Business Process Ryan Air

Strategic Management Assignment II

INTRO:

Ryan Air is an airline company founded in 1985, at the beginning Ryan Air was a small company making flights only between Waterford and London, at that time they wanted to compete the duopoly of British Airways and Aer Lingus on London-Ireland flights1. They indeed added a second route flight between Dublin-London so they can directly compete with the two carriers mentioned above. With two routes and two planes Ryan Air had 82 000 people and the number was still increasing but the company ran generally at lost2. . So they decided to go into a restructuring process in which the company could increase its profit in order to not fail. In fact after a complete restructuring Ryan Air became one of the most successful companies in Europe if it is not the most successful. The restructuring process is their main strategy and also my main topic I will discuss in this essay (I once flew with Ryan Air, but if I knew I would have to do an 3000 word essay, I would have analyzed the company a little bit more). The essay will go as follow first of all I will talk about the Objective of a restructuring strategy. Then I will discuss about Ryan Air at their beginning, and then the following step will be on analyzing the project design followed by a SWOT analysis of Ryan Air. And finally as it happens in every large company, I will talk on the critics of Ryan Air, on their way of doing, and why this company is criticized. The main interest of this essay is to provide the global vision of the strategy Ryan Air has chosen.

Objectives of restructuring

As Hammer and Champy defined it, “Business Process Reengineering” or “ Process Restructuring” is the “fundamental rethinking, and redesign of business process to achieve dramatic improvements in critical, contemporary measures of performances, such as cost, quality, service and speed”. So as we can see with this definition BPR is more a radical change of the behavior and the way of...