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Strategic Position
SWOT analysis The PESTEL analysis Key drivers Scenarios The five forces Framework
The strategy Clock The sustainability of the different routes in strategy clock The ansoff matrix
Strategic Position
Strengths
SWOT analysis
The PESTEL analysis Key drivers Scenarios The five forces Framework
Weaknesses
Prone to bad press Niche market Distance of some regional airports from advertised destination
Brand name Benefits from low airport charges Internet site High Service performance
SWOT Opportunities
Benefits from less exposure to geopolitical risks Economic slowdown actually helps Ryanair
Threats
Dependence on oil markets Increase of low fare competition Customers are very price sensitive
Strategic Position
Political:
SWOT analysis
Technological:
Develop new aircraft with more fuel efficient engines Internet (reservation and booking systems)
Economical:
The different business cycles Fuel price fluctuations
Environmental:
The global warming Noise pollution controls
Social:
Travelling in general is much more popular (young people, lifestyle)
Legal:
Health and safety legislations Security restrictions
Strategic Position
Key Drivers:
Key PESTEL factors ----- Linked The influence of terrorist attacks The oil and fuel price fluctuations Technological progress
Scenarios: Daydream scenario Hit scenario Oil leak scenario Nightmare scenario
Strategic Position
Threat of substitutes
The strategy Clock The sustainability of the different routes in strategy clock
The ansoff matrix
Secondary airports Lower price than competitors Internet booking No beverages for free
The strategy Clock The sustainability of the different routes in strategy clock
Present: Market penetration: To increase their market share in the European markets Future: Market development: to grow by starting operating on new geographical market areas
Strategy in Action
Intended strategy: It suggest that the strategies come as a result of top management intentional decisions
Emergent strategy: Suggests on the other hand that strategies emerge in an organisation as an outcome from everyday routines without any intentionality Is it possible to follow just one way?
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