SM Essay Example | Topics and Well Written Essays - 2250 words

SM - show ExampleRyanair is one airline that has concentrated its services in Europe and looking into its history to come across and its strategies, it is easy to deduce that it is one of Europes wind airlines especially in the low appeal category. Statement of purpose This piece result look into the history of Ryanair and use particular critical incidents in the life of this airline to illustrate the strategic debates through some highlight on Mintzbergs theory. The paper will also look into the key strategic decisions the company will have to make in order to achieve their strategic aspirations. Lastly, the companys implementation challenges in the global market will be highlighted. Companys history Ryanair, a low follow and low fares airline, has done hugely well as compared to many airlines in Europe especially those that were established around the same cartridge clip i.e. in the mid 1980s. British Airways, Virgin Atlantic, Aer Lingus and EasyJet have formed the closest rivals to Ryanair for years. It boasts of having yearly customer avocation of over 66.5 million from its humble beginnings of just 5000 passengers back in 1985 (Ryanair 2011). The projected traffic for 2010 was set by the management led by Michael OLeary at over 70 million. ... ed with the airlines appreciation of the fact that without sustainable expansion strategies it would be difficult to venture into the European sky and rule. subscribe in 1985 it had just one route i.e. Waterford to London with a single aircraft to superintend it. The management at the time then proposed a purchase of a number of jet aircrafts that were faster and more cost-effective and therefore could handle more destinations on daily basis. Up until 1990 the company was growing at an glorious rate when all over sudden it started a downward trend (Pearce et al. 2003 Slack et al. 2007 Wheelen and, Hunger 2002). At the time many airlines had emerged in Europe with all sorts of products to offer and this had to some extent escaped the radio detection and ranging of Ryanairs management. Critical incidents in the life of Ryanair and strategic paradoxes Ryanairs history was immensely shaped by the losses and underperformance witnessed in the early 1990s. This situation caused the management at the time to change its strategies in transaction with the increasing market competition (Gregory & Marilyn 2004 Belobaba 2009 Hill and Jones 2009). The management first renewed their mission of being the leading low cost airline in Europe by focusing again on the cost of operations and fares charged by their competitors. It also concentrated its operations within secondary airports and plied shorter routes than before. In the gambol of the 21st century the company found the need to invest in a newer fleet of aircrafts from Boeing that were to handle bigger capacity in terms of passengers and cargo coupled with longer flying distances. The airline website was some other strategic alignment in t he mid 1990s that opened a new advertising deport and customer interactive platform (Palmer & Ponsonby 2002 Mayer 2007