Abstract
"A service is any activity or benefit that one party can offer to another which is essentially intangible and does not result in the ownership of anything" (Kotler, Saunders, Armstrong & Wong, 2005). The service of the Airlines low-cost companies began in the 80's to follow up the the law which had abolish the airlines companies control. Airlines low-cost companies mean that the companies purpose the transport at the lowest possible price and a supplementary payment for all extra services.
In Europe, the most notable success about this "new «concept was the Irish company, Ryanair which came into this particular market in 1985 and the British company, Easy jet which was created in 1995. The typical model for an airline low-cost company is characterized by some different working which differs from passengers and Companies. In a first short time, we will present you the Ryanair company, then, we will do an analysis of Ryanair follow-up by its main marketing challenges and opportunities in the next five years. Finally, we will do some recommendations about Ryanair's marketing.
