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Essay / Research Paper Abstract
This 6 page paper looks at the Irish budget airline Ryanair and examines why it has become one of Europe’s most successful airlines. The paper considers the way it competes, the general strategies and the role of the leader. The bibliography cites 7 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEryanstrat.rtf
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Unformatted sample text from the term paper:
well defined and aggressively pursued strategy. The firm has grown from a family business, founded in 1985, that saw an opportunity to compete in a situation had been a virtual
monopoly, today the firm where it has taken the market leader position for flights between the UK and Ireland and competes using differentiation supported by diversification.
The initial plan for the airline was to compete with Aer Lingus, the monopoly company that was flying between the UK and Ireland. The firm
started with the use of three different aircraft, which were leased to reduce costs. However, in these initial years there were many problems, and the company may have been competitor,
but was unable to take on the role of an effective challenger in the marketplace. This left Aer Lingus as the market leader, with a very dominant position. The change
was to occur in 1990, when a new management team brought in new objectives, and as such the strategies of the company changed and brought about the success of the
company (RyanAir, 2009). It was as a result of this that the firm adopted a low cost carrier strategy, seeking to create value for passengers with low process, a model
that had been successfully developed by Southwest in the US. The costs are kept as low as possible to allow the firm to offer reduce low prices on a
no offering a no frills service. No fills, meaning that there were no seats allocated, no meals on the aircraft and as time has gone by more elements that were
traditionally included, such as luggage and the ability to check in at a check in desk at the airport have attracted charges.
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