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INDEX

Strategic Position
SWOT analysis The PESTEL analysis Key drivers Scenarios The five forces Framework

The Strategic Choices Strategy in Action

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

Intended and emergent strategy development Implications

Strategic Position
Strengths

SWOT analysis
The PESTEL analysis Key drivers Scenarios The five forces Framework

Weaknesses
Prone to bad press Niche market Distance of some regional airports from advertised destination

Brand name Benefits from low airport charges Internet site High Service performance

SWOT Opportunities
Benefits from less exposure to geopolitical risks Economic slowdown actually helps Ryanair

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

Strategic Position
Political:

SWOT analysis

The PESTEL analysis


Key drivers Scenarios The five forces Framework

Technological:
Develop new aircraft with more fuel efficient engines Internet (reservation and booking systems)

The political stability fluctuates

Economical:
The different business cycles Fuel price fluctuations

Environmental:
The global warming Noise pollution controls

Social:
Travelling in general is much more popular (young people, lifestyle)

Legal:
Health and safety legislations Security restrictions

Strategic Position
Key Drivers:

SWOT analysis The PESTEL analysis

Key drivers Scenarios


The five forces Framework

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

Strategic Position

SWOT analysis The PESTEL analysis Key drivers Scenarios

The five forces Framework

Threat of new entrants

Bargaining power of buyers

rivalry among existing competitors

Bargaining power of suppliers

Threat of substitutes

The Strategic Choices

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 and Differentiation

Ryanair has the entire basis to sustain their strategy

The Strategic Choices

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

The ansoff matrix

Present: Market penetration: To increase their market share in the European markets Future: Market development: to grow by starting operating on new geographical market areas

Strategy in Action

Intended and emergent strategy development Implications

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 in an organisation as an outcome from everyday routines without any intentionality Is it possible to follow just one way?

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