Ryanair Irish Low Cost Airline: Current Market Position

Ryanair is one of Irish low cost airline, with headquarters in Dublin International Airport and its largest operational bases at Dublin International Airport and London Stansted Airport. It currently employs a team of 5,961 people, comprising over 25 different nationalities.Ryanair began operations in 1985, carrying over 5,000 passengers on its lone route between Waterford Airport (South Eastern Ireland) and London Gatwick in its first year. The company continued to expand over the following years and by 1989, the company had 350 employees, 14 aircraft, and carried 600,000 passengers a year. However, Ryanair’s costs rose dramatically and it recorded losses of £20 Million over four years despite its growth (Ryanair Holdings, plc.’, 2004).it would be better if you use your own sentences and combine them with the quotes

Mission Statement

Ryanair aims to establish itself as Europe’s dominant low-fares passenger airline through low-fares, better customerservice and frequent point-to-point flights on short-haul routes. Ryanair aims to offer low fares that generate increased passenger traffic while maintaining a continuous focus on cost-containment and operating efficiencies (http://www.ryanair.com/). This is not the right way to cite sth from a website

Current market position

• Product: Ryanair’s commission is to get its passengers to their destinations in a simple, direct, efficient manner. Ryanair is also dedicated to deliver the best customer service. This is easily demonstrated by the fact that according to reports by the Association of European Airlines and the airlines’ own published statistics, Ryanair has achieved better punctuality, fewer lost bags and fewer cancellations than all of the rest of its peer grouping in Europe. Ba...

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‘Ryanair Holdings, plc.’ 2004, Datamonitor Company Profile: Reference Code 7305.

How to write a marketing plan. Retrieved May 25, May 2014 from http://www.marketing-made-simple.com/articles/marketing-plan.htm#.U4HH1fmSzZF http://www.ryanair.com/ . Retrieved June 2010

Ryanair’s Michael O’Leary on Trade Union Recognition, March 1998. 2010. [Film] Directed by swgarrett1980. Ireland: YouTube.

Sweeney, M.(2012). ASA bans sexiest Ryanair ad. Available: http://www.theguardian.com/media/2012/feb/15/asa-bans-sexist-ryanair-ad . Last access:26/05/2014

Roberts, L. (2010). Ryanair: How Michael O'Leary perfected budget flying. Available: http://www.telegraph.co.uk/travel/travelnews/7866948/Ryanair-How-Michael-OLeary-perfected-budget-flying.html . Last access: 26/05/2014.

Doganis , R. (2001). The Airline Business in the Twenty-first Century, London: Routledge.