Ryanairs launch strategy was a bold and risky attempt to take over a stagnant segment of customers in the Irish-English transportation sector. I believe that the airlines strategy was a logical one due to the fact that this specific market is a significant amount of potential. British Airways and Aer Lingus were content with the way things were on this route and were not really doing anything to create customer loyalty or tap into new segments. This is apparent with only 60% - 70% flight capacity being reach on these flights on the London-Dublin route. Cathal and Declan Ryan had enough money to support their business goal of becoming a legitimate airline in the U.K. thanks to their father. With this sound financial backing, the brothers were able to take the risk of tapping into this well-established market. The customers or potential customers did not have any other option to fly besides Aer Lingus and British Airways. This duopoly resulted in high flight prices and led many individuals to seek other means to getting from Ireland to England (i.e.: ferry or rail). This......

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