Ryan Air

Dogfight over Europe: Ryannair

Dogfight over Europe: Ryannair

1- What’s your assessment of Ryanair’s launch strategy?

Nowadays, the strategy of the airlines companies it’s easier to understand

than before. What we want to say is that, at the beginning, the governments

supported the Airlines; ant hey had the monopole of the flies. So they can fix the

price but they could also fix the service that they were going to present to the

customers. As we see in the text, the airlines companies were like monopoles, they

could devise the world by different companies, and every state had his own

company. We could think that Ryan air, battled this , in fact they used the

liberalism of the other airlines companies to put themselves in the Market.

The fact was that in this time, only the big companies that used to be the only ones

had the permission to operate in the important airports. That’s a bad point for

Ryan air, because it’s important to captivate the customer where he is. And they

are in the big airports , it’s a habit for them to go to the important airports and no

to the secondary’s one.

The Ryan brothers started with a small aircraft, so they had only the

Possibility to operate in small trips. They choose Waterford to Gatwick which is(

for London )a secondary airport. We think that It was just the moment were

anything could go down. They had the necessaries customers to be as big to have

the permission to operate between Dublin and Luton (again it’s around London).

The point is there, because they had a lot of customers they were having

the permissions easily. They were practicing the “low cost” trips.

The fact is that Ryan air took advantage of the deregulation of the airlines

companies market. They choose the right time to enter the market. The only

problem that was standing was the competition , because there were already large

companies which were