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Using Porter's model identify and analyse the generic strategy pursued by Ryanair throughout the period covered by the case.
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Q1. Using Porter's model identify and analyse the generic strategy pursued by Ryanair throughout the period covered by the case. Porter (1998) suggests three generic competitive strategies that organisations can adopt and implement within their industry. These three strategies are: (1) Cost Leadership - where a firm seeks to be the low-cost producer in its industry, (2) Differentiation - where a firm seeks to be unique in its industry through features of its products that are highly valued, and (3) Focus - where a firm focuses on a segment in its industry using a low cost approach (cost focus) or a high differentiation approach (differentiation focus). The case study shows that Ryanair was initially founded as an alternative to Aer Lingus, which was then the state monopoly carrier of Ireland. While plying routes between the UK and Ireland, Ryanair adopted a differentiation strategy, in which it was a full service airline with...
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