Market Entry Strategy for Green Chef
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This report discusses the market entry strategy for Green Chef, a subsidiary of Hello Fresh, as it plans to expand its operations in Germany. It covers the global trends and their application in the local market, as well as the country-specific communication strategy for targeting the German audience.
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Green Chef -Hello
Fresh International
Marketing
Fresh International
Marketing
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Table of Contents
Introduction......................................................................................................................................1
Main Body.......................................................................................................................................1
Market Entry Strategy for Green Chef...................................................................................1
Global trends and their application in the local environment.................................................3
Country Specific communication, Germany..........................................................................4
Conclusion.......................................................................................................................................5
References:.......................................................................................................................................6
Books and Journals.................................................................................................................6
Appendix A......................................................................................................................................7
Segmentation and buying behaviour......................................................................................7
Appendix B......................................................................................................................................7
Cultural Insight.......................................................................................................................7
Introduction......................................................................................................................................1
Main Body.......................................................................................................................................1
Market Entry Strategy for Green Chef...................................................................................1
Global trends and their application in the local environment.................................................3
Country Specific communication, Germany..........................................................................4
Conclusion.......................................................................................................................................5
References:.......................................................................................................................................6
Books and Journals.................................................................................................................6
Appendix A......................................................................................................................................7
Segmentation and buying behaviour......................................................................................7
Appendix B......................................................................................................................................7
Cultural Insight.......................................................................................................................7
Introduction
International marketing or global marketing is the concerned with the application of marketing
principles by the organisation to satisfy the needs and wants of the customer of the people
residing at different geographical regions. It is the International marketing due to which
companies have ease to run and manage their business operations in overseas market along with
the home country. International marketing undertakes designing of marketing mix, i.e. Price,
product, place and promotion for the global market and customise it as per the preferences of the
different target groups in different nations (Kolk and Rivera-Santos, 2018). Therefore, it is
International marketing is offering good and services of a company to more than one nation.
Hello Fresh was founded in the year 2011by Dominik Richter, initiated its business operations
originally from Berlin, Germany. Green Chef is a subsidiary of Hello Fresh who offers wide
range of organic certified, healthy and balanced meal kits to the people of United States and is
seeking growth through its subsidiary firm that only operates in United States and planning to
expand its operations in Germany. The further mentioned report covers market entry strategy,
global trends and their application in local market; and communication method to target
audience.
Main Body
Market Entry Strategy for Green Chef
Companies that perform well in the domestic market aspire to achieve economies of scale
through globalisation and wants to expand its customer base through exports, licensing and
franchising, direct investment or direct venture. Green chef of hello fresh offers personalised
plans of meal for 3-4 customer at low price which is vegetarian, low calorie, organic, healthy and
balanced diet ready to eat meal kits. These ready to eat meal kits are offered presently to the
market of United States and by analysing the trends and potential of the Germany market,
company wants to establish its business operations (Imran and et. al., 2019). There are several
reasons which have contributed towards the expansion of its operation into Germany such as,
high rate of obesity among the people, shifting behaviour of people towards organic and
vegetarian food, per capital income of the spending over vegetarian food, increased awareness in
healthy and nutrition food.
1
International marketing or global marketing is the concerned with the application of marketing
principles by the organisation to satisfy the needs and wants of the customer of the people
residing at different geographical regions. It is the International marketing due to which
companies have ease to run and manage their business operations in overseas market along with
the home country. International marketing undertakes designing of marketing mix, i.e. Price,
product, place and promotion for the global market and customise it as per the preferences of the
different target groups in different nations (Kolk and Rivera-Santos, 2018). Therefore, it is
International marketing is offering good and services of a company to more than one nation.
Hello Fresh was founded in the year 2011by Dominik Richter, initiated its business operations
originally from Berlin, Germany. Green Chef is a subsidiary of Hello Fresh who offers wide
range of organic certified, healthy and balanced meal kits to the people of United States and is
seeking growth through its subsidiary firm that only operates in United States and planning to
expand its operations in Germany. The further mentioned report covers market entry strategy,
global trends and their application in local market; and communication method to target
audience.
