Strategic information management Essay Example | Topics and Well Written Essays - 1750 words

Strategic information management - Essay Example Due to increased competition soon afterwards a huge loss was made in 1990 (Ryanair 2010). Some of the threatening competitors were Aer Lingus and British Airways. This loss acted as a wake up call for the management whereby policies were put in place e.g. intense advertising, low fares and low cost of operations yielded a higher passenger traffic, higher profits and lower costs. According to Palmer and Ponsonby (2002, pp. 260 – 401) the airline industry the world over has been one marred by intense competition as time passes. In Europe the situation is no better and in fact may be termed as more volatile than in other regions of the world. Miriam (2010) says that Ryanair has operated in this region for more than two decades and has emerged as the market leader in regards to low cost category. This airline’s management has for this time tried to use various strategies that are as dynamic as the industry itself in order to maintain the market leadership position as well as keep on expanding. This paper will look into the goals and objectives that the company has, give an analysis of the airline’s internal and external environment by use of Porter’s 5 forces and PEST analysis. The paper will go further to give its SWOT variables while evaluating the overall company strategy over time by use of relevant financial information spanning half a decade ago. The airline has ensured that its fares are the lowest in the routes that it plies. It has been able to do this by reducing its costs to the minimum e.g. by use of simple advertising, hedging fuel costs, no frills, no travel agents used, in-house marketing, use of secondary airports etc. all these result to lower costs therefore enabling the airline to charge less (Ryanair 2010). The company has been making the service as simple as possible while ensuring customer satisfaction. It has done this