EAN: 9783638751384

THE LOW-COST AIRLINE RYANAIR - STEFANIE HOFFMAN...

Essay from the year 2006 in the subject Business economics - Offline Marketing and Online
Marketing  grade: B+  Cardiff University (University)  language: English  abstract: Just a few
years ago Ryanair was a tiny  impoverished Irish airline trying unsuccessfully to compete with
Aer Lingus using a handful of elderly turboprop planes. In 2003 its share price is so high the
company is worth more than British Airways  and with the unlikely business model of selling
seats for as little as 99 Pence for the privilege of flying to airports perhaps fifty miles
outside the cities they purport to serve  Ryanair has become the most profitable airline in
Europe. It is also an airline whose phenomenal success has never been too far from controversy
whether it is its militant lack of sympathy for its passengers when their flight is delayed or
cancelled  its robust approach to industrial relations  or indeed the industrial language
favoured by its charismatic and buccaneering chief executive  Michael O'Leary. (Creaton  2005)
The following questions will critically evaluate the Ryanair phenomenon and its future
prospects with taking the European airline industry into consideration.

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