Ryan Air Case Study
Ryan Air Case Study
Strategic Management
Names:
Table of Contents
Step 1: Identifying the positioning questions
1.1 Summary of the case pg. 2
1.2 Main Questions & Problems pg. 3
1.3 How was the strategy developed? pg. 3
Step 2: Gathering & analyzing the facts
2.1 Ryan Air Environment Analyses pg. 3
2.2 Ryan Air Strategic Capability Analyses pg. 5
2.4 Ryan Air Competitive Strategy & Business Model Analysis pg. 5
2.5 Ryan Air Stakeholder expectations & purposes Analysis pg. 7
2.6 Ryan Air Economics Analysis pg. 9
2.7 SWOT Analysis pg.10
Step 3: Alternative Courses of Action
3.1 Alternative courses of action pg.11
3.2 Evaluation considering mission & long term goals pg.12
3.3 Advantages & Disadvantages pg.13
Step 4: Decision & Reasoning
4.1 Chosen course of action pg.14
4.2 Sustainability, Acceptability & Feasibility pg.15
Step 5: Implementation
5.1 Action Plan pg.17
6. References pg.19
Step 1: Identifying the positioning questions
1.1 Summary of the case
Ryan Air is an airline company which was founded in 1985 in the aim of providing passengers with scheduled air travel services on the routes between Ireland and the United Kingdom, which at the time was operated only by the airline Aer Lingus. When they started the company, the Ryan family ran it as a conventional airline, which meant that there were 2 differently priced seats offered to the passengers. Even though the company grew, the airline began to grow in the direction of the Southwest Airlines model, to become the first European provider of low cost and no frills airline.
Ryan airs strategy was born form its objective of maintaining “its position as Europes leading low cost airline, operating frequent point to point short haul flights, mainly out of regional and secondary airports […] designed to stimulate demand, particularly from budget conscious leisure and business travelers, who might otherwise have used alternative
Strategic Management
Names:
Table of Contents
Step 1: Identifying the positioning questions
1.1 Summary of the case pg. 2
1.2 Main Questions & Problems pg. 3
1.3 How was the strategy developed? pg. 3
Step 2: Gathering & analyzing the facts
2.1 Ryan Air Environment Analyses pg. 3
2.2 Ryan Air Strategic Capability Analyses pg. 5
2.4 Ryan Air Competitive Strategy & Business Model Analysis pg. 5
2.5 Ryan Air Stakeholder expectations & purposes Analysis pg. 7
2.6 Ryan Air Economics Analysis pg. 9
2.7 SWOT Analysis pg.10
Step 3: Alternative Courses of Action
3.1 Alternative courses of action pg.11
3.2 Evaluation considering mission & long term goals pg.12
3.3 Advantages & Disadvantages pg.13
Step 4: Decision & Reasoning
4.1 Chosen course of action pg.14
4.2 Sustainability, Acceptability & Feasibility pg.15
Step 5: Implementation
5.1 Action Plan pg.17
6. References pg.19
Step 1: Identifying the positioning questions
1.1 Summary of the case
Ryan Air is an airline company which was founded in 1985 in the aim of providing passengers with scheduled air travel services on the routes between Ireland and the United Kingdom, which at the time was operated only by the airline Aer Lingus. When they started the company, the Ryan family ran it as a conventional airline, which meant that there were 2 differently priced seats offered to the passengers. Even though the company grew, the airline began to grow in the direction of the Southwest Airlines model, to become the first European provider of low cost and no frills airline.
Ryan airs strategy was born form its objective of maintaining “its position as Europes leading low cost airline, operating frequent point to point short haul flights, mainly out of regional and secondary airports […] designed to stimulate demand, particularly from budget conscious leisure and business travelers, who might otherwise have used alternative
References: About Us. (n.d.). Ryanair and the Environment. Retrieved April 2, 2014, from http://www.ryanair.com/en/about/ryanair-and-the-environment Assen, M. v., Berg, G. V., Pietersma, P., & Have, S. t. (2009). Key management models: the 60+ models every manager needs to know (2nd ed.). Harlow, England: Financial Times/Prentice Hall. Johnson, G., Scholes, K., & Whittington, R. (2011). Exploring strategy (9th ed.). Harlow: Financial Times Prentice Hall. O 'Sullivan, D. (n.d.). Defining Objectives. Sagepub. Retrieved April 1, 2014, from http://www.sagepub.com/upm-data/23139_Chapter_5.pdf Ryanair reprimanded for 'misleading ' advertisements. (2010, July 14). BBC News. Retrieved April 2, 2014, from http://www.bbc.co.uk/news/10626652 Ryanair told to cut Aer Lingus stake by Competition Commission. (n.d.). BBC News. Retrieved April 2, 2014, from http://www.bbc.com/news/business-23860836