Strategic Positioning Of The Ryanair Airline Commerce Essay

Strategic Positioning Of The Ryanair Airline Commerce Essay Ryanair is a leading no frill airline in Europe and across the globe, it has managed to outperform all other airlines and in 2006, it carried over 34.8 million passengers. Ryanair is targeting low income earners and cost conscience customers 1. 2.1 PESTEL Analysis: (See appendix 7.5) PESTEL analysis is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations. It is a framework for reviewing a situation and can be applied by Ryanair to review strategic direction as well as marketing intention 4. When one aspect in the PESTEL analysis is affected, the rest will also be affected for example if the political situation of Ireland changes then the economical, technological, social, legal, economical and even environmental aspects will change 4. Ryanair is not in good terms with some governments in the European Union as well as airline industry authorities and airport regulatory bodies due to the rules and regulations they set. The EU wanted to charge tax on aviation fuel due to carbon emissions generated by the airline industries before 2010, Ryanair argued that any environmental taxations scheme should be to the benefit of more efficient carriers, so airlines with low load factors that generate high fuel consumption and emission per passenger and airline that offer connecting rather than point to point flights should be penalised thus excluding itself 5. Secondly, Ryanair protested against charges and conditions on some airports such as Stansted and Dublin. Economical conditions also affect both capital availability and cost, as well as demand 4. If demand is high and the capital is low, it will be attractive for Ryanair to invest and grow with expectations of being profitable. To influence demand Ryanair must continue to use its current strategy and improve its services and upgrade its customer care policies. The currency exchange rates affect Ryanair as they may determine whether customers will book a flight or not. If the exchange rate is high, customers will opt to use other means of transport such as the EURO express. To avoid this situation, customers can use the Euro to book flights 1. Moreover, jet fuel prices are dominated in US dollars and therefore Ryanair will have to risk paying more or less for fuel as it will include the exchange rate. The opportunity to exploit a particular strategy successfully may depend on demand which exists in growth conditions and does not in recession. Although a depressed economy will generally be a treat which results in a number of organizations going out of business, it can provide opportunities for some4. The recession decreased the number of competitors in the industry as well as weakening the remaining competition. In and after recession, customers are more willing to fly with a no frill or low cost carriers rather than a differentiated or hybrid carrier. Therefore, to certain extent the recession has had a positive impact Ryanair. The socio or cultural environment involves demand and tastes, which vary with fashion and disposable income, and general changes, can provide both opportunities and threats for Ryanair 4. Ryanair should be aware of demographics changes as the structure of the population by ages, affluence, regions, number working and so on so as to be able to take advantage when an opportunity occurs. Technological breakthroughs affect the airline industry the most. If the organization can adapt to the technological change then it will be able to overcome competition and increase its market share. The global focus in the 21st century is environmental protection. Ryanair has been able to meet the demand and standards of the world market by offering eco friendly airlines. The aircrafts produce 50% less emissions, 45% lower noise emissions per seat. A winglet modification programme on the fleet is providing better aircraft performance and a 2% reduction in fleet fuel consumption, a saving which Ryanair hopes to improve in the coming years 1. Ryanair has been using one type of airline, Boeing 737 to save cost on training staff. As Ryanair cannot dump expenses on its customers it should look for ways to reduce costs and the author believes that this is one of it 1. Legal factors affecting Ryanair is that of labour unions. Ryanair does not have a good relationship with its employees as it has refused to acknowledge unions. Secondly it is providing poor working conditions and low salaries. Although Ryanair has argued that its pilots are the best paid short haul pilots in Europe. In the autumn 2006 pilots in Ryanair lodge a complaint with the Irish Labour Relations Commission on the basis that there were significant in net salary between Ryanair and Aer Lingus pilots. 