Ryanair Launch Strategy

            Flight fares are always known to be overpriced.  This discourages traveling and usually leads to unnecessary expenses.  The added fees are supposed to make convenient the entire flight experience.  Ryanair intends to rebel against all of the said ‘free’ services.  It believes that every airline goal is to take customer from Point A to Point B with no questions asked.  Thus this is the No Frills Strategy where it cuts down on marketing costs, staff costs, airport charges, contracting out of services and fleet commonality (p. 843).  Ryanair itself is appalled of the high airline fares that has been dominating the Industry and boastfully asserts that traveling does not need to take so much money.  In fact the flight fares Ryanair offers cost as little as cents to none at all (excluding the taxes and other costs).  It truly serves traveling to the masses.  Coupled with its boisterous attitude led by its dynamic and arrogant CEO, Michael O’Leary, Ryanair does not only seek to reshape the airline industry but spark a campaign and revolution led by the low fare airlines as the best valued airlines while putting down the impractical overpriced airlines (by calling them as idiots among other derogatory callings, p. 851).  People willingly subscribe to Ryanair’s services which although inconvenient, have been proven irresistible because of the cheap airfare.   Ryanair does not focus quality but it promises to deliver which is the whole point of the transport business.  In this manner Ryanair becomes a frank, straight to the point, and a very practical alternative for airline solutions.  Customers are always looking forward to save money during flights and certainly they would not mind a business bare to its essentials especially if they will save as much as hundreds of Euros.  It is indeed a daring move which is made even more impressive because Ryanair is profitable, until the various external factors of 2004.  In a time of inflation, increasing interest rates among other costs, more and more customers would not mind risking convenience in plane travel at all.  Ryanair is made ideally for such a situation.      

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