Samsung Ansoff Matrix and Generic Strategies

4248 WordsOct 15, 201217 Pages
Ryan air, an Irish airline started in 1985 by Ryan family with a capital share of £1 and a staff of 25. Over the past few years the company has shown tremendous ontogeny. Indeed it is Europe's largest low cost carrier and fastest growing airlines. Currently it’s operating more than 1,500 flights every day from over 50 bases and around 1400 low fare routes across 28 countries which connect 165 destinations. Now I am going to discuss Ryan air’s (RA) current strategic position by analysing its macro (external)and micro (internal) environment. Macro Environment Macro environment consist of those major external and uncontrollable factors that influence an organization's decision making, and affect its performance and strategies. Now, i am…show more content…
The unit emission per passenger has also reduced due to the inherent capacity increase in the Boeing 737-800 aircraft. The new cap-and-trade scheme of EU for CO2 emission control can effect RA cost management based on the allowances to be needed in 2012. Now we are going to analyse industrial environment of RA using porter’s five forces. Porter’s 5 Forces The 5 forces are the environmental forces that impact on the companies ability to compete in the given market. The purpose of 5 forces analysis is to diagnose the principal competitive pressures in a market and assess how strong and important each one is. Threat of new entrants: The threat of new entrants is low. The short haul market is highly competitive as it needs high capital investment, special licenses and flight authorisation. Then the restriction or lack of slot availability makes it even more difficult for new entrants, to assess many airports. Any new entrant should have a differentiation strategy to enter and stay competitive in the market. The low threat of new entrants has provided RA an opportunity to grow and focus on the existing customers. Ryan Air has consolidated its position in the market with a brand differentiation as low-cost

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