Ryanair Holdings, Case Study 14
Strategic Management :
Case study: Ryanair Holdings, plc--2011
Contents
Step 1: Company Background 3
Step 2: Develop vision and mission 5
Step 3: opportunities and threats 6
Step 4: Competitive Profile Matrix (CPM) 9
Step 5: External Factor Evaluation (EFE) 10
Step 6: Strengths and weaknesses 13
Step 7: Internal Factor Evaluation (IFE) 15
Step 8 ：Prepare a Strengths-Weaknesses-Opportunities-Threats (SWOT) Matrix, Strategic Position and Action Evaluation (SPACE) Matrix, The Boston Consulting Group (BCG) Matrix and Quantitative Strategic Planning Matrix (QSPM) as appropriate. Give advantages and disadvantages of alternative strategies. 18
Step 9: Recommend specific strategies 37
Step 10 : Projected financial statement and forecasted ratios. 39
Step 11: Specific annual objectives and policies. 45
Step 12 : Recommend procedures for strategy review and evaluation. 48
Ryanair Holdings --- 2011 Step 1 Company Background Ryanair was founded in 1985 and has its headquarters at the Dublin Airport in Ireland. Flights began between Ireland and United Kingdom in 1986 as the new airline’s Dublin-London route challenged the British Airways-Aer Lingus duopoly. After severe financial losses in 1990, Ryanair restructured, adopting the Southwest Airlines business model, and became the pioneer of the low-fares model in Europe. Ryanair Holdings was incorporated in 1996 as a holding company for Ryanair Limited. Today, Ryanair operates more than 1,500 flights per day from 44 bases and across 27 countries, connecting 160 destinations throughout Europe and Morocco.
Ryanair grew from 51 employees in 1985 to more than 8,000 employees today. Based on passengers carried, Ryanair is Europe’s largest low-cost carrier and second-largest airline. It is also the world’s largest carrier of international passengers and the fifth-largest carrier of both international and domestic passengers. As it continues to grow, Ryanair faces challenges in its use of ancillary
Case study: Ryanair Holdings, plc--2011
Contents
Step 1: Company Background 3
Step 2: Develop vision and mission 5
Step 3: opportunities and threats 6
Step 4: Competitive Profile Matrix (CPM) 9
Step 5: External Factor Evaluation (EFE) 10
Step 6: Strengths and weaknesses 13
Step 7: Internal Factor Evaluation (IFE) 15
Step 8 ：Prepare a Strengths-Weaknesses-Opportunities-Threats (SWOT) Matrix, Strategic Position and Action Evaluation (SPACE) Matrix, The Boston Consulting Group (BCG) Matrix and Quantitative Strategic Planning Matrix (QSPM) as appropriate. Give advantages and disadvantages of alternative strategies. 18
Step 9: Recommend specific strategies 37
Step 10 : Projected financial statement and forecasted ratios. 39
Step 11: Specific annual objectives and policies. 45
Step 12 : Recommend procedures for strategy review and evaluation. 48
Ryanair Holdings --- 2011 Step 1 Company Background Ryanair was founded in 1985 and has its headquarters at the Dublin Airport in Ireland. Flights began between Ireland and United Kingdom in 1986 as the new airline’s Dublin-London route challenged the British Airways-Aer Lingus duopoly. After severe financial losses in 1990, Ryanair restructured, adopting the Southwest Airlines business model, and became the pioneer of the low-fares model in Europe. Ryanair Holdings was incorporated in 1996 as a holding company for Ryanair Limited. Today, Ryanair operates more than 1,500 flights per day from 44 bases and across 27 countries, connecting 160 destinations throughout Europe and Morocco.
Ryanair grew from 51 employees in 1985 to more than 8,000 employees today. Based on passengers carried, Ryanair is Europe’s largest low-cost carrier and second-largest airline. It is also the world’s largest carrier of international passengers and the fifth-largest carrier of both international and domestic passengers. As it continues to grow, Ryanair faces challenges in its use of ancillary