Ryanair: Can a leopard change its spots?

The case provides a discussion of the birth and evolution of Ryanair in Europe.  It paints a rich picture of the avenues of competitive advantage that the company had built in its march toward dominance among the low cost carriers segment of the aviation business in Europe.  The early segment of its history provides a very useful discussion to explore fundamental concepts in strategy such as competitive positioning, activity maps, low cost strategies, and tradeoffs.  The latter half of the case describes the transformation of Ryanair from a pure low cost provider to more of a value added company that seeks to enhance the overall customer experience within the constraints of a low cost model.  It closes with a set of issues that surface when Ryanair undertakes the massive shift in its strategy to become a more customer friendly airline company.  The later half of the case is an ideal vehicle to reinforce the concept of tradeoffs in strategy and the need for strategic clarity around what a company will do and what it will not do.