Assessment Brief
This module is assessed through one graded element worth 100%. You must achieve at least 50%to pass the module. For this assignment you will produce a 5000-word management report on Ryanair including a skills development plan and a reflective statement, in an academic style.
By completing this assessment, you will achieve the following learning out comes(LOs):
LO1–Applyknowledgeandunderstandingofthekeymanagementtheoriesandconcepts/practices to contemporary organisations.
LO2–Criticallyanalyseandhighlightthekeyprinciplesandfunctionsofmanagementincluding planning, organising, leading and controlling.
LO3–Evaluate the dynamics of global business environment, and the need for effective management as a value adding universal activity at global, national and local levels.
LO4–Criticallyreflectontheirownmanagementcompetenciestodesignaskillsdevelopmentplan, which is aimed at their future career aims and objectives.
Assessment Scenario
Acting as a business consultant, you are required to analyse the management functions and practices and write a business report for the senior management team of Ryanair. You must utilise the techniques and concepts you have covered in the module.You must also provide a skills development plan and reflective statement.
Ryanair–anultralow-costairline
In 2023, Ryanair (based in Dublin) reported that it had carried over 168 million passengers in the year ending 31 March 2023 (FY 22–23), 74 per cent more than last year. Revenue had more than doubled (up 124 per cent) and profit after tax was 1,430 million euros, against a loss of 355 million eurosin FY21–22. It expect stocarry 185 million passengers in FY23–24.Costs,excluding fuel,of31 euros per passenger, were now back to the pre-Covid level and lower than all competitors. Its load factor – the proportion of seats filled on its flights – rose to 93 per cent from 82 per cent the year before.
In FY 22–23, they opened five new bases and 300 new routes. Management plans to continue gaining market share from rivalsin Western Europe,as well asstimulating demand in Central and Eastern Europe.
Aviation is a major source of carbon emissions, so Ryanair management invests heavily in fuel- efficient aircraft. During FY21–22, they introduced 73B737‘ Game changer’aircraft,which deliver ‘4% more seats per flight yet burn 16% less fuel’.1 They are also investing in the production of sustainable aviation fuel (SAF) and hope to power 12.5 per cent of flights using SAF by 2030.
Tony Ryan (1936–2007), the son of a train driver, left school at 14 to work in a sugar factory and in 1954 joined Aer Lingus, the state-owned Irish airline, to work as a baggage handler. By 1970, he over saw the air craft leasing division, lending Aer Lingus air craft and crews to other airlines. This gave him the idea of creating his own aircraft leasing company, which he did without delay.
In 1985, he founded Ryan air, with a single aircraft flying between Ireland and the UK, to compete with his former employer. The Gulf War in 1990 discouraged air travel and caused financial problems for Ryan air. Rather than close it, Ryan and his seni or managers (including Michael O’Leary,now Chief Executive) decided it would be a‘ no-frills’operator,discarding the conventional features of air travel such as free food, drink, newspapers and allocated seats. Staff (including pilots, ground staff and cabin crews) would serve customers who wanted a functional and efficient service, not luxury.
In 1997, changes in European Union regulations enabled new airlines to enter markets previously dominated by national carriers such as Air France and British Airways. Ryan air quickly opened new routes between Dublin and continental Europe, and between European cities: although based in Ireland, 80 percent of routes are between air ports in other countries. Tony Ryan also turned Ryan air into a public company by selling shares to investors.
In May the company issued a statement of the results for 2022–23.
This case study and more information can be found in the core text book on the following reference:
RYAN AIR: Boddy, D., (2024) Management: An Introduction, 9th Edition, Page 12. Available at: https://online.vitalsource.com/reader/books/9781292727974/epubcfi/6/20[%3Bvnd.vst.idref%3Durn_pearson_manifest_9df8d20b-4028-4bbd-ba8a-ee7e8d7fd6ec]!/4
Ryan air corporate website : https://corporate.ryanair.com/
It is recommended that you should carry out a substantial a mount of independent and individual research to strengthen your understanding of the business context and the preferred style of management.
Assessment Tasks
You are to critically analyse and evaluate the current management practices at RYAN AIR. You must recommend changes based on your evaluation that RYAN AIR must implement to improve its success.
Task 1–Key Management Theories, Concepts and Practices(LO1)
For RYAN AIR discuss how management theories, concepts and practices are currently adding value. Explain, with evidence, what these management practices have contributed to the success of the RYAN AIR brand.
Support your arguments with reference to appropriate academic literature, case study materials and your independent research.
Task 2– Management as a value adding universal activity (LO3)
Evaluate the dynamics of the global business environment. Discuss how the management at RYAN AIR have adapted their strategies and methods, at global, national and local levels adding value to the subsidiary.