Main Body
Market Entry Strategy for Green Chef
Companies that perform well in the domestic market aspire to achieve economies of scale
through globalisation and wants to expand its customer base through exports, licensing and
franchising, direct investment or direct venture. Green chef of hello fresh offers personalised
plans of meal for 3-4 customer at low price which is vegetarian, low calorie, organic, healthy and
balanced diet ready to eat meal kits. These ready to eat meal kits are offered presently to the
market of United States and by analysing the trends and potential of the Germany market,
company wants to establish its business operations (Imran and et. al., 2019). There are several
reasons which have contributed towards the expansion of its operation into Germany such as,
high rate of obesity among the people, shifting behaviour of people towards organic and
vegetarian food, per capital income of the spending over vegetarian food, increased awareness in
healthy and nutrition food.
1
Joint Venture can be defined as the process where two more firms come together to execute and
support the business operations of each firm. Under Joint venture both the partied equally invest
their time, efforts and money to make up a profitable project. Green Chef have been looking new
up for a new channels of distribution to boost up the sales volume and meet their goals. As of
entering into a global market company have adopted the way of Joint venture that helps to
explore international market without being responsible of the cross-border transactions (Jiang
and Wen, 2020). Green Chef has decided to form an alliance with giant technology firm Amazon
to manage and run its operations into Germany. Amazon is a largest e-commerce platform with
well-established infrastructure and an intense network in almost every corner of the world.
Amazon has its strong presence over almost all of the continents and have an extensive
knowledge of a local markets that makes an ideal solution to enter into a foreign market.
Green Chef have selling meal kits via e-commerce platform which has a good presence in
European countries. Green Chef, apart from their official website, will offer its products to the
target market through Amazon.
Major Reason to enter into an alliance with Amazon
Sharing risks and costs: One of the common reason behind entering into a foreign market
through Joint Venture is that two companies made equal contribution of money and time to
develop a projects which mitigates the financial costs. Along with the cost, risks, profits and
losses ae also equally shared by the two parties entering into a partnership. Risk of non-
acceptance and failure of a products are shared among both the parties (Sindhu, 2020).
Technical expertise and know how: One of the advantage of Joint Venture to enter in the
foreign market is to have access to the skills, knowledge and experience of a partner firm. Green
Chef have a less knowledge about the market and entering into the market through alliance with
Amazon will give an extensive knowledge of the local markets including demographics of the
target audience, lifestyles, belief, attitudes and well established network of distribution channel.
New market penetrations: Green Chef has currently its operations in United States and Hello
fresh wants to grow and expand its customer base through Green Chef. Entering into an alliance
with Amazon will help the company to have access into the foreign markets without worrying
about the barriers and hefty regulations that may prevent the companies to enter into overseas
market. With the formation of joint venture, Green chef will not only have the access to the
2
support the business operations of each firm. Under Joint venture both the partied equally invest
their time, efforts and money to make up a profitable project. Green Chef have been looking new
up for a new channels of distribution to boost up the sales volume and meet their goals. As of
entering into a global market company have adopted the way of Joint venture that helps to
explore international market without being responsible of the cross-border transactions (Jiang
and Wen, 2020). Green Chef has decided to form an alliance with giant technology firm Amazon
to manage and run its operations into Germany. Amazon is a largest e-commerce platform with
well-established infrastructure and an intense network in almost every corner of the world.
Amazon has its strong presence over almost all of the continents and have an extensive
knowledge of a local markets that makes an ideal solution to enter into a foreign market.
Green Chef have selling meal kits via e-commerce platform which has a good presence in
European countries. Green Chef, apart from their official website, will offer its products to the
target market through Amazon.
Major Reason to enter into an alliance with Amazon
Sharing risks and costs: One of the common reason behind entering into a foreign market
through Joint Venture is that two companies made equal contribution of money and time to
develop a projects which mitigates the financial costs. Along with the cost, risks, profits and
losses ae also equally shared by the two parties entering into a partnership. Risk of non-
acceptance and failure of a products are shared among both the parties (Sindhu, 2020).
Technical expertise and know how: One of the advantage of Joint Venture to enter in the
foreign market is to have access to the skills, knowledge and experience of a partner firm. Green
Chef have a less knowledge about the market and entering into the market through alliance with
Amazon will give an extensive knowledge of the local markets including demographics of the
target audience, lifestyles, belief, attitudes and well established network of distribution channel.
New market penetrations: Green Chef has currently its operations in United States and Hello
fresh wants to grow and expand its customer base through Green Chef. Entering into an alliance
with Amazon will help the company to have access into the foreign markets without worrying
about the barriers and hefty regulations that may prevent the companies to enter into overseas
market. With the formation of joint venture, Green chef will not only have the access to the
2
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market but also well established customer portfolio that will increase the sales volume and
profitability (Sharma and Kushwaha, 2019).
