Business Management and Strategic Management

Running head: BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
Business management and strategic management
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Author Note

1BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
Executive Summery
This report is prepared to perform the S.W.O.T Analysis of the Ryanair Airlines of Europe
and prepare the T.O.W.S. Matrix of the company based on the S.W.O.T. Analysis. Further,
this report will propose the Kurt Lewin’s change management model associated with the
company to transform the change in the existing strategies and business models of the
company. This paper will also provide some recommendations to Ryanair and evaluate such
recommendations in terms of suitability, feasibility and acceptability. Lastly, the paper
concludes that Ryanair is one of the biggest airline company of Europe and have more
opportunity than the threats. Company can easily develop the new profitable policies and
strategies by meeting their weaknesses.

2BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Section 1.....................................................................................................................................3
VRIO Analysis.......................................................................................................................3
VRIO Analysis Matrix...........................................................................................................5
Financial Analysis..................................................................................................................5
Section 2.....................................................................................................................................8
S.W.O.T. Analysis.................................................................................................................8
TOWS Analysis...................................................................................................................11
Section 3...................................................................................................................................11
Change Management Model................................................................................................11
Kurt Lewin’s change management.......................................................................................12
Section 4...................................................................................................................................13
(a) Strategy recommendation..........................................................................................13
(b) Evaluation of recommendations................................................................................14
Conclusion................................................................................................................................15
References................................................................................................................................16
Introduction

3BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
This report will perform the VRIO analysis, SWOT analysis, TOWS analysis of
Ryanair to analyse strategic capabilities of the company. Further, this report will analyse the
effective change management method and theories that Ryanair used to ensure
transformational change and how Ryanair will succeed in overcoming all the barriers. This
paper will also perform the ratio analysis to ascertain the financial performance of the
Ryanair for the year 2011, 2012 and 2013. This project will also use the Kurt Lewin’s change
management model to analyse the successful transformation of Ryanair.
Ryanair is an Irish company having head quarter in Sword, Dublin, Ireland. Ryanair
was founded in 1984 and started its operation in 8th July 1985.The Company is well known
for providing the low cost airline services to its customer in Dublin and London. The holding
subsidiaries of Ryanair are Lauda motion, Ryanair Sun and Ryanair UK (Ryanair.com 2019).
Ryanair was the largest European budget airline by the number of passengers flown in 2016
and carried more international passenger than any other airline. This company is identified by
its rapid expansion too. The deregulation of the aviation industry in Europe helps the
company to succeed in its low cost pricing model in 1997. Currently Ryanair is serving in
more than 37 countries in Europe, Israel, Jordon and Morocco and other countries of the
North Africa and Middle East.
Section 1
VRIO Analysis
This is the business analysis framework that analyses the strategic scheme adopted by
the company at the beginning. This framework performs the internal as well as external
analysis of the strategic choices made by the company for both business level and corporate
analysis and strategic implementation (Skar-Gislinge and Grønne 2016). The main objective