Ryanair
was established in 1985 with a share capital of just
£1, and a staff of 25 by Tony Ryan;
the Headquarter is in Dublin, Ireland;
since 1993 Michael O’Leary is the Managing
Director of Ryanair;
in 1986 Ryanair got the authority for the route
Dublin-London;
in 1991 Ryanair moved main base from London
Luton Airport to London Stansted Airport;
in 2003 Ryanair was the most used search term at
Google;
in 2006 the world's first airline to carry more than 4
million passengers in one month.
Ryanair’s market position
competitive advantage based on a privileged
market position and strategic renewal;
in Europe have to deal with high labour and other
location-specific costs;
low-cost strategy
Competitive advantage & Global strategy
Cost leadership as competitive advantage (cheap
flights, standardized tickets);
By standardization Ryanair can reach economies
of scale advantages in procurement and its service
production.
Competitive drivers
Ryanair’s fixed costs
• costs of airplanes (buy, rent or make deals about transporting
of customers with other companies),
• fuel,
• insurance,
• airport costs,
• security,
• maintenance,
• staff on the ground and in the air,
• and financial costs.
…
