Strategic Planning In The Airline Industry Management Essay

Strategic Planning In The Airline Industry Management Essay Today we can see that low cost airlines have become a trend around the globe. Numerous airlines applied such strategy, some succeeded and some not. One of the main benefits that low cost airlines have over superior airlines is that there cost will not be to a point where they can create a yield at low fares in larger markets. One of the pioneers in Europe of such strategy of low cost and no-frill airline was Irish company Ryanair 1985 was the birth year of Ryanair, it employed only 57 and with one 15 seater turboprop plane they use to have flights from South of East Ireland to London-Gatwick airport they carried about 5000 passengers on one route (Harrison, 2002). In 1986, inspired from the story of David and Goliath the company go after the big guys for a slice of the action and end up smashing the Air Lingus or British Airways high fare cartel on the Dublin-London route. Employees of Ryanair increase from 57 to 120 employees, and as they use to carry 5000 it increased to 82 000 passengers on two routes. Within next two years company hired 350 staff and there average maximum passengers increase up to 600 000 people, next two years in 1991 it reached 700 000 passengers. Strategic Position The Macro-environment (PESTEL) PESTEL analyses stand for Political, Economic, Social, Technological, Environmental and Legal. These are factors that affect the business in present and in the future. Political Rise of route charge by the government Upsurge in trade union density New law was passed by government the law for carbon emission Due to terrorism attacks on airlines UK government put additional security measures Nationalized carriers supported by French government Dispute in Business deal from Airports and Airlines regulators bodies with Remain lead to of Ryanair being the legal eye of the government. Government supports their own lost cost carriers because of nationality. Rise in tourism Economical Rise growth rate in GDP (Bank 2006) petroleum products and fuels ceiling high price Unemployment rate slash down to 8.7% (NA, unemployment in Europe 2006) Devaluation of US dollar 1.7% inflation rate of European Unions (NA Euro Area Annual Inflation Down 2006) Uncertainty of fuel and energy costs Social Rise in older market Corporate traveling growing Fear of air traveling due to terrorist attack (09.11) Increase in traveling life style (more and more people traveling now, its becoming common thing) As the economy was increasing before credit crunch there was increase of interest to fly for a vacation which helped to Airline Industry Company may fly more frequently if it costs them less Comprehensive range of demographics of views can be attracted by low cost airlines Technological Technological development (High fuel efficiency, less noise pollution and lessening of carbon emission by the supplier Boing Rise of Internet rivalry Web sales/ services (online check in) Low fuel consumption transport (airlines, cars, buses e.g.) Environmental Global worming Noise level controls Green House-carbon emissions Legal Charges of false advertisement (such in case of Ryanair related to secondary airports) Favoring of company to state owned company Safety of passengers and cabin crew Increase of airport administering charges 2.2 The industry environment (PORTER) Porters five forces consist of threat of entry, suppliers power, buyers power, substitutes and rivalry. Threat of entry A ruling was passed in Europe which removed barriers for different competitors to enter European airline business. New competitor or newly established competitor established airlines on established airways lose money in different routes at start, therefore high capital required. Also high capitals required in order to purchase or rent aircrafts, and cover all other costs. European countries has many landing slots which were reserved or used by national carries, so due to scarcity of landing slots it act as barrier for entry for new and competitors Airways which in turn helped existing players to play for a long time in aviation Industry Limited slot accessibility makes it challenging to find appropriate airports Moderate threat of Entry for Ryanair Suppliers power Switching cost is high, If Ryanair wants to switch from one supplier to another they have retrain there pilots and mechanics There are two main aircraft suppliers Airbus and Boing. However there has been increase in aircraft parts suppliers which lead to fierce competition between Airbus and Boing. In last decade there was rise and fall in oil price which has direct relation to fuel. There are two types of Airports called as primary and secondary Airports. Primary have greater power because high demand for such airport. Power of Airports increases as Air traffic increases. Whereas secondary airports have low power, because they depend on airlines. Low-Medium power of suppliers for Ryanair Buyers power Millions of people in Europe who are willing to travel by air. Power of travel agents have fallen due improvement in technology and now customers can purchase or oven check in online. Also some airlines such as Ryanair provide not only flight tickets but also various services such as hotels, car rentals, and travel insurance. In low cost airline customers very price sensitive For customer switching from one airline to another is simple and no costly Strong power of buyers for Ryanair Substitutes There