C/B/560. Ryanair: Extensive SWOT analysis and DPM

This paper studies the strengths and weaknesses of Ryanair, the leader in low-cost carriers. SWOT analysis is adopted to examine factors to determine the overall strategic position of Ryanair's business and its environment. This study found interesting results: strong points that enable Ryanair to remain the largest low-cost airline in the European low-fare industry, and also weak points which Ryanair, have to investigate to remain competitive in its specialised market. The study also adopted DPM (directional policy matrix) to analyse Ryanair's business strength and highlight weaknesses which could be turned into opportunities.