Strategic Management

1
Strategic Management

• Macmillan and Tampoe
• OUP

2
Case Study

• Ryanair The low fares airline
• The case was written by Eleanor OHiggins, The
  Graduate School of Business, University College
  Dublin. It is available from the European Case
  Clearance House. The reference is 399-122-1.
• Macmillan Tampoe Teaching Note Ref 399-122-9

3
The reasons for choosing Ryanair

• Provides excellent basis for discussing
• The forces determining strategic intent
• The principles of strategic assessment
• Analysis of the external environment
• Analysis of resources, capabilities and
  competence
• Competitive advantage and business strategy

4
Ryanair - Case Outline

• The first budget airline in Europe
• Modelled after the successful Southwest Airlines
  in USA
• Case describes Ryanairs development from its
  foundation in 1985
• Case describes Ryanairs strategies, competitive
  environment and challenges in 1999.
• 19 pages 10 Exhibits

5
Ryanair - Questions for Discussion

• What is Ryanairs strategic intent? What factors
  may have played a part in determining this
  strategic intent?
• What are the most significant issues revealed by
  an assessment of Ryanairs external environment?
• How would you assess Ryanairs resources and
  capabilities against its competitors? What is
  Ryanairs core competence?
• What do you think of Ryanairs strategies? What
  suggestions would you make to Michael OLeary to
  improve Ryanairs chances of future success?