are ways of traveling such as train ways, buses, boat and cars. However they are not fast as airplays and can be used for long destinations Very Low threat of Substitutes for Ryanair Rivalry Some competitors thinking of adding new feature to their services such as comfort and extra services for their premium customers or business class. Better destination routes for example usage of primary airports. (however this all costs extra) Because of economic recession especially in United States rivalry in European increased. Various Merges and Acquisitions (Air France-KLM) Some airlines using discounts and special promotion to attract customers and create brand loyalty. Cost advantages can be easily copied, hard to have competitive advantage As we know Ryanair and Easy jet hold most of market which around 80% for low fares however these two companies never faced face to face they usually flight to deferent routes, but if they go to same rotes have rivalry could be seen (price war) because there services do not differ at all. Medium High threat of Rivalry 2.3 SWOT analyses Following graph illustrates Ryanairs strength and weakness and industry opportunities and threats. Resources and Capabilities Resources and capabilities assist the company for achieving competitive advantage. Although the market and environment create outside limitations and forces, a firms reaction over resource distribution and capability development become a foundation of competitive advantage. Resources can be tangible and intangible assets that firm may implement into its strategies. Capability is how firm uses its resources in order to have competitive advantage. For Airline Industry (especially Ryanair) it can be: cheapest prices Simples processes (no frills) Concentrating on specific market segment Ground-breaking approaches on price cutting Speedy turnaround time Coming back to Ryanair, there resources are: Human Resource- the company employees 2700 people Intellectual Capital skills, abilities, skills, talents and knowledge Financial Resources -Ryan Family, shareholders, investors and creditors Physical Resources aircraft fleet, headquarter, secondary airports Following graph shows Ryanair Resources Following Graph presents Ryanair Capabilities Sustainable Competitive Advantage Even today Ryanair is market leave for low cost airline in Europe. They manage to have lowest price even though the existence of other low cost airlines in Europe. Its ability to drive down costs to keep low fares while it stands lucrative gives them competitive advantage over there competitors. As stated Michael OLeary Any fool can sell low airfares and lose money. The difficult bit is to sell the lowest airfares and make profits Aircraft commonality: Ryanair use Boeing 737 aircraft most common aircraft used in the market, due such reason they can easily cut on costs in getting replacements and maintenance services for this aircrafts. Third party introduction: Ryanair contracts out its ticketing, baggage handling, aircraft handing and other services to other companies who specifically specialize on such areas. In such was they can gain competitive advantages, also by making multi-year contracts with those third parties in order no expose to rise of prices. Cost of Marketing: Ryanair amended its rate, commissions to travel agents in order to reduce marking costs. They also use radio, television, newspaper and their own website to advertise themselves (Ryanair website is top five recognized name in Google) Route Policy and Airport handing costs: each airline have to pay airport handling fees such as: passenger loading fees, aircraft parking fees, noise surcharges and landing fees. In order to save on these costs Ryanair uses secondary airports where these costs are much lower and easier negotiable. For example Ryanair uses Frankfurt Hahn, 123 kilometers from Frankfurt, Torp, 100 kilometers from Oslo and Charleroi, 60 kilometers from Brussels. Productivity and employee cost: Ryanair uses performance related pay structure as most companies do now. This strategy may benefit both company and employees. In this structure employees can earn additional pay or remuneration base on their performance. So better they work more they paid. Ryanairs Cost efficiency strategies Cost reduction Strategy In order to have competitive advantage Ryanair uses cost-reduction strategy this consists of five major areas (in Aviation industry): Route policies Fleet commonality Contracting out services Airport charges Route policies Manageable staff costs productivity and managed marking costs Economies of scare: Ryanair achieved economics of scare from start until end of its function process same as any other low cost airline there market aiming to achieve. The have reduced the half point in time of airlifts in airports and they have resourcefully used their staff. They also have great deals from Boing during bulk purchases. Supply costs Ryanair uses secondary airports in order to avoid high prices and air traffic, which reduces costs and time, crucial aspects of low cost airlines. Benchmarking Texas based functioning South West Airlines is benchmarking of Ryanair Core competencies In addition to low price flight Ryanair also offers different subsidiary services and employments in various activities associated with its middle air customers service. They offer travel insurance, accommodations, car rentals all necessary things that required for a trip. Ryanair believes that thanks to internet this services