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UNIVERSITY OF HERTFORDSHIRE THE BUSINESS SCHOOL BUSINESS STRATEGY 3BUS0014 LESLIE FITZHUGH COURSEWORK: RYANAIR CASE STUDY BY: SARAH ANTONY LIDYAH GUNARATNAM VIGITHA KIRITHARAN SAADIA PERVEZ JOSEPHINE HAND IN DATE: 04/12/2003 12:30 Brief Introduction About Ryanair (See appendix A for a complete breakdown of Ryanair's history and future plans) Ryanair was launched in 1985 with a daily flight between Waterford and London Gatwick. A year later, Ryanair broke the cartel of Aer Lingus and BA on the Dublin to London route. Over the next 3 years, Ryanair expanded rapidly. Under a new management team, a major overhaul of the airline was undertaken in 1990/91 and was relaunched as the first of the new breed of 'low fares/no frills' airline. Ryanair is Europe's largest low fare airline with 76 low fare routes to 13 countries in Europe carrying over 12 million passengers. It is the second largest scheduled airline in the UK in terms of passenger carryings. (Key Note Ltd 2002) * In January of this year, 2003, Ryanair...

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