The Competitive Strategies of Ryanair
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Code : COM0070
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Region : Europe Ireland
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Background Note Ryanair was started in 1985 with a 15-seater turboprop plane going from the south-east of Ireland (Waterford) to London-Gatwick. Cathal, Declan and Shane, the three sons of GPA (Guinness Peat Aviation, an aircraft leasing company) and chairman Tony Ryan, became the promoters ofRyanair inMay 1985... Ryanair's Operations Ryanair's business was driven by firm control on cost. The result was a low-cost offering. Half-off discounts were common and Ryanair sometimes even gave seats away on off-peak flights. Ryanair kept operating costs to a bare minimum and slashed fares aggressively to stimulate the demand... Competition After Ryanair was launchedmany low-frill airlines were launched with their focus primarily on the UK, especially on routes from and to London, Stansted and Luton airports. easyJet, Debonair, AB airlines, Virgin Express, BA's own "no-frills" service GO and KLM's low-cost subsidiary, Buzz were other start-ups... |
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