become easier to be sold online and this lead to increase of sale, which lead to dropping costs per unit basis. By avoiding primary airports they manage to keep their costs very low so as there prices. So as non -flight instinctive services, in-flight public sale of beverages, food and suppliers and internet-related services. The strategic situation Positioning Ryanair cost leader in European market for low cost airlines, they have numbers of rankings such as: No.1 for passenger traffic- over 23m for 2004 overtaking Easyjet. No.1 for passenger growth- 50% + this year No.1 for European routes (149) and bases (11) No.1 for customer service delivery- punctuality, flight completion and fewest lost baggage Ryanair strategy Ryanairs set up its aim as being leader in the low-fares market in Europe. Their aim to offer cheapest fair and increase passenger traffic, by having large amount of customers at lower price profit may rise even though price be so cheap. Their aim to offer low fares that generate increased passenger traffic. A nonstop focus on cost control and functional efficiencies is a dynamic amount of the Ryanair way of doing things. Followings are key strategy elements of Ryanair: choice of roots, low operating costs, low fares, frequent point to point flights on short haul routes, personal expenses, customer service costs, aircraft equipment costs, airport access fees, focused criteria for growth and maximizing of website. Porters Generic Strategy Porters generic strategy is one the tools that can be used to find out position of the company in the marketplace. By using this tool we may find out position of Ryanair in the marketplace thats its operating. A company positions itself by leveraging its strengths. Aim of each organisation to be recognized in the business area (except charity organizations and no profitable organizations), with such aim, these organizations try to identify there position in the marketplace by using Porters generic strategies that enhances their competitiveness. Business may choice one of the five different generic strategies: cost leadership, differentiation, focused cost leadership and integrated cost leadership/differentiation. Each of these generic strategies assists particular company to locate and use competitive advantage within specific competitive score.By applying these strengths, three generic strategies are resulted: cost leadership, differentiation and focus. Cost leadership, differentiat ion strategy and focused differentiation strategy can be used by a company. Cost Leadership Strategy business categorizing and handling its value-adding activities in order to have lowest cost of the product in the market that its operating. Cost gain might be because of product quality, design or the services that comes with it. Differentiation Strategy is about that sellers product is superior to other competitors products in that specific market. This might be because product may have uniqueness that other products that offer by other competitors do not have or the service that that company provides with specific product, for such differentiation company may charge its customers premium price for that differentiated product. But there is a risk in this strategy; the risk is that differentiated product may be easily imitated by other competitors or customers tastes may change. Focus-Differentiation Strategy aim of this strategy is to target specific segment of the market for a product, and do not target many markets or entire market. The best to use this strategy is to dosing and exploit product specifically for particular segment in the market. However there is risk of imitation and changes in the targeted segment. Ryanair strategy was combination of all three strategies. At start company focused on a narrow customer segment (Irish and UK citizens who didnt wanted to fly by brank airlines). Also they offered the lowest cost of fare in airline industry in Europe. Last but not lease they were first who started low fare no frills airline in Europe before competitors imitated there differentiation. Aim of Ryanair is to provide low fares and no frills service in order to stimulate demand. Initially they did not planned to have lowest price, but as they expended to Europe they had to focus on critical success factors to survive and succeed in such greater market from their started segment. Today Ryanair considered as cost leader, they have large passenger volume at the same time they have lowest fares in their own market. Originally when Ryanair was born in 1985, they delivered listed passenger airline services among Ireland and the UK; however it has reformed itself and moved from a full service conventional airline to the first European low fares, no frills carrier. Before they shifted towards such strategy in late 90th Ryanair faced some trouble and had to dispose of five chief executives, recoding losses of IRÂ £20 Million even though passenger volume increased. In order to survive Ryanair needed some innovative strategy therefore new team was created, headed by Michael OLeary. This new team especially Michael OLeary decided to redesign the company and soon they become first low fare no frills airline in Europe, following step of successful American Southwest Airlines. By using Porters generic strategy it was hard to define which strategy Ryanair using, it located itself somewhere between cost leader and a focuses as they had lowest cost and focused product and segment, but it can be said that it