Ryanair was founded in 1985 and provides airline services between Ireland and the UK. It is considered the cost leader in the European airline industry. The strategic analysis document analyzes Ryanair's business environment using the PESTLE framework and Porter's five forces model. It also examines Ryanair's strategic leadership, business process reengineering efforts, and competitors. The document concludes that Ryanair's generic strategy is cost leadership and provides recommendations around increasing customer loyalty and enhancing strategic goals.

1. Strategic Analysis of
Ryanair
Industrial Information Technology
Group No:02
Business Strategy
IIT 351-2
1

2. Content
 About Ryanair
 Layers of Business Environment
 The Macro Environment Analysis
- The PESTLE framework
 Industries and Sectors
- The five-forces framework
 Competitors and Markets
- Strategic group map
 Analysis of organization
- Strategic Leadership analysis
- BPR analysis
 Conclusion
 Recommendation 2

3. About Ryanair….
 Ryanair founded in 1985
 Provide services between Ireland and UK
 Cost leader of airline industry in Europe
 Many competitors are in airline industry
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4. Layers of Business Environment
Organization
The macro-environment
Industry or Sector
Competitors and Markets
4

5. The Macro Environment Analysis
(PESTEL analysis)
Political
- Air Line Liberation
- Open Sky Agreement.
Social
- Customer environmental
awareness
- Consumer travel lifestyle and
demographics
Technological
- Internet adaptation
- Much more energy efficient
engines
Environmental
- Controlling noise pollution
- Curb Carbon footprint and
global warming concerns
.
Economical
- Uncertainty of fuel cost.
- Economical state of the region
.
Legal
- Corporate lawsuits
- Allegation on misleading
advertisements 5

6. Industries and Sectors
(Porter’s five forces)
Competitive
rivals
Barriers to
Substitutes
Barriers to
entry
Bargaining
power of
Customer
Bargaining
power of
Supplier
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7. Strategic Group
Analysis
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8.  Enthusiasm and energy
 Determination and mission orientation
 Ability to motivate and energies people
 Consept of transformational leadership style.
 Towards situational theory.
 Strategic insight.
 A risk taker.
Strategic Leadership analysis
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9. Cont…
• Autocratic style of leadership
• Determining strategic direction
• Effectively managing the firm’s resource
portfolio.
• Exploiting and maintaining core competences
• Developing human and social capital
• Sustaining effective organizational culture
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10. BPR Analysis
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11. Conclusion
 Cost Leadership is the generic strategy of
Ryanair
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12. Recommendation
Need of increasing customer loyalty.
Need to work upon their strategic
consideration for more effectiveness.
Need to enhance their strategic goals and
perspectives.
should work upon the further reduction of
the price and fair in other aspects also.
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13. Group members
1. G.Balakanthan UWU/IIT/10/0003
2. H.M.S.W Herath UWU/IIT/10/0015
3. P.K. Kalubowila UWU/IIT/10/0021
4. S.M.U.C Seneviratne UWU/IIT/10/0038
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14. Questions??
14

15. 15