2.2 Michael Porters 5 Forces Analysis: (see appendix 7.8) The threat of substitutes in the airline industry is high as there are other means of transport to and from Europe as well as within Europe. Customers are opting to use the Euro Express (train) rather than using an airplane as it is cheaper and offers extra benefits. The Euro Express enables its customers to enjoy the scenario while offering more or less the same services as the airplane. Rivalry amongst existing firms; there are a number of competitors within the market and when the European Union commenced even more competitors entered the market. The industry is competitive and is becoming saturated. Each competitor is using a strategy to get a foot hold in the industry. Although some of the airlines are using the no frill strategy, Ryanair has been able to best them by creating a strong brand offering the lowest price fare. Bargaining power of suppliers, the bargaining power of suppliers is low as there are many suppliers in the industry. The suppliers of the airline industry are those who supply the airline with parts such as the blades and engines, food, uniforms for the air hostess and so on. They are easily replaceable as Ryanair can get these services from any country within and outside of Europe. Ryanair as a supplier has a high bargaining power as it offers services that are unique in the market (it is the only no frill airline in the United Kingdom). Bargaining power of buyers, the bargaining power of buyers is very high as there are a lot of substitutes and competitors in the market. The customer can easily use his/her car to go Dublin rather than take an airplane. Secondly, as there are a number of competitors in the market, the airlines will offer discounts and promotions to attract customers and therefore customers can easily switch from one airline to another. Threats of new entrants; the biggest barrier to entering the airline industry is capital but nowadays entrepreneurs can take a loan with the bank or form an alliance such as a joint venture to overcome this barrier. The industry regulations can help decrease the number of new entrants and reduce competition within the market. There is no union among the existing firm to keep new entrants out, in other industries the existing firm come together to keep new entrants out of the industry as they would saturate the market even more. 2.3 Ratios Analysis: Ryanairs financial performance is positive, although there is still room for improvement (see appendix 7.9). The net profit margin in 2006 was lower than 2005 but Ryanair managed to increase it in the second half of 2006. The return on capital employee has been constant from 2005 to 2006. 3.0 STRATEGY CHOICES: 3.1 Strategy: Ryanairs objective is to firmly establish itself as Europes leading low-fares scheduled passenger airline through continued improvements and expanded offerings of its low-fares service. Ryanair aims to offer low fares that generate increased passenger traffic while maintaining a continuous focus on cost-containment and operating efficiencies 1. Ryanair was initially a hybrid (see appendix 7.4) as it was a full service conventional airline, in the early 1990s it become a no frill carrier under the management of Michael O Leary 1. The author believe that this move by the Chief Executive Officer has enable Ryanair to create a market peak for itself and gain market share and therefore I would not suggest a change in strategy. The industry is very competitive and is becoming saturated thus if Ryanair decides to change its strategy it will have to design and implement a new strategy that is not being used by its competitor or that has never been used in the industry. This is next to impossible as all of the strategies i.e. differentiation, cost leadership are already being used. Secondly, Ryanair would lose the foothold it has in the industry and its market share and it would have to start from scratch, which will mean more capital will have to be invested into the new strategy. Although Ryanair is using the no frill strategy1 they must be careful to not devalue the company. Currently, it has a large customer base but most of which have a very low opinion of the airline 6. Moreover, Ryanair should increase more benefits to its customers for example they should remove the 50 cent wheelchair levy that was impose on every passenger ticket 6. These small charges are making customers opt to fly with a different airline. The airline offers point to point flight 1. Ryanair uses secondary terminals to avoid crowding in the terminals as well as to decrease its turnaround time. The turnaround time is also kept to a minimum by the flight attendants cleaning the airplane instead of outsourcing professionals. Building on its success in the Ireland-U.K. market and its expansion of service to continental Europe, Ryanair intends to follow a manageable growth plan targeting specific markets to gain an advantage over its competitors. Ryanair believes it will have opportunities for continued growth by 1: Initiating additional routes from the U.K. or Ireland to other locations in continental Europe that are currently served by higher-cost, higher-fare carriers Increasing the frequency of service on its existing routes Starting new domestic routes within EU countries Considering possible acquisitions that may become available in the future Connecting airports within its existing route network (triangulation) 3.2 Competitive Advantage Analysis: Ryanair has many competitive advantages (See appendix 7.7). According to Ryanairs official website the following are some of its competitive advantage; 3.2.1 Low Fares: Ryanair sets fares on the basis of demand for particular flights and by reference to the period remaining to the date of departure of the flight, with higher fares charged on flights with higher levels of demand for bookings made nearer to the date of departure. The airline sells seats on a one-way basis, thus eliminating minimum stay requirements from all travel on Ryanair scheduled services, regardless of fare. Ryanairs competitors generally do not operate a one-way pricing policy, so direct comparison is not possible, but current round-trip fares on Aer Lingus, Ryanairs largest competitor on the London- Dublin route, for travel in September 2004 were 82.27 Euro for economy restricted return tickets, 218.27 Euro for economy flexible return and 353.75 pounds for business class tickets. 