is more focused strategy. As it was stated before each strategy has its own risks, and this strategy which is used by Ryanair may have risk: being that the niche can get saturated and competitors assault the segment that they operating currently. When Ryanair become first low fare no frill airline in Europe it did not had any competitors, so they were easily and without fear experimenting with their strategies, trying and mixing focus and cost leadership and deciding which one of them they want most. However being the only one in the market did not lasted much, soon new and first competitors entered Ryanairs segment. Which met that Ryanair urgently needed to define their strategy. So Michael OLeary decided to stay with cost leadership strategy (in which th ey succeeded in 1997, Ryanair was floated on the Dublin Stock Exchange and on NASDAQ) Strategic choice Long Term Vision Ryanair have one the highest amount of routes in low fare European airline market and outperform every other carrier on that sector even in not low fare sector. They also seek to endorse a high level of progression. Ryanairs strategy have been assisting them to become cost leader in the low fare market, but how long this strategy will help them to have competitive advantage, what will have in the future? Will this strategy work and can they have competitive advantage? From USA market of low fare airlines it was seen that there can be only one or two major players (southwest Airlines have approximately 50% of market share) in specific area, same as in Europe two majors Ryanair and easy Jet (Ryanair and Easy Jet have 88% of market share, and 12% other minor players). But there is no guarantee for being always market leader, one day Easy Jet may easily takeover Ryanair market position and be cost leader in there market they operating currently. However there is big gap between low-cost airline within air industry in European and USA. In European air industry, a low-cost airline represents only 7% of total air industry, far less than 25% of their American counterparts. So there is large potential for future growth within European for Low-fare airlines in air industry. Growth of Low-Fare industry within Europe It is been predicted that within five and ten years low fare7% low fare airline industry representation will grow up to 14%, which is about 1.4% per year (which is low number). Fast pace at which the industry has been developing, assisted Ryanair to be triumph. However now the market they have been operating will no longer be growing so fast in upcoming future. Therefore it is necessary for Aryan to develop in order to tolerate their performance. There are some options there are available: Ryanair should increase the frequency of Existing Routes At the moment Ryanair losing customers who demand for more flexible schedule, they losing because they have only 3.88 flights per day, which is considered very low number compare to traditional carries and Easy Jet. Therefore they must increase the frequency of Existing routes, in order to regain lost customers, and steal customers from Easy jet and traditional carriers. Open new routes in Europe. At the moment Ryanair operating in many routes, it might be good strategy to increase number of routes and therefore frequency. They may open new routes that they are not operating yet. It may be that routes where the rivalry is a more costly traditional carrier, therefore by offering cheaper price (with no frills) they may easily attract new customers Improve mainland functioning areas By looking other destination that they (Ryanair) does not operating they should not forget about rotes that they already operating. Although they already operating in most countries of Europe there is still demand for some flights. Expand into North Africa Interests of tourists and business have been rising towards North Africa. At the moment SN airlines are major airline that provides with flights to North Africa from Brussels, however it is not low-cost airline or traditional carrier. Therefore Ryanair may easily enter and offer low cost flight to North Africa and may easily gain market share. Expand into Eastern Europe This area of European becoming more popular by tourists and business travel, and still growing popularity. However there are only low numbers of low-fare airlines that provide flight to there, Airlines such as Sky Europe. However there are a lot of routes that are not reveled yet and have large potential. And it is good strategy for Ryanair to enter those markets first and be market leader. Gaining Market Share from Charter Flights Ryanair may try to gain market share from charter flights, because charter market represents 25% of overall European air traffic, which is very high percentage. Todays modern world educated most European citizens with internet and online usage, this comes perfectly for Ryanair (top five website in Google) to use their website as resource. More and more people using internet to purchase online therefore travel agents becoming no longer popular. Currently Ryanair offers some packing holidays, but by increasing those package holidays they may gain some market share form charter flights. Ryanair website They also may continue promoting there website in order to pursued customer to by online, making them save on cost of call centers and no agents strategy. More cost cuts As we know Ryanair is cost leader in low fare market in airline Industry in European, However there is always gap to cut more