This report conducts a competitive analysis of Europe’s leading low-cost carrier Ryanair. For this purpose, various concepts and frameworks of the strategic paradigm are applied, such as Michael Porter’s Five Forces and Value Chain Analysis, SWOT or Resource-Based View.
When it comes to Ryanair’s external environment the report provides extensive information on the external factors that are having a significant impact on Ryanair’s low-cost strategy and its economic viability. For example, it takes into account recent global incidents, such as the volcanic eruption in Island or the public turmoil in Libya. Furthermore, based on the competitive analysis recommendations are made on Ryanair’s future direction and as to how it can sustain and extend its strategic position. In particular, this part deals with strategic human resource management, corporate social responsibility, lean thinking and diversification. Due to the complexity of the aspects covered in this report and the need to clarify some of them more comprehensively, appendices are provided to promote understanding.
Table of Contents
1 Table of Figures
2 Table of Tables
3 Introduction
4 Ryanair Competitive Analysis
4.1 Competition
4.2 SWOT Analysis
4.3 Ryanair’s Strategic Capabilities
4.3.1 Physical Resources
4.3.2 Human Resources
4.3.3 Core Competences
4.4 How Ryanair adds value and differentiates itself from competitors
4.5 Industry Life Cycle / BCG Growth-Share Matrix
5 Conclusion
6 Recommendations on Ryanair’s future direction
6.1 Michael Porter’s Generic Strategies / Bowman’s Strategic Clock
6.2 ANSOFF Matrix
6.3 Strategic human resources and CSR
6.4 Lean thinking
6.5 Diversification
7 Appendices
7.1 Five Forces Analysis
7.1.1 Barriers to entry
7.1.2 Power of suppliers
7.1.3 Power of buyers
7.1.4 Threat of substitution
7.1.5 Competitive rivalry
7.1.6 Competitive factors in the airline industry
7.1.7 Facts & figures of Ryanair and two major UK competitors
7.1.8 Flight ticket price comparison
7.2 PESTEL Analysis
7.2.1 Political & Legal
7.2.2 Economic
7.2.3 Social
7.2.4 Technological
7.2.5 Environmental
7.3 Value Chain Analysis
7.4 Asset/Resource Analysis
8 References
- Quote paper
- BA (Hons) Christoph Müller (Author), 2011, Ryanair case study and strategic analysis, Munich, GRIN Verlag, https://www.grin.com/document/170739
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