1.Experiencing enormous economies of scale has reduced threat of entry and helped them gain 20% of EU market share making it easily the largest low cost airline company in the EU
2.This has allowed them to reduce the price of the average fair significantly as shown in the table above, further increasing their customer base and therefore the market.
3.Plans for the future including buying 175 more in the next 5 years. Ryanair already has the largest and the newest fleet (4 years) therefore making the planes more cost effective and further increasing their competitive advantage As a result, Ryanair is now the top Airline in Spain, Italy, Poland and Ireland. Even though Ryanair may lose some of their competitive advantage through lack of advertising, their economies of scale combined with their ever-expanding fleet and number of flight paths means that there is a low intensity of competition