International Marketing

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 Table of Contents
Introduction to the organization and its current market...................................................................3

Use a range of sources to define international marketing and highlight the main differences to
local marketing................................................................................................................................3

Assess the scope and key concepts of international marketing.......................................................4

Explain the rationale for an organisation to want to market internationally...................................5

Describe the various international marketing entry routes and which one the company should
adopt................................................................................................................................................6

Evaluate the key criteria and selection process that the company should use when considering
which international market to enter.................................................................................................7

Define and explain what a market entry strategy is, using examples of the different strategies that
are available to an organisation, and include the advantages and disadvantages of each...............8

Conclusions and recommendations on how and why the company should enter the international
market............................................................................................................................................10

Explain the difference between global and local marketing, using examples where appropriate. 10

Present an overview of the key arguments in the global v local debate. How does the product,
pricing, promotional and distribution approach differ when using a variety of international
markets...........................................................................................................................................11

Explain and analyse in detail the various international marketing approaches the company can
adopt. Use examples from other organisations to further enhance your answer...........................12

Compare home and international orientation and ways to assess competitors, outlying the
implications of each approach.......................................................................................................13

Conclusions and recommendations for the company....................................................................13

References......................................................................................................................................15

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Introduction to the organization and its current market
International marketing has become a very common and necessary aspect of business that is
essential to maintain the competitive position in the market. The main purpose of this report is to
understand the concept and significance of international marketing. In this report, an introduction
of Ryanair will and the market it currently operates will be discussed. The definition of
international marketing and its distinction from local marketing will also be discussed in this
study. The key elements and scope of international marketing will also be evaluated in this study.
The rational for an organisation to market internationally will also be analysed in this study.
The various international marketing entry routes and which one the company should adopt will
also be discussed in this study. The key criteria and selection process that the company should
use when considering which international market to enter will be evaluated. Furthermore, what a
market entry strategy is will also be defined, using examples of the different strategies that are
available to an organisation, and include the advantages and disadvantages of each. The
difference between global and local marketing, using examples where appropriate will also be
explained An overview of the key arguments in the global vs local debate will also be
demonstrated. How does the product, pricing, promotional and distribution approach differ when
using a variety of international markets will also be presened. The various international
marketing approaches the company can adopt will also be explained.
Ryanair is a UK base budget avaiation that was established in the year 1984. The organisation
mainly operates in Dublin & In the London Stansted airport. Its head office is located in Swords,
Dublin. Ryanair also possesses a major section of Ryanair Holdings and they also have many
subsidiary avaiations such as Lauda, Ryanair UK, Ryanair Sun & Malta Air. The organisation
has total revenue of ￡7.151 billion & an operating profit of ￡1.667 (Efthymiou et al., 2021).
The current success & growth of technology & modern science has enabled the market
competition around the global business territory is blooming spontaneously. Therefore,
businesses across the globe are seeking business opportunities in order to extend their “market
competitiveness”. The founder of this avaiation, Tony Ryan, founded it to offer an “alternative
route” to various government-owned avaiations. They were the first avaiation to introduce the
“cheap fares model” in Europe.
The global avaiation market the organisation operates in is very competitive in nature. This due
to the changing market trend, customer demand & government regulations. The fluctuating

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government regulations such as BREXIT have negatively affected the business operations of
Ryanair. The organisation is also struggling to deal with its various competitors such as
Thomsonfly, BMI baby and Easyjet who are replicating a similar budget system (Buchan, 2017).
In order to overcome these issues & to gain a competitive position in the market, Ryanair plans
to expand its operation in Australia and become a multi-continental avaiation service provider.
This will further allow the organisation to serve a larger customer base and enhance its
profitability.
Use a range of sources to define international marketing and highlight the main differences
to local marketing
International Marketing can be defined as the performance of venture operations that are
designed to promote, price, plan & guide the flow of an organisation’s merchandise & services to
customers or users in more than one country to earn profit (Gnizy and Shoham, 2018). In other
words, the term international marketing indicates the implementation of marketing principles in
order to satisfy the various wants & needs of customers residing across the national borders.
Exporting, direct investments, joint ventures, franchising & licensing are various types of
international marketing or market entry modes. International marketing also comes with its own
set of challenges. Some of the challenges faced by marketers when marketing in a foreign
environment are competition, legal restraints, government controls, consumer’s behaviour &
ecological factors.
The primary difference between local & international marketing are as follows:

