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Ryanair Holdings PLC - Strategic Audit Crystal Brinson 03/24/07 BMGT 495-9941 Strategic Management Professor Ribic CURRENT SITUATION CURRENT PERFORMANCE This following information is an overview of Ryanair's performance through the past year. Return on investment period ending March 31, 2007 was $577,778. Ryanair's market share is 29.9% and profit margin of 19.66%. Overall the current performance has been strong. STRATEGIC POSTURE Ryanair's current mission, objectives, strategies, and policies are clearly stated on their website; similarly their performance also implies their approach. Mission statement: "Ryanair's objective is to firmly establish itself as Europe's leading low-fares scheduled passenger airline through continued improvements and expanded offerings of its low-fares service. Ryanair aims to offer low fares that generate increased passenger traffic while maintaining a continuous focus on cost-containment and operating efficiencies." (Ryanair Ltd, 2008) Objectives included: * Keeping fare low for the customer this is designed to stimulate demand from the fare-conscious leisure and business travelers. Also, seats are sold on...

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