Ryanair adopts a strategy of organic growth, through a penetration market, which allows it to grow in the market (for diversification). It acts on the components of aggregate demand to enlarge the total capacity of the total marketplace in escalating the usage rate, and to find out novel uses. In addition it raises its share of the marketplace by deflecting customers from opposing brands. But the expansion entails an approach to expand marketplace specifically a geographic expansion, as well. It shall, in addition, an integration strategy horizontal with the aim of strengthening its competitive position by disabling some competitors including the acquisition of Buzz (former subsidiary of KLM).