Global trends and their application in the local environment
Consumer focus shifts from the public into private sphere
Emergence of pandemic have affected many lives across globe and the life of businesses
too. Everything become standstill due the strike of pandemic and people are avoiding social
meeting and gatherings, preferring to stay isolated. Closure of food service outlets and demand
of social distancing is rising every-where and from education learning to business practices
everything have shifted to the private places. Staying at home, learning and working have
significantly increased the consumption is eating, entertainment and drinking. Green Chefs offers
ready to meal kits that are personalised plans for preparing food at home for almost 3-4 person
per kit. These meal kits contains natural, healthy, organic, vegetarian and balanced nutrition
keeping in mind the obesity rates due to the new normal of “stay home and stay safe.”
Due to this normal people are less frequent out for running, jogging and other physical
activities and consumption of packaged and frozen food have increased the obesity rates (Troise
and Camilleri, 2021). Green Chef is an ideal solution for the problem which consumer less time
in preparation and is healthy at the same time keeping in mind nutrients requirement of a human
body. These meal Kits offers approximately 31 distinct types of recipes that are quick and easy
to follow and meanwhile have low calories at certainly low prices.
Re-thinking sustainability- no purpose- no gain
Impact of COVID over the lives of people act as a catalyst for a significant changes in the
sustainability with the aim of taking holistic approach. Global crises have brought in front
enormous impact business activities have over environment and have forced them to conduct
their business operations in a more ethical, legal and sustainable way, with the aim of conserving
plant and people living over it. Business are shifting form traditional approach of profit driven
activities to more sustainable and valuable activities that have a positive impact over people and
planet (Chiang, 2018). There is a significant changes in the attitude of a people as they are
attracting towards the business that deliver more value in a minimum price along with less
impact over environment.
Closure of non-essential outlets and a disruption in the supply chain have given rise to the
online sales platforms or e-commerce business. Supply chain is responsible in delivering goods
3
profitability (Sharma and Kushwaha, 2019).
Global trends and their application in the local environment
Consumer focus shifts from the public into private sphere
Emergence of pandemic have affected many lives across globe and the life of businesses
too. Everything become standstill due the strike of pandemic and people are avoiding social
meeting and gatherings, preferring to stay isolated. Closure of food service outlets and demand
of social distancing is rising every-where and from education learning to business practices
everything have shifted to the private places. Staying at home, learning and working have
significantly increased the consumption is eating, entertainment and drinking. Green Chefs offers
ready to meal kits that are personalised plans for preparing food at home for almost 3-4 person
per kit. These meal kits contains natural, healthy, organic, vegetarian and balanced nutrition
keeping in mind the obesity rates due to the new normal of “stay home and stay safe.”
Due to this normal people are less frequent out for running, jogging and other physical
activities and consumption of packaged and frozen food have increased the obesity rates (Troise
and Camilleri, 2021). Green Chef is an ideal solution for the problem which consumer less time
in preparation and is healthy at the same time keeping in mind nutrients requirement of a human
body. These meal Kits offers approximately 31 distinct types of recipes that are quick and easy
to follow and meanwhile have low calories at certainly low prices.
Re-thinking sustainability- no purpose- no gain
Impact of COVID over the lives of people act as a catalyst for a significant changes in the
sustainability with the aim of taking holistic approach. Global crises have brought in front
enormous impact business activities have over environment and have forced them to conduct
their business operations in a more ethical, legal and sustainable way, with the aim of conserving
plant and people living over it. Business are shifting form traditional approach of profit driven
activities to more sustainable and valuable activities that have a positive impact over people and
planet (Chiang, 2018). There is a significant changes in the attitude of a people as they are
attracting towards the business that deliver more value in a minimum price along with less
impact over environment.
Closure of non-essential outlets and a disruption in the supply chain have given rise to the
online sales platforms or e-commerce business. Supply chain is responsible in delivering goods
3
and services from farm to factories and in last to the target audience. Companies are heading
towards adopting a more sustainable approach of supply chain that add more values to the
stakeholder and have less impact over environment. Taking this approach into account Green
chef offers its products over online platforms to the target audience and via e-commerce
platforms such as Amazon. Green Chef in order to contribute towards sustainability must use the
packaging material used of bio-degradable material that does not end up in land-fills and are
easily reusable or recyclable (Dekimpe and Hanssens, 2018).
