TERM PAPER
ON
STRATEGIC PLANNING HISTORY OF RYANAIR AND SKYBUS AND THEIR OUTCOME
PREPARED BY: OLAKUNLE OLADIPUPO
SUBMITTED ON
MONDAY 11TH JANUARY, 2010.
[WORD COUNT: 2,982]
Table of Contents
Abstract 3
Introduction 4
Importance of Corporate Strategy and Its Application 5
Ryan Air and its ‘No Frills’ Strategy 6
The Growth Strategy at Ryan Air 7
Corporate Strategy at Skybus 9
Lack of Application by Skybus of Low Cost Model 9
Strategic Comparison between Ryan Air and Skybus 10
Conclusion 12
Abstract
The report is an analysis and comparison of two companies in the airline industry which are separated by decades in terms of their births as companies but have similar business models. In this report, I shall be talking about how Ryan Air has been able to succeed while starting in tough terrain though; the company sustained all pressure and came out as one of the most successful airline companies across Europe and the rest of the world.
I shall also be looking at Skybus and its fallout in contrast with the success of Ryan Air. I will in detail be evaluating the reasons why Skybus could not go the distance while its European counterpart Ryan Air continued on the path of growth and success. Throughout this report I will be referring to quantitative data that supports a number of inferences that I have come to deduce about the fate of both the airlines.
The whole idea is to explain why a company like Skybus could not replicate or emulate the model that was so well practiced by Ryan Air. The comparison is also worth mentioning so as to assert that there are contrasting results to similar practices. The key point here would be that the strategic management of both companies had huge variance and the differences that can be identified go a long way in explaining the demise of Skybus and the defiance and eventual success of Ryan Air.
The report is extremely vital as it provides a complete analysis of both companies and the...