Strategic Management of Ryanair - Doc
Added on 2020-10-22
9 Pages2669 Words322 Views
Strategic Management
Table of ContentsINTRODUCTION...........................................................................................................................11. Ryanair Background information............................................................................................12. External: Airline Industry Analysis........................................................................................13. Brief Competitor Analysis......................................................................................................24. Internal: Strategic Capabilities................................................................................................35. Strategic Directions Options...................................................................................................46. Strategic selection and Justification. ......................................................................................5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................7
INTRODUCTIONStrategic management is all about identification and description of the strategies thatmanagers can carry to achieve better performance and a competitive advantage for theirorganization. Strategic management is the process of planning, monitoring, analysis andassessment of all that is necessary for an organization to meet its goals and objectives. Presentstudy will be based on strategic management which will based on Ryanair, it is the largest budgetairline in Europe. Ryanair was founded in 1985 by the Ryan family to provide schedulespassenger services between Ireland and the UK, as an alternative to then state monopoly airline. Present study will be explains about the external or internal industry. It also analysisstrategic directions options and strategy selection and justification for the Company futuregeneration. 1. Ryanair Background information.Ryanair is known for its cheaper prices to provide scheduled passenger services betweenIreland and the UK (Bigne and et.al., 2018). In initial time of the Ryanair it was a service carrier,with two classes of seating, leasing three different types of aircraft. Due to having less budgetline Ryanair was not able to perform the less effective work option and long lasting work.Besides, after some time, Ryanair never looked back and create new services for their customers.A new management team, led by Michael O'Leary, was appointed. Ryanair floated on the Dublinstock exchange in 1997 and is now quoted on the Dublin and London stock exchange and on thenew strategic direction. 2. External: Airline Industry Analysis.PESTLE Analysis Political: Political factor generally vary upon the between the nations. However, aviationindustry is global and spans the entire globe. As per the report of industry, it is globallygenerated $709 Billion in 2016 (Dale and et.al., 2016). Political factors get influenced bygovernment changing policies in order to regulate or address concerns like safety, passengersecurity and several other issues. This factor given negative impact on the overall functions ofbusiness activities. The biggest fear in aviation industry due to which companies facing issueshurdles such as accidents, safety related incidents, terrorist attract, high jack etc. Economical:Economic factors are the another external driven force that directly affect thecompany functions in different manner. In other words, Aviation industry is highly dependent1
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