MALAYSIAN GRADUATE SCHOOL OF ENTERPERENEURSHIP & BUSINESS

submitted to Prof. Dr. Bidin Chee Bin

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Case study on

Aer lingus

Marketing management

Introduction Aer Lingus Group plc, an Irish airline, provides air travel services. It offers passenger and cargo transportation services; and runs a single economy class service on its short-haul route network operating approximately 80 routes to and from the United Kingdom and Continental Europe, as well as a two class service on its long haul network to 6 destinations in the United States. The company also provides services such as flight sales, meals and hot and cold drinks; Car hire; Accommodation and insurance; Access to airport lounges. Online conversion; and in-your-face advertising in-flight magazine. Also provides mail transport service between Ireland and the United Kingdom; Cargo services; Aircraft and financial services. The company operates a fleet of 36 short distance and a fleet of 8 long-range A330s. Aer Lingus Group plc was founded in the year 1936 and headquartered in Dublin, Ireland.

SWOT analysis :This report includes financial and SWOT analysis, information, analyses, opinions, estimates and projections of annual reports and a quarter from the experts. This report also allows direct comparison of Aer Lingus Group plc and its competitors. This provides a clear understanding of the position of Aer Lingus Group plc in the aviation sector. The report contains detailed information on Aer Lingus Group plc, which gives you an unmatched knowledge of the business environment in the company: data controller History, data processors, sites, subsidiaries, markets, products and companies. Another part of the report is SWOT analysis for Aer Lingus Group plc. We must specify the purpose of the company and identify various factors that are favorable and unfavorable to achieve this goal.

SWOT analysis for company, evaluate strengthen, weaknesses, opportunities and threats of company. Financial analysis of the Aer Lingus includes profit and loss accounts and relationship with the financial balance sheets and cash flows on the basis of annual and quarterly reports. In the long term, the report describes the main financial profitability index, analysis of variances, the rotation of the assets, the ratio between the credit and solvency of the company. This type of information to support and enhance corporate decision-making .

Only an analysis of the market and competitors of the company with detailed information about the internal and external factors enables administrators to manage the environment for the enterprises in the sector.

Strength: Well Established / Strong Foothold in European Market in

LCC Segment

Strong player in the UK market

Has over 160 destinations and high flight frequency.

Caters to over 75 million passengers.

Over 300 aircraft makes it one of the largest airline carriers.

Weakness: Alleged strained employee relations affect image.

Limited international penetration and low global presence.

Opportunity: Brand New Fleet can be used to tap newer markets.

Has been in the business for a long time and has got the customer confidence.

Increase routes and also international destinations.

Threats: Cost of managing employees increasing along with fuel

price.

Changing policies and regulations by governments.

Increasing Competition in LCC segment in European Market.

In an industry where news about bad services to a large extent on the first page of the magazine as they were at the beginning of the global financial and economic crisis that Aer Lingus had good news for an industry that has caused the crisis problems of cutlery. Consumer spending on travel cost reduction alternatives that Aer Lingus has continued to benefit from the crisis. If lower income and fewer passengers so far, the impact on business as Aer Lingus announced losses for the first time since 1997 year and expect that there could be other problems in the near future. Strong ear position in the field of inorganic activity helped despite the crisis in the financial and economic crisis, and the markets still face challenging conditions for the aviation industry.

While most players in this sector should continue to be, reducing the cost of managing their operations continue to Aer Lingus surprised analysts and investors. These opportunities exist for Aer Lingus. A large number of threats currently facing the global aviation industry, which could be obstacles to achieve these capabilities. Some of them are the way of the dollar and fluctuations in fuel prices. These threats have prevented it with some companies a steady source of income in past seasons with a lot of time management, chasing news coverage, the change in the value of United States dollars, as well as essential oils and make fuel prices.

Another threat of recession in major economies, which reproduces the effects in reducing travel with the carrier for an alternative transport, see passengers continues to rise. Poor service, where customers are dissatisfied and face strife due to rough Aer Lingus staff, has been identified as the main problems that can be identified in the case. The lack of comfortable chairs and other objects the result very safe load and lack of security, this refusal, by word of mouth spreads on customer dissatisfaction, which uniquely identifies it.

