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商品編號： IMD431 出版日期： 2005/12/15 作者姓名： Ryans, Adrian;Pahwa, Atul 商品類別： Marketing 商品規格： 21p 再版日期： 2007/09/03 地域： 產業： Airlines 個案年度： 2004 -
商品敘述：
Ryanair was the pioneer of low cost flying in Europe. As the result of a series of marketing innovations and stringent control of costs it enjoyed a decade of rapid and profitable growth. By 2004 it had become the most profitable airline in the world (in terms of percentage operating profit). However, it faced intense competition from a variety of traditional, charter and other low-cost carriers. In September 2004 its larger archrival, easyJet, announced that it was going to begin flying into Ryanair''s home market. Michael O''Leary and his management team had to decide how to respond to this provocative move.
涵蓋領域：
Innovation;Marketing strategy;Pricing;Competition
相關資料：
Case Teaching Note, (IMD432), 15p, by Adrian Ryans, Atul Pahwa
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