International Marketing Management: Green Chef Expansion Strategy

This report provides an analysis of international marketing management strategies, focusing on the potential expansion of Green Chef into new markets. The initial stage involves identifying screening criteria such as ease of doing business and urban population, followed by data collection and the creation of a criteria table to evaluate potential countries. The research further argues for the top two countries, Sweden and Switzerland, based on factors like consumer expenditure on food and the target age population. Green Chef, known for delivering fresh, organic ingredients and meal kits, aims to provide healthy and convenient options to consumers. The report highlights Green Chef's existing services in Switzerland and Sweden, emphasizing their commitment to providing organic and specialized meal options. The study concludes by referencing Hello Fresh as a competitor and underlining the importance of understanding the market before expanding internationally. Desklib provides access to similar solved assignments and past papers for students.

INTERNATIONAL MARKETING MANAGEMENT

TABLE OF CONTENTS
 Introduction
 Stage 1- Identifying screening criteria
 Stage 2- Collect data and Create Criteria Table
 Stage 3 - Conduct further research and argue for the top two countries
 References

INTRODUCTION
International marketing management is basically the
process of executing and planning the promotion,
conception, pricing and distribution of the services,
ideas and goods for the purpose to create exchanges
that helps in satisfying the organizational and
individual objectives.

.
Criteria Austria Belgium Denmark German
y
France The
Netherla
nds
Sweden Switzerla
nd
Ease of
doing
business
rank
Ease of
doing
business
involves a
high rank
of
economies
A better
rank would
mean and
it will easy
in the
particular
country for
Green
Chef.
Easy to do
business
within the
country as
it enables
and allows
for the
purpose to
maintain
and start a
business.
Ease of
doing
business
rank was
reported
at 22 in
the year ,
2019.
Ease of
doing
business
was at 33
in the
year
2019.
Ease of
doing
business
reported
at 42 in
the year
2019.
Allows
organisatio
n in doing
business in
a easy
manner.
Highly
competitiv
e policies
and
economy
and is
quite rich
in highly
skilled
work
force.

Urban
Population
Higher
the urban
populatio
n, higher
would be
the
increased
in the
number
of
individual
s.
Higher
the
populatio
n, higher
would be
the
demand
as when it
comes to
urban
populatio
n they
live the
most
stressful
lives.
Urban
population
plays a
major role
in
increasing
the
demands
for the
ready to
eat meals.
Individu
als are
highly
health
consciou
s and
always
looks for
food
which is
healthy
and rich
in
proteins
.
A high
urban
populatio
n and
with
more
increase
in
populatio
n it helps
in
providing
more
chances
to the
Green
Chef.
Populatio
n is
highly
diet
conscious
and
fitness
freak.
Higher the
population
higher will
be the
chance of
people
being
health
conscious.
Individual
s are
highly
fitness
and this
will
benefit
the
organisat
ion in
expandin
g its
business
operation
s.

.
Consumer
expenditure
on food
Higher
chances
of them
purchas
e the
healthy
food
plans.
Society
spends
on food
shows
how
much
eager
they are
towards
spending
on food.
Individua
ls are
highly
fitness
freaks
which
results in
more
spending
on
healthy
and diet
food.
Here
the
individ
uals are
highly
fitness
conscio
us that
results
in more
spendin
g on
the
food.
People
will
spend
on food
it will
result in
higher
chances
of them
purchas
e the
healthy
food
plans.
Here the
individu
als are
highly
fitness
consciou
s that
results
in more
spendin
g on the
food.
Consume
r
expendit
ure on
food,
how
much the
society
spends
on food
shows
how
much
eager
they are
towards
spending
on food.
Here the
individu
als are
highly
fitness
consciou
s that
results
in more
spendin
g on the
food.

Target
Populati
on
Highe
r the
target
popul
ation
highe
r
would
be
the
target
segm
ent
size
Age
group
would
be
betwe
en the
age of
30-55.
People who
are
engaged
with family
commitmen
ts are more
likely to use
readymade
meals.
Age
group
betwee
n 20-25
are
more
likely
to
purcha
se
ready
to eat
meals.
People
are
highly
diet
conscious
and
might
shop
ready to
eat meals
which are
high in
proteins.
People
who are
working
might
likely to
use ready
to made
meals.
People
who have
work
commitme
nts might
show
interest in
the ready
to eat
meals.
Individuals
might not
like ready to
eat meals
and are
likely to eat
freshly
prepared
food.

STAGE TWO: COLLECT DATA AND
CREATE CRITERIA TABLE
Criteria Belgium France Netherlands Spain
Average food
calories per day
3844.1 4 3536.1 3 3161.2 1 3201.4 2
Population aged
Urban
Population
3781.2
97.5
4
1
20,
697.3
87.0
2
2
5636.1
83.9
3
3
21,
835.9
78.1
1
4

The above secondary data is fully based upon the secondary data of four different countries on the basis of three different
criteria’s which are divided on the basis of three criteria’s that involves Urban population.

Average food calories per and population aged. From the above analysis it has been determined that Sweden and
Switzerland are the main two countries who have the most scope for the Green Chef and the organisation could really
establish themselves in these two countries as both of them have a lot of scope and people who are residing in these
countries are connected with some or the other family commitments or are either working and thus they always focus on
purchasing ready to eat meals.

STAGE THREE: CONDUCT FURTHER RESEARCH AND ARGUE FOR THE TOP
TWO COUNTRIES
Green chef is the firm of delivering fresh green vegetables and fruits, it provides their
customers healthy, clean and top graded vegetables with seasonal fruits. The motive of this
company is to keep their consumers happy and healthy.

In Switzerland, they provide the delivery services that make the cooking at home very simple. They provide various
types of kits and in those kits their main purpose is to make the homemaking much easier, while still being the most
affordable.