C/B/565. Master's Dissertation. Ryanair: Low-cost airline in the 21st century

This is a dissertation focusing on the low-cost airline industry in the 21st century. The research uses secondary data and descriptive methodology. The objectives of this paper are to find the growth and positioning of a single low-cost carrier in Europe Ï Ryanair. The study also aims to investigate the internal environment (strengths and weaknesses) and external environment (opportunities and threats) of Ryanair in the 21st century. The issue of terrorist of 9/11 and 10/8 events also discussed. The paper adopts several important strategic models such as SWOT, PESTLE, Porter's five forces, scenario analysis, Ansoff's intensive growth strategy and industry life cycle to examine the aims and objective. The study found that Ryanair growth base on its effective operational management while terrorist is its main threat in the 21st century. It needs to develop new scenario analysis in the new low-cost airline business environment. The further study and recommendation are also included.