strategic analysis of ryanair(sergio fernandez garcia)

8/3/2019 Strategic Analysis of Ryanair(Sergio Fernandez Garcia)

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INDEX

SWOT analysis The PESTEL analysis

Key drivers

Scenarios

The five forces Framework

StrategicPosition

The strategy Clock

The sustainability of the different routes instrategy clock

The ansoff matrix

The StrategicChoices

Intended and emergent strategy development

Implications

Strategy inAction


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SWOT analysisThe PESTEL analysisKey driversScenariosThe five forces Framework

StrategicPosition

Strengths

Brand name Benefits from low airport charges

Internet site High Service performance

Weaknesses

Prone to bad press Niche market

Distance of some regional airportsfrom advertised destination

Opportunities

Benefits from less exposure togeopolitical risks

Economic slowdown actually helpsRyanair

Threats

Dependence on oil markets Increase of low fare competition Customers are very price sensitive

SWOT


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SWOT analysis

The PESTEL analysisKey driversScenariosThe five forces Framework

StrategicPosition

Political: The political stability fluctuates

Economical: The different business cycles Fuel price fluctuations

Social: Travelling in general is much more

popular (young people, lifestyle)

Technological: Develop new aircraft with more fuel

efficient engines Internet (reservation and bookingsystems)

Environmental:The global warming Noise pollution controls

Legal: Health and safety legislations Security restrictions


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SWOT analysisThe PESTEL analysis

Key drivers ScenariosThe five forces Framework

StrategicPosition

Key Drivers:

Key PESTEL factors ----- Linked

The influence of terrorist attacks The oil and fuel price fluctuations Technological progress

Scenarios: Daydream scenario Hit scenario Oil leak scenario Nightmare scenario


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SWOT analysisThe PESTEL analysisKey driversScenarios

The five forces Framework

StrategicPosition

rivalryamongexisting

competitors

Threat ofnew

entrants

Bargainingpower ofsuppliers

Threat ofsubstitutes

Bargainingpower ofbuyers


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The strategy Clock The sustainability of the different routes in strategy clock The ansoff matrix


Secondary airports Lower price than competitors Internet booking No beverages for free

Strategies: Cost Leadership andDifferentiation

Ryanair has the entire basis tosustain their strategy


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The strategy Clock

The sustainability of the different routes in strategy clock

The ansoff matrix


Present:Market penetration: Toincrease their market share in

the European markets

Future:Market development: to growby starting operating on new

geographical market areas


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Intended and emergent strategy development Implications

Strategy inAction

There are two extensive explanations :

Intended strategy: It suggest that the strategies come as a result of top

management intentional decisions

Emergent strategy: Suggests on the other hand that strategies emerge inan organisation as an outcome from everyday routines without anyintentionality

Is it possible to follow just one way?


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THANK YOU

strategic analysis of ryanair(sergio fernandez garcia)

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