Please answer the following questions in preparation for the case discussion. Also, please be prepared to discuss the case in depth beyond the questions listed.

1. Describe how Ryanair’s value chain differs from that of traditional carriers.

2. What capabilities has Ryanair developed to achieve its low-cost status?

3. What changes could Ryanair make to improve its reputation, and what sacrifices would be necessary to do so?

4. What is your opinion of Michael O’Leary?

5. How has Ryanair modified it’s value chain in recent years? What are the trade offs of doing so?