Ryanair's Business Level Strategy: A Cost-Leadership Strategy

A company's business model is management's model of how the strategies they pursue will allow the company to gain a competitive advantage and achieve superior profitability. Business strategies are the actions management take to execute a business model. At the heart of any business level strategy is the objective of developing a firm-specific business model that will allow a company to gain a competitive advantage over its rivals in a market or industry. (Hill and …

…for wheelchair usage is such an example. Many people were unimpressed by the amorality of this cost saving policy to such an extent that they vowed never to fly with Ryanair again until the levy was abolished. Many customers, when interviewed in the media declared that they would rather pay the more expensive fares charged for a flight upon one of Ryanair's competitors than give their custom to a company who exploited the physically disabled.