Analysis of Ryanair's Challenges and Proposed Solutions Report

This individual report provides a comprehensive analysis of Ryanair, a prominent airline company. It begins with an introduction outlining the company's background and objectives. The main body of the report comprises a SWOT and PESTEL analysis, evaluating Ryanair's internal strengths and weaknesses, and external opportunities and threats. The report identifies key problems faced by Ryanair, such as the impact of Brexit and increasing competition, and justifies their significance. Subsequently, it proposes solutions to these problems, drawing upon management concepts and theories, including Lewin's and Kotter's change models, to address organizational barriers and enhance efficiency. The report concludes with a summary of the findings and recommendations, supported by relevant references.

Individual Report

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
SWOT and PESTEL analysis for Ryanair..............................................................................3
TASK 2............................................................................................................................................7
The main problem of Ryanair that requires immediate attention with justification..............7
TASK 3............................................................................................................................................7
Solution to the problem using management concepts and theories........................................7
TASK 4..........................................................................................................................................11
Short Report..........................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
It is necessary for an organisation to manage its business in a way to attain the maximum
efficiency in its workings and accomplish the standard goals and objectives to retain its position
in the market. Along with that it is also an essential step for the business to identify the problems
and evaluate the solutions that can give a maximum output to resolving the certain problems that
arises in the peripheral boundaries of a business. Ryanair is the most successful and it is among
the top rated airlines (Du and et. al., 2013). It is a popular airline that is based on the Irish
background. The headquarters of Ryanair is situated in the Swords, Dublin along with that the
basic operational units are established at London Stansted and Dublin airports. It was founded
by Ryan, Liam Lonergan and Tony Ryan in the year 1984 with a view to make it the most
effective sound business of them.
This report paper here is overall formulated with the consideration of all the respective
elements of Ryan air. The project is prepared with a view to reflect the positive and most
appropriate solutions. These solutions will help the business to eliminating the extensive
elements of risk and chances of loss in the workings. The problems of Ryan air are inherited and
evaluated by study of its external as well as internal environment and providing the necessary
functional feedback and theories that can help the company to rectify the errors to an extent.
MAIN BODY
TASK 1
SWOT and PESTEL analysis for Ryanair.
The internal environment of Ryan air can be evaluated by performing the SWOT analysis. This
analysis is based on the strengths, weaknesses, opportunities and threats the SWOT analysis will
help the organisation to undertake its pros and cons in relation to the Ryan air structure of work
and its operational process. It will give a dynamic view of the business, that will enforce the
airline company to process its further planning and determine all the factors that are needed to
take the certain decision for effective outcomes of the organisational process. Thus the SWOT of
Ryan air is performed as below:-
Strengths Opportunities
 The company earns a stably efficient  It has amazing opportunities that it can

income that makes its balance sheet
always balanced in a desirable manner.
 Ryanair is the company that serves in
more than 200 countries along with
1800 channels and routes of the airline
 Ryanair is famous for the past low cost
process operation that lead to a low
prices in the fairs and flights.
grab in near future mostly of them
states to the growth and expansion of
business.
 There is a wide pool of opportunities
as the company can adapt more
innovative approaches for the attractive
flight bookings as well as to manage the
system of cargo transportations
 The organisation has the decent
opportunity to focus more on the
customers considering their feedbacks
and reviews about their experience.
This will help the company to attain the
effective criteria of always getting
better (AGB).
Weaknesses Threats
 There are certain weakness that restricts
the firm to attain maximum efficiency
through its potential, the major
weakness is the company is not being
able to maintain good and healthy
relationship with its work force.
 Another weakness is the increasing
price factor that is cutting off the
regular customers and driving them to
other competitors.
 The major weakness of the company is
its low scale effective ness in the brand
marketing.
 Threat of the organisation is directly
interlinked with its competitors that are
existing in the market with a holding of
better and more effective consumer
share.
 The extensive pressure of Brexit is
enforcing the organisation to down
grade the price on the other hand the
consequence of this criterion the costs
of workings and operation is also
inflating.
 The environmental factor is the bigger
threat to the company as it omits high
carbon which is not effective for the
environment sustainability.

