DOGFIGHT OVER EUROPE : RYANAIR

Jun 18th, 2015
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Albany State University
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Ryanair has recently acquired the permission to commence service between Dublin and London. Its main competitors are British Airlines (BA) and Aer Lingus (AL), who have been in the business for a long time and hence its strategies are aimed at offering customers better incentives so as to steal them from their competitors.

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Dogfight over europe : Ryanair (A)Analysis by Group 4 What is your assessment of Ryanairs launch strategy?Ryanair has recently acquired the permission to commence service between Dublin and London. Its main competitors are British Airlines (BA) and Aer Lingus (AL), who have been in the business for a long time and hence its strategies are aimed at offering customers better incentives so as to steal them from their competitors.1. Firstly, Ryanair is charging 98 for a simple, single fare ticket without any restrictions. This price is even lower than the BAs discounted air fare which is 99 but needs to be booked 1 month in advance. Thus, this decrease in the air fare provides Ryanair with a better edge over its competitors2. Secondly, Ryanair has decided to run 4 round trips per day with a 44-seat turboprop. This strategy has dual benefits. First with the increase in frequency of trips, it provides the customer with greater flexibility of choosing their time of travel. Secondly, with a low-seat aircraft of only 44, it almost guarantees Ryanair a load of 90% as compared to only a load of 67% load for BA.3. Thirdly, Ryanair has decided to land at one of London

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