1. The Strategic Diamond 5 Elements ofStrategy Illustratedbytheexampleof SBWL Strategic Management (AdvancedCourse) PS SS10 26.03.10 Harald Oberparleiter Stefanie Keller David Kolb Verena Oberhofer Barbara Klaunzner

2. Theoretical Background Ryanair‘sstrategic Diamond Strategy … is an integratedsetofchoices: Where will webeactive? How will wegetthere? What will beoursequenceandspeedofgrowth? How will weobtainourreturns? How will wewin in themarketplace?

6. Service Reliability: betterpunctuality, fewer lost bagsandfewercancellations

8. Expandingnetwork (coveringcompetitors‘ routes)

11. Non stoproutes

12. Cheaperservice design

13. Nofrequentflyerprograms

14. Minimize personell costs

15. Directbookingthroughinternetreducedagencycommission

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