Local Marketing International Marketing

It the process of conducting marketing It is the process of conducting marketing

activities in the local market & it has limited activities in the global market & it has a wider
scope (Lopez and Hernández, 2017). scope (Hapsari et al., 2017).

Only one nation, one culture, one currency & Many nations, many culture, different
generally one language is involved. currencies & many languages are involved.

Controlling local marketing operations are a Controlling international marketing is much

much easier process. complex and challenging process.

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Low risk is involved in local marketing. High risk is involved in international
marketing.

Local marketing operations require much less International marketing requires more
investment. investment.

Generally, a stable business environment is Generally, an unstable business environment

involved in local marketing activities. is involved in international marketing
operation.

The behaviours of local competitors are easy The behaviours of international competitors
to predict. are difficult to predict.

Assess the scope and key concepts of international marketing

International marketing offers a much broader scope as compared to local marketing (Cateora et
al., 2020). The scope of international marketing is discussed in the following:
● International Marketing ultimately leads to peace between the nations. All the business
activities such as production, development, & marketing involve employees from a
different nation working together. All this interaction leads to mutual gain associated as
well as business relations among the personal which ultimately lead to global peace &
prosperity.
● Global Marketing also opens new opportunities & minimises risks. The scope of
international marketing also increases with the global market opening up for the business
(Grigorescu and Zaif, 2017).
● The growth of world trade organisations & “regional free trade” areas like the European
Union & North America Free Trade Area has also enhanced the overall scope of
international marketing across the globe.
● The popularity of mobile phones, the internet & other international media has further
enhanced the scope of international marketing.
The term international marketing is an exchange of merchandise and services across the country
border in order to meet the requirements of the customers (Samiee and Chirapanda, 2019). It
includes identifying the targeted market & customer analysis of the foreign countries. It is the

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venture operations that are designed to promote, price, plan & guide the flow of an
organisation’s merchandise & services to customers or users in more than one country to earn
profit. Exporting, direct investments, joint ventures, franchising & licensing are various concepts
of international marketing or market entry modes. The key elements of international marketing
include research, infrastructure, product localisation, marketing localisation, communications,
inbound marketing & outbound marketing.
Explain the rationale for an organisation to want to market internationally
Today expanding globally has become a popular business practice around the world. Many
organisations have already become multinational organisations and many are on their way. Some
of the main reasons are in the following:
Enhance Customer base
The main reason for an organisation to want to market internationally is to increase the customer
base and serve a larger customer (Chen and Paull, 2019). The international expansion enables an
organisation to serve foreign customers. This will further enable the Ryanair to increase their
revenue operation by serving a larger customer & will ultimately increase their profit margin.
Expanding in the international market will also enable the organisation to increase their brand
image.
Global opportunities
Opportunistic development is another reason for an organisation to want to market
internationally Expanding their operation in the international market will also allow Ryanair to
grab any emerging global opportunities. In the UK, 25% of the organisations have initiated
internationalisation through an unsolicited approach (Coudounaris, 2021). In many countries the
fuel prices are much lower compared to that in the UK. The Ryair can expand in such areas and
gain higher profits by minimising the cost of their operation by buying fuel at a comparatively
lower price.
Following the competitors abroad
Following the competitors abroad is another reason for an organisation to want to market
internationally. Many organisations enter a foreign market in order to compete with their
competitors. Sometimes the growth opportunity present in the foreign market attracts
organisation to market internationally. Expanding in international market will also allow Ryanair
to compete with its competitors such as Lufthansa Group, easyJet, Finair & WizzAir.

