Strategic Management - Book Report/Review Example

Ryanair is a low fare airline operating in an extensively competitive environment of Airline Industry. Before Ryanair; the Airline Industry was ruled by Aer Lingus. In the start Ryanair was successfully operating in the industry by giving completely conventional services to its passengers; including seating for two classes, beverages and food. With the time there was a substantial growth in customers for the Air Industry which brought additional opportunities for both Ryanair and Aer Lingus in 1990, however, this did not prove fruitful especially for Ryanair, the airline began to face certain issues rather than getting benefitted from the overall increase in customers (ELEANOR O’HIGGINS, 2010: 1).

The European Airline Industry was affected by International Recession along with increase in oil prices and number of passengers. In such situations airlines can either avail all the opportunities present in the market through proper strategies and management or they fall prey to the economic recession. Ryanair as a part of this industry faced severe problems in the first place which compelled it to fire some of the most senior executives and also to bear significant financial losses (ELEANOR O’HIGGINS, 2010: 1-2).

Ryanair is responsible for breaking the monopoly of Aer Lingus therefore when Ryanair was undergoing these challenges then the market was wide open for Aer Lingus who obviously took great advantage of the opportunities while increasing the competition pressure over Ryanair. Despite of all these issues Ryanair learnt great many lessons and the fundamental techniques of surviving in the highly competitive Airline Industry. It changed its overall marketing and management strategies in addition to appointing new team members having modernized knowledge, skills and abilities as per the requirement of the present situation.

Apart from this the most significant step taken by the management was to transform the Airline in to the Europe’s foremost low fare