RYANAIR STRATEGIC MANAGEMENT

Ryanair Strategic Management



Ryanair Strategic Management

Ryanair Overview

Ryanair Holdings (Ryanair or 'the company') operates low fare scheduled passenger airline serving short haul, point to point routes between Ireland, the UK, and Continental Europe, as well as Morocco. It is headquartered in Dublin, Ireland and employs about 8,560 people. The company signed a partnership agreement with Hertz in 2009, to provide Ryanair's passengers access to the Hertz car rental convenience and best value rates. In the same year, the company closed its base at Dusseldorf-Weeze. Also during 2009, Ryanair decided to open seven new routes to/from Oslo (Rygge) Airport, and four new routes from Oslo (Torp). In the same year, Ryanair decided to operate eight new Edinburgh routes to Barcelona (Girona), Brussels (Charleroi), Gdansk, Gran Canaria, Lanzarote, Memmingen (Munich West), Oslo (Torp), and Tenerife, and also extend its routes to/from Malta and Rome (Ciampino).

In 2009, Ryanair announced two new Italian bases at Bari and Brindisi, bringing its total European bases to 36. Same year, the company also announced its decision to open four new routes to/from Bordeaux. In 2009, the company announced its decision to close its six Basel routes. In the same year, Ryanair invested an additional $210 million in the UK tourism, and open ten new routes from Bristol, Edinburgh, Glasgow (Prestwick), and Liverpool Airports. In 2009, Ryanair decided to add one new Boeing 737-800 aircraft, and open two new routes from its Dusseldorf (Weeze) base to Lappeenranta (Finland) and Szczecin (Poland). The company planned to add four new Boeing 737-800 aircraft, and open six new routes from its Brussels (Charleroi) base to Ibiza, Kaunas, Krakow, Nador, Seville, and Zadar, in 2009. In the same year, the company also announced its decision to add one new Boeing 737-800 aircraft, and open four new routes from its Bournemouth base to Fuerteventura, Ibiza, Malta, and Valencia (Lynch 2009, 197).

In 2010, Ryanair entered into a partnership with Perfect Getaways, to offer self-catering accommodation including villas, cottages, gites, apartments, and holiday homes on the Ryanair Rentals page of the Ryanair.com website. In the same year, the company introduced 25 new routes to/from Alicante, Barcelona Reus, Barcelona Girona, Bratislava, Bristol, Cork, East Midlands, London Stansted, Milan Bergamo, and Pescara. Also in 2010, the company planned to open three new routes from Edinburgh to Faro, Marrakesh, and Paris. The company launched six new routes to the Greek holiday destinations of Kos, Rhodes, and Volos, in 2010. In the same year, Ryanair opened its 37th base at Oslo Rygge with three aircraft and 27 routes. In 2010, Ryanair opened its newest base at Barcelona El Prat airport.The company opened its third route from Rhodes to Rome, during the same year. Also in 2010, Ryanair commenced its first Estonian flights from Tallinn, with seven routes to Dublin, Dusseldorf, Edinburgh, London, Milan, Oslo and Stockholm.

In February 2011, the company opened 17 new routes, including routes to Kos, Rhodes and Thessaloniki, Greek. In the same month, Ryanair opened its second maintenance hangar at Glasgow Prestwick Airport...