undertake critical analyses of the business’ current strategic plans and practices. Your strategic plan must be underpinned by relevant, authentic and referenced academic theories, concepts, models, Ryanair Corporate information and any other appropriate sources.

Case Study Organisation: Ryanair
Read the Case Study entitled “Ryanair: The Low Cost Airlines – ‘Always getting
better’?” (Johnson et al., 2016, p. 622-632)
This assignment requires you to study the Case Study (provided as a separate
document), research further and undertake critical analyses of the business’ current strategic plans and practices. Your strategic plan must be underpinned by relevant, authentic and referenced academic theories, concepts, models, Ryanair Corporate information and any other appropriate sources.
Reference:
Johnson, G., Whittington, R., Regner, P., Scholes, K. and Angwin, D., 2016.
Exploring Strategy: Text and Cases. 11th Edition. Harlow: Pearson Education Limited.
Produce a Report for Ryanair’s CEO that addresses the following questions based
on the case, your own research and relevant strategic management theories:
Page 4 of 9
[730]
1. a) Strategy development approaches are often described as either prescriptive
or emergent. Analyse approaches adopted at Ryanair, explain and justify what
you believe the balance of prescriptive and emergent strategy formulation
processes at the case study is.
Your answer should first provide an outline of the main principles underpinning
both prescriptive and emergent approaches and the major differences between
the approaches and their main limitations. You should then identify initiatives
adopted by Ryanair over the past few years to provide a convincing analysis of
the balance between the prescriptive and emergent approaches that you
consider to have been applied by Ryanair
(15 Marks)
(600 Words)
b) Michael O’Leary, Ryanair’s CEO, is portrayed in the case study as an enigma
and controversial figure. Evaluate the strategic leadership of Ryanair’s CEO.
Should he continue to serve as CEO?
(5 Marks)
(200 Words)
Total for Question One:
(20 marks)
(800 words)
(LO’s 2 & 3)
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2. a) With the aid of the SWOT analysis, identify the issues facing Ryanair and
evaluate its present situation. Explain why Ryanair has been successful thus far.
Evaluate the effectiveness of Ryanair’s responses to major changes in the
macro-environment
(20 Marks)
(800 words)
b) Using Porter’s Five Forces Model, critically assess the strength and
attractiveness of the European budget airline sector that Ryanair is currently
operating in. Your assessment should identify and justify what you believe to be
the most important influences arising from the competitive environment facing
Ryanair
(20 Marks)
(800 Words)
Total for Question Two:
(40 Marks)
(1600 words)
(LO’s 1 & 4)
Page 6 of 9
[730]
3. a) With the aid of results of the environment analyses in question 2 and any
appropriate framework of your choice, critically analyse Ryanair’s competitive
strategies and the extent to which Ryanair’s new ‘Always Getting Better (AGB)’
strategy is sustainable over time
(20 Marks
(800 Words)
b) Using the Ansoff Matrix, assess the growth strategies adopted by Ryanair in
Europe. In light of the proposal to introduce long haul flights, what changes
would you recommend to Ryanair’s approach in the future