Read Dogfight over Europe: Ryanair (A), and then answer the following questions.
1. What is your assessment of Ryanair’s launch strategy?
2. How do you expect Aer Lingus and British Airways to respond? Why?
3. Can the Ryan brothers make money at the fare they propose?
4. How costly would it be for Aer Lingus and British Airways to retaliate against Ryanair’s launch rather than accommodate it?
