Table of contents

1. Covering letter 2

2. Executive summary 3

3. Challenge statement 3

4. Analysis 4

A. Marketing system 4

B. Organization and HRM 5

C. Core and distinctive competences 7

D. Customer (market) analysis 8

E. Competitive analysis 9

F. Environmental analysis 11

G. Summary of the main strengths and weaknesses from Ryan Air and of opportunities and threats present on the low-cost airlines’ market 12

5. Alternatives 13

6. Recommendation 15

A. Decision criteria 15

B. Decision grid 16

C. Recommended solution 16

7. Implementation 16

A. How will it be accomplished? 16

B. When will it be accomplished? 18

C. Who will do what? 19

D. How much will it cost? 20

E. How will it be paid for? 20

F. What risks are involved and how to minimize this risks? 21

8. Contingency plan 21

1. Covering letter

Julie, Emilie, Natalia and Quentin Consulting Team
MC International Ltd. - Holly House
Woolton Street
Liverpool L255JD
ENGLAND

Michael O'Leary Ryan Air Holding Corporate Headquarters Dublin Airport IRELAND

Liverpool, February 8th 2008

Dear Sir,

As concluded in our contract of June 25th 2007, our company has examined in details Ryan Air Holdings PLC’s documents and we have noticed some problems that could have a critical impact on your company in a long term view.

In the following documents, you will find a complete analysis of main problems of Ryan Air, and you will also find three alternatives to cope with the major issue. According to our computations, there is one of the alternatives, which is the best to enhance Ryan Air’s competitive advantage: stay the leader on the airlines’