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Bowman's Strategy Clock&Strategy Suitability: Ryanair

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  • Essay length: 1375 words
  • Submitted: 04/04/2008
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GCSE Case Studies

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Bowman's Strategy Clock&Strategy Suitability: Ryanair

Ryanair is an airline services company and was founded in the 1985 to provide hauls between Ireland and UK as alternative to the monopoly of Aer Lingus. Ryanair started to become the first European low fares in the 1995; this restyle of the company was built on the model of the Southwest Airlines, the highly successful Texas based operator. Nowadays, Ryanair's objective is to maintain the leadership of low fares airline in Europe, basing its strategy on providing "no-frills" service.

1) Identify the strategy pursued by Ryanair based on the Bowman's strategy clock.

M. Porter in his book, "Competitive Strategy: Techniques for Analyzing Industries and Competitors", reduced competition down to three classic strategies: Cost leadership, Differentiation and Market segmentation (or Focus).

Looking at Porter's strategies in a different way, Cliff Bowman and David Faulkner developed Bowman's Strategy Clock. This model is well represented in the following figure:

D. Faulkner and C. Bowman, The essence of competitive strategy, Prentice Hall, 1995

Each position briefly describes different competitive strategy options; also, focusing on perceived product/service benefits and price, the model represents different positions a firm can assume in the market.

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