Name: Phạm Mai Phương

Student’s ID: 2105000345

Case questions 1.1:

The Mintzberg’s management roles that I can identify in the case are:

1. Spokesperson: O’Leary always believing that “as long as it’s not safety-related,
there’s no such thing as bad publicity”, so he show the dispute directly in front of
other organization such as: the European Commission, airport operators, and
government that subsidize failing airlines.

2. Entrepreneur: O’Leary finds ways to solve the problem and making new idea for
continue the business. In 2013, the company approached to customers more friendly
and it had a specific result that is the increase numbers of passengers. The company
also use dynamic pricing to achieve their aim that maximise the proportion sold. And
the company always has promotions for passenger when they use their survices on the
Ryanair website so that the revenue of ancillary activities is grow rapidly and pretty
high.

Case question 1.2:

The tasks of management in the Ryanair case is:

- Planning: The managers set a goal for the company is controlling cost

- Organizing: To achieve the goal, they arranging and structuring work:

 using a single aircraft type (Boeing 737–800), which simplifies maintenance,
training and crew scheduling;  
 using secondary airports (away from major cities) with low landing charges
and less congestion;  
 staff typically preparing an aircraft for its next flight in 25 minutes (many
airlines take an hour), which allows aircraft to spend more time earning
revenue (11 hours a day compared to seven at others);  
 not assigning seats simplifies administration, and passengers arrive in time to
board early;  
 flying directly between cities avoids transferring passengers and baggage
between flights;  
 cabin staff collecting rubbish from the cabin, saving costs;
 minimise staff costs by introducing productivity-based incentive payments.