3.2.2 Customer Service: Ryanair delivers the best customer service performance in its peer group. According to reports by the Association of European Airlines and the airlines own published statistics, Ryanair has achieved better punctuality, fewer lost bags and fewer cancellations than all of the rest of its peer grouping in Europe. Ryanair achieves this by focusing strongly on the execution of these services and by operating from uncongested airports. 3.2.3 Frequent Point-to-Point Flights on Short-Haul Routes: Ryanair provides frequent point-to-point service on short-haul routes to secondary and regional airports in and around major population centres and travel destinations. Short-haul routes allow Ryanair to offer frequent service, while eliminating the necessity to provide frill services otherwise expected by customers on longer flights. Point-to-point flying allows Ryanair to offer direct, non-stop routes and avoid the costs of providing through service for connecting passengers, including baggage transfer and transit passenger assistance costs. In choosing its routes, Ryanair favours secondary airports with convenient transportation to major population centres and regional airports. Secondary and regional airports are generally less congested than major airports and, as a result, can be expected to provide higher rates of onetime departures, faster turnaround times, fewer terminal delays and more competitive airport access an d handling costs. Faster turnaround times are a key element in Ryanairs efforts to maximize aircraft utilization. Ryanairs average scheduled turnaround time for the fiscal year ended March 31, 2004 was approximately 25 minutes. Secondary and regional airports also generally do not maintain slot requirements or other operating restrictions that can increase operating expenses and limit the number of allowed take-offs and landings. 3.2.4 Low Operating Costs: Management believes that Ryanairs operating costs are among the lowest of any European scheduled passenger airline thus being advantageous to the airline. Ryanair strives to reduce or control four of the primary expenses involved in running a major scheduled airline: Aircraft equipment costs Personnel productivity Customer service costs Airport access and handling costs 3.2.5 Aircraft Equipment Costs: Ryanairs initial strategy for controlling aircraft acquisition costs was to purchase used aircraft of a single type Boeing 737, there was a significant reduction in the number of such used aircraft available for purchase in the market. The 737-800s represent the latest generation of Boeings 737 aircraft and share certain basic attributes in common with Ryanairs current fleet. Although Ryanairs acquisition of the 737-800s has already, and will continue to significantly increase the size of its fleet from that in 1998 and thus significantly increase its aircraft equipment and related costs, the purchase of aircraft from a single manufacturer enables it to limit the costs associated with personnel training, maintenance and the purchase and storage of spare parts, as well as affording greater flexibility in the scheduling of crews and equipment. 3.2.6 Personnel Productivity: Ryanair endeavours to control its labour costs by continually improving the productivity of its already highly-productive work force. Compensation for employees emphasizes productivity-based pay incentives, including commissions for on-board sales of products for flight attendants and payments based on the number of hours or sectors flown by pilots and cabin crew personnel within limits set by industry standards or regulations fixing maximum working hours, as well as participation in Ryanairs stock option programs. 3.2.7 Customer Service: Ryanair has entered into agreements on competitive terms with third party contractors at certain airports for passenger and aircraft handling, ticketing and other services that management believes can be more cost efficiently provided by third parties. Management attempts to obtain competitive rates for such services by negotiating multi-year contracts at prices that are fixed or subject only to periodic increases linked to inflation. The development of its own internet booking facility and reservations centre has advantaged Ryanair to eliminate travel agent commissions. 3.2.8 Airport Access Fees: Ryanair attempts to control airport access and service charges by focusing on airports that offer competitive cost terms. Management believes that Ryanairs record of delivering a consistently high volume of passenger traffic growth at many of these airports has allowed it to negotiate favourable contracts with such airports for access to their facilities. Ryanair further endeavours to reduce its airport charges by opting, when practicable, for less expensive gate locations as well as outdoor boarding stairs rather than more expensive jet ways. 3.2.9 Ecommerce: During January 2000, Ryanair converted its host reservation system from the BABS (British Airways Booking System) to a new system called Flight speed, which it operates under a 10 year hosting agreement with Accenture Open Skies (Open Skies). As part of the implementation of the new reservation system, Open Skies developed an internet booking facility called Skylights. The Skylights system allows internet users to access Ryanairs host reservation system and to make and pay for confirmed reservations in real time through Ryanairs website which accounts for a 96% reservation of all flights. 