Ryanair Strategic Case Essay

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Case 2 Ryanair Case 2 Ryanair Table of contents Titlepage 2 Preface 3 Table of contents 4 Executive summary 5 Chapter 1 Identify the main problem 6 1.2 Summary of Ryanair 6 1.3 Problem statement and research questions 7 1.4 Methodology 7 1.5 Application strategic lenses 8 Chapter 2 Gathering the facts 9 2.1 Pestel Framework 9 2.2 Five forces 11 2.3 Strategic capability 13 2.4 Robustness 14 2.5 Cost efficiency 15 2.6 Strategic Clock 16 2.7 Stakeholder mapping 18 2.8 Business economics analysis 19 2.9 SWOT Analysis 27 Chapter 3 Alternative course of action 28 3.1 TOWS 28 3.2 Alternative for fuel 29 3.3 Use the recessions and bend it to something positive 29 3.4 Improving their image start with the employees 29 3.5 Ryanair needs to distinguish themselves by developing secondary airfields 30 Chapter 4 Decisions and reasoning 31 Chapter 5 Implementation 32 Conclusion 33 Bibliography 34 Table of Figures 35 Appendix 36 xecutive summary Chapter 1 Identify the main problem This first chapter will give a small overview of how Ryanair got into their current situation. Therefore a concise summary is presented and also the strategic lenses of Ryanair will be discussed. 1.2 Summary of Ryanair Ryanair is an international air carrier which is based in Dublin, Ireland. At the moment it is the largest low cost airline in Great Britain and Europe. Ryanair started flying since 1985 between Ireland and the UK. They started with a £1 share capital and 25 staff. Operation started with daily flights from Waterford (Ireland) to London. Two years later Ryan air acquired their first jet aircraft. As a result of that they increased their network with fifteen scheduled routes with different bases and destinations. The number of passengers increased to over 600,000. Although the passenger numbers rose in

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