WHAT IS BEHIND RYANAIR’S SUCCESS?

Abstract

A low-cost carrier, the Ryanair, has managed to overhaul from to one of the major world airlines. The article attempts to analyse and reveal what is behind this extraordinary success, what business strategies or methods of operation were used. It focuses on the questions of marketing, public relations, relations to competitors and employees not only from official sources but using also conjectures and speculations of investigative journalists to reveal ways how Ryanair reduces its operating costs.