3.2.10 Safety: Ryanairs commitment to safety is a primary priority of the Company and its management. This commitment begins with the hiring and training of Ryanairs pilots, cabin crews and maintenance personnel and includes a policy of maintaining its aircraft in accordance with the highest European airline industry standards. Ryanair has not had a single incident involving major injury to passengers or flight crew in its 20 year operating history. Although Ryanair seeks to maintain its fleet in a cost-effective manner, management does not seek to extend Ryanairs low cost operating strategy to the areas of safety, maintenance, training or quality assurance. Routine aircraft maintenance and repair services are performed at Dublin, London (Stansted), Glasgow (Prestwick), Shannon and Milan (Bergamo) by Ryanair and, at other airports maintenance contractors. 4.0 STRATEGY IN ACTION: According to Ryanairs website the company plans to initiate new services and improve existing ones and therefore the author will suggest ways the company can do so. The first is initiating additional routes from the U.K. or Ireland to other locations in continental Europe that are currently served by higher-cost and higher-fare carriers. As economies have just emerge from a recession, customers are more cost conscience and therefore if Ryanair continues to use its no frill strategy it will be able to quickly gain market share and dominance. Increasing the frequency of service on its existing routes, as seen in appendix 13 the most used route is from Dublin to London, therefore Ryanair should increase flights from Dublin to London and vice versa. Starting new domestic routes within EU countries, as the EU Union continues to grow, more markets will open up. Ryanair should try to enter these markets the first so as to gain the first mover advantage such as being the first to exploit the market thus gaining more knowledge about the market. Considering possible acquisitions that may become available in the future. Ryanair acquired a small Dutch budget, short haul, carrier buzz and wanted to acquire Aer Lingus its Irish rival and long haul airline. Although the acquisition failed at the time, Ryanair can still try again but using a different strategy. In the future the airline should appoint a stockbroker to purchase Aer Lingus as it did when its stockbroker Davy purchased the Aer Lingus shares. Secondly, Ryanair should negotiate behind closed doors, the first attempt failed because of media interference. Ryanair should state that it will bring in an expert to handle the organizational structure so that the 2 organizations can be able to work together and allow trade unions so as to win over the trust of the government and the Aer Lingus board. Connecting airports within its existing route network, currently Ryanair is using secondary terminals to avoid traffic and increase its turnaround time. But most customers prefer to use the main terminals and therefore if Ryanair uses both the main and secondary terminals it will be able to increase its customer base. 5.0 CONCLUSION: As seen in section 3.2 Ryanair is using the no frill strategy, the company has positioned itself well in the market and has manage under the leadership of the Chief Executive Officer and shareholder Michael O Leary to become a household name. Although Ryanair is targeting a niche in the market where its customers are willing to forgo extra benefits for the low fare, the company should try to add value for its customers where ever it can and when ever it can to increase brand loyalty and ultimately sales. 6.0 REFERENCE: Ryanairs official website, http://www.ryanair.com obtained on 21st November 2009 at 12:11 P.M G. Johnson, k. Scholes, R. Whittington 2008, Exploring Corporate Culture, 8th Edition, Prentice Hall Ryanairs history 2009 obtained from http://en.Wikipedia.org/Ryanair on 19th November 2009 at 11:23 A.M PESTEL Analysis, obtained from http://university-essays.tripod.com on 19th November 2009 at 12:00 P.M S. Cairns and C. Newson, predict and decide: Aviation, climate change and UK policy, ECI Research Report 33, Environmental Change Institute, University of Oxford 2006 D. Milmo, Ryanair the world least favorite airline, Guardian 26 October 2006 Center for Asia Pacific Aviation 2009, obtained from http://www.cntreforpacificaviation.com on 15th November 2009 at 2:12 P.M BBC WORL NEWS, fast track, interview with Michael OLeary time 11:55 28th December 2009 Ryanairs marketing mix 2009 obtained from http://www.marketingteacher.com on the 27th of November 2009 at 12:06 P.M. Ryanairs competitive advantage obtained from http://www.slideshare.net/puya455/newanalysis-of-ryanairs on the 27th November 2009 at 1:00 P.M Ryanairs value chain analysis obtained from http://www.peerpapers.com/essays/Ryanair-Value-Chain-Analysis/171123.html?topic

Myth and Archetype Analysis

