RYANAIR – THE LOW FARES AIRLINE: WHITHER NOW?

a. Why has Ryanair been successful thus far?

b. Explore the environmental analysis of Emirates Airline, using Porter’s Five Forces Model and SWOT analysis to determine whether Ryanair’s strategy is sustainable?

• Bargaining power of buyers: Ryanair's target market is price-sensitive travelers who are willing to sacrifice certain amenities in exchange for low fares. As a result, these customers have limited bargaining power.

• Bargaining power of suppliers: Ryanair has strong bargaining power with its suppliers, as it has a large volume of purchases and is able to negotiate favorable terms.