Responsible to business

Module Code: UGB247

Module Title: Responsible Business

Responsibility Audit Report

Module Leader: Mark Winter

Module Tutor: Mark Winter

Katie Anderson

Student Number: 1067051204

Date of Submission: 17/12/2012

Contents

Heading
Page no.

1.0

Introduction

3

Task A

2.0
Environmental Scanning
3
2.1
Operations
3
2.2
Human Resources
4
2.3
Marketing
5
2.4
Finance

Task B
6
3.0
Ryanair’s responsible practices

Task C
6
4.0
Recommendations
9

Appendices

10

References
12

Responsibility Audit Report- Ryanair

1.0 Introduction
Ryanair was founded in 1985 by the Ryan family in Waterford, Ireland (Wangkanai, 2011). Ryanair is a low cost airline that operates over 1,500 flights per day from 51 bases on 1,500 low fare routes across 28 countries (History of Ryanair, n.d). The public limited company originally began as a full-service conventional airline, however in 1990 when Michael O’Leary took over the Chief Executive position, the company changed its business model dramatically by implementing a cost-leadership strategy (Wangkanai, 2011).

The purpose of this responsibility audit is to illustrate Ryanair’s business practices and to ascertain whether these activities demonstrate responsible corporate behaviour. Corporate responsibility comprises the responsibilities of a business in the context of wider society, how those responsibilities are defined and negotiated and how they are managed and organised (Blowfield and Murray, 2011).

2.0 Environmental Scanning

2.1 Operations
Ryanair is known as the leading low-cost carrier in Europe and therefore implements an operations strategy to provide air travel at a minimal cost, whilst maximizing its operations margin. For Ryanair to maintain this they adopt a lean structure and

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