IntroductionRyanair was founded in 1985 by the Tony Ryan family. Ryanair provides services between Ireland and the United Kingdom. They are Europe's largest and cheapest airline and offer the lowest fares on flights to all their destinations. Thanks to its lowest fares, Ryanair has become one of the world's leading and successful airlines. Question 11.1. Financial problems and customer satisfaction issues (what are the ups and downs?) According to O'Higgins (cited by Alan Wilson, 2012:491), Ryanair offers various additional services associated with its airline services, including on-board drinks, food and sales of raw materials and Internet services such as Wi-Fi. Ryanair also provides accommodation to its customers, car rental and travel insurance which covers any damage or injury to passengers. By providing these services online, Ryanair maximizes sales while minimizing unit costs. In 2010 Ryanair was number 12 most visited websites in the UK, and EasyJet (their competitor) was number 10. Additional services account for around 22% of total operating revenue, compared to 20.3% in 2009. They fell from €10.20 in 2009 to €9.98 per passenger in 2010. Ryanair was voted to have the worst customer service Among Britain's 100 largest brands, it achieved a customer satisfaction rating of just 54% and customers gave it just two stars in the categories of knowledge, staff attitude and problem management. Summary consolidated income statement according to IFRS 2010 (in millions of euros) 2009 (in millions of euros) Change Operating revenues 2,988.10 2,942.00 2% Net profit/(loss) after taxes 305.3 -169.2 280% Profit net adjusted after tax 318.8 104.9 204%Basic EPS (in euro cents) 20.68 -11.44 281%Adjusted...... half of the document ......t Ryanair. • Approval of an effective departmental culture plan O'Leary has created and continued a low cost departmental culture and this culture is at the heart of Ryanair and influences the way it operates and conducts its business.CONCLUSIONRyanair has created a low cost culture and his entire organization has embraced this philosophy. Ryanair's leadership practices what they preach and helps to further reinforce the low-cost message throughout the organization. But Ryanair needs to pay close attention to the risks highlighted in its risk dashboard as it continues to grow. Ryanair needs to start planning for the future after Michael O'Leary. A low pricing strategy is a sustainable strategy as we can see from other similar organizations like Ikea, Southwest and Aldi etc. Ryanair's low pricing strategy is the best fit for them and the future looks very bright for Ryanair.