The management of any organization is left with this daunting task of formulating policies and procedure to be followed in order to achieve the desired results within the time frame set. In this endeavor, the management must develop the path or guidelines that clearly stipulate the processes to be followed in the achievement of the said goals and objectives of the firm. There has to be a vision and mission that set to summarise the many goals and objectives that should be collectively achieved by the staff. The vision and mission statements developed by the management should be of paramount importance as investors and other stakeholders set their eyes mostly on how well has the organization been able to operate toward its mission and vision. This, therefore, creates an internal challenge for the management and the other members of staff alike to work toward achievement of the said set overall goals objectives of a firm. The management should also come up with policies that aim at giving guidelines on how best to achieve the set targets and offer the resources required. For the purposes of this paper, the organization to concentrate on is Ryanair which is one of the leading low-cost airlines in Europe. Since its establishment in 1985, this airline has made great strides in the industry to ensure its market leadership through the various changes that have been made and those that continue to be made. The success accomplished is as a result of the management’s adoption of various strategic management strategies. The airline has been required to ensure a change of strategies being adopted as time goes by as the market becomes more and more dynamic. This has therefore called for the airline to come up with strategic management decisions especially in its marketing. the area that this paper will concentrate on more to illustrate the need for change.