Ryanair' is Looking for New Solutions to Cope with the Competition

• Author: Madar A.
• Position: Transilvania University of Brasov
• Pages: 95-102

Bulletin of the Transilvania University of Braşo v

Series V: Economic Sciences • Vol. 11 (60) No. 2 – 2018

RYANAIR IS LOOKING FOR NEW SOLUTIONS

TO COPE WITH THE COMPETITION

Anca MADAR1

Abstract: A careful look at the world economic picture allows us to highlight

unquestionable defining features: diversification and renewal of commodity

supply, modernization of markets and modernization of clients and the

demands of society. In view of these conditions, the quality of services has

become a determining factor in the competitiveness of enterprises, regardless

of the field in which they operate. Operating in a market with significant

competition, Ryanair Company is looking for strategies to cope with this

competition. This paper exemplifies how the company chose to put in place a

quality strategy that would bring advantages over competition.

Key words: air transport, services quality, low cost company, quality

strategy

1. Introduction

In a very general definition of the Romanian Language Explanatory Dictionary (DEX), it

is stated: quality is the totality of the attributes and essential aspects by virtue of which

one is what it is, differing from other things (Voicu, Severin, 2003).

According to ISO 9000/2000, quality is defined as: the extent to which a set of intrinsic

characteristics meet all requirements (Miramas, Elhorn, 2002).

The term of services have been defined differently in the literature. For example,

services have been defined as "those identifiable activities, essentially intangible, which

provide satisfying necessity and are not necessarily related to the sale of a product or

service" (Omara et al., 2016).

For a long time, the importance of service activities was not recognized, services being

neglected by economists and included in the non-productive sphere (Ionc ică, 2000). T his

has changed over the last 2-3 decades, on the basis of the following: only services can

create cash jobs to limit or solve the problem of unemployment; the tertiary sector is

restricted only by regulations that are being discussed in the context of a process of

liberalization of international trade; the offer of differential services and on-demand

adaptation is an element of the competitiveness of enterprises, whatever their activity is.

(Ioncică, 1999).

1 Transilvania University of Braşov, ancamadar@unitbv.ro