Case Study Ryanair and Virgin Atlantic
Case Study Coursework
LEADERSHIP and ORGANISATIONS BABA SDL 2012-13’B’
Virgin Atlantic and Ryanair
This case examines two organisations that have many similarities as well as a number of significant differences. The essential technology and systems behind each organisation may be very similar, but the nature and style of management and its consequent impact on the way people working in these organisations think, feel and behave have created very different organisational cultures. So what are the similarities and what are the differences? The most obvious similarity is that both Virgin Atlantic and Ryanair operate in the UK passenger air transport industry. Both are relatively recent creations and might be seen as new entrants to the sector: Virgin's air transport business was founded by Richard Branson in 1984 and Michael O'Leary took over as Chief Executive at Ryanair, a small Irish airline which had been founded as Guinness Peat Aviation in 1985 (Creation, 2004). Both started life in competition with major national flag carrier airlines (British Airways and Aer Lingus respectively) and grew to be major challengers to these established companies. As they grew, their scale of operations brought them into competition with a much larger number and range of airlines operating from the UK: Branson's Virgin Atlantic competes with some major US and other intercontinental companies such as American Airlines and United Airlines; O'Leary competes with the likes of Flybe and EasyJet in the short-haul market. Both Branson, who was born in 1950, and O'Leary, who is ten years younger, are individuals with strong and distinctive personalities, who have a relentless appetite for media presence and who make extensive use of themselves in their frequent marketing communications. They engage in advertising stunts, readily appear on the news media in relation to stories about the industry, and their faces and personalities are easily associated with their companies.
LEADERSHIP and ORGANISATIONS BABA SDL 2012-13’B’
Virgin Atlantic and Ryanair
This case examines two organisations that have many similarities as well as a number of significant differences. The essential technology and systems behind each organisation may be very similar, but the nature and style of management and its consequent impact on the way people working in these organisations think, feel and behave have created very different organisational cultures. So what are the similarities and what are the differences? The most obvious similarity is that both Virgin Atlantic and Ryanair operate in the UK passenger air transport industry. Both are relatively recent creations and might be seen as new entrants to the sector: Virgin's air transport business was founded by Richard Branson in 1984 and Michael O'Leary took over as Chief Executive at Ryanair, a small Irish airline which had been founded as Guinness Peat Aviation in 1985 (Creation, 2004). Both started life in competition with major national flag carrier airlines (British Airways and Aer Lingus respectively) and grew to be major challengers to these established companies. As they grew, their scale of operations brought them into competition with a much larger number and range of airlines operating from the UK: Branson's Virgin Atlantic competes with some major US and other intercontinental companies such as American Airlines and United Airlines; O'Leary competes with the likes of Flybe and EasyJet in the short-haul market. Both Branson, who was born in 1950, and O'Leary, who is ten years younger, are individuals with strong and distinctive personalities, who have a relentless appetite for media presence and who make extensive use of themselves in their frequent marketing communications. They engage in advertising stunts, readily appear on the news media in relation to stories about the industry, and their faces and personalities are easily associated with their companies.
References: Creation, S. (2004) Ryanair – How a Small Irish Airline Conquered Europe. Arum Crewlink website www.crewlink.ie International Transport Workers’ Federation website www.iftglobal.org Ryanair website www.ryanair.com Virgin Atlantic website, Working for Us, http://www.virginatlantic.com/en/gb/careers/workingforus/index.jsp BBC News articles: News website: www.news.bbc.co.uk Profits Jump at Virgin Atlantic (27 May 2005) Ryanair Profits Jump on Hot Spots (1 August 2006) Question: Using relevant leadership and organisational theory, explore the impact of organisational features and external environment influences on the leadership and management styles and performance of Richard Branson and Michael O’Leary. Critically evaluate the effectiveness of their leadership approaches in their specific context with their specific set of strategic challenges. (1500 words) Closing date: 1st April 2013, submit on StudyNet by 23.30 UK time 4/4