Business Management and Strategic Management

Running Head: BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
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1BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
Executive Summary
The aim of this report is the analysis and management of business strategy of the Ryanair
Airlines. It is one the largest low cost Irish airline in Ireland which was founded in the year
1984. Under this report discussion will be based on VRIO, SWOT and TOWS analysis. In
addition, Mc Kinsey’s 7S framework analysis will be done. Moreover, the strategic
recommendations based on the analysis of VRIO, SWOT and TOWS will be presented in the
report. Lastly, analysis of the overall suitability, feasibility and acceptability through
evaluation of the recommendations will be presented in the report. Hence, it is concluded that
Ryanair airlines is facing some key issues such as fluctuations in the currency, increase in the
oil price, changes in the government regulations, poor customer services, poor human
resources management. Therefore, the airline needs to identify, analyze and implement the
strategies through utilizing their resources and capabilities with aligning the mission, vision
and objectives of the organization.

2BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Section 1- VRIO Analysis..........................................................................................................3
Section 2.....................................................................................................................................6
SWOT Analysis.....................................................................................................................6
TOWS Analysis.....................................................................................................................8
Section 3- Mc Kinsey 7S Framework of Ryanair Models.......................................................10
Section 4...................................................................................................................................12
(a) Recommendations.....................................................................................................12
(b) Evaluation of SFA on Recommendations.................................................................13
Conclusion................................................................................................................................14
References................................................................................................................................15

3BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
Introduction
The aim of this report is the business management and the strategic management of
the Ryanair Airlines. There are so many low cost airlines which operates in Europe.
However, the most popular airline is Ryanair Airlines. It commenced its operations on 8th
July 1985 and is considered as one of the oldest and largest budgeted European airline
headquartered in Ireland. The operations of Ryanair include 400 aircraft of Boeing 737-800
and one charter aircraft of 737-700. The success and rapid expansion of this airline is resulted
from its low cost model of the business and due to the deregulation of the European
aviation’s industry (Ryanair.com 2019). The discussion of this report will include VRIO
Analysis which includes internal strategic capabilities as well as any limitations in terms of
strategic capabilities. In addition, SWOT and TOWS Analysis will be presented in the report.
SWOT Analysis will include strength, weakness, opportunities and threat of the company
whereas TOWS Analysis will include identification of the options of SO, ST, WO and WT
for the company. Moreover, the models of change management will be discussed. Lastly,
strategic recommendations based on the analysis of VRIO, SWOT and TOWS will be done
and based on the recommendations overall evaluation of the suitability, feasibility and
acceptability will be done. It will followed by summary of the findings and conclusions based
on the strategic recommendations.
Section 1- VRIO Analysis
The resources of the organization include physical, organization, reputation,
intellectual, financial and technological. On the basis of these resources, the core
competencies can be developed by Ryanair. Hence, VRIO analysis is performed for finding
out whether the internal resources helps in competitive advantage or not (Slavik and Bednár
2014).