Topic: Ryanair Long-Haul Aircraft Requirements
Details:
Ryanair has ambitions to launch a long-haul low-cost operation. Until now, this major strategic shift has not occurred because of the lack of a suitable aircraft type. You have been retained by Ryanair to compile an appropriate set of criteria that aircraft manufacturers should address in order that the airline can pursue its ambition.
Your assignment will take the form of a report to the Ryanair senior management team. You must address the following issues: First, which destinations could be served, and why? You should give an indication of market size and revenue opportunity. Second, what aircraft-related attributes would ideally be needed in order for a long-haul low-cost operation to be successful? This discussion should centre on operational issues and cost targets. Third, to what extent could current Airbus and Boeing products serve Ryanair's long-haul needs? Fourth, what actions should Ryanair take to integrate a new aircraft type into their existing fleet? Are there other means by which Ryanair could achieve their objectives with lower risk?
Lastly, you should make a recommendation, backed up with evidence and argument, on how Ryanair should proceed.
Basis of Assessment Weighting
Understanding of the brief: You should demonstrate that you have a thorough grasp of the specifics of the assignment.
Standard of English: You are not expected to write like Shakespeare. However, you must express your ideas in narrative form, in unambiguous and grammatically correct English, and with good punctuation and spelling.
Quality of the presentation: A clean, attractive and legible presentation is called for, with properly annotated graphs and diagrams (where appropriate).
Critical understanding: You should demonstrate that you really do understand the subject, evidenced by research and reading that you have conducted specifically for the assignment.
Use of practical examples: Your work should not be purely theoretical but must be supported by examples that are relevant to your arguments.
Critical analysis: This is the most important criterion of the assessment. Rather than write in a descriptive manner, you should analyse and then challenge the points of view of commentators that you quote and the behaviours of organisations that you reference.
Originality: You should strive to think of new ideas and concepts, and then justify your thinking.
Relevance: It is vital that you stick to the specifics of the assignment and resist all temptation to wander off into discussion that is not relevant.
Structure: You should not write a ‘stream of consciousness'. Your work must have a clear and identifiable structure, with a logical progression of arguments, starting with an introduction and finishing with a conclusion and, if appropriate, recommendations.
Bibliography and referencing: Source material must be properly referenced. You will be judged not only on the breadth of your references, but also the depth. For example, an over reliance on Wikipedia will be frowned upon.
No# of Pages: 9 pages (2,250 words)
Subject Area: Aviation
Paper Style: Harvard
No# of Sources Required: 17