Does Low Cost mean Low Quality? - Business English Study
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Does Low Cost mean Low Quality?
Elementary Level:
• Grammar: Future simple – will / won’t
• Functional Vocabulary: Success
• Listening: Company history – Ryanair
• Pronunciation: /r/ and /l/
• Reading: Low cost airlines
• Role Play: Meeting to discuss the company’s future
www.BusinessEnglishStudy.com 1
"I predict that in the future
Ryanair will fly to America."
Michael O’Leary CEO of Ryanair
Introduction:
Discuss these questions with another student:
• Do you use low-cost airlines? Why? Why not?
• What do you know about Ryanair?
Can you explain the meaning of these words?
To book – success – cheap - profit
LISTENING 1: Answer the questions below.
1. What happened in 1986?
2. What happened in 1991?
3. What does a single type of airplane reduce?
4. How can passengers buy cheaper tickets?
5. Where will Ryanair fly to in the future?
GRAMMAR POINT: Future Simple – Will / Won’t
W ILL / W O N ’T are used for the future in these situations:
1. Prediction:
The company will grow by 25% next year. We won’t lose money next year.
2. Future fact:
Flights to Russia will start in 2020. The contract won’t begin until June.
3. Prom ises:
I will call you later, I promise.
4. Spontaneous decisions for the future:
(The phone is ringing) I will answer it.
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EXERCISE: Choose the correct form of the verb for the gaps.
1. I think the price (not rise) until next year.
2. They (make) a decision before the end of the month.
3. I can promise you, we (finish) the job tomorrow.
4. If you have any questions, call me and I (do) my best to answer them.
5. When you look at the costs you (see) we need more time.
SPEAKING PRACTICE
In pairs, ask your partner:
• What he/she promises to do soon (e.g. I will stop smoking)?
• What he/she predicts will happen in their company in the future (e.g. I think my
company will open an office in China)?
• What future facts will change society (with more air
travel there will be more pollution)?
READIN G EXERCISE: Put the correct verb form
(past / present / future) into the gaps.
The Budget Airline Industry's History
The Start: In America in the early 1970s, Herb Kelleher (decide) to
start a different kind of airline. He (want) to carry passengers to their
destinations at the lowest possible fares.
In 1971 SouthWest Airlines (carry) passengers to Dallas and Houston.
In 2000, SouthWest Airlines (grow) to become the 5th largest airline in
America and (be) a great success.
Europe: In 1985, Ryanair (copy) this business model and (fly)
between Ireland and London. They (use) minor airports, and tickets (be)
very cheap. In 2014, Ryanair’s revenue (be) €5,037 million
Difficulties: The airline industry (suffer) in 2001 from global problems,
but Ryanair (continue) to grow, and (open) new routes across Europe.
The Future: Low cost airlines now exist in Africa, Australia and Asia. Experts
predict that prices (rise) and many of the new companies (not survive).
Analysts believe that Ryanair (continue) to grow in the future. It (do)
everything it can to keep prices low but when the UK (leave) the European
Union in 2019 it (be) difficult.
www.BusinessEnglishStudy.com 3Discuss with your partner:
• Can you think of any other successful business models?
• What is a good business model for language school?
FUNCTIONAL VOCABULARY: Success
EXERCISE 1: M atch the words (1-5) with their meaning (a-e):
e.g. Success = Achievement
1. Profit a. Victory
2. Earn b. Number one
3. Grow c. Receive
4. Leader d. Revenue
5. Win e. Expand
EXERCISE 2: Complete the sentences with the correct form of the
word (1-5) above.
1. They will the contract because they have the best business plan.
2. Next year the company will by 20%.
3. The owner will a bonus at the end of the year.
4. Ryanair is the in the low cost airlines market.
5. We made $40 million in 2016.
PRONUNCIATION POINT: /r/ and /l/
Pronounce these words with your tutor. Discuss the meaning of the
words you do not understand.
Ryanair - luxury - red - trouble - lorry - request - run - light - raise - rise - recently -
later - iron - laugh - research - return - low - receipt - reality - land - reality - liar -
role - Rolex - rich - lose – row - law
www.BusinessEnglishStudy.com 4SPEAKIN G PRACTICE:
Ask your partner: Is it important to love your job to be successful? What is the
best business style, customer care or cheap prices? Why?
LISTENING 2: Fill in the gaps with the words you hear.
And who is the of Ryanair? Is he a special sort of person?
Michael O’Leary is one of Ireland's richest men, with around million dollars
in the bank.
His business style is direct and not very . "I don't care if nobody likes
me," he told a reporter, “I am a businessman not a .”
He also admitted that he is not about airlines, only about business.
“I never wanted to be a , I only want to be a successful businessman,’
he said. “Ryanair is like a cheap supermarket, the difference is they sell
and we sell air tickets.”
O'Leary concentrates on fares, and his customers love it. Ryanair's
ticket costs $50, compared with $75 on easyJet or $ on British Airways.
In Ryanair ordered 200 new airplanes from
Boeing.
The company predicts it will carry passengers
in 2018.
Ryanair will fly to Russia and America in .
