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Ryanair Leadership Style

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Background to Ryanair
Ryanair is an airline company which is well known for its low cost airline service in Europe. Ryanair was founded in 1985 by Christy Ryan, Liam Lonergan and noted Irish businessman, Tony Ryan. It has its head office in Dublin airport in Ireland. The company was restructured in 1991 due to it running loss by Michael O 'Leary with no-frills, low-cost service which yielded profits to Ryanair. It operates from 40 bases all across Europe with hold to more than two hundred and twenty Boeing 737-800 aircrafts and is the largest airline company, that every year carries millions of passengers. From 1998 to 2003 revenue raised from 231 million euro to 843 million euro. During the same period profits jumped from 48 million to 239 …show more content…

The leadership style of O 'Leary has instituted that Ryanair finds expression in a sort of transition: a movement from autocratic leadership to a democratic one. Debates could arise with whether O 'Leary 's style would work in different circumstances but there is no doubt that he is a perfect situation match for the Ryanair revolution.
Strategic view
Ryanair 's main objective is to establish itself as Europe 's leading low-fares passenger airline with expanded offerings and continued improvements. Ryanair aims to offer low fares that will be able to produce increased numbers of passengers while maintaining a continuous focus on keeping costs low and operating efficiencies. In our opinion the key elements of Ryanair 's strategy …show more content…

In the year ended March 31st, 2013, Ryanair flew an average of approximately 1.96 round trips per day with an average route length of 491 miles and average flight duration of 1.2 hours. Short-Haul routes allows Ryanair to offer frequent service, while eliminating the need of offering “frill” services which are commonly looked for on longer flights. Point-to-point flying allows Ryanair to provide direct, nonstop routes to avoid the cost of providing through service for connecting passengers, including transit passenger assistance costs and baggage

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However, the company will have to prioritize their strategy and concentrate on a few important issues. The company should prioritize on progressively taping into market areas that remain untapped. The company has concentrated on offering cheaper fares in routes where its competitors charge high fares. However, they need to branch out their operating areas to sustain their brand for a longer time.

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During the 2011, Ryanair have decided to decrease the airfare rate as a lower cost airline, but the controversy started when they started charging passengers for various reasons that are not necessary. The passengers concluded it as the cheaper but not cheerful airline. Ryanair charged extra for the name change on the passengers boarding pass, a boarding pass fees, excessive luggage fees per kilo, credit card use fees of the total amount, a checked musical instrument fees, a reserved seat fees, and the charges for a water bottle that requested by the passengers. Besides that, Ryanair also happened very often in poor customer service, hidden credit card charges, frequent delays the flights, and extra payments for fees or taxes. Nevertheless, the main controversy was caused by the charges where happened inside the cabin of the plane.

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