Ryanair: the low fares airline – ‘always getting better’?- Case Study

The lecturer said in this assignment we don't need the introduction nor conclusion. we just answer the questions from Ryanair case study, she said we read the case study and answer the questions, but without copying. so we have to do it on our own. she also said there is nor reference in this assignment, but if you read something from internet you can make references, but we don't have to read on the internet because everything is on the case study. regards. Ryanair, the first and largest budget airline in Europe, has enjoyed remarkable growth and success, based on a rigorously applied low-cost business model, with robust operating and financial performance even during the financial recession. However, Ryanair’s previous indifference to repeated complaints about its poor standards of customer service was suddenly reversed in 2014 with the introduction of an ‘Always Getting Better’ plan. The case illustrates how to analyse and deploy internal resources and capabilities to add perceived value to customers, thereby delivering sustainable strategic advantage. It also explores the difficulties of developing and extending strategic capabilities in response to changing environmental and industry conditions.

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