Ryanair’s strategic positioning in the industry
EXAMINATION ASSESSMENT QUESTION
Case Study:
Based on the case study, you are required to:-
(1) Perform an external environment analysis, identifying general and competitive factors that are influencing Ryanair’s operations in the industry. (20 marks)
(2) Analyze Ryanair’s strategic positioning in the industry using Strategic Group Analysis. (20 marks)
(3) Perform an Internal Analysis of Ryanair. (20 marks)
(4) Analyze the Business Strategies that has sustained Ryanair’s success using Porter’s Generic Strategies and Bowman’s Strategy Clock. (20 marks)
(5) Advise Ryanair in its pursuit of Aer Lingus based on the SWOT Analysis performed.
(20 marks)
(Total: 100 marks)
Your report format should be as follow:
- Cover Page
- Grading Scheme
- Table of Content
- Content
- References (if any)
- Appendices (enclosing the evidences, if any)
The total marks for this assignment is 100% but it carries 50% of overall assessment for this module.
* The detailed marking criteria’s for the allocation of 100 marks is provided in Appendix 1
| LENGTH REQUIRED |
2500 words +/- 10%. Any deviation from this will be penalized.
| FORMATTING AND LAYOUT |
- A Microsoft Office Word Document or other relevant applications as permitted by module lecturer/ typed using computer. Usage of typewriter or hand – written is STRICTLY not allowed.
- 12 font size, Time New Roman font and bold title and sub titles
- Fully justified alignment
- 1½ line spacing
- Margins of 1” at top and bottom; left and right
- APA Reference Format
Appendix 1: Marking Criteria for Essay (50%)
| No.
| Assessment Criteria | Weightage | Marks Allotted by Lecturer |
| a. | Perform an external environment analysis, identifying general and competitive factors that are influencing Ryanair’s operations in the industry. | 20%
| |
| b. | Analyze Ryanair’s strategic positioning in the industry using Strategic Group Analysis. | 20%
| |
| c. | Perform an Internal Analysis of Ryanair. | 20%
| |
| d. | Analyze the Business Strategies that has sustained Ryanair’s success using Porter’s Generic Strategies and Bowman’s Strategy Clock. | 20%
| |
| e. | Advise Ryanair in its pursuit of Aer Lingus based on the SWOT Analysis performed. | 20%
|
|
| Overall Marks | 100 %
|
Ryanair: the low fares airline – future destinations?(1)