cost, therefore they could try to find where else to cut cost and not lose value and attitudes of customers towards them. Strategic Decisions and Recommended strategy: Ryanair should increase the frequency of Existing Routes They may add three more extra plains to the existing plains and routes that they already have form London Stansted. Currently London Stansted airport already operating at its capacity therefore only three plains can be added there. They also need to add four more plains from London Luton which they already have such route. London Luton airport provides positive substitute for those companies that seek to expand their London base It would be good if they add ten more extra plains to Dublin Airport. At the moment Ryanair having some problems with local airport authorities (Aer Rianta) which already under discussion of dealing with this problems and improving there relationship. Therefore this expansion at this base is planned. At last add extra 8 planes to the Spanish and Italian routes currently already operated in those markets, also few more planes to trend holiday destinations, this will allow them to rise there market share by taking from charter companies there market share. Open New Routes in Europe Even though Ryanair has already entered most countries if not all in Europe it is very difficult for them to find new market and more risky going outside European countries. As Ryanair stated they plan to add extra 25 new rotes within 10 years. Improve mainland functioning areas Within in last decade Ryanair went through rapid expansion, and got functioning bases around all Europe: Milan (Bergamo), Barcelona (Girona), Frankfurt (Hahn) and other popular business and tourism detestations, those areas also have popularity for future growth. Additional 25 plains can be added to these new areas in order to strengthen their position in this already operating area for over the coming years. Enter into North Africa Market Two routes will be set up in North America; each route will have four flights per day, so in total eight flights to North Africa per day. The frequency of flight to North America over the years will grow. New language may be added to the website of Ryanair in order to facilitate new customers. Expand into Eastern Europe This market can be served by three bases. Each of these bases will have 7 destinations which lead to total of 21 routes. Same as North African flights frequencies will rise over the years. But will lower margin compare to North Africa. New language may be added to the website of Ryanair in order to facilitate new customers. Unallocated Aircraft Ryanair order 15 extra plains which will be deliver in 2010-2013 basically these coming years however they are unallocated yet. These planes may be allocated to new rotes or to existing rotes depending on the analyses that will be done by Ryanair. Maybe they enter new market. This plains maybe easily used for the strategies mentation before at point 1-5. References: www.ryanair.com Ryanair official website Ryanair Case study Research done by Solvay Business School on Ryanair Plc. http://solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdf http://ivythesis.typepad.com/term_paper_topics/ryanair/ http://www.grin.com/e-book/55005/marketing-plan-for-ryanair

Antigone Essay

The story of Antigone is a tragic story that means that the universal themes are going to make the audience thinks twice about their decisions or life itself. This story has a lot of universal themes like facing darkness, role of women and the most important theme in my opinion would be injustice. This universal can be applied to today’s world. Facing darkness! After the two brother named Eteocles and Polyneices fight for opposites sides Creon decides to buried of the brother that fight for his kingdom ,in this case would be Eteocles and he decides not to buried the other brother because he was fighting against his kingdom. Creon said that â€Å"Polyneices is a traitor and should not be buried and he should be giving to the slavery â€Å" (Sophocles 1109). Creon also said â€Å"Anyone trying to bury Polyneices should pay with death† (Sophocles 1109). This is the point when darkness began for Antigone figuring out how she is going to buried her brother that she love an d if she is caught she was willing to pay with her life because that prove how much she loved her brother. After Antigone death happen the darkness began for Creon because he killed his father and his song and now looking for forgiveness something that he didn’t deserve. To finalize with this theme darkness change this kingdom. Women can make a huge impact. The story of Antigone reflects this by Antigone fighting on what she believes something that no man was willing to do. She decides to go against his uncle, the king Creon. Antigone tells her sister Ismene that â€Å"she will bury Polyneices and that Creon has no right to keep me from my own† (Sophocles 1105). Irmene tell Antigone â€Å"Remember we are women, we’re not born to contend with men† (Sophocles 1105). Antigone tells her sister â€Å"I will raise a mound for him, for my dear brother† (Sophocles 1106). Back then women was afraid of men because they didn’t know how to stand up in what believes for. A perfect example of this would Irmene; she tells Antigone that she didn’t have the courage to join her. In the end Antigone died happy knowing she did the right thing and from that point women began following her examples. How the theme of injustice is reflected in