Ryanair operates a low-fares scheduled passenger airline serving short-haul, point-to-point routes between Ireland, the UK, Continental Europe, and Morocco. The company offers more than 1,300 scheduled short-haul flights per day serving 155 locations. This case study looks at how Ryanair has risen to become the world’s most popular airline for international travel. http://www.bharatbook.com/market-research-reports/aviation-market-research-report/ryanair-the-worlds-leading-low-cost-airline.html
 
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 Highlights
 Ryanair has redefined the airline industry with its low-cost operating model. In order to keep costs to a minimum the airline uses small, regional airports and operates as a point-to-point carrier, thus avoiding the costs associated with a hub-and-spoke service.
 The company’s adoption of a low-cost operating model allows it to pursue a price-led offering. Ryanair advertises itself as "The low fares airline" and has a price promise under which it will pay double the difference if a customer finds the same flight cheaper elsewhere. The tradeoff for the low fares is a so-called "no-frills" service.
 Although the company receives a great deal of negative publicity, this is not entirely warranted and Ryanair in fact tops several rankings that measure customer satisfaction. These include rankings for punctuality, environmental friendliness, lost bags, and the number of complaints received.
 
 Your key questions answered
 * How has Ryanair redefined the passenger airline industry?
 * How has Ryanair grown to become the world's most popular passenger airline for international travel?
 * How does Ryanair maintain a low operating cost base?
 
 OVERVIEW
 Catalyst
 Summary
 
 ANALYSIS
 Ryanair has successfully grown revenues, net income, and passenger numbers in recent years
 Ryanair is now the world’s most popular airline for international flights
 Ryanair has enjoyed very strong revenue growth in recent years
 Net income has also grown, rebounding well after Ryanair’s first ever loss in 2009
 Increased passenger numbers have allowed Ryanair to keep prices low
 Ryanair’s low-cost operating model and price-led offering are the central pillars of the company’s success
 Direct selling is one method that the company uses to save on costs
 The company’s policy of using regional airports is also cost-effective
 Ryanair is a point-to-point carrier, which again reduces the company’s cost base
 Ryanair is a so-called "no-frills airline"
 Ryanair markets itself as a low-cost airline and successfully emphasizes this
 Ryanair’s claim of being the cheapest is corroborated by facts
 The airline has great confidence in its "lowest fares" offer
 Rising costs represent a threat for the future
 Ryanair uses quality customer service as a differentiator
 Ryanair is among the world’s most punctual airlines
 The airline loses fewer bags than its competitors
 Ryanair promptly handles the low number of complaints it receives
 The use of small airports and Ryanair’s point-to-point model aid customer service
 The company is also environmentally conscious
 The airline does, however, acknowledge that service can be further improved
 Overall, the company offers a high level of customer service
 Ryanair has a first class management team that continues to drive the business forward through effective cost management and strategic decision-making
 The company’s management team excels in the key area of cost control
 Ryanair has strategically grounded aircraft to save money and protect profitability
 The airline has launched new routes for which there is demand
 The company has diversified revenue streams to offset its low fares
 
 CONCLUSIONS
 Ryanair has successfully married the lowest fares in the industry with first class customer service to build the world’s most popular airline for international flights
 
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 Ryanair: The World's Leading Low-Cost Airline
 
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