Each strategy is used to identify potential growth

Strategy and Case
Analysis
Ryanair

EXECUTIVE SUMMARY
The report is focused on doing an analysis of the business by making a study of case. The
company chosen for case study was Ryanair. It was concluded from the report that Ryanair has a
high bargaining of buyers as well as its suppliers. The company has a high potential for
expansion in the Sub continental region but the competition in the region is intense which will it
have to take into consideration. In addition to that, company has a high risk due to Brexit as it
has many bases in the UK region and generates a high amount of business from there.

CONTENTS
INTRODUCTION...........................................................................................................................1
CONTEXT.......................................................................................................................................1
THEORY.........................................................................................................................................1
ANALYSIS......................................................................................................................................2
Porter’s five forces.......................................................................................................................2
PESTEL analysis.........................................................................................................................3
VRIO Analysis.............................................................................................................................5
Discussion........................................................................................................................................7
Ansoff’s Matrix...........................................................................................................................7
CONCLUSION................................................................................................................................8
RECOMMENDATION...................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The report will focus on analysis and strategic positioning of the company in the market. A case
study of a business will be considered for preparation of this report. The company chosen is
Ryanair, it is an airline company based in Ireland (Uwagwuna, 2011). For the analysis various
models like Porter’s five forces, PESTEL and VRIO will be applied to find out the marketing
position, situation of the industry along with analysis of Ryanair’s internal and external
framework. In addition to that, report will make thorough analysis to identify the factors
affecting the positioning of the company in the existing market and its future market capacity.
Moreover, the report will also use Ansoff’s matrix to identify the potential strategies which can
be adopted by Ryanair in order to make an expansion (Barney & Hesterly, 2010). In the report a
precise discussion of the analysis will be done.
CONTEXT
Ryanair DAC is an airline company found in 1984 in Ireland. The company is popularly known
for its low cost airline facilities. It the largest budget airline in Europe and has served more
passenger than any other company in the region. It has a large fleet of 300 Boeing 737-800
aircrafts and other aircrafts for summer season traffic time. It carries customers in more than 40
countries in Europe and North Africa.
THEORY
Ansoff’s matrix: This is a strategic planning tool used by the management of the company to
identify the potential strategies for future growth of the company. The matrix consists of four
strategies i.e. market penetration, market development, product development and diversification.
Each strategy is used to identify potential growth alternatives for the business along with the
risks that are associated with the strategy. Among the four strategies diversification is the most
risk carrying strategy as it involves creation of a new product and new market expansion.
Porter’s five Forces: It is a marketing framework which is used by the company to identify and
analyse the competition persisting in the market (Dobbs, 2014). The framework operates on the
basis of organisation economics to identify the five forces involves in finding out the intensity of
competition in the market. It involves bargaining power of supplier and buyers, Rivalry in
market, substitutes and threat of new entrant to find out the competition in the industry.
1