Strategic Management Assignment - Ryanair

Strategic Management

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Ryanair- Background Information..........................................................................................3
2. External: Airline Industry Analysis........................................................................................3
3. Brief Competitor Analysis......................................................................................................4
4. Internal Strategic Capabilities.................................................................................................5
5. Strategic Directions Options...................................................................................................5
6. Strategy Selection and Justification........................................................................................6
7. Recommendations on the present case study of Ryanair.......................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Strategic management is the process of continuous planning, analysis, implementing,
monitoring and assessing the things which are essential to an business enterprise to attain their
goals and objectives. This is important for an organisation for achieving their long term success.
The main role of this is to focus on improving the customer satisfaction, and beating the
competition to analyse the market (Bettis and et.al., 2014) . The present case study if on Ryanair,
which is a European low cost airline industry, founded in the year 1984 by Michael O'Leary.
This report will mainly emphasizes on the industry analysis, competitor analysis, internal and
external analysis along with strategy selection and justification of the firm.
1. Ryanair- Background Information.
Ryanair was founded in the year 1984 and headquartered in Swords, Dublin, Ireland, with
its primary operations which is based on Dublin and London airports. This forms the largest part
of the Ryanair holdings family of airlines and has the Ryanair Sun, Ryanair UK, Lauds is named
as the sister of airlines. The main purpose of Ryanair is to establish its business as Europe
leading low-fares scheduled passengers airline by expanding and improving its low-fares
services. Ryanair is offering the low-fare of their flight as for they want to gain the attention of
more passengers. The Ryanair industry is 34 years old as it was incorporated on 28 November,
1984. Besides these, the firm also provide hotel booking and online car, tail services and travel
insurance (Hill, Jones and Schilling, 2014) . The vision of Ryanair is that they want that in next
10 year, the fare of their flights become free in which the flight is full and they generate their
fund by sharing the revenue of airports.
2. External: Airline Industry Analysis.
The industry analysis of a company can be done by analysing the PESTLE analysis,
which is explained as below -
1. POLITICAL : The political stability conditions of Ryanair is that the firm is following the
new rules of EU which is successfully followed by them, in which the factor which are