C/B/559. Ryanair: Success in Low-cost carrier industry

This paper examines the success of Ryanair, the leader in the low-cost airline industry (also known as discount airlines or no-frills). The study looks at the strategies and management that Ryanair develops to become highly successful in low-cost airline market. The company's core values and mission statement are examined, as well as Ryanair's market positioning. The perceptual positioning and concept of Ryanair that it delivers to the targeted customers is also discussed.