RYANAIR

Internationalisation strategy for Ryanair

Abstract

In the modern business environment, more and more organisations are moving towards internationalisation by expanding its operations and functions in different countries across the world. Internationalisation has become an increasingly important factor for the success of organizations these days. One of such organization is Ryanair, which is one of the low fare airlines of Europe. Having its strong base in Europe, it is time for Ryanair to look for new markets across the world. However, entering new market requires significant and critical thought. One of the most potential new markets for Ryanair is the price sensitive West and central African market. This report entails the internationalisation strategy for Ryanair to enter the markets of West and central Africa. The report begins with a brief introduction and history of Ryanair. It then describes the main components of the Ryanair business strategy that is the basis of Ryanair distinguished name in the airline industry. The current business strategy is followed by an identification and analysis of the potential new markets for Ryanair. It includes rationales that justify west and central African market to be prospective markets for Ryanair. The report identifies and analyse various external and internal factors associated with the entrance of Ryanair in the west and central African markets. This is done by using SWOT and PEST analysis frameworks. After describing the potential markets and the pertaining external and internal factors, the report accounts various market entry strategies for Ryanair. These market entry strategies includes recommendations for the strategies to be pursued when entering the specified markets and a preplanning of the exit strategies to be followed in case of ineffective and unsuccessful operations. The recommendation also details various functional strategies that Ryanair will be required to pursue in the new markets. In the end, the report leads to the organizational structure for implementing the recommended strategies, in addition to, the strategic control system that will be employed to ensure best performance and success.

Abstracti

Introduction1

Business strategy of Ryanair1

New international markets for Ryanair2

Analysis of the external and internal factors3

SWOT analysis for Ryanair's entrance in west and central African market3

Strengths3

Weaknesses3

Opportunities4

Threats4

PEST analysis for Ryanair's entrance in west and central African market5

Political Analysis5

Economic analysis5

Social analysis5

Technology analysis6

Entry mode strategies to be pursued by Ryanair to enter West and central African market6

Exit mode strategies to be pursued by Ryanair in case of exit from West and central African market7

Functional strategies to be pursued by Ryanair in West and central African market7

Organizational structure9

Strategic control system9

Conclusion10

References11

Appendix13

Appendix a: Organizational structure13

Internationalisation strategy for Ryanair

Introduction

Ryanair is the Europe's foremost and leading low fares airline. It operates more than 1,500 flights for each day from 53 starting points on 1,500 low fare paths across 28 countries. It connects more than 168 destination points. Ryanair runs a fleet of more than 290 latest Boeing 737-800 airplanes with compact orders for an additional 13 new airplane. Ryanair has a set of over 8,500 people and look ahead to carry more than 80 million travellers in the existing fiscal year ...