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International Free markets
Developed market such as “regional free trade” areas like the European Union & North America
Free Trade Area also attracts several organisations to expand their business in the foreign
markets. Some organisation also plans to market internationally for defensive tactics. They aim
to target the home market of their international rival, generally by collaborating with the local
competition.

Describe the various international marketing entry routes and which one the company
should adopt
There are various international market entry routes that are used by different organisations in
order to expand their operation in the foreign market. The most common routes are discussed in
the following:
● Licensing
It is an efficient mode of market entry that offers a low degree of risk that can be utilised by
Ryanair to expand its operation in Australia. In this method, the global licensing organisation
delivers the licensee the trademark rights, parent’s rights & the process knowledge (Palatnik-de-
Sousa and Nico, 2020). The licensee will produce the merchandise of the licensor & promote
their products and provide a royalty fee to the licensor. Ryanair can also deliver its licensee the
trademark rights or parent’s rights & the process knowledge to some exiting avaiation
organisation in the targeted market to expand internationally.
● Franchising
It is similar to the process of licensing, but the global organisation tends to be directly associated
and possess more control in the marketing procedure of franchising. In this method, a semi-
independent venture called a franchisee to pay a royalty fee to its parent company called the
franchisor. Ryanair can also become a franchisor and share their trademark rights or parent’s
rights & the process knowledge to some exiting avaiation organisation and charge royalty fee
from them.
● Joint Venture
It is a joint agreement between two companies to share the resources of one another in order to
achieve a mutual objective (Dias et al., 2019). In such agreement, the partnership among the host
& the home venture gives the result to a third firm. Foreign joint ventures are identical to

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licensing; however, in joint ventures, the global organisation possesses an equity position and the
control & management comes under the authority of the foreign country. Ryanair can also enter a
joint venture agreement with any a exiting avaiation organisation in the targeted market & build
a third firm to market internationally.
● Direct investment
It is also an effective technique to enter a foreign market where the global organisation directly
invests in the operational units of the foreign market. This mode of strategy provides 100%
ownership and therefore it is the greatest form of commitment. Generally, there are two types of
direct investment. These are Greenfield, where the company establishes its own unit in the
foreign market, & direct acquisition where the organisation directly acquires a foreign company
(Sapkota and Bastola, 2017). Ryanair can also use direct investment technique to enter a foreign
market. This will allow the organisation to have 100% ownership & control on the firm.
● Import & export
It is the most common type of market entry strategy where the global organisation export or
import merchandise. Export is the process of selling services & merchandise of one country to
another. On the other hand, import is a process where the merchandise is transferred to foreign
via various agencies and the global organisation is not directly associated with the marketing
activities of the foreign market (Sapkota and Bastola, 2017). This option is not suitable for
Ryainair as their services cannot be imported or exported.

All of the mentioned market entry routes are effective; however, the most suitable route for the
market entry of Ryanair in the avaiation sector of Australia will be direct investment.
Specifically, the company should use the direct acquisition market entry technique to enter the
market of Australia. These will the organisation to have 100% control & ownership. Ryanain is a
budged air that aims to attract the cost-conscious customers by offering them cheap avaiation
services. In order to serve this to their abroad customers keeping the cost of operation to
minimum is very significant. Therefore, having full control on all the function & operation of the
business is very an essential aspect. Since acquisitions comes with a guarantee of full ownership
& control this makes it the most suitable option considering the company’s marketing strategy.
Furthermore, acquisition is less risky than Greenfield as the organisation can always acquire a

