Ryanair Case Study

Topics: Airline, Low-cost carrier, Decision making Pages: 18 (5577 words) Published: July 11, 2009
Ryanair case study
06/04/2009

Ryanair case study

Executive Summary
The purpose of this case study was to evaluate the performance, management functions and future perspectives for Ryanair, which strive to become the leader in the budget airline industry in Europe. Looking at the case study it is evaluated that Ryanair performance is based on focusing the low cost sector specially focusing the budget influenced business and recreation travellers. The organisation has attained success in the low cost market with increasing organisational problems in decision making, planning, customer service, ethics and corporate social responsibility. The analysis from SWOT indicates the problem of organisational culture need to be fixed in order to achieve future growth objectives; the organisational culture of shared values will have a direct impact on their decision making, controlling functions, customer service and create value for the organisation. So it is recommended that Ryanair leadership should create an open and integrated departmental organisational culture to create value for the organisation and differentiate form the other budget airliners. This differentiation strategy of empowering people will create the competitive advantage for the organisation, which cannot be imitated and the organisation will have a clear path for its growth ambitions.

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Ryanair case study

Table of contents
Executive Summary........................................................................................................... 2 Table of contents .................................................................................................................. 3 Situational Analysis ............................................................................................................... 4 Rayanair Performance....................................................................................................... 4 1. Environmental and stakeholder analysis ........................................................................... 5 1.1 Regulatory ................................................................................................................... 5 1.2 Economical.................................................................................................................. 5 1.3 Social .......................................................................................................................... 5 1.4 Technological .............................................................................................................. 5 1.5 Competitors ................................................................................................................. 6 1.6 Ryanair Culture............................................................................................................ 7 1.7 Ethics and CSR ........................................................................................................... 8 1.8 Customers ................................................................................................................. 10 2. Decision making at Ryanair............................................................................................. 10 2.1 Intuition influence on decisions .................................................................................. 11 2.2 Biases and errors ...................................................................................................... 12 2.3 Decision making style ................................................................................................ 12 3. Planning at Ryanair......................................................................................................... 13 3.1 Traditional goal setting............................................................................................... 14 4. Ryanair’s cost focus...

References: Brenneman, G. 1998, Right away and all at once. How we saved Continental, Harvard Business Review, September-October, pp. 162-164,166,168,170,172174,176,178-179. Dundas, K. & Davey, T. 2009, Foundations of Management study guide. Southern cross University, Australia. O’ Higgins, E, 2004, Case Study Ryanair, University College Dublin. Thomsen-Moore, L. 2005, Brett Godfrey’s hand-on strategy helps virgin take off, Management Today, March, pp 6-11. Robbins, S., Bergman, R., Stagg, I. & Coulter, M. 2006, Management, 4th Edition Pearson NSW. Australia. Ryanair web site, 2009, http://www.ryanair.com/site/EN/, Accessed: 20.03.2009.
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