International Marketing Management: Market Entry Strategy and Global Trends

This document discusses international marketing management, including market entry strategies and global trends. It explores the impact of online shopping in the food industry, bringing value to local communities, healthy food consumption, and country-specific communications. The document also covers segmentation and buyer behavior, cultural insights, and the use of social media in international marketing.

International Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
Market Entry Strategy......................................................................................................................3
Global Trends and Their Application in Local Environment..........................................................5
Online Shopping in Food Industry.........................................................................................5
Businesses bring value to local communities.........................................................................5
Healthy Food Consumption....................................................................................................6
Country-Specific Communications..................................................................................................6
Segmentation and Buyer Behaviour.......................................................................................6
Cultural Insights.....................................................................................................................7
Social Media, Standardisation and Adaptation......................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
International marketing management is an art of developing and implementing multinational
marketing plans for Business. It is a process through which international marketing manager plan
and execute the pricing, promoting, conception and distributing the goods and services in order
to achieve the individual as well as organisational goals (Allman, Hewett and Kaur, 2019). It is
being said that if consumers are happy with the goods and services offered by company they lead
to earn huge profit and creates strong customer base due to which the growth and productivity of
business increases. The Project includes the expansion of business in which Green Chef is a
Restaurant and they want to enter into new City which is Switzerland. The main focus of Green
Chef is to expand their business in Switzerland in order to increase profitability and growth.
Market Entry Strategy
Market entry strategy is a medium which can be used by Organisation to expand their
business in new market. As Green Chef is likely to expand their business in Switzerland they
have created a market entry strategy and identify the two options through which they can enter
into Switzerland and start selling their food kit to Customers (Budeva and Mullen, 2016). These
two options are a direct arrangement with leading supermarket chain and a joint venture.
The First option is to come in a direct arrangement with leading supermarket chain through
which they can enter into Switzerland. For Green Chef it is a good idea to enter into Switzerland
and run their business effectively and efficiently. Switzerland has many supermarkets which are
well established and considered as reputed and well known brand. So, it is the best opportunity
for Green Chef to come in a Market through one of the leading supermarket of Switzerland.
Green Chef can tie up with SPAR one of the leading super market in Switzerland; it is a
multinational franchise which is owned and operated food store. The Supermarket was founded
in Netherlands by Adriaan Van Well in 1932. It is well established organisation which consist
several stores in 48 Countries. It will become easy for Green Chef to tie up with the Company
and sell its product in Supermarket. Even they need to establish their own organisation in
Switzerland which saves their cost and money (Haghighi and et. al., 2017). So by coming into
direct arrangement with SPAR, Green Chef can gain strong customer base through which their
sale and profit can be increased and also they can grab the attention of customers related to their
products in supermarket. Green Chef sells their kits online via supermarket website and also on

their own website. There are various benefits which can ne gain by Green Chef by selling their
products via their own website and Supermarket Websites but on non exclusive basis. The
Company can gain advantage of reaching to maximum customers and grabbing more and more
attention of people due to which the sale of the kits can be increased. Green Chef also get access
to global market and even their marketing cost get reduced due to which they can focus more on
the increasing their presence in Switzerland Market by providing best quality product that
doesn’t create an impact on the health of the Customers. The Supermarket will also get the new
product in their store through which they can increase their profitability of customers like the
quality and price of Kits. The advantages which Green Chef can avail by getting into direct
arrangement with SPAR are that they don’t have to establish their own business in Switzerland
which saves their money. The Company will get the name and fame of the Supermarket as it is
one of the leading premises in Switzerland. Green Chef can also get a platform where they can
sell their meal kit and attract the customers of Switzerland in order to increase the sale and profit
of business. The Disadvantage of coming into the arrangement with supermarket is that company
cannot get much recognised by the people of Switzerland as they buy the product from
Supermarket which can exploit the brand value of Green Chef.
The other option through which Green chef can enter into Switzerland Market is Joint
Venture with Amazon. It is one of the suitable options for the Organisation as Amazon is
renowned brand which have strong customer base and it is also one of the leading online
platform in World. Amazon is well recognised and reputed brand which has a good presence in
Market; the company sell varieties of products online. The Organisation focuses on cloud
computing, artificial intelligence, digital streaming and e-commerce; it was established in 1996
and founded by Jeff Bezos. It is a great opportunity for Green Chef to come into a joint venture
with Amazon and sell their kits, as the brand already has a good networking and large number of
customer base which helps in increasing the growth and sale of Green Chef. The advantages
which Green Chef can garb by coming in a joint venture with Amazon are that they can increase
their capacity, get access to new expertise and knowledge, the company also avail the great
resources, both the Organisation will share the costs and risks and one of the main benefit of
joint venture is that it is only temporary way to enter into new market which means if Green
Chef face any loss and unable to attract the customer they can easily dissolve it (Hirshberg and
Shoham, 2017). The disadvantage which Green Chef can gain from this method is that the

