Ryan Air

Strategy is an important factor to all organizations since it gives direction for the organizations on

which route they should take in order to success. Strategy can be seen as effective long-term plans

that guide organization to achieve their goals or

objectives and to remain competitive advantages in

the industry. Generally, strategy has been variously

defined by different authors as being driven by

either "inside out" - Resources Based View or

"outside in" - Positioning view, or so called Market

Based View. Ryanair's strategy which gave them

competitive advantages and competitive position

can be analyzed through these two different

perspectives of strategy.

In the business world, firms compete with other

firms, in this sense one business idea competes with the business ideas of competitors, some survive

and some do not. In the market for cheap flight airline, Ryanair have succeeded but others have not.

This is mainly because the "idea" of Ryanair which Chief Executive Michael O'Leary simply adapted

from the Southwest Airlines' business model to the European environment - the low-budget

airlineworks for them. Ryanair's model of low-budget airlinewhich passes its costs directly to its

customers in order to maximize profit had leaded them to the profitable route of success. It is the

integrated business strategies which combines resources-based view and positioning view that added

value to Ryanair and help them to achieve the significant result in the cheap-flight industry by

leveraging its competitive advantages and competitive position. Ryanair's core competencies are the

variety of destinations and routes they serve within the continental Europe, the rapid amount of flight

and sufficient capacity. Ryanair serve variety of destinations and routes which increase their market

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