Ryanair estratégia

STRATEGY
Ryanair’s objective is to firmly establish itself as Europe’s leading low-fares scheduled
passenger airline through continued improvements and expanded offerings of its low-fares
service.Ryanair aims to offer low fares that generate increased passenger traffic while
maintaining a continuous focus on cost-containment and operating efficiencies. The key
elements of Ryanair’s strategyare:
Low Fares. Ryanair’s low fares are designed to stimulate demand, particularly from
fare-conscious leisure and business travelers who might otherwise have used alternative forms oftransportation or would not have traveled at all. Ryanair sells seats on a one-way basis, thus
eliminating minimum stay requirements from all travel on Ryanair scheduled services, regardless
of fare. Ryanairsets fares on the basis of the demand for particular flights and by reference to the
period remaining to the date of departure of the flight, with higher fares charged on flights with
higher levelsof demand for bookings made nearer to the date of departure. Ryanair’s Dublin to
London (Stansted) route is its largest route in terms of passenger volume, with fares ranging from
_0.99 to _199.99(excluding government taxes and passenger service charges). Ryanair’s
competitors generally do not operate a one-way pricing policy, so direct comparison is not
possible, but current round-trip fareson Aer Lingus, Ryanair’s largest competitor on the London-
Dublin route, for travel in September 2004 were _82.27 for economy restricted return tickets,
_218.27 for economy flexible return and_353.75 for business class tickets. In July 2004, Ryanair
launched a fare promotion offering a total of one million seats on certain routes for “_0.99”
(excluding government taxes and passenger servicecharges) for travel during the period between
September 7, 2004 and January 31, 2005, and launched a similar fare promotion in August 2004
offering a total of 900,000 seats on certain routes for...