communication with Amazon cannot be great due to its reputation and level of investment and
expertise are not matched equally.
Green Chef must select a direct arrangement with SPAR as it is an effective strategy to enter
into Switzerland Market as it is one the leading supermarket in Switzerland through which they
can easily sale their tool kits. In Supermarket large number of customers come and purchases
their products and also it is a place where people used to come in order to save their time. So, it
is a great opportunity for Green Chef to come with Supermarket and sale their food kits it also
helps in increasing profit and growth of Company.
Global Trends and Their Application in Local Environment
Online Shopping in Food Industry
Online Shopping in Food industry become one of the global trend in Switzerland due to
Coronavirus. As people are not able to step out from their house because of the spread and
transmitted of disease. Government also announced a lockdown for preventing the people from
COVID 19; the decision was taken for the safety and health of people. Due to Coronavirus, the
demand of Online shopping in increase which create a huge impact on the businesses and put a
pressure to fulfil the needs and requirement of customer in order to remain stable in the market.
Green Chef can also grab the opportunity of providing the food kits to people via online ensuring
the safety and health of Customers (Khalil, 2019). The Company must need to follow the global
trend in order to survive in the market, Green Chef must make an effective strategy through
which they can deliver their food kits to people effectively and efficiently by maintain social
distancing. The Trend is emerging and important as it saves the time of customers they can easily
placed their order and avail it by sitting at their home. The Company must focus on their process
as people want their order as fast as possible so if they make changes in their process it helps in
gaining the customer loyalty and increases the brand value of Green Chef.
Businesses bring value to local communities
New Businesses brings value to local communities is the another global trend which must
be followed by Green chef as it is a good opportunity for the organisation to grab it and increase
their growth and profitability. It is important for Green chef to show value to new customers by
highlighting the outcome, observing the competition, build customer community, bring new
ideas and innovation, provide new varieties and offer ongoing support to people. These are some

techniques through which Green Chef can bring value to local customers and also increases their
profit and sale (Magnusson and Westjohn, 2019). It is an important global trend for Switzerland
as it raises the standard of living and also makes feel customers that they are also a valuable part
of the Organisation. Green Chef must focus on their product and price elements of marketing
mix, they must offer a high quality product with affordable price which attracts large number of
customers and helps in creating strong customer base. Nowadays Customer focus more on
quality product with affordable price as due to COVID 19 purchasing power of consumers get
low and they also become health conscious and demand for healthy food with good quality.
Healthy Food Consumption
Healthy food consumption is one of the latest global trends in Switzerland it is because of
Coronavirus. As COVID 19 affects the health and safety of people due to which people are
becoming more health conscious and demand high quality product which don’t create an impact
on their health and also make their immune system strong. Green Chef must ensure that they
must provide healthy food kit to their customers in order to increase the loyalty among customers
and garb the trust of people towards the product (Rooney, Krolikowska and Bruce, 2021). The
healthy and Organic food attracts the customers towards the Organisation due to its high
demand. People are becoming more health conscious which influences food industry to offer
healthy food. It is an emerging trend which can affect the businesses if they don’t fulfil the
demand of customers. Green Chef must enter into Switzerland by offering Organic and Healthy
food as it is one of the latest trend which can help in grabbing the attention of large customers. If
Green Chef follow global trends it helps in increasing the productivity, customer base, growth
and profitability of business.
Country-Specific Communications
Segmentation and Buyer Behaviour
Markets segmentation is a procedure of dividing the large number of people into a different
segment according to their age, gender, income, size, location and various other elements. It
becomes easy for Green chef to target people and focus on fulfilling the needs and requirements
of target market (Safari and Albaum, 2019). Basically, Market segmentation is divided into four
categories which include demographic segmentation, Psychographic segmentation, behavioural
segmentation and geographic segmentation.

