Business Communications

Business Communications

U51003

Assignment 3

Ryanair

Helen Davies вЂ" 05055484

Henry Street вЂ" 05054495

Jacob Chapela Dominguez вЂ" 05070965

Table of Contents

Introduction 4

1. Who is the Target Audience 4

2. What is the Message the Website is Trying to Convey 7

3. How Easy is it for Visitors to Access the Site 9

4. To What Extent can Visitors Interact With the Site 9

5. Conclusion 12

6. Recommendations 12

7. Bibliography 14

Executive Summary

By analysing Ryanair it is clear it addresses all types of audience. With 19 different language options and easy navigation round the website it meets the needs of potential and existing clients.

For potential clients it advertises many special offers to influence their purchasing decisions.

For existing clients they have flight details you can check before your flight. There are also options that allow you to change flight bookings if need be.

The main message of the website is to promote how low their prices are for flights. To do this they use bright colours and large fonts. This works as the client’s eye is attracted to these points and they are enticed to find out more.

After looking fro the Ryan air website www.ryanair.com we have come to realise that visitors can easily transport them selves though out the site very easily all that is needed is access to a computer which has internet facilities, which is very common. The site is easy to move around with 5 main areas that latter sub-divide to other location and useful pages. If lost or on the incorrect page its easy to move back to the home page to start all over again.

Where as the interaction with the site could do with some touch ups such as an email route for customer complaints. The phone lines need a bit longer opening times these should be extended but there will need to be some research into this.

After analysing the website the following recommendations have been made:

• Geographical map of destinations

• Description of amenities near advertised hotels

• Change in customer care line opening times

• Add e-mail address for enquiries

1. Introduction

This report is set to analyse many aspects of the website for the air line Ryanair. The following points will be looked at:

• Who is the target audience and how does the website address their needs

• What is the message the website is trying to convey and how do they do this

• How easy is it for the visitors to access the site

• To what extent can visitors interact with the site

The final part of the report makes recommendations to Ryanair in order to improve their website.

2. Who is the target audience and how well does the site address their needs?

Analysing the Ryanair web site we can assess that the site addresses all audiences and gives the opportunity of nineteen different languages, addressing the audience needs. The site structure is easy to navigate, offers a good range of information and ease of interaction. Making it interesting and dynamic.

There are no signs of any potential audiences being excluded.

The web site is focused on the customers and offers on the homepage reflect this. The low fly fares and destination diversity is also shown on this.

Analysis of the audiences and how Ryanair addresses their needs is shown below:

• Customers

- Current customers вЂ" the site provides information and on-line catalogues, after sales service as customers’ feedback, and details of product upgrades.

-Potential customers - the site provides messages and information with the objective of influencing the purchasing decision. Examples of those are available in the five main pages. Below is an example of the homepage options:

• Financial

- The financial world - messages and information relating to the performance and industry standing of the organisation, including information on management, resources, planning, research and development - Company Reports are available through the company web site.

- Shareholders - services or information for those holding equity in the firm - in this case the requirement might be to show the performance of their shares over time.

- Potential shareholders - messages to encourage and enable people to buy shares in the company.

(This information could be found in the sections, About Us, Investor Relations, which include finance reports, analysis reports and traffic figures.)

• Local

- The company publishes specific issues and news for to the local geographic areas in which the organisation operates.

• Internal

- Employees - messages and services directly supplied for the use of management, staff or unions

- Potential employees - recruitment activities or information to inform them of jobs available, conditions of service or the culture of the organization.

(Provided in register for offers and careers sections.)

• Influence groups and the general public

- Agenda setting or responding to issues relevant to society, e.g. environmental matters, education,