Support your arguments with reference to appropriate academic literature, case study materials and your independent research.
Task 3–Key Principles and Functions of Management (LO2)
Critically analyse the management approach taken by the management at RYAN AIR to address the key challenges. Highlight the key principles and functions of management (planning, organising , leading and controlling), with supporting evidence.
Support your arguments with reference to appropriate academic literature, case study material sand your independent research.
Task 4–Critical Reflection and Skills Development Plan (LO4)
For this task, you are required to produce a Skills Development Plan (700 words) plus a 500-word Reflective Statement. You are required to reflect on your own management competencies, inline with your career goals.
Support your arguments with reference to appropriate academic literature, and your independent research.
Assessment Guidelines
Introduction:
- Introduce RYAN AIR and explain the context of your management report.
- Briefly discuss the current issues at RYAN AIR.
Task 1–Key Management Theories, Concepts and Practices (LO1)
- Explain how management is contributing to adding value.
- DiscussthefourphilosophiesoftheCompetingValuesFrameworkandidentifyONEother relevant management theory that is driving the management approach at RYAN AIR.
- The relevant management theory must be appropriate to your answer. You may choose to consider the following theories: Scientific Management Theory, Bureaucratic Theory, Administrative Theory, Contingency Theory, TQM Theory etc.NOTE: This list is not exhaustive,and you should choose the most appropriate theory in your answer –DO NOT attempt to apply all theories.
Task 2–Management as a value adding universal activity (LO3)
- Consider applying the LoNG-PEST framework, or Porter’s 5 forces to evaluate what RYAN AIR should do differently at global, national and local levels.
- Base do the above analysis, identify and evaluate one global factor which can create opportunities and one which can pose threats to RYAN AIR.
- Refer to specific details of where the management of RYAN AIR can add value.
Task 3–The key principles and functions of management (LO2)
- Keeping in view the current/expected environmental changes from your findings in Task 2, identifyandcriticallyanalyseoneinternalchallengefacedbythemanagementofRYANAIR.
- Highlightthekeyprinciplesandfunctionsofmanagementincludingplanning, organising, leading and controlling, which can be applied by management to address this challenge.
- In your answer,you should justify your choice of one internal challenge with reference to the appropriate application of an academic models (for example: Value Chain analysis or VRIO, Mendelow’s matrix etc.).
Task 4–Critical Reflection and Skills Development Plan (LO4)
- Complete your Personal SWOT below:
| My Strengths | My Weaknesses | Opportunities (what can I improve?) |
Risks(what stands in the way of my improvement?) |
| 1. | |||
| 2. | |||
| 3. |
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- Complete the following Skills Development Plan, aimed at addressing your future career aims and objectives:
| Skills Development Plan | ||||
| My career aims/objectives (use your personal SWOT to identify these) |
Identification of the required skills/competencies (what skills do I need to develop to achieve this career goal?) |
What support and resources do I need? (This can include digital resources, mentor support, etc.) |
How will this be achieved and how will I measure success? | When will this be achieved? Target date for review. |
| 1. | ||||
| 2. | ||||
| 3. | ||||
- Provide a 500-word Reflective Statement on what you have learned of your own management competencies during this Module.
- This Reflective Statement should be written in the first person.
- Apply an appropriate personal reflection model such as Borton, Kolb’s Cycle, Maslow’s or GROW model.
- Focus your answer on the areas of key professional skills, including self- management, problem-solving and decision-making.
- Your personal reflection should be based on your Personal SWOT and Skills Development Plan.
Conclusion
Provide a conclusion that summarises your recommended changes that the RYAN AIR Subsidiary should implement to improve its success.
Report Structure
Your report structure should include the following sections:
- Cover page (BPP University Administration Cover Sheet)
- Table of Contents
- List of Abbreviations (ifa ppropriate)
- Introduction (100)
- Task 1 (1200)
- Task 2 (1200)
- Task 3 (1200)
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- Task 4 (1200)
- Conclusion (100)
- References
- Appendices (if required)
Word count: 5000 words
Word count – only applies to the main body (shown in bold);i.e.,cover page, table of contents, list of abbreviations, references, and appendix are not part of the 5000 words.
If you have any further questions about this assessment, please contact the module leader or your tutor.
Academic Skills, Structure and References
- Work demonstrates intellectual originality,integrity,coherence,creativity and imagination.
- Professional academic standards are followed consistently.
- Structure is in line with the given instructions.
- Tasks 1, 2 and 3 must be written in 3rd person,using an academic style.
- Task 4 must be written in the first person.
- Give a professional appearance with consistent formatting.
- Spellings and grammar are correct.
