Ryanair Strategic Analysis And Recommendations For The Future
Ryanair is the first budget airline in Europe. Based on the case study of Ryanair by Eleanor O’Higgins, a role of a management consultant is assumed to conduct a strategic analysis on the company. The report consists of the initial Environment Analysis conducted on Ryanair prior to the detailed strategic analysis that will be conducted in the future in order to provide the company with strategic recommendations for the future.
The Environmental Analysis conducted consists of both an extensive analysis on the external environment and the internal environment.
The external environment analysis is conducted in order to identify the nature of the environment Ryanair operates in and its impact on the strategic situation of the company. Through PESTEL, External factor and Industry analysis conducted, rejection of Aerlingus offer and rules and regulations imposed by governments etc. are recognized as the critical external environmental factor affecting Ryanair’s strategy.
An analysis of the internal environment through Value Chain model and SWOT analysis reveals the key issues hindering the strategic success of the firm; poor customer service and human resource problems.
While this initial environmental analysis is used to assist the strategic analysis that is to be conducted on Ryanair, the importance of taking necessary actions regarding the critical issues is highlighted,
CONTENT
EXECUTIVE SUMMARY 1
CONTENT 2
1INTRODUCTION 3
2 OVERVIEW OF RYANAIR 4
3 CRITICAL ISSUES 5
4 EXTERNAL ENVIRONMENT ANALYSIS 6
4.1 MACRO ENVIRONMENT ANALYSIS (Appendix 1) 6
4.2 INDUSTRY ANALYSIS (Appendix 2) 8
4.3 EXTERNAL FACTOR ANALYSIS (Appendix 3) 8
5 INTERNAL ENVIRONMENT ANALYSIS 9
5.1 VALUE CHAIN ANALYSIS 9
5.2 SWOT ANALYSIS 11
Strengths 12
Weaknesses 12
Opportunities 12
Threats 13
6 CONCLUSION 14
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