Strategic Management Report

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“How has Ryanair managed to become number one airline in Europe”

Table of Contents
1. 2. 3. 4. 5. 6. 7. 8. 9. Introduction ..................................................................................................................... - 3 Company Background..................................................................................................... - 3 Competitive Advantage ................................................................................................... - 4 Porter’s five Forces ......................................................................................................... - 5 PESTEL Analysis ............................................................................................................ - 8 Porter’s generic strategies ............................................................................................ - 12 Conclusion .................................................................................................................... - 15 Bibliography .................................................................................................................. - 15 Appendices ................................................................................................................... - 18 -

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1. Introduction

Bibliography: 1. Clark, Pilita. Lunch withe the FT: Michael O ' Leary. [Document] s.l. : Financial Times Limited 2010, 2009. 2. http://www.ryanair.com/en/about. http://www.ryanair.com. [Online] Ryanair, 2011. [Cited: November 26, 2011.] 3. Creation and preemption for competitive advantage. Ma, Hao. 3, Smithfield, Rhode Island, USA : MCB University Press, (1999), Vol. Vol. 37 . 0025-1747. 4. B, Hooley G. Piercy N. F. & Nicoulaud. Marketing Strategy and Competitive Positioning, 4th Edition. London : Prentice Hall Europe, (2008). 5. K, Luthans F. & Davis. Strategic Management. USA : Published McGraw-Hill inc, (1993). 6. Porter, M.E. “Creating advantage”, Executive Excellence. (1999). pp. 13- 14. 7. Stewart, T.A. Intellectual Capital: The New Wealth of Organizations. New York : Bantam Doubleday Dell Publishing Group,, (1997). 8. "Sustainable Advantage". P., Ghewamat. 5, s.l. : Harward Business Review, (1986), Vol. Vol. 64. pp. 53-59. 9. " Casual ambiguity, barriers to imitation, and sustainable competitive advantage". Reed, R. and Defillippii, R. No. 1, s.l. : Academy of Management Review , (1990), Vol. Vol. 15. pp. 88102. 10. "Profit from the core: Growth Strategy in an Era of Turbulance". Zook, C and Allen, J. Boston, MA. : Harvard Business school publishing, (2001). 11. "Development of customer value in a supply chain: managerial thinking about strategic marketing". Rundh, Bo. Iss: 4, Karlstad ,Sweden : Emerald Group Publishing Limited, (2009), Vol. Vol. 26. ISSN 0885-8624. 12. Understanding managers ' marketing strategy choice in a collaborative competition industry . Layton, Jie Meng and Roger A. No. 5, Sydney, Australia : Emerald Group Publishing Limited, (2010), Vol. Vol. 23. 0955-534X. 13. Shaw S, 2007, , 6thed, Ash gate Edition, UK. Airline Marketing and Management, 6th. UK : Ash gate Edition, (2007). 14. Ryanair.com. Ryanair Confirms Boeing Negotiations Have Terminated Unsuccessfully. [article] Dublin : Ryanair News, (2009). 15. James T. Areddy, Andrew Galbraith. Ryanair Trumpets Planes From China. [Article] s.l. : Wall Street Journal, (2011). 16. Man, Ard-Pieter De. The Network Economy. Glos, UK : Edward Elgar Publishing Limited, (2004). 1 84376 494 6. - 17 - 17. C. Marcou, G. Cros. Airline Maintenance Cost Executive Commentary. s.l. : MCTF, (2011). 18. Ryanair. Annual Report of Ryanair. Dublin : Ryanair, (2010). 19. Lyffy, Wilhelmina. Step back for Ryanair in subsidy battle with German airlines. [Article] Berlin : Reuters, AP, (2011). 20. Robbins, M. Maynard and L. New Restrictions Quickly Added for Air Passengers . [Article] New York : New York Times, (2009). 21. U.K. Confirms Air Passenger Duty Increase, Maintains Structure . [Article] UK : www.businesstravelnews.com, (2011). 22. International, Euromonitor. Global Airline Alliances – Safety in Numbers. [Article] s.l. : ww.portal.euromonitor.com, (2010). 23. Drinkwater, Stephen. Go West?Assessing the willingness to move from central and eastern European countries. Surrey : Hamburg Institute of International Economics, (2003). 1616-4814. 24. C, Wilson R. M. S & Gilligan. Strategic Marketing Management Planning Implementation and control. USA : Published Elsevier Butterworth-Heinemann, (2005),third edition. 25. A, Faulkner D.O & Campbell. The Oxford Handbook of Strategy. UK : Oxford University Press, (2003). 26. Higgins, Brian Sheehan and Colman. Representativeness of the European social partner organisations: Civil aviation – Ireland. Ireland : IRN Publishing, (2010). IE0809029Q. 27. Brohan, Annael. Ryanair Leadership position. [Document] (2010). 09008646. 28. Homing in on Paradigm Shift: Ryanair Leadership in the Age of Expensive Air Travel. Nwagbara, Uzoechi. London, UK : Kravis Leadership Institute, 2011, Vol. 11. 1539-6363. 29. Study, FAA/OST Task Force. AIRPORT BUSINESS PRACTICES AND THEIR IMPACT ON AIRLINE COMPETITION. s.l. : FAA/OST , (1999). 30. McAteer, O., 2011, Ryanair expands as economy boots demand for cheap flights. Business Echo, 25 Oct. 9. Appendices - 18 - Figure 1 - 19 -