Ryanair – the low-fares airlines Case Study

Jun 21st, 2015
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Andrews University
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 Successful adaptation of Southwest’s low cost model Michael O’Leary studied the low cost model of Southwest and successfully adapted the strategy to suit Ryanair.

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Ryanair the low-fares airlinesCase StudyBySid HegdeTable of ContentsQ1. Why has Ryanair been successful thus far?3Q2. Is Ryanair's strategy sustainable?4Q3. Would you recommend any changes to Ryanair's approach?5The international oil and currency market is a very volatile market and there could be huge spikes in oil prices in the event of a terrorist attack (or threat), political struggles in the oil producing countries etc. Improving its hedging practices could cushion Ryanair against unforeseen increases in oil prices.5As oil is traded in US dollars in the international market and Ryanairs income is solely in Euros, Ryanair has a substantial exposure to the vagaries of the currency market. Ryanair needs to improve its policy of buying US dollars to pay for aviation fuel.5It would be beneficial for Ryanair to hire a specialist company that specializes in the futures markets to help it improve its hedging practices.5Q4. Should Ryanair continue to pursue the Aer Lingus bid?6Q5. Evaluate the strategic leadership of Michael O'Leary.7Conclusion8Bibliography9Appendix10A1. PESTEL Analysis10A2. 5-Forces Analysis11A3. Ryanair SWOT Analysis12A4. TOWS Matrix13A5. Strategic Capability and Competitive Advantage13A6. Stakeholder analysis on Ryanairs bid for Aer Lingus14A7. Ansoff Matrix Strategic Direction for Ryanair14A8. Growth/Share Matrix (BCG Matrix)15A9. Strategy Clock competitive str

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