Introduction Ryanair (RA) was founded in 1985 as a small Irish-based competitor to Aer Lingus, the Irish national airline. In the beginning RA took on the same business models as that of their competitors but that particular strategy took RA absolutely nowhere. Then in 1990s, under the watchful eye of Michael O'Leary, RA transformed its prospects after it decided to recreate itself by imitating the Southwest Airlines (SWA) model in the British Isles, and then later …showed first 75 words of 2712 total…

…showed last 75 words of 2712 total…bargaining power with other airports and weaken the position of its/ competitors. By implementing this strategy customers would be more inclined towards RA rather than alternative solutions. Offering this amount of dense cross connections network will help strengthen RA position towards other important airlines. Since these airlines already have a competitive advantage of offering a denser network flights, RA offering the same on a lower cost would help gain a huge market share for RA.