the story? To start with, injustice  happen from the beginning the story w hen Creon announcing that Polyneices is not going to be buried until the part of Creon killing his own family. Antigone was a person who believes that family members should be treated with respect and she was willing to the right thing no matter what happened to her. For example she believes everybody should be buried no matter what they did. In the other hand Creon was person that wanted to follow tradition from the city and God according to him and he was willing to do anything that he thinks should be helpful even punishing his own family. Creon killed his family because they were in favor of Antigone and that is not reason enough because they just were expressing their opinion. To sum up, these universal themes are reflected in the play Antigone. Out of those themes injustice have to the most impact in this story because that what this story main focus for the readers. The story can be applied to today’s world by everything having a consequence. For example Creon regrets killing his father and his son and wants forgiveness from God. If woman like Antigone didn’t have the courage to do what she did, women today would be still fear men and the government like Irmene. Works Cited Sophocles. â€Å"Antigone.† Schakel, Peter and Jack Radi. Approaching Literature. Boston,New York: Bedford/St. Martin’s, 2012. 1103-1141. Story.

Narrative Essay Topics for Grade 7 - Overview

Narrative Essay Topics for Grade 7 - Overview Narrative Essay Topics for Grade 7 Options The most frequently encountered paper writing service that the majority of our clients require is essay writing. Once you get your completed essay, make sure you tell all your friends what an excellent service it is and what's the ideal place to purchase cheap essays. There's no need to discover extraordinary stories to compose a narrative essay that's interesting to read. You may also pick any latest research work that's somewhat controversial to allure the readers to compose argumentative essay. Narrative essays can be an enjoyable challenge if you're an excellent storyteller. A narrative essay is a part of writing that is written from the very first person perspective. What instantly makes the personal narrative essay stick out from the other essay types is the fact that it is written in the very first individual. Writing narrative essay is thought to be the simplest and most entertaining sort of essay to construct. The cost of an essay is dependent upon the total amount of effort the writer has to exert. Don't hesitate to refer to the appropriate writing tools required to continue to keep your essay attractive. An essay should have a thesis or main proposition. Argumentative essays are usually longer than other essay forms and have to incorporate the thesis in the very first paragraph, together with cogent explanations for why the reader should care about the thesis statement. There are various kinds of article writing. To earn a story interesting, the author can add some fun bits but the the heart of the post shouldn't be altered in the approach. Each idea needs to be marked off with a little sentence and set in the writing list. Although you may make a normal story sound spectacular using the perfect words and the suitable technique, more than often the topic receives the credit for a valuable bit of work. After discovering our website, you will no longer will need to bother friends and family with these kinds of requests. Write about a time once you got prepared to leave your house, loved ones, and everything you knew for some amazing new adventure. Attempt to keep it entertaining because most of us understand that nobody would like to read a boring story. It's better to write and share your individual stories with different individuals. Lies You've Been Told About Narrative Essay Topics for Grade 7 Students lead busy lives and frequently forge t about an approaching deadline. Some students utilize the very first idea which arrives in their head and work on it, but the outcome isn't successful. Every student demands help with homework from time to time. Upcoming college students may also be requested to compose a college essay for a part of their very first requirements. Stories about traveling have an outstanding potential. Friends are an important portion of your life and you'll remember a lot about them even if you are gone. There's, clearly, a limit on the range of pages even our very best writers can produce with a pressing deadline, but generally, we can satisfy all the clients seeking urgent assistance. There are many distinct kinds of items that you could go detecting for. Discrimination Mode' is included to take out the detection of unwanted metals like iron. It's tricky to pick just 1 topic whenever there are so many you could write about. A personal narrative essay must be engaging, meaning you must include superior ideas with the essential points of information. Writing a great narrative essay is dependent mostly on the subject you chose. It is better to compose an essay about a certain event in your life rather than simply describing a time-period generally speaking. A narrative essay is permissive in terms of selecting the topic. When you select the essay topics, think if you're able to say something interesting through it. As soon as you've chosen a narrative subject, you're prepared to get started writing your essay! Picking the topic for your essay might be the hardest part.