When life presents us with an opportunity where we can get ahead, or allows us a chance to make a past transgression right, we are obliged to discern the occasion and take action. We must move forward with confidence, and not look back, for this may be a once in a life time opportunity. Indecision or hesitation may cause us to miss out on what we really desire in life, and what we may end up with instead is a life filled with regret. Unfortunately, the latter is the case in the Greek myth of â€Å"Orpheus and Eurydice† and The Bible story of Lot and his wife. It was the uncertainty, and lack of confidence in which Orpheus, Lot, and his wife displayed that caused ruin over their lives. In the two stories, the situation archetypal elements were opportunity, doubt and doom. Hell or the underworld was their fate, however in each situation they were given the chance to be spared, but doom and doubt blocked their stroke of luck. In life we must recognize when we are being presented with an opportunity that we may never receive again. In the myth â€Å"Orpheus and Eurydice†, Orpheus was granted a once in a lifetime chance to rescue his beloved Eurydice who had carelessly stepped on a snake, and was carried off to Hades. He immediately partitioned to the gods of Hades, and was granted the opportunity to journey to the underworld to rescue the one who held his affections. With the possibility of having her life spared, Orpheus began to plead his case. In the lyrics of his song to the gods sprung forth the despair he was feeling. He sang, â€Å"Oh gods of the underworld, to all who live must come, hear my words. I am Orpheus, son of Apollo, and I seek my beloved Eurydice. Let me lead her to the earth, or I myself will remain here, for I cannot return alone†. (2) His song was so sorrowful, even the gods of Hades were filled with pity, and could not deny Orpheus’ request. He had received his break, and soon he was reunited with Eurydice, and was allowed to take her back to earth, but only after receiving strict instructions that he must not look back at her, or speak to her, until they reached the upper air. 4) When we receive favor from the gods we must operate in confidence, and that is what Orpheus did. Feeling certain, he took the lead, as they journeyed back to earth moving ever so swiftly, and with great anticipation of making it to the other side. Consequently, just as these emotions began to overtake him, his confidence wavered, and he turned around to confirm Eurydice’s presence. In that instant his blessing was dissolved, and she ade him farewell as she was pulled back down into the belly of Hades, and he, sucked up to earth. Because Orpheus did not remain steadfast in his actions, and allowed the spirit of doubt to interfere with his once in a lifetime opportunity: he lived the remainder of his life filled with doom, and regret until the day he died, and could be reunited with his beloved Eurydice in the underworld. When we are given opportunities to better our situation we must not dwell on the past. Instead, we must move forward in confidence that what is ahead is going to be better than where we are. In â€Å"The Book of Genesis†, the Bible tells us the story of Lot and his wife, and how God was going to spare the lives of Lot and his family in return for his protection over the angels. God was going to bless his family by removing them out of the wrenched city of Sodom. While Lot knew that God was going to destroy the city, it was difficult for him to leave. He was so entangled in his wealth and status in the city that he hesitated to walk away. Unlike Orpheus, Lot from the beginning lacked the confidence, and discernment needed to receive his miraculous opportunity: even after his request made to God was granted. He said to God, â€Å"Look, here is a town near enough to run to, and it is small. Let me flee to it- it is very small isn’t it? Then my life will be spared. †(Gen. 19:20) God did grant him this request nonetheless, he proceeded with reluctance. When he hesitated, the men grasped his hand and the hands of his wife and two daughters and led them safely out of the city, for the Lord was merciful to them. (Gen. 19:16). Lot was doomed from the beginning because he did not appreciate where this once in a lifetime opportunity would take him. Moreover, he preferred to remain where he was, denying his blessing once and for all. Not only do we need to be able to identify an opportunity of a lifetime when it comes our way, moreover, we must naturally accept it, and believe in ourselves and the outcome. While Lot reluctantly accepted his blessing to be rescued from Sodom, his wife was also uncertain of there fate even in the mist of being led to safety: and while God rained down burning sulfur on the towns of Sodom and Gomorrah. They had been instructed to run for their lives, and not to look back, and not to stop anywhere on the plain: yet, with safety on the horizon, Lot’s wife looked back, and became a pillar of salt. Initially, since Lot and his wife (especially Lot) did not want to accept the favor God was giving, their out come was reverse and their lives cursed In life ost of us will be granted opportunities big or small that can change our lives. Sometimes human nature would have us second guess what the universe has in store for us. We may ask ourselves the question â€Å"why me†, or we may think ourselves unworthy, or incapable of such opportunities that we camouflage our own success: even when it is in the palm of our hand such as the case in the two compari sons above. When presented with a chance to right a wrong, or to better your life or situation, graciously except your fate, and know that what the universe has for you, is for you.

