Strategy and Change Management in Ryanair

STRATEGY AND
CHAIN
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Company purpose, mission, vision and objective........................................................................3
Change management used by Ryanair.........................................................................................5
Strategies for managing risk and change at local, international and national level.....................6
Key performance indicators to measure change and strategic business planning.......................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The travel and tourism sector of the society has evolved a lot throughout the past years. It
has developed enormously. And similarly Ryanair an Irish airline company has also evolved
during these years. This report will precisely discuss regarding the clear vision, purpose,
objectives and mission that are set by an organization while setting the strategic direction of the
organizations and Ryanair in particular. Also, the report discusses regarding the concept or
approach of change management and the process of change management particularly used by
Ryanair and the tools and models and lastly some other relevant factors are also discussed below.
MAIN BODY
Company purpose, mission, vision and objective
Strategic direction means that the plans that required to be enforced for a company to
progress towards its mission and mission as well as fulfil its goals (Plan, 2019). Ryanair mission
statement is they offer low fares that lead to increase passenger traffic however, maintaining
non-stop focus on effective operations and cost containment. So for Ryanair's mission statement
they breakdown their statement in following manner:
Reduced air ticket price: company has always maintained cost decrease culture from its
beginning. As organization offers low fare in European aviation industry as compared to its core
competitors. The strategic pricing is one of the major missions of company.
Cost- efficient : Organization aims is to develop a cost effective business that permits
corporation constantly specify European airline a pricing strategy as well as make sure that
consumer receive the greatest value and pricing. To attain their ultimate goals and objective,
company focuses on reduce flue cost, no frill services and maximum aircraft ultization.
Enhance passenger traffic : company tends to acquire more passenger or customers traffic by
low ticket fare. Company to gain mission it has developed strategies and services that attract
passengers. The customer service differentiation as well as affordable services are the key steps
that move mission of improving passenger traffic.
Operational proficiency : company believes in the constant improving as well as operational
efficiency. Organization has created operational proficiency through optimizing space