Ryanair's Strategy from a Perspective of Core Competencies
GRIN Verlag, 2010 - 28 pages
Master's Thesis from the year 2010 in the subject Business economics - Business Management, Corporate Governance, grade: Merit, Keele University, language: English, abstract: Following the financial losses in 1990, Ryanair still had the courage to be the first European carrier to restyle itself into a low-cost airline model, which was base on the successful Southwest Airlines in America. Since then, Ryanair turned out to be the Europe's most profitable airline, ironically once outperforming Southwest in profit margin percentages. (money.cnn.com, 2006) Clearly, Ryanair's adopted business model played the key role in its achievements and there is more to than just copying another airline's tactics. In this essay, we shall discuss Ryanair's strategic approach from a perspective of the core competencies, together with the related competitive strategy that they have implemented by it.
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achieved advantage air line aircraft airline model airline operates akademische Texte analyzing approach avoiding major airports Barrett S. D. business model capabilities cheap Clifford competitive strategy competitors complementary concept contrast copy core competencies GRIN cost cutting Coyne customer perceived value Dennis easyJet employees end product Europe European air European Airlines fail fares flyers focus frills Gillen & Lall GRIN Verlag Hall Hence higher load factor hybrid industry Insight/foresight Johnson Kahawatte Ryanair’s strategy low price low-cost airline low-fare airline major airline manufacturing Michael O'Leary Never the less no-frills carrier no-frills services operational costs operational efficiencies outsourced passengers perspective of core point-to-point position Prahalad & Hamel profitable reduce operational regarding remodeling rival role route Ryanair CEO Ryanair managed Ryanair’s core competence Scholes seats sector segment skills Southwest airline specific staff strategy clock successful sustainability technologies threshold tickets transformation turnaround Uddika Kahawatte Ryanair’s Whittington www.Ryanair.com