ABSTRACT
In Chapter 6 we focused on the leading LFA model in Europe: Ryanair’s cost obsessed, lowest price, network expansion approach. Although the Ryanair model is financially robust and generates significant profits, there are alternative methods in the industry. In particular, easyJet’s cost conscious, low price/friendly service, network intensifying method is distinct. The easyJet approach is popular with customers - especially small business people - and builds revenue at a steady pace. Other low fare market contenders are Go, Buzz and Virgin Express. A quasi-LFA, Basiq Air, emerged in 2001 but lags well behind the other players.1 Figure 7.1 ranks the contenders relative to the market leader, Ryanair and in order of size based on number of aircraft operated.