As per the need of company to find the problematic issues of operation it is also
necessary to analyse the external environment of the company (Elfarmawi, 2019). Here the
analysts have suggested an appropriate frame work to analyse the external macro factors of
environment and that is known as PESTLE. It can be simplified as the information of all the
major factors including, political, economical, social, technological, legal and environmental
factors.
Political - The political factors are those elements that are comprised of the certain
policies and governmental regulations.
For example: (1) Strong political conditions of UK support the growth of airlines such as
Ryanair.
(2) Ryanair is an airline company which operates its business in multiple countries so the
company keeps knowledge of all the political scenarios and regulations while carrying out
operations within its confines.
(3) Terrorism is one factor that can pose significant threat to the positioning as well as
profitability of the firm.
Economical factors – the elements that are comprised of any kind of financial or
Montreal decisions are determined as the economical factors of a region. It is necessary for a
company to identify the right condition and right value. The determination of prize will be
determined by the factors of economy.
For example: (1) Strong economic state of UK facilitates Ryanair to enhance its stake of business
operations.
(2) UK is regarded as the 5th most corrupt companies in the world which creates threat for
Ryanair.
(3) United Kingdom being the 5th biggest economy across the globe presents opportunities to
Ryanair by providing it with sound infrastructural and other facilities.
Social factors – The social factors are the subsets that are formed out of beliefs, social
culture, perceptions, and trends in the taste and change in the mind set of consumers.
For example: (1) The population of UK have likelihood towards travelling which leads to
increment in demand for Ryanair.

(2) The business of Ryanair takes into consideration all the factors that are connected with the
society as this will give an effective approach to capture the market along with superior grip of
social information.
(3) The needs and preferences of people in relation to travelling keep on changing, thus Ryanair
needs to make sure that consumer needs are taken into account to ensure long term existence in
market place.
Technological factors – the technological factors are comprised by the advancements
and certain introduction of new technologies that takes place in the boundaries of any particular
region in which the business operates its workings.
For Example: (1) UK being a technologically equipped market presents opportunities to Ryanair
to leverage the technologies and inflate its current market positioning.
(2) In regards to Ryanair, the effective technologies and techniques are adapted and the company
keeps itself updated as per the market.
(3) Ryanair has automated some of the areas or domains of the business in order to eliminate
human intervention and reduce the cost of their salaries.
Legal factors – The elements and responses that come out form the laws and legislations
of a country. These legislations set the boundaries for the business to perform its functioning.
For Example: (1) It is crucial for Ryanair to comply with all the legal factors of each and every
nation and to be aware about the changes and amendments in the act as every nation has their
separate laws and rules.
(2) The company conducts training sessions whereby it equips its employees with knowledge
regarding the safety and security standards within the confines of aviation sector.
(3) An instance whereby the entity fails to abide by any of the laws would result in imposition of
fines and penalty over the company, causing severe damage to its goodwill.
Environmental factors – The factors that are interconnected with climatic and natural
condition of any region are said as the factors which affect the business for the performance of
its operations.
For Example: (1) The growing environmental concerns of people across the globe put pressure
over all the companies to function in the favour of nature.
(2) In the case of airline industry the environmental factor plays an important role as the aviation
sector releases large extent of carbon footprints which are harmful to the environment.

(3) The deviation between environmental concerns and the company may result in loss of
goodwill for the corporation.
TASK 2
The main problem of Ryanair that requires immediate attention with justification.
The company certainly having a good position in the commercial field of airlines still at some
point there are various kinds or major as well as minor issues that are not good for the
effectiveness of organisation, so to minimize the negative effect of these factors it is essential by
the company to identify these problems and put its maximum attention to find possible solution
for the same.
Along with that on the other hand there are some issues which have been encountered at the
course of evaluating the internal and external factors of Rayn air airlines. The Irish company
aces a number of restrictions in the Brexit affected areas of business (Engert and Baumgartner,
2016). The company is facing a distress form Brexit criterion as it is making the process a bit
complicating. Due to this the company having a problem of low skilled and less effective work
force in the organisation and along with that the following criterion is increasing the
uncertainties of business in UK as well as in other European countries.
The harsh environment of increasing competition and changes in the demand and culture of
customers affects the business to an extent as this lead to continuous changes in the operational
and working process of the company, well to do so it incurred a heavy amount of financial
resources and the high competition of the firm doesn’t allow the company to increase its prices.
The company is still renowned with its low prising and less fare amount in various countries
from the beginning and that’s what made it so successful but as the market is changing at a rapid
course of time it is essential for the company to undertake certain measures that could help it in
achieving the success even in the unfavourable conditions.
TASK 3
Solution to the problem using management concepts and theories
The problems that the business is currently facing are discussed above as these issues can be
terrific in terms of restricting the growth and survival of the company. Ryan air is considered as
the most established airline brand in the all over world. The issues that it faces in relation to the
work and organisational structure, unbalanced prizing policies, below average use of resources

