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    Case Study

    Ryanair strategic positioning (B): Always getting better

    By Seán Meehan
    13 pages
    March 2017
    Order this case study
    Reference: IMD-7-1873

    By 2013, after over near 30 years, Ryanair has become the largest airline in Europe in terms of passengers flown internationally. It outperformed its low cost rivals on most operational dimensions. It was unambiguously positioned as the lowest cost of the low cost airlines. Its success, however, came at a price. Ryanair was far from loved. Its operational model, which enabled such low cost flying, had as a side effect service that was seen as far below industry norms. In 2013 its outspoken CEO, Michael O’Leary, came under increasing pressure to tone down the macho image he had cultivated and enhance service levels. To do this he would need to adapt the successful operational model. The A case asks whether such an adaptation make sense. The B case documents the evolution and implementation of Ryanair’s response, a change program called “ALWAYS GETTING BETTER” (AGB). AGB encompasses a digitalization program that chief marketing officer Kenny Jacobs believes can enable Ryanair to become the “Amazon of Travel in Europe.” The B case asks whether this is a realistic ambition.

    Learning Objective
    • Understanding customer centricity
    • Understanding strategic alignment
    • Understanding whether and how successful incumbents can embrace change.
    • Understanding how incumbents can best embrace digitalization
    Keywords
    Marketing, Operations, Positioning, Transformation, Customer Centricity, Disruption, Strategic Innovation, Innovation
    Settings
    Europe, Republic of Ireland
    Ryanair, Travel and Leisure, Airlines and Aviation
    2013–2016
    Type
    Field Research
    Copyright
    © 2017
    Available Languages
    English
    Related material
    Teaching note, Video
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    This case study is part of a series
    • Ryanair strategic positioning (A): July 2013
    • Ryanair strategic positioning (B): Always getting better
    This case study is part of a series
    • Ryanair strategic positioning (A): July 2013
    • Ryanair strategic positioning (B): Always getting better
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    All case studies
    Ryanair strategic positioning (A): July 2013
    By Seán Meehan
    Case reference: IMD-7-1872 ©2017
    Summary
    By 2013, after over near 30 years, Ryanair has become the largest airline in Europe in terms of passengers flown internationally. It outperformed i...
    Read more
    Reference IMD-7-1872
    Copyright ©2017
    Copyright owner IMD Copyright
    Organization Ryanair
    Industry Travel and Leisure, Airlines and Aviation
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

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    Ryanair strategic positioning (B): Always getting better

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    Ryanair strategic positioning (B): Always getting better
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    Case reference: IMD-7-1873 ©2017
    Summary
    By 2013, after over near 30 years, Ryanair has become the largest airline in Europe in terms of passengers flown internationally. It outperformed i...
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    Reference IMD-7-1873
    Copyright ©2017
    Copyright owner IMD Copyright
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