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well reputed and successful foreign avaiation business. Moreover, the sound financial capacity of
the organisation wills allows it to acquire any foreign avaiation.
Evaluate the key criteria and selection process that the company should use when
considering which international market to enter
It is very important to choose the right international market entry as it directly influences the
overall success of the organisation in its process of international marketing (Ahi et al., 2017).
The key criteria and selection that the company should use when considering which international
market to enter are:
● Market demand: The size & rate of growth of the market.
● Level of competition: The price, quality, consumer loyalty, distribution methods of the
competitors and their ability to offer “after-sale services”.
● Country Performance: The macro factors such as market trend, population, labour cost,
GDP, disposable income.
● Trade Barriers: Barriers such as tariffs, standards, quotas, regulations, import license and
other necessary requirements of the selected country.
● Political Risk: The degree of political stability, corruption & transparency.
● Distribution Accessibility: Access to lucrative distribution channel is also an important
consideration.
● Infrastructure: The presence of skilled labour, resources, technology and physical
infrastructure like roads, telecommunication facilities & utilities is also an important
consideration (Ahi et al., 2017).
● Environmental Concerns: Environmental standards differ from nation to nation. For
example, equipment may not comply with the local environmental laws and hamper the
production process.
● Intellectual property protection: Enforcement of sound trademark & patent will disable
the foreign organisation to steal the technology of the global organisation.
● Legal Environment: It is also important to be aware of the local laws and regulation
before entering the foreign market.
● Cultural Knowledge: It is also very important to have an understanding of the culture of
& taste of the foreign country. Products that are designed without considering the local
culture may not be accepted by foreign customers.

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Define and explain what a market entry strategy is, using examples of the different
strategies that are available to an organisation, and include the advantages and
disadvantages of each
Market entry strategy is a “planned” distribution process of services & goods to a new target
market. It refers to the establishment, management & creation of contacts in a foreign nation
(Adeola et al., 2018). Generally, an organisation enter a new market in order to enhance its
customer base or to improve its competitive advantage in such times a sound market entry
strategy is required to enter the target market successfully. Some of the most popular and
common market entry strategies are Licensing, Franchising, Joint venture, Direct investment,
import & export.
Licensing is a method where the global licensing organisation delivers the licensee the
trademark rights, parent’s rights & process knowledge.
Advantages
● Faster access to the foreign market
● It is appealing to the smaller organisation that lacks sound resources.
● It facilitates rapid penetration of the international market.
Disadvantages
● It may affect the other entry modes
● There is a risk of opportunism.
● Risk of licensee becoming a future competitor.
Franchising is a method where a semi-independent venture called a franchisee pay a royalty fee
to its parent company called the franchisor (Nishida and Yang, 2020).
Advantages
● The availability of knowledge of the local franchisee
● It facilitates international expansion with much lesser investment.
Disadvantages
● The availability of master franchisee
● Limited overseas franchising opportunities.
● Inadequate revenue.
Joint ventures a joint agreement between two companies to share the resources of one another in
order to achieve a mutual objective.

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Advantages
● High rate of return
● Sharing of resources
● Access to the distribution network
Disadvantage
● Lack of trust
● Lack of control
● Conflicts over resources allocation, strategies, ownership, etc.
Direct investment is of two types; Greenfield, where the company establishes its own unit in the
foreign market, & direct acquisition where the organisation directly acquires a foreign company
(Opoku and Boachie, 2020).
Advantages
● Higher control and greater profits.
● Sound commitment to the local markets
● It allows the investor to control & manage production, sourcing and marketing decision.
Disadvantages
● Risk of full ownership
● Risk of nationalisation
● Issue of economic & cultural sovereignty of the host nation.
Export is the process of selling services & merchandise of one country to another.
Advantages
● Facilitate fast entry
● Offers low risks
Disadvantages
● Low control
● Low local Knowledge (Oliveira et al., 2018)
Conclusions and recommendations on how and why the company should enter the
international market
It can be concluded that all the mentioned market entry strategy are effective in nature. All of the
market entry strategies have their own set of advantages & disadvantages. It is essential for every
organisation to select the proper market entry strategy in order to successfully enter the

