Strategic Analysis of Ryanair: Competitive Position and Future in the European Low-Cost Airline Market

This thesis provides a comprehensive strategic analysis of Ryanair Holdings plc with the aim of identifying the key factors underpinning its dominant position in the European low-cost airline market and assessing the challenges that threaten its long-term sustainability. The thesis combines a qualitative analysis of the macro-environment using the PESTLE framework, an examination of the competitive environment based on Porter’s Five Forces model, and an analysis of the market structure. The company’s internal resources and capabilities are evaluated using VRIO analysis and selected financial indicators for the chosen period. The findings from the individual analyses are subsequently synthesized into a SWOT matrix, which forms the basis for the formulation of strategic recommendations. The thesis further includes a comparative analysis of a selected competitor in the low-cost carrier segment. Based on the conducted strategic analysis, the key drivers of the company’s competitiveness and the main challenges jeopardizing its long-term sustainability are identified. In the final part of the thesis, three core strategic recommendations are proposed, aimed at addressing the identified challenges and strengthening Ryanair’s competitive position in the European market.