Considering their objectives and mission, Ryanair’s decision on their cost-leadership strategy was based on a few main factors which are discussed below.Ī major influence was the deregulation of the airline industry in 1978 which removed government intervention within the European continent. Ryanair’s objective is to firmly establish itself as Europe’s leading low-fares scheduled passenger airline through continued improvements and expanded offerings of its low-fares service. Throughout this essay the business strategy of Ryanair will be analysed and the sustainability of their model evaluated. Taking Porter’s generic business strategies into consideration, Ryanair operates a cost-leadership strategy to drive itself into achieving its mission of being the leading European low-cost carrier (LCC). Ryanair has seen large success over the recent years due to its low-cost business model and has become the world’s largest airline in terms of international passenger numbers. It operates 181 aircrafts over 729 routes across Europe and North Africa from 31 bases. Ryanair is an Irish low cost airline headquartered in Dublin founded in 1985.
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