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international market. In this context, Ryanair wants to enter the international market of Australia
in order to maximise its customer base and become a multi-continental avaiation service
provider.
Ryanair should adopt the direct investment market entry strategy in order to expand their
operation in the avaiation industry of Australia. Specifically, the organisation should use a direct
acquisition method & buy a local avaiation service providing organisation in Australia. The
acquisition has become a famous model of foreign market entry strategy because of its fast
access. Ryanain is a budged air that aims to attract the cost-conscious customers by offering
them cheap avaiation services. In order to serve this to their abroad customers keeping the cost of
operation to minimum is very significant. Therefore, having full control on all the function &
operation of the business is very an essential aspect. Since acquisitions comes with a guarantee
of full ownership & control this makes it the most suitable option considering the company’s
marketing strategy. Furthermore, the acquisition is less risky compared to Greenfield. The
acquisition will also help Ryanair to increase the market share of their company in a foreign
country. The acquisition market entry will also enable Ryanair to gain the resources and
competencies of its acquired company. Adaptation of the acquisition market strategy will also
enable Ryanair to access the capital of the acquired company. This will strengthen the financial
capabilities of Ryanair.
Ryanair should critically analyse the local players of its targeted market and select the most
suitable avaiation organisation that matches their values, objective and the one that is successful
& have sound reputation.
Explain the difference between global and local marketing, using examples where
appropriate
Global marketing is defined as the performance of venture operations that are designed to
promote, price, plan & guide the flow of an organisation’s merchandise & services to customers
or users in more than one country to earn profit ( Keegan, 2017). In other words, the term
international marketing indicates the implementation of marketing principles in order to satisfy
the various wants & needs of customers residing across the national borders. It has a broad
scope. On the other hand, local marketing is the marketing activities of an organisation targeting
the customer of only one nation. It has a limited scope. In global marketing, many nations, many

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culture, different currencies & many languages are involved. In local marketing, only one nation,
one culture, one currency & generally one language is involved.
Controlling international marketing is much complex and challenging process. However,
controlling local marketing operations are a much easier process. High risk is involved in
international marketing whereas low risk is involved in local marketing (Sharafi et al., 2017).
International marketing requires more investment. On the other hand, local marketing operations
require much lesser investment. Generally, an unstable business environment is involved in
international marketing operation whereas a much stable business environment is involved in
local marketing activities. The behaviours of international competitors are difficult to predict,
however, the behaviours of local competitors are easy to predict.
EPRG Model can be utilised to further highlight the difference between global & local
marketing. EPRG is an acronym of “Ethnocentric”, “polycentric”, “regiocentric” & “geocentric”
(Drachal, 2014). In Ethnocentric the global organisation does not invest in market research and
seek for foreign market that that has same characteristics as local market. For instance, Ryanair
can seek for European country that has similar characterises as UK. Australia is quite similar to
the UK.
Present an overview of the key arguments in the global vs. local debate. How does the
product, pricing, promotional and distribution approach differ when using a variety of
international markets
There are various factors that affect the marketing of the global and international market. These
factors are product, price, promotion & distribution approach (Brata et al., 2017).
Product: Before launching a product in the global market it is essential to analyse the culture &
taste of the foreign nation. If the marketer produces the production strategy without considering
the taste & culture of the customer of the foreign nation, then it will negatively affect the sale
volume of the global organisation. It can also lead to dispute or controversy in the foreign
environment. In this context, Ryanair should analyse the culture & expectation of the people of
Australia before entering their market. For instance, online booking and free cancellation are
some common trends of avaiation sector of Australia. Ryanair should also introduce online
booking services through their website & further produce an app for the same. They should allow
free cancellation to have an competitive edge in the market.

