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Strategic Management of Ryanair

   

Added on  2020-10-05

10 Pages2476 Words125 Views
StrategicManagement

Table of ContentsINTRODUCTION...........................................................................................................................11.Ryanair- Background Information: .........................................................................................12.External: Airline Industry Analysis:........................................................................................13.Brief Competitor Analysis:......................................................................................................34.Internal Strategic Capabilities:.................................................................................................35.Strategic Directions Options....................................................................................................46.Strategy Selection and Justification.........................................................................................57. Recommendations:..................................................................................................................5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................6

INTRODUCTIONStrategic Management refers to a continuous process which includes planning, analysing,monitoring and evaluating all the required or necessary activity in order to achieve organisationalgoals and objectives (Bryce, 2017) . With the help of this process, leaders and mangers analysecurrent situation of the company, make strategies according to the need, implement them andevaluate the outcome of implemented strategies. In other words, it is the management of anorganisation's resources in order to achieve its goals and objectives . Present report is based oncase study of Ryanair. It is a low cost airline company founded in the year 1984. Itsheadquartered is situated in Swords, Dublin (Ireland). In this report, analysis of competitor,airline industry analysis has been conducted along with selection of strategy and justification ofcompany has also been discussed. 1.Ryanair- Background Information: Ryanair is an Irish airline company, well known in Europe for its low cost services. Itwas established in 1985 by Liam Lonergan, Christy Ryan and Tony Ryan. In Europe it is one ofthe biggest company, which provide low cost services to its customers. By the end of year 1990airline company Ryanair had about 350 employees which operates in 14 aircraft and carryingapproximately 600,000 passengers on a regular basis. Company was running in loss, and wasreconstructed by Michael O'Leary in 1991, which provides low cost airline services and makeprofit for the company. On the 10th anniversary of company in the year 1995, it become one ofthe biggest low rate airline industry, in Dublin-London routes. Company is still providing lowprice services to its customers after attain huge success at the competitive marketplace .2.External: Airline Industry Analysis:PESTLE is using as Macro environmental scanning tool. In this process political, social,environmental conditions has been analysed which affects the overall working culture orenvironment of the company (Frynas, and Mellahi, 2015).POLITICAL: In the political factor of PESTLE of Ryanair, government of Europe madesome restrictions and laws to avoid terrorism attacks on airports. Along with this,company is following current framed EU rules and laws. In these rules, various factors1

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