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The organisation was founded in 1985 as a conventional airline but re-launched itself in 1990/1991 as a low-cost carrier, replicating American Southwest Airlines' business model. Since then Ryanair has grown substantially and successfully. The company currently has 146 routes to 84 destinations in 16 countries, and carries more than 15 million customers annually. Ryanair aims to be Europe's largest airline in 8 years (www.ryanair.com).
2 ANALYSIS OF THE EXTERNAL ENVIRONMENT
This is a crucial part of a strategic analysis because ??organisations do not exist in a vacuum, they are part of a complex world' (Bowman 1987:61) and many factors can influence operations, beneficially and unfavourably...
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