Strategic Management in Ryanair - Assignment

Running Head: RYAN SIR STRATEGIC ISSUES AND RECOMMENDATIONS
Ryan Air Strategic Issues and Recommendations
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RYAN AIR STRATEGIC ISSUES AND RECOMMENDATIONS1
Table of Contents
Introduction......................................................................................................................................2
Summary of the Case Study............................................................................................................2
Critical Issues and Challenges Faced by Ryan Air..........................................................................3
PESTEL Analysis of Ryan Air........................................................................................................5
Recommendations............................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

RYAN AIR STRATEGIC ISSUES AND RECOMMENDATIONS2
Introduction
The following report is a brief study about the organization Ryan Air where the key
objective of the report is to understand the issues and consequences faced by the company
in the market. As compared to the competitive prospective, Ryan air is considered to be the first
Airline industry that is associated with budget system in Europe where the operational aspect of
the company is completely inspired by Airline that is related to U.S budget system, Southwest
Airlines. The study basically gives more emphasis under the area of certain challenges the
organization is currently facing along with some recommendations are added to make the study
more demonstrative and understandable. Apart from this, clear analysis of the company’s
micro and macro environment factors and SWOT analysis is performed to evaluate the
organizations performance in the international market on all aspects.
Summary of the Case Study
This respective report is completely based on an analysis conducted through a case
study which is related to Eleanor O’Higgins’ where the review about the organization Ryan
Air was conducted in the year 2007. However in the respective part, research that is related to
other secondary part of the organization is clearly analyzed and is applied to support the key
arguments that are related to the study.
As per the information prospective related to the case study, some of the critical issues
that are faced by the company is identified in the study as a part of restructuring the key
issues that are associated with the organization in the market under the part of
competition. On the other hand, clear understanding about the company’s internal and external

RYAN AIR STRATEGIC ISSUES AND RECOMMENDATIONS3
environment is made in the report. In order to bring a clear justification on the conducted
argument about the organization Ryan Air, theories and models that are related to the system of
strategic management such as PESTEL analysis is performed to make the study more
effective and competitive.
Critical Issues and Challenges Faced by Ryan Air
Although, it is considered to be a stated factor that the organization has been facing
several problem and consequences under the area of cost structure, apart from this they
managed to grow and survive in the market based on their performance on all terms. According
to Ryan Air, as compared to their market performance they are successful in implementing
different market strategies in order to enhance the organization to survive in tough
competition and under the area of gaining better competitive position in Airline market.
It is identified that the organization was believed to be one of the most punctual
service providing Airline Company between London and Dublin. And, because of their
strong and competitive market strategy in the Airline industry, currently Ryan Air is
considered to be the largest Airline Industry that is placed under second position in the market
of Europe and United Kingdom in terms of low fare service offered by them1. The overall
network of the organization is related to the total of 57 routes over 11 countries assisted by 31
Boeing fleet almost 737-200 and -800 aircraft along with the total of 1400 personnel and staff.
For the purpose of creating adaptive positioning strategy in the market, the key emphasis
of the organization is under the area of remaining more cost oriented through the system of
1 Weible, Christopher M., Kristin L. Olofsson, Daniel P. Costie, Juniper M. Katz, and Tanya Heikkila. "Enhancing
Precision And Clarity In The Study Of Policy Narratives: An Analysis Of Climate And Air Issues In Delhi, India".
Review of Policy Research 33, no. 4 (2016): 420-441.