Case 2 Essay

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Case 2 Prologue During the module Strategic Management of the education Leisure Management we have to do research about Ryanair. We have to analyse the situation of the airline and find the main problems. Furthermore, we have to make solutions for these problems and make a new strategy for Ryanair. The Ryan family founded Ryanair in 1985 and were a full service conventional airline. In 1990 Ryanair was the first discount company. They started with a new management team, so they could leave all the problems they had in this period. Because of the changes the new management team made Ryanair successful. The problem statement of this case is: “In what way can Ryanair maintain their strategic position on the market on long term? “ We would like to thank our a for giving us the information that we need and helps us with the case. Leeuwarden, 19-12-2008 Table of Contents Step 1: Identifying the Main Problem 7 1.1 Summary 7 1.3 Development of Strategy 8 1.4 Strategic Lenses 9 Step 2: Gathering the Facts 10 2.1 Analysis of Strategic Capability 10 2.2 Analysis of Environment 11 2.3 Analysis of Expectations and Purposes 12 2.4 Business Economics Analysis 14 2.5 Analysis of Competitive Strategy 16 2.6 TOWS Analyse 16 Step 3: Alternative Courses of Action 18 3.1 Introduction 18 3.2 Flying to Eastern Europe 18 3.3 Getting regular passengers by flying more destinations 18 3.4 More service offering (passengers have to pay for the service) 18 3.5 Shuttle bus services 19 3.6 Online check in (business people) 19 Step 4: Your Decision and Reasoning 20 4.1 Alternative course of action 20 We believe that Ryanair should choose the course of action concerning more flights to Eastern Europe. We will apply our advise: 20 4.2 Suitability, Acceptability and Feasibility of the new

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