Why Is Ice Blue (Or Does It Just Look that Way)

Glacier ice and frozen lakes appear blue, yet icicles and ice from your freezer appear clear. Why is ice blue? The quick answer is that its because water absorbs other colors of the spectrum, so the one thats reflected back to your eyes is blue. To understand why, you need to understand how light interacts with water and ice. Key Takeaways: Why Ice Is Blue Ice appears blue because water is intrinsically turquoise blue.The color of ice deepens with increasing thickness and purity.Ice that appears white often contains a lot of air bubbles, cracks, or suspended solids. Why Water and Ice Are Blue In both its liquid and solid form, water (H2O) molecules absorb red and yellow light, so the reflected light is blue. The oxygen-hydrogen bond (O-H bond) stretch in response to incoming energy from light, absorbing energy in the red part of the spectrum. Absorbed energy causes water molecules to vibrate, which can lead water to absorb orange, yellow, and green light. Short wavelength blue light and violet light remain. Glacier ice appears more turquoise than blue because hydrogen bonding within ice shifts the absorption spectrum of ice to a lower energy, making it more green than liquid water. Snow and ice that contains bubbles or lots of fractures appears white because the grains and facets scatter light back toward the viewer rather than allow it to penetrate the water. While clear ice cubes or icicles may be free of the gases that scatter light, they appear colorless rather than blue. Why? Its because the color is too pale a blue for you to register the color. Think of like the color of tea. Tea in a cup is darkly colored, but if you splash a small amount onto the counter, the liquid is pale. It take a lot of water to produce a noticeable color. The more dense the water molecules or the longer the path through them, the more red photons are absorbed, leaving light that is mostly blue. Glacial Blue Ice Glacial ice starts out as white snow. As more snow falls, the layers below it become compressed, forming a glacier. Pressure squeezes out the air bubbles and imperfections, forming large ice crystals that permit light transmission. The top layer of a glacier may appear white either from snowfall or from fractures and weathering of the ice. The glacier face may appear white where its weathered or where light reflects off the surface. A Misconception About Why Ice Is Blue Some people think ice is blue for the same reason as the sky is blue —Â  Rayleigh scattering. Rayleigh scattering occurs when light is scattered by particles smaller than the wavelength of the radiation. Water and ice are blue because water molecules selectively absorb the red part of the visible spectrum, not because the molecules scatter the other wavelengths. In effect, ice appears blue because it is blue. See Blue Ice For Yourself While you may not get a chance to observe a glacier firsthand, one way to make blue ice is to repeatedly poke a stick down into snow to compress the flakes. If you have enough snow, you can build an igloo. When you sit inside, youll see the blue color. You can also see blue ice if you cut a block of ice from a clean frozen lake or pond. Source Braun, Charles L.; Sergei N. Smirnov (1993). Why is water blue?. J. Chem. Educ. 70 (8): 612. doi:10.1021/ed070p612