Ogfight over Europe: Ryanair Harvard Business School 9-700-115

Case:Dogfight over Europe: Ryanair Harvard Business School 9-700-115

Please read the case carefully, and prepare a two-page memo (with additional exhibits if you wish) answering the following two questions about the case study:

1. Can the Ryan brothers make money at the I?98 fare that they propose?

2. How costly would it be for Aer Lingus and British Airways to retaliate against Ryanairs entry into the market rather than accommodate it?

In addition to writing the memo, please prepare one page bullet points answers style to following two questions:-

1. What is your overall assessment of Ryanairs launch strategy?

2. How do you expect Aer Lingus and British Airways to respond? Why?