Market Entry Strategy and Global Trends for Green Chef

This report evaluates the market entry strategy of Green Chef, global trends relevant to the company, and how social media communications can be standardized or adapted in Denmark. It also includes information on segmentation and buying behavior in Denmark.

INTERNATIONAL STUDIES

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Market entry strategy...................................................................................................................3
Global trends and its application in local environment ..............................................................4
Social media, adaptation and standardization..............................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1
APPENDIX......................................................................................................................................2

INTRODUCTION
Market strategy refer to the business gaming plan for reaching up to the potential
consumers and converting them into customers of their product and service. Such strategy
consist of company value proposition, data of target customer demographics, key brand
messaging and other high level elements.
This report will identify the market entry strategy of Green Chef for understanding their
consumer and retail environment. It will discuss about global trends and their application in
local environment based on three trends. Also, it shows how social media communications can
be standardized or adapted in Denmark. Further in appendix it would show the segmentation and
buying behaviour and cultural insights.
MAIN BODY
Market entry strategy
Market entry strategy is the planned source of distribution and delivery source of goods
and service to the new target market. Such strategy is supportive for business to gain the
competitive advantage in the specific market. In import and export services it means creation,
establishment and the management of contract within foreign country. There are some example
for successful market strategy of the market such as joint ventures, sourcing, franchising,
company ownership and licensing. The Green Chef new channel of distribution is the better
sources of reaching to the target audience and this can be done through developing the more
chain supplying products and services to different countries. This will helpful to enhance their
sales and faster achievement of goals (Zou and Yu, 2020). Hello fresh has provided the go ahead
launch to Green Chef in Denmark and as aligning with multi brand strategy, it can capture the
new audience.
From the provided options, the option 1 is more appropriate in Denmark as such it is th
most famous tourist place where most of the people come to visit the city. In similar way this
may help to generate the market of company and will be better advantage for them to grow the
sales by providing the services to customers. As entering into the direct arrangement with
leading the supermarket chain in country (Hilmersson and et.al., 2021). The option 1 is more
appropriate than option 2 because the service provided in the supermarket would be more
effective and many people visit the country where the service is provided by Green Chef is
beneficial for the all variety of customers. Thus, meal kit services are more preferable by the

tourist as it is handy and easily carried by them. With the help of leading supermarket chain is
the advantage for the company to sell their product in physical stores. It will be effective to grab
the attention from target audience as most of the tourist get can make the effort to buy such
unique meal kit which would be the easiest way to make use. While delivering to the online
website can be more beneficial as such the customer will get the service at their door step. After
the crisis, most of the audience prefer to make the online shopping and in similar manner Green
Chef online website will work effectively to provide the profitable outcomes. Apart from this the
market strategy should be productive as the creative ideas and implementing rewards influence
the target audience to make effort in buying the product and service. In the case of Green Chef,
the idea of meal kit is based on innovative process but the specific aspect of getting the people
attention is based on pricing. They must provide them with rewards and better offering, thus such
strategies influences the buying motive of people and with same day online service it would be
easier to conduct the business operation in profitable outcomes. Placing the product into
supermarkets and online sources is a great way for implementing the strategy but pricing is the
main factor which is considered by peoples (Chew, Shen and Ansell, 2020). They should
enhance the techniques in their strategy for being more sustainable in the market place.
Global trends and its application in local environment
From sustainability to purpose : refocusing on the planet
It is relevant with Green Chef as such it provides the meal kit service that is more
sustainable way of getting the groceries than supermarkets as well as other traditional food
retailer. While being the largest kit provider there is significant outcome over the environment
with eliminating the food wastage and optimizing the packaging in the local ingredient sourcing.
The importance of this trend in the country is focusing more on the productivity and less effect to
the environment while avoiding the necessary terms of food wastage. In Denmark, the locally it
works as focusing on more on environmental factors as with focusing on the customer needs.
Such environmental concerns are useful for better future growth results and reflecting positively
towards natural sources.
In their marketing mix they should follow better promotion strategy such as more
advertising of their product to target audience (Johnson, 2019). Their marketing strategies should
be in favourable terms and based on advertising it would be helpful to execute the good relation