bad condition of the staffs (FORT 2019). These identifications of the issues are termed as the
treats for the organisation as such issues directly impacts on the efficiency and effectiveness of
the organisation. These problems can be devised into helpful measures for the company through
implementing necessary to tools and principles of the management. The change structure and
organisational development theories can be the perfect tool to overcome the organisational
barriers. As it is that most of the problems are arising form either organisational level or from
any other external forces in Ryan air. Thus the change theory can be implemented in the
workings so that the company can resolve its problems
The change theory is further devised by two main modals first is Lewin’s change model
theory and other is Kotter change modal, both are described below in relation to Ryan air
company :-
Lewin theory – This theory was firstly coined by Kurt Lewin he was considered as the
father of psychology (Gnan, Montemerlo and Huse, 2015). This theory is classifieds in three
main stages which are unfreeze, uncertainty and refreeze.
Unfreeze
This first stage of change involves preparing the organization to accept that change is
necessary, which involves breaking down the existing status quo before you can build up a new
way of operating.
Change
After when the uncertainty created in the unfreeze stage, the change stage is where
people begin to resolve their uncertainty and look for new ways to do things. People start to
believe and act in ways that support the new direction.
Refreeze
The time when changes are in the process of taking shape and executives have
incorporated the new ways to do the working, now that is the time when the organization is ready
to refreeze. The most outward symptoms of the refreeze as in a fix organization chart,
determined job descriptions, and others . The refreeze stage also helpful to the people and the
organization who those try to internalize or institutionalize the changes
Kotters change modal – the model is devised by the professor of Harvard University
John Kotter in their book in 1995. The model is based on the lewin’s model and thus it have 8
steps plan inclusive in it (Goffee and Scase, 2015).

Step one : Create Urgency
The basic idea behind creating this strategy is to determine the process of change in the
organisation as it can be defined as the urgency creation refers to creating the need for change
and not the desire for the change. Along with that the idea of creating the urgency can help the
Ryanair to create such an environment in the organisation where the employees get aware of all
the circumstances and the upcoming problems. In the organisation well this enable the people of
the company to work more effectively as with the acknowledgement of organisational conditions
the people within it find themselves to be more connected with the work. This leads to a boost inj
the moral as well as it increases the loyalty towards the job.
Step Two: Form a Powerful Coalition
It can be very difficult to undertake the whole change procedure on the company, and
hence, therefore it is essential to formulate a coalition. A wide range of specialities or skills, a
range of experience as well as those people who are innovative and brings the its creative and
innovative approach in the business to maximise the effectiveness. These all attributes shall be
included in the building up of a coalition (Habbash, 2017.). The coalition will help Ryanair to
maintain the flow of information within its each and every department. This step will bring an
ultimate sup;port from its stakeholders in a way to adapt certain new changes. The power of team
collaboration and dedication towards the job in the level of organisation will also be increased.
Step Three: Create a Vision for Change
The vision of change emphasises on creating the ultimate goals and objective that are
associated with the change in long term as well as it also directs with the immediate changes that
will be act as an impact on the process of organisation. Thus creating a vision in Ryan air's
operational and managerial levels will give them a more transparency and it will direct the
working force with more clear objectives so that they will, easily form the plan of actions
regarding their job. According to John Kotter, standard vision of the company should always be
the simple and aim full that directly targets to the respective elements of the work and functions.
Through this the company will get more positive and effective outcomes as all the tasks and
operations are executed in such a way that is forwarded at the ultimate vision of company.
Step Four: Communicate the Vision
It is necessary for the company to create the vision for effective success but it is also important to
communicate it with the subordinates and superiors of the company . The vision is that protocol

