Ryanair Strategic Management Analysis

STRATEGIC
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Ryanair – Background Information .......................................................................................1
External : Airline Industry Analysis ......................................................................................1
Brief Competitor Analyses ....................................................................................................3
Internal : strategic Capabilities ..............................................................................................4
Strategic Directions Options .................................................................................................5
Strategy Selection and Justification ......................................................................................6
Conclusion and Recommendations..................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Strategic management refers to the process which help the company for analysing,
monitoring and continuous planning and also helps to achieve the goals and objective of the
company. Ryanair is the Irish low cost airline that was founded in 1984. In the present report it
covers the background of the company and also cover the internal and external analyses which
are help to identify the various factor which effect the business. Strategic direction tools are used
to evaluate the Ryanair's strategic choice and future direction. Further it covers justification
recommendation of the strategic direction.
MAIN BODY
Ryanair – Background Information
Ryanair is Europe 's largest airline, founded in 1984. Ryanair has grown from a small
airline, flying the short journey from Waterford to London Gatwick, into Europe 's largest
carrier. Headquarter of Ryanair is situated in Swords, Dublin, Ireland. Ryanair now has over
13,000 people working for the company. The strategy of the company focus on low cost and no
frills airline. The company has approx 1000 route network that serves around 37 countries such
as in Morocco, Israel, Jordan, Europe, North America and many more. In 1997 the company
went public because of its rapid growth, the money raised used to expand the airline into a pan-
European carrier (Moutinho and Vargas-Sanchez eds., 2018).
External : Airline Industry Analysis
PESTEL analyses is the tool which helps to identify the element which are present in
macro – environment and also influence on the way Ryanair makes its decision. This include –
political, economic social, technological, environment and legal factor which are discussed
below-
Political Factor
Political factor are the factor which affect the decision making process. The airline is
affected by the decisions posed by the other political organisation like the OPEC, in this the
organisation unite the oil producing countries and then decide the oil costs. This influence
Ryanair as high cost affected it to large extent. There are many political factors which affect the