Ryanair Strategy

Sun Yat-Sen University Strategic Management

Professor: Richard Lihua

Individual Reflection

Date:April 13, 2013 Student: Wu Yanfei (12211208)

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目录 1. Knowledge Reflection ........................................................................ 3 2. Individual Experiences on Strategic Management Reflection ............. 6 3. Future Expectations ........................................................................... 7

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1. Knowledge Reflection

Strategic Management is the spirit for a corporation all over the world. A corporate’s strategy mainly based on three steps: Identify the strategic position, make strategic choice and make strategic actions. Each step includes different aspects. When we identify the strategic position, we should analyses both internal and external environment, consider the purpose, capability and culture. After we identified the strategic position, we should make strategic choices, and when we are making strategic choices, we should consider from the business level, corporate level, innovation, evaluation and international. Actually, considering from the business level means the corporation should have its different factors among its competitors, which could help them to gain competitive advantages. There are mainly five types of business-level strategies for exploiting different competitive advantages within a specific competitive scope. The five types of business-level strategies are cost leadership, differentiation, focused cost leadership, focused differentiation and integrated cost leadership/differentiation. All these types are based on its analysis result of the internal and external environment. However, the corporate level is mainly focus on choosing and managing a group of different business in a number of different consumer product markets to
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gain competitive advantages. And if we consider from the corporate level,we should identify the levels and types of diversification first, and then we know