ROLE-PLAY
CASE STUDY: Ryanair plans to fly to India.
M ICHAEL O ’LEARY: You believe that this is a good future plan. Prepare a
presentation to tell the class why it is an excellent opportunity. Think about the
profits and the publicity.
DIRECTO RS: You see India as the wrong direction and believe that Africa is a
better option. Prepare a presentation to tell the class why it is the best option. Think
about the profits and the publicity.
PRESEN T: Your ideas and discuss with the class. Find a solution and practice
using the Future simple Tense, the Vocabulary of Success when discussing the best
future for the company.
www.BusinessEnglishStudy.com 5AUDIO-SCRIPT 1
Ryanair - Elementary Level – Listening 1
Ryanair began in 1985 flying between Ireland and London UK. In 1986 it carried
5,000 passengers and did not make a profit.
In 1991 Ryanair copied the low cost business model used by Southwest Airlines in
America. It changed the company into a success.
This business model included:
• No first class or business class seats, only standard class
• A single type of airplane, a Boeing 737, to reduce training, servicing, and
equipment costs.
• Passengers can book early for cheaper tickets.
• Unreserved seating
• Flying to cheaper, secondary airports
• And no free food or drinks offered
In the future Ryanair will fly to more routes across Europe and North Africa.
AUDIO -SCRIPT 2
Listening 2
And who is the chairman of Ryanair? Is he a special sort of person?
Michael O’Leary is one of Ireland's richest men, with around 80 million dollars in
the bank.
His business style is direct and not very diplomatic. "I don't care if nobody likes
me," he told a reporter, “I am a businessman not a politician.”
He also admitted that he was not passionate about airlines, only about business.
“I never wanted to be a pilot, I only want to be a successful businessman,’ he said.
“Ryanair is like a cheap supermarket, the difference is they sell food and we sell
air tickets.”
O'Leary concentrates on low fares, and his customers love it. Ryanair's average
ticket costs $50, compared with their nearest rivals, $75 on easyJet or $330 on
British Airways.
In 2014 Ryanair ordered 200 new airplanes from Boeing.
The company predicts it will carry 100 million passengers in 2018.
Ryanair will fly to Russia and America in 2020
www.BusinessEnglishStudy.com 6LESSO N PLAN - RYAN AIR ELEM EN TARY
Key objective – to practise Business English fluency
IN TRO DUCTIO N : Start by asking students if they know what a low-cost airline is,
and what they know about Ryanair.
Teacher (T) - Students (SS) 5 mins
LISTEN IN G 1: Go through the vocabulary and tell students they are going to
hear a spokesperson talking about the growth of Ryanair. They answer the
questions at the end. Play the listening and ask students the questions.
(T) - (SS) 10 mins
G RAM M AR: Introduce the future simple tense using the example. Go through the
rules of use and do the exercises that follow.
Ask students to read the questions and answers out loud.
(S) – (T) 5 mins
READIN G : Find out if any of the students know the history of low-cost airlines?
Go through reading and ask students to read out loud and fill in the gaps with an
appropriate tense. Discuss the questions that follow.
(S) – (T) 10 mins
FUN CTIO N AL VO CABULARY: Elicit any words of Success the students have.
Go to the exercise
(T) - (SS) 10 mins
PRO N UN CIATIO N PO IN T: Drill the words and make sure the students
understand their meaning
(T) - (SS) 10 mins
LISTEN IN G 2: Students need to listen and fill in the gaps. Play the audio
(SS) – (T) 10 mins
RO LE PLAY: Split students into groups and get them to prepare to discuss the
situation. Make sure they practice the grammar and vocabulary learnt in the lesson
and to try and use the case study material in their argument.
(SS) - (SS) 10 mins
www.BusinessEnglishStudy.com 7Exercise Answers
Listening 1:
1. Ryanair carried 5,000 passengers and did not make a profit.
2. Ryanair copied the low cost business model used by Southwest Airlines in
America.
3. It reduces training, servicing, and equipment costs.
4. Book early
5. More routes across Europe and North Africa
G rammar:
1. I think the price won’t rise (not rise) until next year.
2. They will make (make) a decision before the end of the month.
3. I can promise you, we will finish (finish) the job tomorrow.
4. If you have any questions, call me and I will do (do) my best to answer them.
5. When you look at the costs you will see (see) we need more time.
Reading:
• decided – wanted Help us to improve the quality.
• carried – grew – was If you notice any mistakes in this
• copied – flew – used – were - was module please report the error to:
• suffered – continued – opened businessenglishstudy@gmail.com
• will rise – won’t survive
• will continue – will do – leaves - will be
Functional Vocabulary: W ords of Success
1. Profit a. Revenue
2. Earn b. Receive
3. Grow c. Expand
4. Leader d. Number one
5. Win e. Victory
Functional Vocabulary: Exercise 2:
1. They will win the contract because they have the best business plan.
2. Next year the company will grow by 20%.
3. The owner will earn a bonus at the end of the year.
4. Ryanair is the leader in the low cost airlines market.
5. We made $40 million profit in 2016
Listening 2: See audio script on page 6
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