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Most carriers do not succeed in this industry-only a few of them do, and they are all competing for market share. There is also high fixed costs and low product differentiation.
o Threat of Substitutes: There aren't many substitutes for long trips. Customers may take trains or travel by car, but neither of them are comparable to flying.
o Threat of Suppliers: There are a small number of firms in the supplier's industry, therefore the threat is high; and there aren't too many different suppliers of airplanes (Boeing and Airbus seem to be the only two.)
o Threat of Buyers: Consumers can switch to other LCC's if Ryannair doesn't cater to their needs/wants...
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