Ryanair was the pioneer of low cost flights in Europe. In a series of marketing innovation and strict cost control it enjoyed decades of rapid and profitable growth. By 2004, it became the most profitable airline in the world (as a percentage of operating profit). However, it faces serious competition from a variety of traditional, charter and other low-cost carriers. In September 2004, he was more a rival, EasyJet, announced that it is going to start operating in the domestic market of Ryanair. Michael O'Leary and his management team had to decide how to respond to this provocative step. "Hide
by Adrian Ryans, Atul Pahwa Source: IMD 21 pages. Publication Date: December 15, 2005. Prod. #: IMD431-PDF-ENG
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