of the organisation which should be spread in the overall channels of the company, as the
creating of vision is not sufficient properly to execute the task that are being carry forwarded to
achieve the goals and vision. This act as the opportunity in Raynair to attain the maximum
effectiveness. To communicate the vision of the organisation any measures of
intercommunication can be used as well as a single event is also sufficient to carry forward the
thoughts and views of the organisation with its employees.
Step Five: Remove Obstacles
The above first four steps are being formulated and followed to ascertain the change and
determining its needs and of the change initiative. Along with that the further steps of the Kotter
model is also oriented on the implementation and evaluation of the change concept. The change
that the company implies in its works does also brings some of the obstacles and barriers to
operate the functions In the changed frameworks and sometime these obstacles become the
barrier for the ultimate change itself (He and Balmer, 2017). Ryanair company is using this form
of change to remove the certain barrier that are formed out of Brexit policies in UK. The
effective execution of the tasks and operation in certain unfavourable conditions of the external
environment are the standards that the the company is operating by implementing the essential
steps of change theory.
Step Six: Create Short term wins
The short term wins are the alternative objectives that are achieved as in a place of
achieving the ultimate goals and objectives. These short term wins ensures the attainment of the
desired outcomes and vision of company. In relation to Ryanair the short term win can be
considered as implementing the best staffing culture, incurring less costs and obtaining higher
returns on the investment that are invested fort the completion of operation of company.
Step seven: Consolidating Gains
The success that is achieved through the completion of tasks and achievement of the goals and
objectives are needed to be analysed time to time to identify the scope of improvement in the
steps of operations that are performed to complete the jobs. The consolidation of Raynair's
performances are needed to be evaluated to seek the possibilities of effective implementation of
tasks and principles.
Step Eight: Anchor the Changes in Corporate Culture

The last stage that bind off all the steps altogether and stating the process of changes that
are being carry forwarded in the organisation (Herrmann and Felfe, 2014). Thus it s essential to
ensure that the existing leader facilitate the new leader and both should work by leading the work
forces of the organisation in a similar way to attain the vision of company. Along with that the
assurance to provide the better environment even after adapting the change should be constant in
functional role of superiors.
Adam Equity Theory
The theory of equity in the context of organisation is first coined by Stacy Adams with a
view to practice the effective alternates of motivation within the business. The theory states a
proper functioning of the employ management in the company, it determines the basics need of
the employee in a firm. The significant balance among the inputs of an individual into the firm’s
operations and between the outcomes that they get in place of performing the respective services
is determined by the Adam’s equity model. The effective fairness among the hard work and its
reward distribution is the core principle in this theory. This helps in enhancing the motive of the
respective employee, as well as it does boosts the motivation of the workers to work with more
potential. Thus within the confines of Ryanair the implementation of this theory will be based
on all of its departments comprising of each and every individual, who works in a way forward
of organisational objectives. The fairness and transparency of work monitoring and outcome
determination will bring more and more of effective results in process of work.
TASK 4
Short Report
In the report above I tried to gathered the maximum number of information in regards to
crate solidified report. Thus there were some issues and barriers that arose while preparing the
formatted tasks in the report. The writing skills of mine are quite average as compared to my
verbal communicational approach. The significant efforts have been made to make this project
efficient and effective at an distinct level.
Whereas the analyses of external and internal factors has been carried forwarded by me.
to understand and take enough amount of time to study the company and its respective
characteristics. This whole vision to carry out this report is fulfilled in terms of determining the
problems that airline company faces in the course of it operations.

CONCLUSION
According to the creation of above project and research and study in the assignment, it
can be affirmed that the report based on the following airline company facilitates the need of
change in its functions and operations (Jeston, 2014). These changes are followed and
implemented to remove the barriers and problem of the company as well as it also helps to gain
the maximum effectiveness in the working of company. These problems which are identified
through the evaluation of all the steps and process of organisational operation states that the
effective approach of solution can help the management to bring the most efficient results and
outcomes from the operations of itself.