Essay on To Save the Earth - 1053 Words

To Save the Earth I wonder how much the front yard of my childhood home is worth. Of course, its worth less now than before. Once, a stately tree stood in each corner: a tall lilac, a pine, a cherry tree, and a droopy evergreen. My favorite tree lived in the middle. I never knew what kind it was, but every spring it blossomed in delicate pink, and on warm afternoons, I read under its canopy. The front yard no longer looks like that, however. My father removed the lilac bush because it made the lawn too difficult to mow, and cut many of the branches from the pine and my pink-flowered tree so that friends could park their cars on our lawn rather than getting ticketed for parking on the street. Eventually, my tree died from those†¦show more content†¦He likens destroying our environmental heritage to destroying our cultural one. He questions whether we can really replace or improve upon the works of Shakespeare, Beethoven, Goethe and the Beatles the way some claim science will one day allow us to do with living creatures. Pointing to various psychological studies, Wilson also suggests that we instinctively feel an affinity for other forms of life and hence that living in balance with nature is necessary for our mental well being. Although thought-provoking, his stance isnt persuasive enough to convince someone like my dad, or even me. To convince someone like my dad that the environment is worth saving, a monetary value needs to be attached to it. Wilson does so, exploring the value of the environment as both a source of raw materials and a provider of services. Particularly compelling is his discussion of the forested watershed in the Catskill Mountains of New York, which purifies the water supply for New York City. As the watershed became more and more polluted, Officials in New York City...could build a filtration plant to replace the Catskills Watershed, at $6 billion to $8 billion capital cost, followed by $300 million annual running costs; or else they could restore the Catskills Watershed to somewhere near its original purification capacity for $1 billion, with subsequently low maintenance costs. He also estimates thatShow MoreRelatedSave the Earth and Save Life Essay1102 Words   |  5 Pageseffectively extinct in its natural habitat—and no amount of change can save it. Scientists estimate that just 20,000 to 25,000 polar bears survive in the wild,†(Walker, Gabrielle and Sir David King). Global warming is affecting not only polar bears but also many other species that are going extinct. Habitats are destroyed and islands are invaded by the sea water, slowly sinking. Every living thing and environment on this earth is affected by global warming. 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We can do the small things from home, but it also helps us save the earth. Firstly, I think we should create an organization to called â€Å" SOE (Save Our Earth). Then, we really the cooperation of everybody, we will make a poster and flyer to propaganda every one knew about

Herman Melville Research Paper - 1644 Words

Raju Singh Mrs. McDaniel American Literature Herman Melville Progress is key to living life, but if one is advancing through life with the motivation of revenge, then, in actuality, he or she is truly regressing. Revenge is an extremely corruptive trait. It causes people to do uncharacteristic things that normally would not be done. The perception of right and wrong is blurred and one takes inadvertent actions that may cost friendships, possessions, and even lives. Revenge is often a major motivating factor in the characters that are in the works written during the Dark Romanticism period. One of the most celebrated and influential American authors in history, Herman Melville, was born on August 1, 1819; his reputation was not quite†¦show more content†¦On September 28, 1891 just after midnight, Melville suffered a heart attack and died, leaving Billy Budd in manuscript (Rollyson xxiv). Billy Budd was published posthumously. Moby-Dick is considered to be one of, if not the, best novels in American history. Harper amp; Brothers first published it in 1851 in New York. In England, it was published in the same year under the title, The Whale (â€Å"Moby Dick†). Melville explores topics and themes that were scarcely spoken of and never even seen in a novel. In the novel, the Pequod, which is the ship, is named after a Native American tribe that was exterminated when the white settlers arrived. It is a symbol of death and doom and foreshadows event that occur later in the novel. Melville brings some very controversial themes to light in the novel. Revenge is one of the main themes of Dark Romanticism and Melville uses it to drive every action taken by Ahab. This is seen early on in the novel as Ahab explains to the crew why he has a peg leg and that he wants to enact his revenge on Moby Dick (Melville 160-161). â€Å"Moby Dick is, fundamentally, a revenge tragedy. 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