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Price: Price is also an important consideration that differs from market to market (Greenstein-
Messica and Rokach, 2018). It is very important to analyse the service or product price of the
services offered by the local competitors before determining the offered service price. Generally,
the global organisation sets a single price for all international market. The demand for budget
avaiation is increasing in the avaiation sector of Australia. Ryanair will take advantage of this
factor by offering cheap and quality avaiation services in Australia.
Promotion: It consists of sales promotion, advertising, public relations, direct marketing and
personal selling. Global organisations sometimes use the same advertisement in different
countries or they develop a different advertisement for their different target market. Adapting
promotion, due to language, economics, laws & religious differences, via mirror modification is
also a cost-effective strategy that is used by many global organisations. Ryanair will also use
adapting promotional strategy to advertise their services in Australia. Moreover, social media is a
famous trend in Australia as almost the entire population use at least one social media platforms.
Ryanair can also use social media marketing to market its services to the population of Australia.

Distribution: Establishing a distribution channel in a foreign market is much more complicated

than establishing it in the local market (Yang and Gabrielsson, 2017). It is an important
consideration as it reflects directly on the pricing of the product or services. Generally, the
channels of distribution in foreign markets are much longer compared to the distribution channel
of the local market. Ryain air will sell their ticket in their brand.com website & also on an “OTA
platform website”. The organisation will also offers online booking & free cancellation services
via its company app.
Explain and analyse in detail the various international marketing approaches the company
can adopt. Use examples from other organisations to further enhance your answer
In international marketing strategy, different marketing approaches have been adopted from
transaction cost approach to evolutionary & global integrated approach. Generally, each focuses
on diverse aspects or decision of international marketing strategy. These approaches are
discussed in the following:
● The transaction cost approach
It is one of the oldest adopted approaches in the development of international marketing strategy.
This approach focuses on the right selection of the mode of entry into the global market (Khalid

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and Ali, 2017). This approach enables a firm to coordinate its actions, revise & execute strategies
in order to gain a higher return.
● The Standardisation or Adaptation Perspective
The standardisation or adaptation concern was originally brought forward by Buzzell, evaluating
the potential advantages of standardising various factors of the marketing mix compared to
adopting the localised strategy (Meina, 2019).
● The global configuration or coordination perspective
This approach emphasises the significance of coordinating & configuring the organisation’s
activities at various stages in the “value chain” across many countries to enhance efficiency and
obtain maximum competitive advantage. Operations in the upper end of the “value chain” like
design, sourcing, & engineering must be focused on in nations where they can be performed
efficiently & cost-effectively (Hernández and Pedersen, 2017).
● Global Integration Perspective
The global integration perspective is another international marketing approach. The global
market is observed as an “integrated whole” & the focus is put on the significance of conducting
activities in all worldwide major markets, & integrating “strategy development” & execution
among these market (Thayer et al., 2021).
● The evolution perspective
It is the most comprehensive perspective of the global marketing approach that aims to view the
organisation’s activities as evolving over a period of time as the organisation obtain experience
& expands in the global market.
Compare home and international orientation and ways to assess competitors, outlying the
implications of each approach
Market orientation is considered as the key factor for the success of international and domestic
operations. Market orientation is a “business philosophy” where the concentration is on
determining the wants or needs of the customers and meeting those (Udriyah et al., 2019). It
focuses on selling & designing the services and goods that will satisfy the needs of the customers
in order to earn profit. The orientation of the international market differs from the home market
vividly this is because of the diverse taste, preference and choice of the customers. It is not
necessary that customers of two different nations will reflect similar behaviour towards a
constant product. Therefore, it is essential to adapt the local culture and taste of the customers of