Health concerns and healthy dietary habits
Significantly, there has been seen a trend into Western Countries to include vegetarian
and healthy foods into their dietary plans and habits. One of the prime reason behind this trend is
increasing awareness among people with regards to the benefits of organic, low calorie and
vegetarian food and another concern is increase in chronic and severe disease due to the
consumption of high saturated meals and raw material from chemical and pesticides. Emergence
of pandemic have brought this trend in European countries to include vegetarian dishes into their
staple food.
Consumer are taking preventive measures to avoid the effects to chronic and severe
disease. People are intending to boost their immunity through the consumption of healthy meals
and beverages for their good health. In response to this trend, Green Chef, a subsidiary of Hello
Fresh have introduced a meal kits that are healthies and contains low calories at an affordable
price (Bauer and et. al., 2020). The idea behind this product was to meet the health requirements
of a target audience in Germany. Meal kits provided by Green Chef are easy to prepare and
includes wide range of organic, healthy and balanced meal plans for the family member of 3-4
people. People in Western countries are in habit of consuming packaged food and due to the less
time in preparing a food, Products of Green Chefs is highly acceptable in the western countries.
Country Specific communication, Germany
One of the significant element of International marketing is the promotion that helps in
communicating and reaching to the target audience with the use of effective and efficient tools
and techniques. While entering into a foreign market company need to consider which approach
to follow while preparing for an effective marketing strategy.
Standardisation: Standardisation is the defined as the framework of agreements in which all the
parties within an industry adhere to the set standards and guidelines with regard to the production
4
towards adopting a more sustainable approach of supply chain that add more values to the
stakeholder and have less impact over environment. Taking this approach into account Green
chef offers its products over online platforms to the target audience and via e-commerce
platforms such as Amazon. Green Chef in order to contribute towards sustainability must use the
packaging material used of bio-degradable material that does not end up in land-fills and are
easily reusable or recyclable (Dekimpe and Hanssens, 2018).
Health concerns and healthy dietary habits
Significantly, there has been seen a trend into Western Countries to include vegetarian
and healthy foods into their dietary plans and habits. One of the prime reason behind this trend is
increasing awareness among people with regards to the benefits of organic, low calorie and
vegetarian food and another concern is increase in chronic and severe disease due to the
consumption of high saturated meals and raw material from chemical and pesticides. Emergence
of pandemic have brought this trend in European countries to include vegetarian dishes into their
staple food.
Consumer are taking preventive measures to avoid the effects to chronic and severe
disease. People are intending to boost their immunity through the consumption of healthy meals
and beverages for their good health. In response to this trend, Green Chef, a subsidiary of Hello
Fresh have introduced a meal kits that are healthies and contains low calories at an affordable
price (Bauer and et. al., 2020). The idea behind this product was to meet the health requirements
of a target audience in Germany. Meal kits provided by Green Chef are easy to prepare and
includes wide range of organic, healthy and balanced meal plans for the family member of 3-4
people. People in Western countries are in habit of consuming packaged food and due to the less
time in preparing a food, Products of Green Chefs is highly acceptable in the western countries.
Country Specific communication, Germany
One of the significant element of International marketing is the promotion that helps in
communicating and reaching to the target audience with the use of effective and efficient tools
and techniques. While entering into a foreign market company need to consider which approach
to follow while preparing for an effective marketing strategy.
Standardisation: Standardisation is the defined as the framework of agreements in which all the
parties within an industry adhere to the set standards and guidelines with regard to the production
4
of goods or performance of a services. Unger this approach while entering into a foreign marker
make no modification into a product and marketing approach (Wang and Wang, 2020).
Company assumes and follows one size fit for all strategy and tries to penetrate into foreign
markets. Standardisation is a cost effective strategy, however does not deliver good results as
adaptation.
Adaptation: Adaptation strategy can be defined as the designing of a marketing mix as per the
demographic features, geographical location and according to the needs of the customer.
While communicating with the target audience Green Chef make use of social media
platforms and website to promote and sell their products to the target audience. While expanding
its operation into Germany, company must make use of adaptation strategy to attract and grab
large customer base. With the rapid changes in the technology and customers expectation
companies are promoting their product and establishing brands via social media sites. Customer
base of Germany market is the working professional and people who live independently with less
time to cook due their education or working life (Kolk and Rivera-Santos, 2018). Green Chef
must promote the brand over social media site or over LinkedIn, as these two platforms are
widely used by the students and working professional. People of this customer segment gets
easily influenced by the promotional campaign over social media sites and shows interest when
benefits and derived value in explained by influencers.
