Sometimes what ever you do as management is not going to work when external circumstances over which you have zero control destroy part of your business. Terrorist attacks in Tunisia, Egypt, Turkey meant whatever plans you have are gone and you have to try and compensate.
Ah the T-word, always a good excuse.
How would Ryanair look today if they had just focused on existing routes? They'd still be small, weak and vulnerable to seasonal and longer-term trends. Instead they got out there and
made demand for new routes, advertising new and unusual destinations for good prices. This gave them volume, resiliency and potential.
I have no love for Ryanair but I can appreciate the business model behind their growth. Whereas Monarch management? Where was the "risk-taking" that CEOs and MDs use to justify their insane salaries?