Airlines often make their prices with new ideas to reduce. These ideas differ from other traditional airlines. One of the main differences is its Web site, the Web site of the company is wholesale Web travel, registration was 50000 per week orders. The airline provides clients with online registration, allowing you to save additional costs. The use of the Internet is always the focus also makes it easier and faster for the customer of Aer Lingus on the corresponding output slot winners and regional airports reduce costs, landing fees and airport. Because the airline will operate from secondary airports, it is possible for them faster and reached the best punctuality of flights. Thus the company can provide its customers with the best service.

Case Study Solution: The most important skill is it ability to handle their low-cost business model and continue to work within this model. In the context of reducing the demand for travel from consumer’s economic model provides a very good company. Aer Lingus has an advantage over other airlines, which were ready for economic models meet the requirements of the industry due to the demand of our customers and what you have to pay them. In the context of the low-cost business model, based on a strong, talented and effective provision of services to clients within the model of the value of Aer Lingus promised. This is an area that does not work, copy the low cost model of Aer Lingus staff, in particular in the field of air transport, as well as the cost of fuel is important. In this case the critical success factors are as follow:

ability to deliver their low-cost business model.

capability to work with and coordinate closely with their suppliers through their talented work force.

ability to remain consistent to their stated business model and strategy.

external recognitions.

Included in this model, Aer Lingus maintains its concept before rising fuel costs. Last year demonstrated how Aer Lingus does business with consumers. The Office is looking for alternative sources of income, generate additional income for increased costs due to the impact of oil Price compensation costs. Aer Lingus have shown cooperation with suppliers, that the collection of best practices in a way to ensure that suppliers are also the advantages of doing business with Aer Lingus. This is a two-way relationship. If the environment stays or more favorable prognosis ,

Aer Lingus, to capture a large part of the demand for air travel to their destination. According to researchers at the Conference on strategic change management, which is the village of procedure. This means that employees and customers that have an impact on the strategic positioning of Aer Lingus and changes that make it. In managing the relationship is a good working environment and the relationship between the Director and the staff. Researchers claim that seemed to last nearly 2 million include sales of Aer Lingus passengers are protected, which is never appeared.

This goodwill in one aspect of the relationship seems to them so that the penalty for Aer Lingus from a financial point of view and affect its position and its strategy. Current problems of Aer Lingus would certainly be used wisely for their strategic position as it would have to rethink its strategy. In an industry where news about bad services to a large extent on the first page of the magazine as they were at the beginning of the global financial and economic crisis that Aer Lingus had good news for an industry that has caused the crisis problems of cutlery.

Strong ear position in the field of inorganic activity helped despite the crisis in the financial and economic crisis, and the markets still face challenging conditions for the aviation industry. While most players in this sector should continue to be, reducing the cost of managing their operations continue to Aer Lingus surprised analysts and investors.

Conclusion:Environmental analysis serves as an initial strategic analysis a detailed analysis, recommendations for Aer Lingus. On the basis of environmental analysis, which you can do some initial recommendations. Critical issues in Aer Lingus is identified as a human resource management problems and poor customer service. It is important that the departure of Aer Lingus to these criticisms, questions immediately. As a result, Aer Lingus would recognize trade unions; more to improve relations and promote career development for the effective administration of the Office of human resources management in the future and brought into line with the highest employee interactions successful. Improve customer service while minimizing costs. This can improve the quality of training for front line staff and quality management. Analysis of external environment is carried out by Aer Lingus future strategic analysis, by the user in order to facilitate the role of consultant.

After the value chain analysis is to identify competition Aer Lingus and a critical success factor in their low cost. SWOT analysis confirmed that the practices that may be even more, as well as the weaknesses of the customer service and the ineffective human resources shows how ladies and bad for Aer Lingus and affect the efficiency of their competitive advantage. Carriers with networks and target market, half at low cost, an increase in the use of aircraft, significantly reduce congestion and performance. and safety standards. A certain degree of risk occurs before budget airlines and advantages. A great danger is rising prices for Jet fuel, airport fees, missing drivers, crowded roads and airports. Finally, we see a booming market and we believe this trend will continue. The company may get opportunities for diversification. Diversification reduces risk.

Thank you