International Marketing Management: Market Entry Strategy and Global Trends

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