Strategic Management of RYANAIR (PDF)

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Strategic Management
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................11. RYANAIR: background information-....................................................................................12.External: Airline Industry Analysis:........................................................................................23. Brief competitor Analysis......................................................................................................34. Internal strategic capabilities..................................................................................................45. Strategic directions options...................................................................................................56. Strategy selection and Justification........................................................................................67. CONCLUSION AND FUTURE RECOMMENDATIONS........................................................7REFERENCES................................................................................................................................8
INTRODUCTIONStrategic management is considered to be as a part of management activity in anorganisation which is mainly concerned with establishment of strategic vision, development aswell as implementation of strategies in order to drive firm towards success. It is basically aprocedure which includes different activities continuous planning, monitoring, analysis andassessment of all those procedures which are very much essential for accomplishing the desiredbusiness objectives.The present study have focus on reviewing the strategies adopted by RYANAIR. It isbasically a first and largest budget Airline in Europe. Report will emphasize on analysing theinternal and external environment of organisation. In addition to this, strategic choices made bythe company for dealing with business issues will be highlight in the report.MAIN BODY1. RYANAIR: background information-Ryanair: the low fare airlines- 'always getting better'? Is the cheapest airlines in thecontext of fare price among the airlines in Europe. As the airlines uses low cost model and thereare more operating cost and the financial cost. The airlines was facing problems regarding thepolicies of the airlines. In the year 2014 they introduced a new plan named 'always gettingbetter'.The plan emphasis on the customer satisfaction and the aiming at the redress-al of thecomplaints by the passengers. Along with the customer satisfaction Ryanair continues to focuson the low price airlines among its competitors (Chernev,2018). There are many strategiesformed in order to solve the problem faced by Ryanair which are as follows-Fare and route management- With low fare and route management Ryanair aims atcovering more areas at low price for passengers. The airlines sets its new route policy insuch a way that it is low cost to the passengers as the earlier flights. The airlines thusforms the route point to point and short travelling duration so that there is reduced cost ofin flight food delivery and movies.Growth and development- Though the airlines is achieving the growth and developmentby keeping the flight prices low among there competitors also the airlines is planning tocover more new routes and achieve a larger customer base.1
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