15
the foreign nation and modify the product accordingly to generate demand in the international
market.
Assessing the local competitors in the international market is also important in order to have a
successful venture in the foreign market. The operation and products or services of the
competitors heavily influence the performance of the global organisation. Analytical tools such
as SWOT analysis, Porter’s five forces and strategic group analysis is generally used to analyse
the competitors of the foreign market.
Porter’s five forces
1. Threat to new entry (Weak force)
The aviation sector is very profitable & hence attracts many market entrants. However, the cost
of entering the market is very expensive and a firm requires a significant amount of financial
resources in order to successfully enter the aviation sector and carry on their business. Such a
high requirement of financial resources makes it difficult for any firms to enter the aviation
sector. This makes the threat to new entry a weak force.
2. Threat to substitution (Strong Force)
Ryanair operates in a highly competitive market. Its competitors include Lufthansa Group,
easyJet, Finair, WizzAir, etc. All of its competitors offer a similar quality services. The presence
of numerous substitutions in the market makes the threat of substitution a strong force.
3. Bargaining Power of the suppliers (Weak force)
The apparel aviation sector of the Australia comprises numerous suppliers that offer the same
quality of supplies at a similar price level. This allows organisation such as Ryanair to substitute
to different suppliers when the quality of their current suppliers falls or the price rate of their
current supplier increases. This makes the bargaining power of the supplier a weak force.
4. Bargaining power of the customers (Strong Force)
The aviation sector of the Australia is very competitive and comprises many aviation brands that
offer the same quality products at a similar price. Market competitor of Air Link, Lufthansa
Group, Airlines of Tasmania, easyJet, Airnorth, Finair, WizzAir, etc offers a diverse range
aviation services. This allows the existing customers of Ryanair to shift to a different brand if the
quality of the products of Ryanair falls or if the prices of their services increase. This makes the
bargaining power of the customers a strong force.
5. Competitive Rivalry (Strong Force)

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The aviation industry of the Australia is very competitive in nature. There are numerous aviation
organisations in this sector competing with one another. Ryanair’s competitors such as Air Link,
Lufthansa Group, Airlines of Tasmania, easyJet, Airnorth, Finair, WizzAir, etc offers high
quality aviation services. This makes the competitive rivalry a strong force.

From the above analysis it has become very clear the threat from competitors & substitution &
bargaining power of the customer is very strong. All the existing market player of the aviation
sector of the Australia offers a high quality services, however, none of the present organisation
offers them at a cheap or affordable rate. Therefore, Ryanair should structure themselves as a
cheaper alternative in airline services to maximise their opportunities over their competitors in
the international market.
Conclusions and recommendations for the company
It can be concluded that local and international market differs in various aspect in terms of
product, pricing, promotional and distribution. The global and home market also differs in terms
of market orientation & competitors. The structure of an organisation is also an important
consideration that must be addressed before entering the international market. There are four
types of organisational structure that are used by companies to manage their foreign operations.
These are production structure, areas structure, functional structure, customer structure, mixed
structure & matrix structure.
Ryanair should adopt a functional organisation structure to maximise their opportunity in an
international context. Under this structure, employees who perform similar tasks will be grouped
together on the basis of their speciality. Adopting this kind of structure will allow Ryanair to
make fast track decision and facilitates sound communication among the members. The
employees who group together can also learn from one another as they possess identical skills
and interests. This organisational structure will also facilitate higher control over the operations
& performance of the organisation, ultimately allowing them to maintain their cost of operation
as low as possible. This will also allow the organisation to serve its quality services at a lower
price to attract the cost conscious customers of the targeted foreign market.
It can be further concluded that international marketing has become an integral aspect of every
business entities. The main purpose of this report is to understand the concept and significance of
international marketing. In this report, an introduction of Ryanair and the market it currently

17
operates is discussed. The definition of international marketing and its distinction from local
marketing is also discussed in this study. The key elements and scope of international marketing
is also evaluated in this study. The rational for an organisation to market internationally is also
analysed in this study. The various international marketing entry routes and which one the
company should adopt is also discussed in this study. The key criteria and selection process that
the company should use when considering which international market to enter is also evaluated.
Furthermore, what a market entry strategy is also defined, using examples of the different
strategies that are available to an organisation, and include the advantages and disadvantages of
each. The difference between global and local marketing, using examples where appropriate is
also explained

18
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