Ryanair: Flying Too Close to the Sun?

Case Solution

Ciaran Heavey, Dorota Piaskowska
Ivey Publishing ()

Unlike any other European airline, Ryanair DAC has seen impressive growth and performance thanks to its well-designed and ruthlessly executed low-cost airline business model. However, the limits to growth became apparent as the company adjusted its business model with a greater focus on the customer. As a result, cracks appeared in the business model and labor issues came to the fore. As industry and media analysts focused on these challenges, Ryanair went through a quiet digital revolution that shifted the airline’s business model towards a technology-based travel platform. With business model problems and a changing business strategy, could Ryanair achieve the ambitious 2024 growth targets?

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