Tour 335 Strategic Management
1.Review the broad and operating environment to identify strategic issues (drivers of change, opportunity, threat, requirements for survival, key success factor)
2.Review the internal environment of the firm to identify whether the company has or needs a sustainable competitive advantage
Where do we want to be?
1.Set the strategic direction – mission, vision, values
How will we get there?
1.Choose which generic business strategy the company will follow – low-cost leadership, differentiation, best value.
2.Develop the initiatives related to all areas of the business to implement the generic business strategy – Firm Infrastructure, HR, Technology, Operations, Procurement, Marketing and Sales, Inbound Logistics, Outbound Logistics, Service.
Working on your own, use the information provided in the case to answer the following questions.
Identify and describe the strategic issue Ryanair took advantage of when the airline started up in 1985.
Which generic business strategy did Ryanair adopt in 1985?
Why do you think the airline chose this strategy in 1985? Explain your answer using course concepts.
Identify 3 initiatives (in total) adopted to implement this generic business strategy.
Do you think these initiatives are appropriate for the generic business strategy chosen by Ryanair? Explain your answer (Refer to page 172 and 180 in the text).
Do you think this strategy is working for Ryanair? Explain your answer using evidence from the case. Hint: refer to the appendices in the case.
Going forward, do you think Ryanair’s strategy will continue to be successful? Explain your answer using course concepts. Hint: what do customers value? Is Ryanair providing customer value?