Changing business model. The Ryanair case

Abstract

The purpose of this dissertation is to analyse how Ryanair has changed its business model in the last years introducing new features typically offered by legacy carriers. In the first part of the thesis, the history of Ryanair will be reviewed dividing it in three distinctive phases. Afterwards, the Ryanair business model will be described using the Business Model Canvas as framework and each of the nine building blocks will be carefully analysed to understand the basis of its success in the last two decades. After, we will explain the necessity for Ryanair to adapt its strategy in 2013 in order to maintain a sustainable competitive advantage, and we will analyse how these changes have affected each of the nine building blocks. Finally, an evaluation of the new business model will be performed assessing strengths and weaknesses.