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PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
Index
� Introduction
� History
� Service charter
� Results
� Success factor
� How come cheap airline are so cheap?
RYANAIR.COM
http://www.airtravelinfo.kr
http://www.hansfamily.kr한가족
http://blog.naver.com/ceo119라이언에어, 불친절이 성공 비결 [이덕형]
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
� How come cheap airline are so cheap?
� Characters
� Value Chain Reaction
� Passenger’s Strategy
� Brilliant O’Leary
� Instead of +
� Matter of consideration � Filtering
Daum café [대한항공 88동기회]
시장점유율의 신화 [리처드 미니터]
공짜경제학 [나준호]
카오틱스 [필립 코틀러]
Introduction
� Ryan family founded in ‘1985
� Headquarters in Dublin Airport, Ireland
� CEO Michael O’Lealy (1993 ~)
� Revenue : € 2,714 M, Profit : € 391M in ‘2008
� Lowest fares/seat cost in Europe
� No fuel surcharges+Guaranteed!
� No. 1 for EU traffic
� 66M pax
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
� 66M pax
� 7,000 employees
� 202 Boeing 737-800 (+110 next 2.5 years)
� No. 1 Coverage
� 26 Countries - 36 Bases
� 151 Destinations - 950+ Routes
� No. 1 Customer service
� Best punctuality
� Least lost bags
� Fewest cancellations
History
Set up by Rayn family
share capital ₤1, Staff of 25
cabin crew less than 5ft. 2ins
15-seater Banderirante aircraft
Pax:5,000 People(y/e);51
1985
Turbo prop BAE748(46seats)
on the Dublin-London route
launch fare of ₤99
vs. BA/AL’s ₤209
Pax:82,000 People(y/e);151
1986
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
1985
Price competition with BA/AL
₤20m in losses & reducturing
Rayn family reinvestment ₤20m
Copying the southwest airlines
Single aircraft, no catering
Reducing fares ₤99 � ₤59
Pax:745,000 People(y/e);493
1990
First Boeing 737
replace the old BAC1-11s
Start new services
Dublin � London Gatwick
replacing Aer Lingus pulled off the route
Pax:1,666,000 People(y/e);523
1994
History
Overtakes AL/BA
Largest pax airline
on the Dublin-London route
Largest Irish airline
for Dublin
Ten years old
Exceed 2m pax
for the year, 1st time
1995
Flotation on the
Dublin & NASDAQ
Employees be sitting on
over €100m
Mark the best punctuality statistics
for Dublin-London route(76.1%)
AL(75.7%) BM(66.0%) BA(61.0%)
Pax:3,730,000 People(y/e);659
1997
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
1985
Pax:2,260,000 People(y/e);523Pax:3,730,000 People(y/e);659
RYANAIR.COM
Europe’s largest booking website
50,000 bookings a week
Provide the lowest car hire, hotel,
travel insurance, rail services
Sponsor the Skynews Weather report
Pax:7,002,000 People(y/e);1,2622000
History
1985
Establish 1’st European base at Brussels Charleroi
With “Maninkin Pis”
“PISSED OFF WITH SABENA’S HIGH FARES?”
Pax:13,419,000 People(y/e);1,547
Establish 2’nd European base at Frankfurt Hahn
Finished high fare monopoly of Lufthansa
Overturns Lufthansa’s attempts to block low fare competition
1m German consumers Response lowest airfares
Aircraft order with Boeing 45~125 firm, 125 options
Pax:19,490,000 People(y/e);1,746
2002
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
Pax:19,490,000 People(y/e);1,746 2003
42.5m pax in the year
100th Boeing 737-800 be delivered
Launch Web check-in service
Becomes the world’s first airline
Carry more 4m international pax
“no fuel surcharges ever”
436 low fare route across 24 countries
Pax: 30,946,000 People(y/e);2,7002006 ~
LOWEST FARES AND PASSENGER SERVICE CHARTER
1. Offer the lowest fares at all time on all routes.
� “Double the Difference”
2. No fuel surcharge guaranteed
3. Honour the agreed fare after payment
4. Notify passengers of known delays, cancellations and diversions.
� on/off-line.
5. Minimise the numbers of passengers facing delays.
� less than one bag per 1,000 passengers carried to zero
6. Allow reservation changes.
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
6. Allow reservation changes.
7. Respond quickly to passenger complaints and provide prompt
refunds. � within 7 working days from the date of receipt.
8. Take measures to speed up check-in.
9. Minimise the number of passengers who are involuntarily denied
boarding.
10. Provide Passenger Information
11. Ryanair will provide the following information to passengers at the
time of booking. � Schedule, Airport & Terminal, Fare
Half Year Result - Nov. 2009
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
Half Year Result - Nov. 2009
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
Half Year Result - Nov. 2009
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
Half Year Result - Nov. 2009
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
Half Year Result - Nov. 2009
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
Success factor - Branding
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
Success factor - Branding
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
Success factor - Branding
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
How come cheap airlines are so cheap?
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
How come cheap airlines are so cheap?
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
How come cheap airlines are so cheap?
런던
중앙예약시스템사용료
4.5%
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
런던시티공항이용료
160만원정도
히드로공항의1/3
Total
13% / 건
여행사
수수료
5~7.5%
4.5%항공사시스템유지비
1%
Characters - Expedient , Showmanship, Zapper, Warrior, Character!
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
Value Chain Reaction
No Counter/Staff
No Agency
Web Check-In
No missing
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
Fast Turnaround
1st come 1st seatNo Waiting Time
No Free BaggageNo Allocation
Reduce weight
Value Chain Reaction
No CateringNo Waste
No Seat PocketNo Magazine
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
Fast Turn-around
Reduce StaffReduce weight
Passenger’s strategy?
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
1. 여행일정조기확정
2. 가능한빨리예약(4~5개월전)
3. 위탁수하물미지참
4. 15Kg이내개수최소화
5. 휴대수하물 10Kg이하철저준수
6. On-Line Check-In
7. 일자변경대신재구매
8. 절대비행기놓치지말것(보안검색불문)
Brilliant O’Leary
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
Next….?
Instead of +
mileage service
lever or button at seat
riveting
passenger’s strategy
standing room(?)
short breath
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
fortunate upgrade
azura-souvenir
promotion
penalty
bill
announcement
Matter for consideration � Filtering(Positive)
� From customer’s point of view
� Connect the value � 1 + 1 > 2
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
� Discerning eye � Strategic thinking
� Powerful driving
Matter for consideration � Filtering(Negative)
� Expedient � a means to an end
� A conduct unbecoming to a gentleman
PUSAN NATIONAL UNIVERSITY INDUSTRIAL ENGINEERING
� Compare customer’s satisfaction with profit
� Trap of high turnover ratio
http://www.airtravelinfo.kr/xe/9531