C/B/563. No-frill Airline Industry and Management: case of RyanAir

This paper discusses the history of low-cost airline, which Pacific Southwest Airline originally created the low-cost carrier model in the US. It also reviews the start of the low-cost carrier in Europe. The paper studies the birth of Ryanair by examining its past and present performance in 21st century. In addition, this research also looks at the importance of brand and brand image in tourist industry. It suggests that advertising may effect brand and create brand recognition. The discussion of strategy and SWOT definition are also involved. Strategy selection and decision are also analysed.