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SMCH6061-Strategic Management And Change

tag 0 Download 12 Pages / 2,866 Words tag 20-10-2020


Assessment 1: External Environmental Analysis of Ryanair’s Strategic Positioning & Change
This case study identifies the various challenges faced by Ryanair – a key player in the European budget airline industry. The challenges faced by the budget airline fall within their immediate micro environment (the competitive airline industry) and the larger macro environment (wider trends beyond the airline industry impacting on the performance of Ryanair).
The purpose of this individual assignment will be to conduct an analysis of Ryanair operating in the European budget airline industry, to help inform decision-making regarding its current strategic position, and strategic actions that need to or are recommended to be taken. The assignment will need to offer the following:
1. A commentary and analysis based on the wider ‘macro’ UK and European environmental setting which potentially impacts on the performance and strategic actions of Ryanair. The requirement here will be to structure your commentary and analysis applying a ‘STEEPLE’ or ‘PESTEL’ framework [25 marks max].
Here you will need to identify the main factors impacting on the company (i.e., key ‘drivers of change’). You may find that some macro factors exert a stronger influence over the company than other factors. You will need to make an evaluation of this through your assessment of the information presented in the case.
2. A commentary and analysis of the micro environment (i.e., industry) within which the company operates. The requirement here will be to structure your commentary and analysis through applying the ‘Five Forces’ framework to assess the attractiveness of the industry to inform business strategy development
Here you will need to identify the key stakeholders within the European budget airline industry. The key will be to identify where power lies in terms of the various stakeholders operating in the industry, and also to reach an assessment of the attractiveness of operating within this industry. Make sure to offer an assessment of the industry life cycle stage and what you think this may mean for Ryanair
3. Using appropriate change management theory, analyse how strategic change could be managed and commitment to it could be achieved
Use Change models of your choice. You need to include a diagram of the change model that you have decided to use in your analysis. You may want to consider any of the following;
4.From the commentary developed in your situation analysis in 1, 2 and 3 above, identify a series of a) potential scenarios and b) generic strategic recommendations for the company
a. Potential scenarios should outline several possible future outcomes or ‘stories’ for which Ryanair may need to prepare. You will need to offer a ‘pessimistic’, ‘middling’ and ‘optimistic’ scenario and indicate which you reason is most likely in 2020 or beyond.
b. Generic strategic recommendations should be informed by the work of Porter and Bowman.
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