Demographic Segmentation is the segmentation in which people are divided on the basis
of their age, location, gender and income.
Psychographic Segmentation is another segment in which market is categorised on the
basis of personalities and characteristic of people which includes attitude, lifestyle and interest of
Market.
Behavioural segmentation divides the market on the basis of brand interactions,
purchasing habits and spending habits of people.
Geographic segmentation is another type of markets segmentation which includes the
country, climate and city. The Market is divided on the basis of city, country ad other factors of
geographic segmentation.
Green Chef must divide their market on the basis of Psychographic segmentation as due to
Coronavirus the attitude and lifestyle of people get changed. They are becoming more focus on
healthy foods which changed their attitude towards to their health and safety. So by segmenting
the Market on the basis of Psychographic segmentation they can increase their customer base
which also helps in attracting large number of customers.
Cultural Insights
Green Chef is going to enter into new market which has different culture and languages so
it becomes difficult for the company to get comfortable with their culture and languages
(Thoumrungroje, 2018). The Organisation may also face difficulty in starting to grab the
attention of people so it is important for Green chef to conduct the market analysis and identify
the native language and culture of Switzerland in order to attract the people.
Social Media, Standardisation and Adaptation
As Green Chef has its presence on YouTube and other social networking sites which helps
in reaching to maximum number of customers and provide them information related to their
Organisation and products. The Company must adapt new social media platforms in order to
increase their presence and attract more and more customers towards the product (Vrontis and et.
al., 2021). The Switzerland people are more active on Instagram, Facebook and Twitter so Green
chef must also create their presence on these sites. By adapting the new technology the company
can reach to maximum number of audience due to which their presence also increases and people
also become aware about the brand’s product. As Instagram, Facebook and YouTube are the
trending social media sites which have active users, Green Chef can adapt these social media

platforms to increase its market presence and develop brand image. With the help of these sites
Green Chef can easily communicate their message to the people and provide information related
to their kits and meal quality. For example, nowadays due to COVID 19 people are getting more
active on Instagram and Facebook and sharing their issues and problem which they are facing
due to pandemic so by adapting these platforms the company can help in solving the issues
related to food requirements or shortage which people are facing.
CONCLUSION
It is being concluded from the above information that the main aim international marketing
management is to fulfil the needs of global customers to earn profit and increase the sale of
Organisation. As to expand business in new market the Organisation requires lot of investment
and manpower which needs time and money. So Company must choose the suitable mode of
entering into new market which helps in increasing the growth and productivity of business.

REFERENCES
Books and Journals
Allman, H. F., Hewett, K. and Kaur, M., 2019. Understanding cultural differences in consumers’
reactions to foreign-market brand extensions: The role of thinking styles. Journal of
International Marketing. 27(2). pp.1-21.
Budeva, D. and Mullen, M. R., 2016. Does culture matter for international market
selection?. International Journal of Export Marketing. 1(2). pp.193-214.
Haghighi, M and et. al., 2017. A Model for Multi-sensory Marketing in Tourism Destination
Branding. Journal of Business Managemen. 9(1). pp.63-82.
Hirshberg, R. S. and Shoham, A., 2017. A behavioral model of international channel
relationships. Journal of Business-to-Business Marketing. 24(4). pp.257-282.
Khalil, S., 2019. The performance implications of collaborative activities in international buyer–
seller exchanges: a contingency approach. Journal of Business & Industrial Marketing.
Magnusson, P. and Westjohn, S. A., 2019. Advancing global consumer culture
research. International Marketing Review.
Rooney, T., Krolikowska, E. and Bruce, H. L., 2021. Rethinking relationship marketing as
consumer led and technology driven: propositions for research and practice. Journal of
Relationship Marketing. 20(1). pp.42-61.
Safari, A. and Albaum, G., 2019. Transactional or relational exchange theory in B2C marketing:
An agenda for a different type of relational exchange theory. Journal of Customer
Behaviour. 18(2). pp.87-100.
Thoumrungroje, A., 2018. A cross-national study of consumer spending behavior: The impact of
social media intensity and materialism. Journal of International Consumer
Marketing. 30(4). pp.276-286.
Vrontis, D and et. al., 2021. Social media influencer marketing: a systematic review, integrative
framework and future research agenda. International Journal of Consumer Studies.