with customer as well as expansion of product to right place where it encourages people to buy
their products.
The pandemic – the new normal – what is here to stay
This trend could be relevant to this due to the new strategy is being followed by new
trend which influence the audience and after the crisis such facility provide them access to make
the use of such services. After the pandemic people are more preferable to ship online and
mostly in food orderings. Green Chef provide various preferences as suitable for the audience to
select for category of their choice and their online website provide the advantage as with the
stores. This trend is essential because after the pandemic mostly people prefer to make use this
sources. They can further make use of these sources to lead and enhance their stability in the
market. This provides provide them the opportunity for making use of these resources in
Denmark. Most of the people are travelling from across where Green Chef provides the variety
of option with safety measures (Salvia and et.al., 2019). People are being concerned about health
and mostly they prefer to make online food orders where Green Chef could be great option for
healthy diet related service, beneficial for audience safety as well.
The pandemic – future of where and how consumer shop
After the pandemic crisis, the thinking process of consumer have changed as they are
trying hard to makes less food wastage. The Green Chef is relevant with this trend as such after
Covid-19 it gains the people attention to higher levels. This impact over the consumer shopping
and eating behaviours in many peoples live. The significance of this enhance with the buying
pattern of the consumer, nowadays consumer are more likely to get the online food ordering
sources which give them facility for getting the doorstep service. In similar way, pandemic has
changes consumer way of dealing with things in daily lives and their lifestyle as well. The food
sector get most benefit from change in circumstances by introducing the meal kit business.
For the future terms and increasing the growth with consumer meal kit shopping it is
important to continue invest in the long term success through technology, new product offerings,
services and developing more opportunities for existing and new customers with changing way
people eat around world (Streets and et.al., 2019). As with growing amount of online food
delivery they should provide the consumer to provide feedback so it would be easy to identify
the trends and demands.

Social media, adaptation and standardization
Social media is the best way to interact with the audience and with advertising the
product is important to facilitates the better service to customer. With such social media
communication strategy such audience get easily interact and get to know about new offerings
and service being provided (Yu and Hu, 2020). The target audience is most of millennials where
social media sources will the key role for forming relations with more customer of similar age
group. Most of the people vary from young age group but there buying patterns are not suitable
for as compared to the most of the youths. Green Chef provide the health and quality food
packaging which influencing the image and buying behaviour of customer. Social media
communication can be used for several aspects to make the communication with audience as
some time the advertising strategies are unable to get with customer.
The social media communication should be adequate so it can fulfil the needs of tourism
and existing people as well. Social media communication develops and allows company to
connect and engage with potential customer at social media platforms. With strong social media
strategy the ability to develop aligning with content, Green chef can engage their audience. Thus,
from various people, accessing to them is not easy in person to person but with the social media
platforms effectively for business to expand their promoting activities and reach to audience. The
major advantages of this would be youth as they consume such activities on daily basis where
new ideas, innovations are able to reach them in efficient way (Johnston and et.al., 2018). Apart
from this. It creates the brand awareness and generate leads with creating meaningful
conversations with target segment by posting videos, data, etc. this will not only build the
credibility with potential customers.
Although, the trust relations with target customers are most important which forms future
growth aspect for successful business operations. While engaging on such platforms provide
company and opportunity to build the trust with customers and employee as well. People are
likely to trust and suggest or recommend from family and friend than official brand channel.
While driving to the precautions relate to health and safety measures, it is essential to look for
the customer issues as well. The communication is the great way to analysing the problems and
interest of people, being social is the responsibility to drive thinking as leadership by solving
issues.

For Green Chef, the strategy work as the same, and they can maintain more suitable
outcome in improving their performance. By use of social media platforms it would be easier to
identify the new trends and on the same basis they can introduce the changes accordingly which
should be reliable for better customer experiences as well. Most of the tourist travel to country
and sudden changes or strategies are useful so the company can be more productive to get the
specific goal or objective. They can implement the new packaging related with more hygiene and
health concerns of people, so such sources will be excellent for generating unique content at
scale.
There are various social media pages for Green Chef such as Facebook, twitter,
YouTube, Instagram and apps for mobile user like ios and android. By such facilities new and
existing audience can get the information about the services and raise their queries by direct
messaging features and comments. The apps provide the additional information about product
and services and more additional provide to the website (Kircaburun, Demetrovics and
Tosuntaş, 2019). The main advantage for the company is offering the discount codes for meal kit
delivery. For their website people get various discounts and offering and such marketing
strategies enhance the customer relations for future growth.
CONCLUSION
From the above report it has been evaluated about market entry strategy of Green Chef
for understanding their consumer and retail environment. Also, it had been discussed about
global trends and their application in local environment based on three trends. They show how
these trends are relevant with Green Chef, importance of trend and what changes should be
implemented in such manner. Apart from this, it executes how social media communications can
be standardized or adapted in Denmark for improving the communication with target audience
and sources. Further, in appendix it has been summarized that how the segmentation and buying
behaviour and cultural insights.

