Strategic Management

Macmillan and Tampoe OUP

(c) Macmillan & Tampoe 2001

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

(c) Macmillan & Tampoe 2001

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

(c) Macmillan & Tampoe 2001

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

(c) Macmillan & Tampoe 2001

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?

(c) Macmillan & Tampoe 2001