Category: HBR Supply Chain Case Solutions

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    In 2002, Ryanair was launched by Tony Ryan and his wife Mairead Ryan as a low cost airline, targeting budget travellers with cheap flights. However, from the beginning, the company’s main focus was customer service and customer experience. Their strategy of providing exceptional service at low prices quickly led them to gain market share and build a reputation for excellent service. In 2004, Ryanair expanded into the UK, launching a new low cost operation at Luton Airport. The airline quickly gained a reputation for

    SWOT Analysis

    Ryanair’s positioning is in the “always getting better” model. Its growth strategy is built on “hate the system”, “fly the customer to and from”. The core values are “fly cheap, happy, and out of Ireland”. This has created a highly customer focused culture, which the company values in both managing staff and customers (i.e. Respect, integrity and value). Customer perceptions of Ryanair are largely positive, with a “fly Ryanair, be happy, get off” message. It is known for its