Ryanair has grown rapidly since the 1990s by pioneering the European low-cost carrier business model. It focuses on lowering costs through measures like direct online booking, point-to-point routes, secondary airports, and eliminating extras. This allows Ryanair to offer low fares that have driven huge passenger growth. Currently the largest European carrier, Ryanair aims to further cut costs and find new revenue streams like in-flight entertainment to maintain its low-cost advantage.

3. Ryanair’s Integrated Business Strategy Resource-Based View (Inside out) Marketing View (Outside in) Variety of Destinations &Routes Competitive Advantage Competitive position Low Cost Airline Business Model (Passes the costs directly to Ryanair’s customers)

4. External Analysis: Porter’s Five Forces Threat of New Entrants HIGH Threat of Substitute Products MEDIUM Buyers’ Bargaining Power LOW Suppliers’ Bargaining Power LOW Industry Competitors Rivalry Among Existing Firms HIGH

9. Average cost per seat Mile Low Cost (LCC) vs. Full service (Traditional )

10. Breakout :, Cost per seat Mile Gap Low Cost (LCC) vs. Full service (Traditional )

11. Break Down of Cost Saving Low Cost (LCC) vs. Full service (Traditional )

14. Cutting costs:“Race to bottom” Ryanair, the World’s favourite airline, today (9 th July) launched an online poll to ask if passengers would ‘stand’ on short flights if it meant they could travel for FREE, or pay 50% less than seated passengers. Ryanair is gauging passenger demand for its ‘vertical seating’ which will allow passengers to travel – for free – in a secure upright position on short flights of approximately one hour. Source: http://www.ryanair.com/site/EN/news.php?yr=09&month=jul&story=gen-en-090709

16. Ryanair, World’s N0.1 Carrier Ranked By IATA(2008)