanair, the first mover low cost air travel provider in the UK market. Founded in 1985 the company developed a low cost model of operations as the result of
emergent rather than planed strategy. The market is still one of growth in this sector, for example, in Europe in 2001 the low cost segment accounted for only 4%
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