Strategic Management of Ryan Air

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Ryanair - The Low Fares Airline Strategic Analysis / 222621-0004 Strategic Management dr Maria Aluchna Ivan Martinov № 50170, e-mail: imartinov@gmail.com S. M. Sabbir № 50185, e-mail: ssmm0002@student.umu.se Assignment | 222621-0004 Strategic Management | Fall Semester 2010 | SGH Table of Contents 1. 2. Introduction ........................................................................................................................................... 3 Strategic Analysis ................................................................................................................................. 4 2.1.…show more content…
24 Figure The Ansoff Matrix ........................................................................................................... 25 Figure The Boston Consulting Group Matrix ............................................................................. 25 Figure Global Integration/Local Responsiveness Grid ............................................................... 26 Figure Balanced Scorecard ......................................................................................................... 26 2 Assignment | 222621-0004 Strategic Management | Fall Semester 2010 | SGH 1. Introduction Ryanair is the first European Low Cost Carrier (LCC) by utilizing the Southwest LCC model in 1990. It started its business as a small family owned business by Ryan family on 1985. Its first route was between Waterford in the southeast of Ireland to London Gatwick with a 15-seater Bandeirante aircraft. On the following year (i.e., 1986) it put milestone of European fare war in the air travel industry by promoting a fare of £99 return compare with the BA/Aer Lingus lowest return fare of £209. On the first full year it carried 82,000 passengers. On 1990, after three years of constant growth, Ryanair faces a loss of £20m due to intense competition with British Airways and Aer Lingus. The management decided to change their strategy. They adopted US successful Southwest Airlines low fare model and re-launched its whole management and become the first European

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