REFERENCES
Books and journals
Chew, B.C., Shen, X. and Ansell, J., 2020. Alipay entered Malaysia: a closer look at the new
market entry strategy driven by Chinese tourists. Qualitative Research in Financial
Markets.
García, I., 2020. Cultural insights for planners: Understanding the terms Hispanic, Latino, and
Latinx. Journal of the American Planning Association. 86(4). pp.393-402.
Hilmersson, M., and et.al., 2021. Serendipitous opportunities, entry strategy and knowledge in
firms' foreign market entry. International Marketing Review.
Johnson, D.K., 2019. Global trends in private agricultural research. Agriculture Innovation
Systems in Asia. pp.103-113.
Johnston, W.J., and et.al., 2018. Behavioral implications of international social media
advertising: an investigation of intervening and contingency factors. Journal of
International Marketing. 26(2). pp.43-61.
Kircaburun, K., Demetrovics, Z. and Tosuntaş, Ş.B., 2019. Analyzing the links between
problematic social media use, dark triad traits, and self-esteem. International Journal of
Mental Health and Addiction. 17(6). pp.1496-1507.
Pícha, K. and Navrátil, J., 2019. The factors of Lifestyle of Health and Sustainability influencing
pro-environmental buying behaviour. Journal of cleaner production. 234. pp.233-241.
Plomaritou, E. and Menelaou, A., 2020. Charter Market Segmentation in Response to Trade’s
Needs. Journal of Economics, Management and Trade. 6(1). pp.78-87.
Salvia, A.L., and et.al., 2019. Assessing research trends related to Sustainable Development
Goals: Local and global issues. Journal of cleaner production. 208. pp.841-849.
Streets, D.G., and et.al., 2019. Global and regional trends in mercury emissions and
concentrations, 2010–2015. Atmospheric environment. 201. pp.417-427.
Yu, S. and Hu, Y., 2020. When luxury brands meet China: The effect of localized celebrity
endorsements in social media marketing. Journal of Retailing and Consumer
Services. 54. p.102010.
Zou, L. and Yu, C., 2020. The evolving market entry strategy: A comparative study of Southwest
and JetBlue. Transportation Research Part A: Policy and Practice. 132. pp.682-695.

APPENDIX
Appendix one segmentation and buying behaviour
In Denmark, Green Chef has advantage to target tourism which help to generate the
market of company and add value to their company profit as well. Most of the target customers
are the tourist who are millennials, it drives that meal kits are time saving form them and
influences daily practices. By using meal kits they can use meal kits and no longer to visit the
supermarkets in order to get their groceries (Pícha and Navrátil, 2019). Tourism buying
behaviour is more favourable rather than existing customer of country, due to several ways they
will likely make benefit. People from young age group make the use of online sources which is
convenient for them to get the online meal kit facility at their place and such will be directed
towards increasing. Thus, various technology and ideas can be introduced for improving the
chain of this to each more target audience. Many people in country may not be able to get the
about such facilities being provided in the specific country. The major use of technology factor
drive the business to more sustainable profit and it will result in positively as it will be
appropriately align with their interest and buying behaviour. In this situation company has the
great advantage and it can also lead in target markets as most of the youth prefer to have such
facilities which give them various facilities (Plomaritou and Menelaou, 2020). Their lifestyle
which means attitude, behaviour, decisions are proved for helping young people experience as
better life outcomes.
Appendix two cultural insights
Communicating to the audience is important to get over their views and opinions so
further changes can be implemented concerning the negative aspect. Building strong relationship
with customer is important which takes time for being professional and personable with
customers. For proper communications segmenting the target audience is necessary and the use
of social media communications to gain the attention of consumer for providing the quality of
service being provided by the company. Hofstede's culture dimension is theory of framework for
cross cultural communications, it discusses the effect of culture of society on values of it
members. It shows how does it relate with behaviour by using the structure traced from factor
analysis. Similarly, the value of culture for green chef is important which reflect the result on it
members and such behaviour conclude the outcomes to the business activities. It is important to
get information about various sources and difference between countries. By following Hofstede
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theory Green Chef can analyse their culture to seek such differences and manage them on their
own basis (García, 2020). The target audience can get the attention from competitors as well
while understanding the preferences and conveying the message is important to build and
manage the relation with them. By use of these sources it would identify difference in value and
beliefs concerned with goals. Lack of communicating sources with audience can lead to
mismanagement and several inadequate results for company image. By understanding the
difference and introducing the use of social media communication will be easier to convey
message to audience efficiently.
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