RyanAir Stakeholder Analysis Stakeholders of Ryan Air: 1) The Ryans 2) Michael O'Leary 3) David Bonderman 4) Irish Air 5) Travel

Agencies 6) Trade unions 7) Employees 8) EU 9) Airports Shareholders: - Preferred - Ordinary Suppliers: - aircraft boing - Aviation Authority - Sec airport - Ancillary Service Provider Environment Creditors Competitors Stakeholder Mapping: Ryanair Stakeholder Mapping Level of Interest High Ryan Family High Power Irish Air Low Trade Union Airports Travel Agencies Michael O'leary Employees EU Low

Explanation: Ryans The founder of Ryanair is the family Ryan, who build up the airline company from a small full- service carrier to the largest budget carrier nowadays. Obviously there expectations lie in maintaining their position as the largest low-fare airline company, but also keeping the costs under control. Since they changed their formula of transferring passengers on a low budget basis, they have been successful, not only in offering low fares, but also in lowering their costs and developing other activities like the ancillary services, which are quite profitable. Off cause the interest and power of the family is high. Michael O'Leary Who is head of the management team, has also shares in the airline company. Therefore he is interested in a company that succeeds in making profits and continue to grow in order to maintain their position as the largest budget carrier. Selling shares will be profitable if the share will be high, which can only be achieved if Ryanair is profitable. Michael O'Leary has a high influence on policy within the company and is therefore considered to have a high power. David Bonderman Is the chairman of Ryanair and leader of the Irish Air, which has a share in Ryan Air. As the leader of Irish Air he has certain expectations and interests in Ryanair. He wants the airline company to be successful, and therefore is interested in the profitability of the company. The power of David Bonderman may be considered less high than Michael O'Leary. Irish Air This company provided equity and a loan to Ryanair in return for that, they received shares. Of cause this company has certain expectations about the company. They want the company to be profitable and make money out of the shares. Travel Agencies Travel agencies are not quite important to Ryanair, since they sell most of the tickets through there own distribution channel. Although for opening up new routes, it is necessary, or it might be good idea to use the travel agencies, so that new potential customers might see the (new) destinations of Ryanair. Another reason why those travel agencies are important is the potential of their own distribution channel, due to system breakdowns, or whatever. Travel agencies itself are not that interested in Ryanair, because of the low profits, especially since they cut in the commission rates of travel agencies. So the expectations and interests of travel agencies are low and the power is quite low, since Ryanair still wants to use this form of distribution. Trade Unions These unions are not recognised by Ryanair, which caused some stress between Ryanair and the government of Ireland and also the EU. If employees feel they are not treated well or are not satisfied with policies regarding any issues of Ryanair, then they should join Trade Unions. In the case of Ryanair every employee or at least the majority is satisfied with the employer. This means Trade Unions might be interested in Ryanair, but certainly has no power.

Employees Employees do have power, since Ryanair is well aware of the importance of employees. They need to be satisfied, otherwise they will not perform effectively. In order to keep them satisfied, they will have to seek for opportunities and solutions, to do so. EU The EU is quite important for Ryanair, since they are able to influence strategic decisions made by the carrier. This has to do with policy, which has a direct impact on the operating activities. Duty free shopping and the legislation in order to prevent airports from offering differential deals to different airline companies are two decisions that illustrates the power of the EU. Their interest in the company seems to be quite low, they don't have any expectations of the company. Airports Airports are interested in Ryanair, since they will bring lots of passengers to the airport and thus revenue. The airline company is well aware of that fact, and thus will be negotiating to pay low access fees. This was possible till the EU prepared a legislation that airports prevents to offer different deals to different airline carriers. This will result in less negotiating. From the point of view of Ryanair it is clear, that airports don't have much power.