International Business Strategist
& Marketing Consultant
Charlene Ashley
Media & Journal Publications
Academic Publications
Presentations & Links
Social Media Links
Creating the Right Image
for the Teaching Industry
Executive Training
& Presentations
A Critical Look at Ryanair
The Low Fares Airline
Ryanair and Michael O‘Leary make an interesting study as the low budget airline, a leader in the industry, often chose to adapt unusual & strategies in its quest to gain more market share & boast robust profit lines. The airline, with its home in Ireland, operates between Ireland, UK, Continental Europe & Morocco. Ryanair operates within a very competitive industry & must constantly find creative strategies to remain relevant. The airline industry is characterized by aggressive price discounting, rising airport charges & fuel costs & the ever present possibility of the introduction of air travel taxes. Airport fees are a reality for this, & any airline. The industry however is experiencing growing global expansion as markets open.
This article explores the various considerations for successfully penetrating a targeted international market. The core argument is based on the thought, that often there are critical elements that are overlooked which may include cultural innuendos, local practices & motivators.
As businesses become global, it becomes even more critical for the international marketer to focus on the fundamental requirements of companies to identify customers, research their preferences, understand & analyse attitudes & responses to promotions as well as other factors that influence the decision leading to a purchase. This preparatory research should result in thoroughly thought-out & properly coordinated marketing mix, which requires a clear understanding of cultural nuances & how these affect consumer behavior & business environments.
A Look at the International Marketing Considerations for Entry into a Foreign Market with Educational Services
The Caribbean is full of similarities & differences. This paper explores these similarities & within the Caribbean culture with particular focus on Jamaica & Trinidad. In the Caribbean great traditions stand side by side and interact with the smaller traditions. In a recent symposium on the subject ‘Expressions of the mind: Philosophy and the Making of the Caribbean Nation’, Cuban scholar Antonio Benitez Rojos, stated, “ ‘Caribbeaness’ is a system full of noise & opacity, a nonlinear & unpredictable system. In short a chaotic system beyond the total reach of any specific kind of knowledge or interpretation of the world.”
