Posted: April 6th, 2013
Strategic Appraisal of Ryanair’s case study
Ryanair: Assessment
Conduct a strategic appraisal of Ryanair and assess the implications for the strategy of the company.
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APPROACHING A CASE STUDY
3 CRITICAL STAGES:
• READING THE CASE STUDY
• ANALYSING THE CASE STUDY
• PRESENTING YOUR ANSWER
READING A CASE STUDY
Preliminary read: By the end of your first read
through you should be aware of:
• What the case is about /what seem to be the main issues
Second read: you should be aware of:
• The situation facing the company and its management at the conclusion of the case study
• The main frameworks/tools you will need to
support your analysis
ANALYSING THE CASE
• Use the strategic management models as a basis for your assessment of the case
• Exploit opportunities to use theoretical concepts or analytical tools to explain what is happening in the case
• Conclude analysis of position and make recommendation
• ANSWERING A CASE STUDY
In answering the questions set, take into account the following points:
• Keep in mind what you are trying to achieve .
• Be specific rather than general.
• Draw examples from the case study to illustrate a point you are making.
• Locate examples from the case within a theoretical model or framework
• Submission
• Word Limit: Target Length: 2,000 words
• Maximum Length: 2, 200words
Ryanair: External Analysis
Identify the key macro-environmental forces in operation
PESTEL Analysis
Key Drivers?
Identify the key competitive forces in operation
Porter’s 5 Forces Analysis
Key Forces?
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Ryanair: Internal Analysis
Identify the key resources used by Ryanair
Resource
Audit/Analysis
Balance towards VC/Comp
Identify the key value creating activities at Ryaniar
Value Chain Analysis
Linkages?
Competences
Evaluate/Reflect on Key Issues
Strengths/Weaknesses
Opportunities/Threats
Conclusions are Critical in the context of the Question
Conduct a strategic appraisal of Ryanair and assess the implications for the strategy of the company.
Conclusion from Implications for
Models Strategy
Key Points
• Stick to the Case Study – NO updating required
• Do not copy/chunk material from any source
• Utilise frameworks to support your analysis
• Come to a consistent conclusion
• Adhere to word limit/timescale
PRESENTING YOUR ANSWER
Introduction
Use relatively few words here; just enough to make clear what sections you intend to present. “Firstly this assessment will …. analyse the external environment. To do this — —- — frameworks will be used… Then the internal aspects of the company will be evaluated and finally, conclusions will be presented on the extent to which ….. ”
Case Analysis
Some detail can be put in appendices but you MUST refer to the key points in the narrative.
Conclusions
It is vital that you draw conclusions for each stage of your analysis. Overall conclusions – these should be LOGICALLY drawn from the conclusions of each of the component analyses
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