International Marketing: Market Entry Strategy and Global Trends

BUSINESS

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
Market entry strategy..................................................................................................................3
Global trends and their application in local environment...........................................................4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6
APPENDICE....................................................................................................................................7
Country specific communication................................................................................................7

INTRODUCTION
International marketing is a multinational process which involves planning and execution
of the pricing, conception, promotion and the distribution of the goods, services and ideas. Its
purpose is to create the exchange which would satisfy the organisational and individual
objectives by selling in more than one country. In simple words it is marketing the goods and
services across the national border. The companies which usually operate in more than one
country opt for this management as it as to manage its marketing activities outside its home
country in order to expand its business (Asseraf, Lages and Shoham, 2019). The organisation of
this report is Hello Fresh which is a German company established in Berlin. This report shall
deal with the international marketing involving market entry strategy, global trends and their
application and the country specific communication for the Hello Fresh country.
TASK 1
Market entry strategy
Market entry strategy can be defined as the planned distribution and the delivery method
which a company can use for the goods and services in the new target market. In context to Hello
Fresh, the company is launching its product Green Chef (Festa and et. al., 2020). In order to
expand the distribution of its product, the organisation is expanding the distribution of this
product in Sweden. The company has the following option to enter the market of Sweden which
is discussed below-
 Direct arrangement with supermarket- In order to distribute its product Green Chef,
the company can contact the local supermarket chain so that the product can be made
available to the public easily. Hello Fresh can contact the supermarket chain of Sweden
which is ICA Sweden which is a leading retailer in the country dealing in groceries in
order to make it available in physical stores of the company. ICA has 1300 stores which
will help Hello Fresh to make the product easily reachable.