Strategic Management at Ryanair: Approaches, Leadership, SWOT Analysis, and Competitive Strategy

Strategic Management

Table of Contents
INTRODUCTION...........................................................................................................................3
Strategy Development Approaches adopted at Ryanair .................................................................4
Prescriptive or Emergent strategic approach .........................................................................4
Difference between Prescriptive and Emergent Approach:...................................................4
Limitation of Strategic approaches.........................................................................................4
Strategic Approach used by Ryanair:.....................................................................................5
Strategic Leadership of Ryanair's CEO...........................................................................................5
SWOT Analysis to identify the issues faced by Ryanair.................................................................5
Ryanair's response to the challenges .....................................................................................7
Porter's Five Forces Model to analyse the strength ........................................................................7
Ryanair's competitive strategy.........................................................................................................9
Porter's Generic Model ..........................................................................................................9
To assess the growth strategies adopted by Ryanair......................................................................11
ANSOFF Matrix in order to assess the growth strategies adopted by Ryanair in Europe.. .11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
Books and journals...............................................................................................................14

INTRODUCTION
Strategic management is related to the recognising and defining the scheme that an
administrator can carry to accomplish a good presentation and a benefit of competitiveness for
the organisation. It aids in recognising the path in which an organisation is operating for
achieving the objectives of the organisation. It refers to the collection of ideas that an
administrator has to take for contributing in the performance of a company. Ryanair has been
taken as abase company which is founded on 28 November, 1984. this is an Irish ultra lower cost
carrier where everyone can book their flights at a cheap cost. This file covers strategic
approaches, leadership style which can be used by the firm's CEO, SWOT analysis to define the
effectivity, Porter's five forces model to discuss the competitive environment of the firm. This
will also cover the appropriate strategy used by the Ryanair and Ansoff Matrix to assess the
growth strategies (Teece, 2017).

Strategy Development Approaches adopted at Ryanair
Prescriptive or Emergent strategic approach
Prescriptive Approach: In this approach, the firm will deliberately thought and develop a logical
intended scheme in accordance with the precedence and purpose of high management. So this
approach is following a top to down hierarchical format and authorised managerial style.
Emergent Approach: In this approach, it gives the viewpoint of that strategy which is coming
out over a time period as different purposes to clash with and accommodate with the alterations
in the actuality. This approach is a set of human actions or an attitude in the actual planning for
this strategy.
Difference between Prescriptive and Emergent Approach:
Prescriptive Strategy Emergent Strategy
It concentrates on the management and
controlling that is acquiring all the things done.
It concentrates on the opening up the
impression of understanding in a strategical
manner (Chernev, 2018).
It is the systematized procedure in which the
goal in which is described in advancement and
its main parts which has been developed before
commencing the strategy.
It is the procedure in which the final goal is not
decided and its main parts are developed
during the course as the proceeding of strategy
takes place.
Limitation of Strategic approaches
Limitation of Prescriptive Approach:
The disadvantage of this approach is the lack of information which is required to bring
out the analysis of strategy in a systematized way. Also the difficulty in the a systematic
planning as the business surrounding is increasing in a volatile manner through which systematic
planning is becoming very difficult.
Limitation of Emergent Approach: By using this strategic approach, all the administrators are
concentrating on the short term performance not on the long duration one. It also concentrates on
the approach which has no clarity of direction and administrators may feel out of their control or
limits.