This represented a significant change after 26 consecutive quarters of total company growth. The mitigating factors which created these sales slippages involved changing consumer behaviours, vast levels of competition (especially in the UK market) and even a need to change strategic orientation.
Ryanair’s no-frills service mentality involves maintaining low-cost fares, such as offering no meal options or extended service elements such as beverage consumption, thus keeping labour-related costs low and inviting the more humble or thrifty consumer to enjoy travel to regional destinations without the worry of excessive airline expense... displayed 300 characters
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Thus, in 2004, the company’s short-term market orientation involved segmenting by lifestyle and by income bracket in the European marketplace in order to appeal to a broader target consumer audience.
The key stakeholders in the firm include all staff members responsible for carrying out strategic objectives, the communities in which Ryanair thrives, as well as the customers who frequent Ryanair as their low-cost carrier of choice... displayed 300 characters
