Ryanair SWOT: low costs remain the key strength, even as customer service enhancements take root

Ryanair's agreement to buy 100 Boeing 737MAX aircraft, plus a further 100 options, for delivery between 2019 and 2024 allows it to accelerate its traffic growth modestly. After four years of growing passenger numbers in the region of 3% to 5% annually, it looks set to step this up to 6% pa from FY2016 (year to March).

The greater fuel efficiency of the MAX and a higher number of seats (197, eight more than on its 737-800s) will give Ryanair significant operating cost per seat savings. Its negotiating power is likely to have secured favourable terms with Boeing and this should also give Ryanair an advantage over competitors in ownership cost per seat.

The recent evolution of its product and service add new elements to the basis of competition. However, low fares (based on low costs) will remain its key competitive advantage. In this report, we consider Ryanair's main strengths, weaknesses, opportunities and threats.