People in European countries are different than that of United States, as they are mostly
working professional and likely to eat healthy and balanced diet food as compared to American.
They live and follow healthy lifestyle and are more concern about the ingredients they are
consuming in their diet. Therefore, Green Chef must make use of adaptation communication
strategy to reach more target audience to make their product more appealing and value driven
(Imran and et. al., 2019).
Conclusion
From the above stated report it has been conclude that International marketing plays a
significant role while entering into a foreign market as it is concerned about the activities related
with marketing mix for the domestic as well as the overseas operations. It has been evaluated
that International marketing helps the company in better understanding the market and creates an
effective marketing strategy that would help in penetrating into a foreign market with the aim of
increasing sales revenue, profitability and competitiveness.
5
make no modification into a product and marketing approach (Wang and Wang, 2020).
Company assumes and follows one size fit for all strategy and tries to penetrate into foreign
markets. Standardisation is a cost effective strategy, however does not deliver good results as
adaptation.
Adaptation: Adaptation strategy can be defined as the designing of a marketing mix as per the
demographic features, geographical location and according to the needs of the customer.
While communicating with the target audience Green Chef make use of social media
platforms and website to promote and sell their products to the target audience. While expanding
its operation into Germany, company must make use of adaptation strategy to attract and grab
large customer base. With the rapid changes in the technology and customers expectation
companies are promoting their product and establishing brands via social media sites. Customer
base of Germany market is the working professional and people who live independently with less
time to cook due their education or working life (Kolk and Rivera-Santos, 2018). Green Chef
must promote the brand over social media site or over LinkedIn, as these two platforms are
widely used by the students and working professional. People of this customer segment gets
easily influenced by the promotional campaign over social media sites and shows interest when
benefits and derived value in explained by influencers.
People in European countries are different than that of United States, as they are mostly
working professional and likely to eat healthy and balanced diet food as compared to American.
They live and follow healthy lifestyle and are more concern about the ingredients they are
consuming in their diet. Therefore, Green Chef must make use of adaptation communication
strategy to reach more target audience to make their product more appealing and value driven
(Imran and et. al., 2019).
Conclusion
From the above stated report it has been conclude that International marketing plays a
significant role while entering into a foreign market as it is concerned about the activities related
with marketing mix for the domestic as well as the overseas operations. It has been evaluated
that International marketing helps the company in better understanding the market and creates an
effective marketing strategy that would help in penetrating into a foreign market with the aim of
increasing sales revenue, profitability and competitiveness.
5
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References:
Books and Journals
Bauer, F., and et. al., 2020. Marketing integration decisions, intermediate goals and market
expansion in horizontal acquisitions: how marketing fit moderates the relationships
on intermediate goals. British Journal of Management. 31(4). pp.896-917.
Chiang, W.Y., 2018. Identifying high-value airlines customers for strategies of online marketing
systems. Kybernetes.
Dekimpe, M.G. and Hanssens, D.M., 2018. The persistence of marketing effects on sales.
In LONG-TERM IMPACT OF MARKETING: A Compendium (pp. 107-142).
Imran, M., and et. al., 2019. The contributing factors towards e-logistic customer satisfaction: a
mediating role of information Technology. Uncertain Supply Chain
Management. 7(1). pp.63-72.
Jiang, Y. and Wen, J., 2020. Effects of COVID-19 on hotel marketing and management: a
perspective article. International Journal of Contemporary Hospitality Management.
Kolk, A. and Rivera-Santos, M., 2018. The state of research on Africa in business and
management: Insights from a systematic review of key international
journals. Business & Society. 57(3). pp.415-436.
Sharma, N.K. and Kushwaha, G.S., 2019. Eco-labels: A tool for green marketing or just a blind
mirror for consumers. Electronic Green Journal. 1(42).
Sindhu, S., 2020. Cause-related marketing—an interpretive structural model approach. Journal
of Nonprofit & Public Sector Marketing, pp.1-27.
Troise, C. and Camilleri, M.A., 2021. The use of digital media for marketing, CSR
communication and stakeholder engagement. In Strategic corporate communication
in the digital age. Emerald Publishing Limited.
Wang, W.Y.C. and Wang, Y., 2020. Analytics in the era of big data: the digital transformations
and value creation in industrial marketing.
