International Marketing Management

International Marketing
Management

Contents
INTRODUCTION.....................................................................................................................................3
Task 1: Market Entry Strategy................................................................................................................3
Task 2: Global Trends and their Application in the Local Environment.............................................4
Task 3: Country-Specific Communications.............................................................................................5
CONCLUSION..........................................................................................................................................6
REFERENCES..........................................................................................................................................7
Appendix 1 – Segmentation and Buyer Behavior...................................................................................8
Appendix 2 – Cultural Insights.................................................................................................................9

INTRODUCTION
International marketing can be defined as the process of exchanging goods as well as
services across national borders in order to meet the requirements of the customers (Băcescu-
Cărbunaru, 2018). It is important because it makes social as well as cultural change possible
between different countries of the world. Also, the current trends as well as fashion that is
followed in one country is passed on to another. On the other hand, marketing management can
be defined as the process of planning and executing the pricing, promotion, distribution of goods
as well as services in order to create exchanges that satisfy the goals of individuals as well as
organizations. The report is based on Green Chef, a premium brand that is to be launched by
Hello Fresh in the German market. it includes an explanation about the market entry strategy that
can be adopted as well as the global trends and their application in the local environment.
Task 1: Market Entry Strategy
A market entry strategy can be defined as a planned distribution as well as delivery
method of goods as well as services to a target market. It is a significant tool in order to get
clarity about what the company aims to achieve and how a company can achieve the same while
entering the new market. Hello Fresh has decided to launch Green Chef in Germany as a
premium brand. The board of the company is looking to add a new channel of distribution with
the expectation that this will help in increasing the sales and meet the goals of the company.
There are two options that the respective company can adopt in order to attain its goals. The two
options are explained below –
Option 1
Green Chef would enter into a direct arrangement with Lidl, a leading supermarket chain
in Germany. This would give Lidl the exclusive rights to sell Green Chef meal kits in the9ir
physical stores (Borcosi, 2018). The respective company will also sell its meal kits online
through its website. One of the advantages of this mode of entry is that the company will have
access to a greater audience and it will be able to cater to their needs in an effective manner. this
is because Lidl is one of the leading supermarket chains in Germany. Therefore, this will be
beneficial for Green Chef as it can develop an understanding about the preferences as well as
needs of the customers. Also, the number of visitors on the company’s website will also increase.