Abstract
With the increased competition in the airline industry, especially in the low fare segment, Ryanair, the initiator if this segment in Europe, is faced with various pressures, coming from its competitors, external environment or industry trends. While the company has the resources to manage the challenges of the 21st century, which tops with the necessity to become a global brand, it also requires a sound strategy. This report starts with analysing the internal and external environment of Ryanair, in order to identify the strategic directions that it can pursue in its globalization approach and it further proposes a global ...