ABSTRACT
As we saw in the case of Emirates, Ryanair has also made its assault on the airline industry from a non-traditional location, this time Ireland—isolated, sparsely populated, and historically submissive to the UK. However the Ryanair case also breaks fundamentally with conventional thinking—introducing aggressive discounts to the market. Ryanair’s dual-pronged strategy, then, has been to take a cost leader position as well as invoking a differentiator strategy—inventing a new type of disruptive strategy at the same time.
