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Ryanair Strategic Analysis

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Submitted By sugs1001
Words 4568
Pages 19
Course Title: Diploma in Supply Chain and Logistics Management.
Module: Module 2 – Strategy, Logistics and Marketing.
Essay: What is Strategy?

Date: 1st May 2012.

Contents: Page. 1.0 Summary. 1

2.0 Introduction. 1

3.0 The Principles of Lean. 2 3.0.1. Understanding your customers’ requirements or value. 3.0.2. Identify the value stream 3.0.3. Make the value flow through the value stream 3.0.4. Pull the value from the value stream. 3.0.5. Strive for perfection. 3.0.6. The ten rules of lean production.

4.0 The Tools of Lean. 4 4.0.1. Kaizen. 4.0.2. Jidoka. 4.0.3. JIT or Just In Time. 4.0.4. Heijunka. 5.0 Recommendations. 6

6.0 Conclusions. 6

7.0 Bibliography. 7

8.0 Web links. 7

1.0 Summary.
In this exercise I have tried to convey the meaning and value of strategy and its importance while constructing a strategic analysis using SWOT, STEP and Porter’s 5 forces. I have also used Porter’s generic strategies model to establish what business we want to be in and have articulated this business model in a vision and mission statement.
The target company’s I have used in my exercise is predominantly Ryanair plc.
2.0 Introduction.
What is strategy?
The term strategy is a military concept and comes from the ancient Greek word “strategia” meaning “office of the general “ or “generalship”. Many of the concepts of strategy have been borrowed from the military and adapted for business. In many ways a business strategy is its battle plan to provide that business with clear objectives and long term goals to ensure the business has a competitive advantage against its business rivals.
We’ve often heard the term “everybody likes a good plan”, well strategy is the process of devising and executing a careful plan towards a predetermined

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