6
Books and Journals
Bauer, F., and et. al., 2020. Marketing integration decisions, intermediate goals and market
expansion in horizontal acquisitions: how marketing fit moderates the relationships
on intermediate goals. British Journal of Management. 31(4). pp.896-917.
Chiang, W.Y., 2018. Identifying high-value airlines customers for strategies of online marketing
systems. Kybernetes.
Dekimpe, M.G. and Hanssens, D.M., 2018. The persistence of marketing effects on sales.
In LONG-TERM IMPACT OF MARKETING: A Compendium (pp. 107-142).
Imran, M., and et. al., 2019. The contributing factors towards e-logistic customer satisfaction: a
mediating role of information Technology. Uncertain Supply Chain
Management. 7(1). pp.63-72.
Jiang, Y. and Wen, J., 2020. Effects of COVID-19 on hotel marketing and management: a
perspective article. International Journal of Contemporary Hospitality Management.
Kolk, A. and Rivera-Santos, M., 2018. The state of research on Africa in business and
management: Insights from a systematic review of key international
journals. Business & Society. 57(3). pp.415-436.
Sharma, N.K. and Kushwaha, G.S., 2019. Eco-labels: A tool for green marketing or just a blind
mirror for consumers. Electronic Green Journal. 1(42).
Sindhu, S., 2020. Cause-related marketing—an interpretive structural model approach. Journal
of Nonprofit & Public Sector Marketing, pp.1-27.
Troise, C. and Camilleri, M.A., 2021. The use of digital media for marketing, CSR
communication and stakeholder engagement. In Strategic corporate communication
in the digital age. Emerald Publishing Limited.
Wang, W.Y.C. and Wang, Y., 2020. Analytics in the era of big data: the digital transformations
and value creation in industrial marketing.
6
Appendix A
Segmentation and buying behaviour
Green Chef is recognised for selling packaged organic mean kits to the people of United
States. Company have gained huge acceptance and is expanding its operation of Germany. Green
Chef for their balanced, organic, healthy and nutrients meal kits, is targeting to the people who
spend more time on work and have less time for cooking. The age group of these people is
ranging from 18-44 who mostly are students and working professional are living independently.
Green Chef due to several factors such high obesity rates, buying trends towards vegetarian and
organic food etc., have come up with a 31 varieties of personalised meal kits that is easy to cook
with the recipe guide and instructions. Company is offering meal kits for the food preparation of
3-4 people which is vegetarian and healthy food at affordable pricing.
Appendix B
Cultural Insight
Western culture consumed food which are packaged and frozen due to which people in the
western countries have high obesity rates. Growing concern with regards to healthy and balanced
diet plan, buyers are shifting towards eliminating meat from their meal and including organic and
vegetarian food in their staple. Western countries don’t prepare food rather they consumer
packaged material which are instant to cook and ready to eat. Green Chef’ keeping in mind the
culture of western countries, especially Germany have come up with a meal kits which are easy
to prepare and is a recipe for almost 3-4 people at a time. These meal kits contains organic,
balanced and healthy nutrients; and they are vegetarian designed especially for the students and
working professional who have less time to cook and are health conscious at the same time.
7
Segmentation and buying behaviour
Green Chef is recognised for selling packaged organic mean kits to the people of United
States. Company have gained huge acceptance and is expanding its operation of Germany. Green
Chef for their balanced, organic, healthy and nutrients meal kits, is targeting to the people who
spend more time on work and have less time for cooking. The age group of these people is
ranging from 18-44 who mostly are students and working professional are living independently.
Green Chef due to several factors such high obesity rates, buying trends towards vegetarian and
organic food etc., have come up with a 31 varieties of personalised meal kits that is easy to cook
with the recipe guide and instructions. Company is offering meal kits for the food preparation of
3-4 people which is vegetarian and healthy food at affordable pricing.
Appendix B
Cultural Insight
Western culture consumed food which are packaged and frozen due to which people in the
western countries have high obesity rates. Growing concern with regards to healthy and balanced
diet plan, buyers are shifting towards eliminating meat from their meal and including organic and
vegetarian food in their staple. Western countries don’t prepare food rather they consumer
packaged material which are instant to cook and ready to eat. Green Chef’ keeping in mind the
culture of western countries, especially Germany have come up with a meal kits which are easy
to prepare and is a recipe for almost 3-4 people at a time. These meal kits contains organic,
balanced and healthy nutrients; and they are vegetarian designed especially for the students and
working professional who have less time to cook and are health conscious at the same time.
7
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