Strategic Management of Ryanair: Analysis and Recommendations

Strategic Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Ryanair background Information............................................................................................1
2. External: Airline Industry Analysis:.......................................................................................2
3. Competitors analysis...............................................................................................................3
4 Strategies to analyse the internal environment.........................................................................4
5. Strategic tools to analyse future directions.............................................................................5
6.Suggestion and justification.....................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Ryanair is a low cost airline company established in Ireland and it is one of the largest
airline of Europe that carry huge quantity of passengers that any other airline company.
Moreover, this report will highlight the external environment of the Ryanair which will be
analyzed through PESTLE analysis. Further, the project will highlight the major competitors pf
the company that may affects its revenue. On the flip side the assignment will outline the internal
environment of the company which will be evaluated through SWOT analysis (Büyüközkan and
Ilıcak.2019). Further, the report will frame about the strategic tools for future directions which is
done with the help of Ansoff matrix that will help company to grow its opportunities in existing
and new geographical domains. Moreover, the report will outline the suggestions and
recommendation regarding the service the company should provide to its customers to enhance
their brand image.
MAIN BODY
1. Ryanair background Information
Ryanair airways is founded in 1985 as the cheap cost air carrier service. After the decline
in the service quality and rise in complaints regarding the quality of services led the organization
to adopt the new operational strategy, Always getting better. It was a 3 year plan that will helped
the organization to carry out the operations which will help in proper planning of the services
and carrying out of the operations which will help in improving the service quality, diminishing
the negative publicity and market image of the company. Besides this, the Public relationships
are been improved with the application of the principle of 'Low Fares: Made simple'. This proved
out to be an effective marketing tools that helps in getting the travel fares in budget of its
customers (Steiss, 2019). Different approaches are taken under the AGB approaches to facilitate
the growth and development measures:
 Improving flying experience: The quality of flight and its experience for the passengers
was the prior and foremost challenge for the chosen enterprise. The AGB approach
helped the Ryanair to improve the quality of their flight services and increase customer
goodwill ad satisfaction.