Economies of scale

Case: “Dogfight over Europe: Ryanair (A)” Harvard Business School case no. 9-700-115, November 21st 2007

Discussion question: What are some sources of economies of scale? How do they apply to British Airways in 1986?

Textbook Reading: Chapter 2 (Section 2.3; pp. 54-59)

During class I also recommend:

Case: “Dogfight over Europe: Ryanair (B)” Harvard Business School case no. 700116, June 12th 2000

A 2014 newspaper report likened the rise of budget supermarkets (such as Aldi and Lidl) to the strategy that saw Ryanair outcompete BA:

Finding ways to reduce costs is super important. As Jeff Bezos said, “cost reduction means inventing a better way, and when you invent a better way you make the whole world richer.”

If you are interested in aviation, this episode of Cockpit Casual starts with a fascinating account of how airline companies (and airports) reacted to covid given the large number of leased planes and the substitutability of passenger and cargo payloads.

The pioneer of no frills airlines were Southwest. See “Why are no-frills airlines so cheap?” The Economist, October 18th 2013. This article explains some of their key decisions. Which include:

  • Only flying 737s
  • Simple fare structure
  • Point-to-point (for less congested airports)
  • No assigned seating
  • No inflight meals
  • Only one fair class

(Note that this demonstrates a lack of price discrimination. Whereas Ryanair do lots of it.)

Learning Objectives: Understanding internal and external sources of economies of scale.

Spotlight on sustainability: Use of waste products