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Ryanair case study

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Ryanair case study
Date: 9 March 2014
To: Ryanair Holdings, Plc
From: Master Mind Consulting
Subject: Overview issues of Ryanair management and the actions should be taken to overcome the problem.

1.0 Introduction
Our group will be outlining the internal issues faced by Ryanair such as inappropriate advertisement published by Ryanair, poor customer service, inconvenience airport location, poor incentives system and management style of Ryanair. So we will discuss these issues and provide some of the recommendations/actions to overcome the problem.
Moreover, we will also outline the external issues that faced by Ryanair and do further recommendations/actions to solve the problem. There are few external issues faced by Ryanair such as political issues, environmental issues, social issues, technological issues, economical issues and legal issue. The external issues that Ryanair facing is included fuel price changes, improved high speed railway systems, increasing low cost new entrants, compensation to passengers and strengthen legislation. So we will discuss these issues further and apply it to the knowledge that we are learnt before.
In addition, we will outline the strengths, weaknesses, opportunities and threats of Ryanair to understand the current position of the company. Besides that, we will use the financial analysis to evaluate the company’s financial performance. We are able to identify the leadership style that Ryanair is practicing from the case as well.
Lastly, Ryanair could consider the recommendation/actions suggest by our consulting firm in order to help to improved the performance level, enhance the relationships between employees.
2.0 Internal
2.1 Ryanair’s inappropriate advertisement
Ryanair receives complaint that its advertisements are against the Advertising Standards Authority (ASA). The contents of advertisement are inappropriate because it causes mispresentation of facts. The reputation of Ryanair is affected by this advertisement issue (Refer


References: Allan Afuah, 2004, Business Models: Strategies Management Approach, 4th edition, McGraw-Hill Publishing Company  Carrie Nation, 2013, ‘Net Profit Margin Explanation’, viewed 9 March 2014, Daniel Geller, 2013, ‘Ryanair Strategy Report’, viewed 9 March 2014, Dinuk Anthony, 2014, ‘Ryanair Case Study’, viewed 10 March 2014, Eli, 2010, ‘High Speed Train VS Airplane’, viewed 10 March 2014, Edsciorilli, 2011, ‘SWOT analysis of Ryanair’, viewed 9 March 2014, Felix sobatka, 2013, ‘Ryanair Plc.’, viewed 10 March 2014, Jerald R. Smith, 2012, Airline: A Strategic Management Simulation, 4th edition, Prentice Hall, Inc.  Mark Jenkins, 2007, Advanced Strategic Management: A Multi-Perspective Approach, 2nd edition, Palgrave Macmillan Ltd.  Ray, 2011, ‘Ryanair’s Value Chain Anaysis’, viewed 12 March 2014, Robert Kreitner, Angelo Kinicki, 2010, Organizational Behavior, 9th edition, McGraw-Hill/Irwin Taghi Abedian, 2014, ‘Analysis of Ryanair’s competitive advantages’, viewed 12 March 2014. Thomas Sorensen, 2010, ‘An analysis of Ryanair’, viewed 8 March 2014, 2013, ‘Ryanair Holdings Plc in Travel and Tourism’, viewed 8 march 2014, 2014, ‘Quick Ratio’, viewed 11 March 2014,
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