- Each page has page number in the Footer.
- Any tables or figures are correctly labelled.
- Tables and figures do not cross boundaries,unless necessary
- Properly cite your sources in the text and in the list of references
- Use Harvard style for referencing and in text citations (see referencing guides and https://bpp.libguides.com/c.php?g=699362&p=5022940)
Tip for Mapping the Assessment towards Module Topics and Module Learning Outcomes(LOs)
| Assessment Task | Module Topic |
Suggested word count |
Module LOs |
| Task 1 – Key Management Theories,Concepts and Practices |
Topic 1: Management Theories and Practices Topic 2: Organisational Environment and Stakeholder Management Topic 6: Leading and Motivating the key Stakeholders Topic 8: Importance of Finance for Managers |
1200 | LO1: Apply knowledge and understanding of the key management theories and concepts/practices to contemporary organisations. |
| Task 2 – Key Principles and Functions of Management |
Topic 4: Planning and Decision Making
Topic 5: Organising and HR Management
Topic 6: Leading and Motivating the key Stakeholders Topic 7: Controlling and Managing Operations |
1200 | LO3: Critically analyse and highlight the key principles and functions of management including planning, organising, leading and controlling. |
| Task 3. Management as a value adding universal activity at global, national and local levels |
Topic 3: Managing Organisations in the Global Context.
Topic 7: Controlling and Managing Operations
Topic 8: Importance of Finance for Managers |
1200 | LO2: Evaluate the dynamics of global business environment, and the need for effective management as a value adding universal activity at global, national and local levels. |
| Task 4: Critical Reflection and Skills Development Plan |
Each Topic contains an opportunity for you to reflect on your personal strengths and weaknesses as they relate to the topic material.
|
1200 | LO4: Critically reflect on their own management competencies to design a skills development plan, which is aimed at their future career aims and objectives. |
|
Presentation and Structure Introduction Conclusion |
See Marking Guide in Section 3 |
100
100 |
|
| Total | 5,000 |
The above table is an indicative word count for the planning of each section of the report.You must ensure that the final report is not over the 5,000 words as indicated in the guidance.
1.Marking Guide
The assignment is marked out of 100 and counts towards 100% of your module mark. The following table shows the tasks, marks and marking rubric:
| Criterion | 0-39% | 40-49% | 50-59% | 60-69% | 70-79% | 80-100% |
| Fail | Marginal Fail | Pass | Merit | Distinction | High Distinction | |
| LO1–Apply | Inadequate,weak | Limited explanation | Satisfactory | Good explanation of | Excellent | Outstanding |
| knowledge | or no explanation | of Key Management | explanation of Key | Key Management | explanation, | explanation and |
| and | of Key | Theories,Concepts | Management | Theories,Concepts | show casing in-depth | comprehensive |
| understanding | Management | and Practices. | Theories,Concepts | and Practices. | understanding and | understanding |
| of the key | Theories,Concepts | The discussion has | and Practices. | The discussion is | knowledge into Key | and knowledge of |
| management | and Practices. | limited evidence | The discussion has | well-supported by | Management | Key Management |
| theories and | The discussion is | from academic | satisfactory evidence | evidence from | Theories,Concepts | Theories, |
| concepts/prac | weak and lacks | literature to support | from academic | academic literature. | and Practices. | Concepts and |
| tices to | evidence from | the arguments or | literature to support | The analysis | The discussion is | Practices, |
| contemporary | academic literature | claims made. The | the arguments or | demonstrates a good | strong with well‐ | displaying |
| organisations | to support the | use of sources might | claims made. | understanding of the | structured | exceptional |
| arguments or | be in consistent,and | The analysis | topic and effectively | arguments that is | insight and depth. | |
| claims made. | the re may be gaps in | demostrates a basic | integrates relevant | convincing and well‐ | Answer goes | |
| In adequate or no | providing relevant | understanding of the | citations and | supported by a wide | beyond the | |
| use of sources,and | citations or | topic and | references | range of sources | boundaries of | |
| the re may be gaps | references. | incorporates | throughout.The | and/or evidence. | existing | |
| in providing | relevant citations to | sources use dare | Explores the | knowledge. | ||
| relevant citations | support arguments | varied and | boundaries of | Outstanding | ||
| or references. |
and claims. The sources use dare |
demonstrate a breadth of |
existing knowledge. Evidence of |
evidence of original, |
||
| appropriate and | research. | extensive reading | independent and | |||
| contribute to the | and use of | critical thought. | ||||
| over all credibility of | sources/ material in | Evidence of | ||||
| the report. | support of the work. | extensive reading | ||||
| and perfect use of |
|
sources/material in support of the work that provides a report worthy of publi |