Another important point associated with the strategic management is the descriptive approach which discusses about the process of implementing the strategies into practice (Kachru, 2009). Allegation on misleading advertisements.

Having fleet commonality helps with quick and flexible cabin crew and pilot assignments.Ryanair flies offers only point-to-point route and flies to less expensive secondary airports which charges lower airport fees. One major point that the organisation must keep a close look at is oil price. Buyer’s Bargaining Power: MEDIUM Customers are price sensitive. (2011), Available at: http://www. It will increase the cost of maintenance to some extent (BBC, 2014b). Customer amenities like food and beverages, airport checkin, baggage checkin and any other additional passenger service is charged higher than normal. Ryanair faces threats from competitors and substitutes mode of transportation, but should seize opportunities in the eastern European expansion. Ryanair started in year 1985 with only 57 staff members and with one 15 seater turboprop ... A new management team is brought in to sort it The concept of strategic management is a process of managing resources associated with the organisation to achieve business goal and objectives both in short and long term basis (Varbanova, 2013)There are two distinct school of thoughts associated with the process of strategic management. Johnson, G. , Scholes, K. ; Whittington, R. , (2008), Exploring Corporate Strategy, Eight Edition. Now that Ryanair is a leader in low cost airlines industry, it can benefit from economies of scale, corporate infrastructure to achieve lower costs and higher profits. Process of strategic management followed at RYANAIR. COMPETETIVE POSITIONPORTER’S FIVE FORCES FRAMEWORK;Threat of New Entrants: LOW High entry barrier due to large capital requirement, longer procurement and marketing period. Gain further market share by introducing medium haul destinations in eastern europe. Irrespective of whether Michael O’Leary stays or not, the low cost culture is deeply embedded throughout Ryanair’s organization and this culture is sustainable. Business travelers forced to fly in Low-cost airlines due to slowdown. The model enhances the development of strategy formulation skills by guiding the analyst methodical and broad study of each business situation. To achieve this Ryanair had to continuously come up with very Innovative Cost reduction methods across each and every stages of its supply chain.

A brief history of Ryanair is set out to provide a background of submissions. Cost conscious corporate culture with innovative cost reductions.

Prentice-Hall.Welcome to the world of case studies that can bring you high grades! RyanAir currently generates non-air revenue from third party service provides like car rental, hotel reservation, travel insurance,ground and rail transportation which it sells on its website.SUSTAINABILITY OF STRATEGY A corporate strategy is sustainable as long its competitive advantage is maintained. By continuing we’ll assume you board with our Ryanair case study and strategic analysis - Business economics - Research Paper 2011 - ebook 14.99 € - GRIN SWOT ANALYSIS; Strength: Strong Brand Recognition as a low cost leader. Here is the financial overview of the organisation for the financial year 2016: Generally there are two distinct environmental scenarios associated with the business operation analysis and those are macro and micro environment. Discuss about the Strategic Management for Ryanair. After UK separated from the EU, the value of currency may get more instable which can affect the service of the organisation. Ryan Air uses only single type of aircraft, Boeing 737. Pressure to unionize. The Ryanair brand sends a simple, consistent and compelling message, i. e low cost. Ryanair should improve its customer service to build customer loyalty. By 2010 Ryanair had transformed itself into Europe’s leading low cost airlines with 232 aircrafts flying to 153 destination. Lower oil prices are helpful for the organisation to keep its fare low in order to attract customers from every segment of the society. Ryanair brand is synonymous with low cost airline.The Ryan Air brand along with its market dominance gives it a huge bargaining power that will help it to sustain it’s low cost operations. By the end of 2019, the number of passenger supposes to increase by 14.7% compared to that of 2014 (AOA, 2015). Success of any organisation is dependent on proper business planning and development. Ryanair is one of the leading low cost airlines in the UK and European market. com/en/about , [Accessed on 11 November 2011]. Threat of Substitutes: MEDIUM Threat of alternative mode of transportation like high-speed train and ferries within Europe.

The EU Emissions Trading Scheme of 2012, set a new rule which mentioned that the all the airlines organisations must follow the environment safety rule as these are not exempted from the EU ETS policies. This will to some extent increase the level of competition for the company (BBC, 2014a). Technological:LOW Increase in aircraft R&D resulting in newer fuel efficient and quieter aircrafts. Since these airports are not very congested, Ryanair can attain fewer delays and higher turnaround times. “Ryanair” Brand name | Unique(Core) competencies Innovative cost cutting Alternative revenue generation | Ryanair’s Strategic Capabilities and Competitive advantage can be attributed to its Unique Resources and its Unique(Core) Competencies;Management and Leadership: Michael O’Leary, the CEO of Ryanair is instrumental in the Low Cost Strategy of Ryanair.