John Iduh Blog

After reading this text, join the Ransford Business Schoo l Online, for more case studies. Ryanair is Europe’s most successful low-cost airline, carrying over 65 million consumers, with 563 routes connecting 26 European countries. Ryanair and other low-cost airlines such as easyJet and German Wings have opened up the skies to more passengers and have completely revolutionised air travel.    Since 1994, low-cost airlines have successfully matched a market need by capturing the imagination of overcharged Europeans travellers, tired of costly tickets but good service offered by national ‘flag carriers’ such as British Airways, Air France and Lufthansa.    Consumers all over Europe are happy to have €1 flights to Riga or €5 flights to Warsaw or even free flights to the major European capitals such as London, Paris, Rome, Berlin, Barcelona, Amsterdam and Copenhagen. Led by chief executive Michael O’Leary, Ryanair focuses its company effort on its low-cost marketing strategy , and uses a ra