Ryanair

Topics: Southwest Airlines, Strategic management, Airline Pages: 32 (3579 words) Published: April 30, 2015
COLOGNE BUSINESS SCHOOL (CBS)

Case Study: Ryanair
The future of the leading low fares airline

Term paper for Transnational Management
Summer Semester 2014/2015
Lecturer: XXX

Anton Wischnewski
BA12 in International Business / International Trade
Student-No. XXX

Table of Contents
1

Introduction ....................................................................................................2

2

Overview of Ryanair ......................................................................................3 2.1

3

Facts and Figures .............................................................................................. 3

Internal Analysis ............................................................................................5

4

External Analysis...........................................................................................6 4.1

Key Drivers of change ........................................................................................ 8

5

Porter’s Five Forces Analysis ......................................................................9

6

Competition Analysis ..................................................................................10

7

Scenario Analysis........................................................................................11

8

SWOT Analysis ............................................................................................12

9

Stakeholder Analysis ..................................................................................13

10

Evaluation of Michael O’Leary’s Leadership .........................................15

11

Recommendations ....................................................................................17

12

Reference List ...........................................................................................19

13

Appendix....................................................................................................20

A1: Ryanair’s Porter’s Generic Business-Level .......................................................... 20 A2: Ryanair’s Cost Reduction Strategy ....................................................................... 21 A3: Integration into Porter’s Value Chain .................................................................... 22 A4: Resource Based View Model ............................................................................... 23 A5: PESTLE Analysis ................................................................................................. 24 A6: Porter’s Five Forces Matrix ................................................................................... 25 A7: European Competitors .......................................................................................... 26 A8: Scenario 1 ............................................................................................................ 27 A9: Scenario 2 ............................................................................................................ 28 A10: SWOT Analysis .................................................................................................. 29 A11: Stakeholder Analysis .......................................................................................... 30 A12: TOWS Matrix ...................................................................................................... 31

1

1 Introduction
As Tony Ryan intended to offer an alternative air route to the state-owned airline, Are Lingus, in year 1985, he did not foreseen that until the year 2009 it will become the leading budget airline in Europe. Built on the success of the American Southwest Airline, Ryanair was the first airline introducing the low fares model in Europe.

But the times are changing and new threats are emerging from the external environment and the budget airline industry. More and more competitors try to imitate the Ryanair’s...
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