How Does Ryan Air Maintain Competitive Advantage over Other Airlines?

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Submitted By wildthing175
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How Does Ryan air maintain Competitive Advantage over other airlines?

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Aim My aim is to investigate whether the low cost airline Ryan air (PLC) has and if so how does it maintain its competitive advantage. In my investigation I will be looking at other competing low cost airlines such as Easyjet as well as main stream international airlines such a British Airways. I will also be looking at how Ryanair has gone from nothing to being the No.1 low cost airline.

Introduction Ryanair was founded in 1985 by Tony Ryan who in 1994 past it over to his deputy chief executive Michael O’Leary who has been there to this day. They had their initial public offering in 1997 when they introduced Ryanair Holdings plc on Dublin and New York (NASDAQ) Stock exchanges. They listed on the United Kingdom a year later. Ryanair joined the NASDAQ Top 100 in December 2002, reflecting the phenomenal increase of Ryanair's value and the commitment of its 1,800 staff. There plan was to become “Europe's largest airline in the next 8 years to come.” Their basic plan to achieve this was to have “low fares and friendly, efficient service” and to do this they would have “Superb cost management” and they would land in airports “that don't rip you off.” Ryanair flies strictly to 'secondary' airports up to 60 miles from the real destination, where fees are low or the airline is even paid to fly there. Also Free seats when they were feeling generous and no frills on flights but they would sell food, drink and gifts. They also had punchy advertising that sometimes got them in trouble, and they took cheaper routes to different destinations.

What Ryanair have done over the years Over the past ten years they have increased their annual traffic from under 700,000 to over 15 million passengers. Along the way they have changed the face of air travel, broke high fare cartels, rocked…...

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