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Business ManagementBusiness Management Research ProjectSL

To what extent should Ryanair pursue a cost leadership strategy to maintain its competitive advantage in the European short-haul market?

A well-organised project with a relevant key concept and appropriate tools, built on a solid set of supporting documents. The marks are held back by analysis that lists its tools more than it reasons with them, and a conclusion that introduces a recommendation the body hasn't fully justified.

~1780 words · Up to 1,800 words. Supporting documents and references are not counted.

Estimated

16–19

out of 25

Decent
AI estimate — not an official IB grade.

Draft history

How this commentary developed, draft by draft — a record you can show your teacher.

Draft 1

20 Aug 2026

15/25
A 2/5B 3/4C 2/4D 3/5E 1/3F 2/2G 2/2

~1680 words

3/3 checklist done

18/25+3
A 2→3/5B 3/4C 2→3/4D 3/5E 1→2/3F 2/2G 2/2

~1780 words

0/3 checklist done

Focus on these first

The highest-impact changes, in order.

1

Reason with your tools, don't just present them

Let the findings of SWOT and Porter drive the analysis, and connect the tools to each other instead of describing each in turn.

Tools & analysis (Criteria C, D)

2

Make the conclusion follow from the body

Build up every recommendation in the analysis first, so nothing new appears at the end.

Conclusions (Criterion E)

3

Carry the key concept through

Use 'change' as a lens across the analysis and conclusion, not only in the introduction.

Key concept (Criterion A)

Comments on your text

Working wellProblemSuggestion

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This research project examines to what extent Ryanair should pursue a cost leadership strategy to maintain its competitive advantage in the European short-haul market. The key concept of change is central1, as rising fuel costs and new environmental regulations are reshaping the low-cost airline model. A SWOT analysis shows that Ryanair's scale and fleet standardisation are strengths2, while its reliance on ancillary revenue is a potential weakness. Porter's generic strategies suggest that a pure cost leadership approach leaves Ryanair exposed if competitors match its prices3. In conclusion, Ryanair should retain cost leadership but invest selectively in customer experience4 to reduce the risk of differentiation by rivals.

Criterion breakdown

Criterion A

Integration of a key concept

3 / 5

DecentMedium confidence

How to improve

  • Return to the concept of change in the analysis and conclusion, not just the introduction
  • Use it as a lens to interpret your tools

To reach 4/5

Weave the key concept of change through the analysis and conclusion so it frames your judgement, rather than sitting mainly in the introduction.

Criterion B

Supporting documents

3 / 4

GoodMedium confidence

How to improve

  • Replace the secondary summary with a primary source
  • Reference each document where it informs the analysis

To reach 4/4

Use three to five varied, primary and current supporting documents, and refer to each explicitly where it informs your analysis.

Criterion C

Selection and application of tools and theories

3 / 4

GoodMedium confidence

How to improve

  • Use the tools' findings to drive the argument, not just present them
  • Integrate the tools with each other

To reach 4/4

Apply the tools analytically — let their findings generate the argument — and connect them rather than presenting each in isolation.

Criterion D

Analysis and evaluation

3 / 5

DecentMedium confidence

How to improve

  • Develop each chain of reasoning fully
  • Support each judgement with evidence from your documents

To reach 4/5

Develop balanced, well-supported analysis that uses your evidence to justify each evaluative judgement rather than asserting it.

Criterion E

Conclusions

2 / 3

DecentMedium confidence

How to improve

  • Make sure every recommendation follows from the analysis above

To reach 3/3

Ensure each conclusion and recommendation is drawn from the analysis, with nothing new introduced at the end.

Criterion F

Structure

2 / 2

GoodHigh confidence

How to improve

  • Keep this structure in the final draft

Criterion G

Presentation

2 / 2

GoodHigh confidence

How to improve

  • Keep citations consistent throughout

What's already working

  • A relevant key concept, clearly justified
  • Appropriate business tools applied to the real company
  • A solid, varied set of supporting documents
  • A logical structure and clear presentation

Revision Checklist

0 / 3 done