Market Penetration Strategy for Ryanair

Market Penetration Strategy for Ryanair

Ryanair Company is a low-cost Irish airline operating approximately 178 destinations and 610 routes within the European Union. Michael O’Leary, the executive officer, reported revenues totaling to £3.657 billion in the fiscal year 2015, thereby bringing profits to £ 387.8 million. The company’s success receives credit for offering bare minimum services for the most affordable price, rewarding contracts, and negotiating a cheap contract with secondary airports. Likewise, the firm utilizes a contemporary and well-organized fleet consisting of 291 aircraft and charges further amenities the customers require (Pfanner 2008, p. 2). The firm’s Issues and Outlook Profile documents a range of issues confronting the firm. These include its controversial employee relations, advertising,…