Ryanair's Strategy from a Perspective of Core CompetenciesMaster'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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ability achieved advantage air line aircraft airline model airports approach avoiding Clifford clock competitors complementary concept contract contrast copy core competencies Coyne create culture customers definition differentiate difficult discuss easyJet efficiencies employees end product especially Europe European Airlines executing fail fares favor flight flyers flying focus Following function Gillen & Lall GRIN Verlag Hall Hence higher load factor hybrid identify imitate importance industry Insight/foresight Johnson Kahawatte Ryanair’s strategy less losses low-cost airline low-fare airline maintained major airline major airports managed manufacturing match Michael O'Leary minimal Never the less no-frills no-frills carrier no-frills services once operational costs options organization passengers performance perspective of core position profitable regarding remaining remodeling rival role route Ryanair Scholes seats seems segment skills Southwest airline specific staff successful sustainability tickets transformation Whittington www.Ryanair.com