Ryanair

COLOGNE BUSINESS SCHOOL (CBS)

Case Study: Ryanair
The future of the leading low fares airline

Term paper for Transnational Management
Summer Semester 2014/2015
Lecturer: XXX

Anton Wischnewski
BA12 in International Business / International Trade
Student-No. XXX

Table of Contents
1

Introduction ....................................................................................................2

2

Overview of Ryanair ......................................................................................3
2.1

3

Facts and Figures .............................................................................................. 3

Internal Analysis ............................................................................................5

4

External Analysis...........................................................................................6
4.1

Key Drivers of change ........................................................................................ 8

5

Porter’s Five Forces Analysis ......................................................................9

6

Competition Analysis ..................................................................................10

7

Scenario Analysis........................................................................................11

8

SWOT Analysis ............................................................................................12

9

Stakeholder Analysis ..................................................................................13

10

Evaluation of Michael O’Leary’s Leadership .........................................15

11

Recommendations ....................................................................................17

12

Reference List ...........................................................................................19

13

Appendix....................................................................................................20

A1: Ryanair’s Porter’s Generic