Strategic Management: A Case Study of Ryanair

Strategic Management

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
TASK 1............................................................................................................................................4
A) Evaluate about approaches used by Ryanair and explain what you believe in the balance of
prescriptive and emergent strategy formulation processes.........................................................4
B) Evaluate about strategic leadership of Ryanair's CEO. Should he continue to serve as
CEO?...........................................................................................................................................6
TASK 2............................................................................................................................................7
A)Identify the issues faced by Ryanair and evaluate present situation with support of SWOT
analysis. Describe why Ryanair has been successful and also examine the effectiveness of
Ryanair's responses to major changes in the macro-environment..............................................7
B) Critically evaluate strengths and attractiveness of European budget airline sector that they
are currently operating in with support of Porter's five forces model. Explain about the most
important influences arising from competitive environment facing Ryanair...........................10
TASK 3..........................................................................................................................................12
A)Apply a framework on their own choice and critically evaluate Ryanair's competitive
strategies with support of results of environmental analysis in question two. Explain also
about extent to which Ryanair's new “Always getting better” strategy is sustainable over time
...................................................................................................................................................12
B) Evaluate the growth strategies which is adopted by Ryanair in Europe with support of
Ansoff Matrix. What changes has been recommended to Ryanair's approach in future..........13
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Strategic management refers to the monitoring, continuous planning, assessment of all
necessities and analysis that an organisation requires to meet their objectives and goals. Business
environment changes will need organisations to consistently evaluate their strategies for
success(Ahmed and et. al., 2019).In the present report, a case study is taken into consideration
which is named as “Ryanair the low cost airlines-always getting better?” In this case study, it is
all about Ryanair has improved its customer services, expanded route map, website updation in
the recent years. They have finally listened after years of customers bad reviews and improved
their standard into the market. The present report will cover discussion about strategic
development approaches and approaches adopted at Ryanair and also about strategic leadership
of Ryanair's CEO. In addition to this, the report will cover analysis about SWOT analysis that
identifies the issues faced by Ryanair including the present situation as well and also about
strengths and attractiveness of European budget airline sector that Ryanair is operating in.
Moreover, the report will cover discussion about Ryanair's competitive strategies and also about
growth strategies adopted by Ryanair in Europe with support of Ansoff Matrix.
MAIN BODY
TASK 1
A) Evaluate about approaches used by Ryanair and explain what you believe in the balance of
prescriptive and emergent strategy formulation processes
Strategy development refers to the process of identifying and researching strategic
options, select the most promising and needs to decide how resources will be allocated across the
organisation for achieving objectives. Strategy development is important because it provides
guidance in problematic situations and also act as initial point of all goal-setting activities. It also
ensures that individual actions should be aligned in a well mannered way (Andersen, 2013). In
context to strategy development there are some approaches which are required to fulfil the
organisational objectives and goals. Strategic development approaches are necessary for the
growth of an organisation and it basically includes partnership and collaboration, technology,
policy development and change, systematic change, capacity building and integration as well.
Ryanair's Strategy