strategic analysis of ryanair

1. Assessing Ryaianir’s failure and success (performance overview)

1. 1 For any firm to be successful, it needs to take into account the following choices of
competitive arena, culture, resources, value chain, capabilities, competences and synergy
(Cole 2000).

Therefore, by analysing Ryanair’s financial performance from 1999 to March 2003, we consider the firm to have grown from strength to strength. By looking at Ryanair’s load factors from 1999-2003, we have seen that the firms load factors have increased each year (This can be viewed in figure 1). This shows Ryanairs passengers have increased as the business has grown. (compare with easy Jet load factors).


Figure 1
Key statistics 1999 2000 2001 2002 2003
Scheduled passengers 4.3 5.5 7.4 11.1 15.7
Number of aircraft operated at period end 21 26 36 41 54
Number of employees at period end 1,203 1,388 1,476 1,531 1...