International Marketing Management: Market Entry Strategy, Global Trends, and Country-Specific Communications

This report discusses market entry strategy, global trends, and country-specific communications in international marketing management. It focuses on Hello Fresh's plan to launch Green Chef in the UK and the importance of effective management in achieving company goals. The report covers the evaluation of distribution and delivery methods, the impact of global trends on consumer behavior, and the use of social media communications to reach customers. It also includes cultural insights and recommendations for marketing strategies.

International
Marketing
Management

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
Market Entry Strategy............................................................................................................3
Global Trends and Their Application in the Local Environment..........................................4
Country-Specific Communications........................................................................................6
CONCLUSION..........................................................................................................................9
REFERENCES.........................................................................................................................10
Books and Journals:.............................................................................................................10
Appendices...............................................................................................................................11
Appendix 1- Segmentation and Buyer Behaviour...............................................................11
Appendix 2- Cultural insights..............................................................................................12

INTRODUCTION
International marketing is defined as the multinational process of executive and
planning of the pricing, conception, promotion and distribution of goods, services and ideas
for creating exchanges which help to satisfy the individual as well as organisational goals and
objectives (İpek, 2020). It includes many important activities such as the development and
implementation of a strategic international marketing plan. This is the reason that it requires
effective management which assists them to achieve the goals and objectives of the company.
In this context, Hello Fresh will be discussed as they want to launch a Green Chef in United
Kingdom. It is a premium brand which seats to capture new as well as existing customers.
They are developing a global brand in the world and that's why they require the development
of a strategic marketing plan. For that purpose, it is necessary to understand the entry strategy
in the new market. In addition to this, it is also important for the company to analyse the
global trends and should be applied in the local environment. This report will also discuss the
country-specific communications which help them to achieve their goals and objectives.
MAIN BODY
Market Entry Strategy
Market entry strategy is defined as the plan distribution and delivery method which is
necessary for achieving a new target market. It is very important to identify and evaluate the
distribution and delivery method of services and goods which helps them to enter the market
where a company wants to expand its operations (Katsikeas, Leonidou and Zeriti, 2019).
Hello Fresh wants to enter the market of United Kingdom and that's why it is very important
to evaluate the new channel of distribution which they will expect for the purpose of
increasing sales and meeting goals. Hello Fresh has two options in which it is important for
them to identify and evaluate each method and select one which is appropriate for them. The
two methods are mentioned below:
 Option 1: As it is already known that Hello Fresh wants to launch their Green Chef in
United Kingdom and this is the main reason that they require to analyse of any market
entry strategy (Cantoni and et.al., 2019). According to option 1, they have an
opportunity to enter into a direct arrangement with the support of a leading
supermarket chain. That means they have a choice to do a deal with the company.
This option will provide exclusive rights to the company as they are able to sell meal
kits in the physical stores. They can also be ordered the kits online or with the help of

the supermarkets' website. But one thing which they need to make sure that it is a
non-exclusive basis because the company is also selling the products with their own
website as well. It is identified that the company get one more important benefit i.e.
gets customers directly (Samiee and Chirapanda, 2019). That is the does not require
any more effort in order to attract customers because the supermarket chain chosen by
Hello Fresh already has a reputation in the market. But it is identified that there is a
disadvantage also because Hello Fresh lose their own identity because they are using
the support of a supermarket chain which is definitely the like a parent company. The
products are underselling with the supermarket chain which is found that not effective
for Hello Fresh.
 Option 2: It is the option where a Green Chef would enter into a joint venture with
Amazon. They have an option to expand their dinner kids online with the support of
Amazon as it offers a fast same-day delivery service to the prime customers of
Amazon. They have also continued to sell their products and services with their own
website. This option is found to be very good because Amazon is one of the largest
companies in the world that have a big customer base. In this method, there able to
enjoy the first delivery services because they can easy to sell the goods and services to
the customers which lead to customer satisfaction (Rana and et.al., 2020). Companies
are also able to provide extra benefits to loyal customers with the help of Amazon
prime membership.
With the analysis of the above option, it is analysed that the second option is found to
be very good because the support of a big organisation such as Amazon is a good deal in
order to achieve the goals and objectives of the company. Hello Fresh is also able to satisfy
the customers' wants and needs. In the comparison of customer basis, it is analysed that the
customer base of Amazon is definitely larger than any other supermarket chain store (Battisti
and et.al., 2021). So that's why the second option is better for entering into the market as it
also not lose its own identity.
Global Trends and Their Application in the Local Environment
It is necessary to understand that organisation should understand the importance of
global trends because it influences under decision making of customers as well as the
organisation. Global trends are considered as development or change in a situation which
may provide an effect on an organisation directly or indirectly (Milanesi, Gigliotti and
Runfola, 2020). Hello Fresh wants to expand their operations in the global market and that's

why they are planning to make a market plan. It is very important for dumb to do market
research and because of that purpose, they can get support from Euro monitor international
which is found in the world's leading independent provider of strategic market research. They
have a global network of market research and analyst on each and every driver and key trend.
With the help of market research, they are able to empower organisations and brands as it
provided information related to consumer trends and other important trends. Currently, they
are publishing three important reports which are discussed below that help to identify three
important global trends:
From Sustainability to Purpose: Refocus on the Planet
According to this report, it is identified that sustainability is becoming one of the
important trends which are found to be very influencing the organisation and their employees.
According to the report, sustainability providing a great impact on the consumer market
(Asseraf and Shoham, 2019). This analyses the report that the pandemic has accelerated one
important trend in the companies with the strong sense of purpose that it is necessary for an
organisation to think beyond the traditional business because it had only one motive on profit.
But now it is necessary to think about society as well as planetary welfare, collaboration and
transparency which helps to recover from the pandemic situation. After the pandemic,
sustainability is becoming very important and that's why it is becoming an important train for
the organisation as it is necessary for companies to the sum important sustainable innovation
for the purpose of recovery. This trend is very important for Hello Fresh as they need to focus
on sustainability. Due to this, it is recommended to the organisation that they should make
some necessary changes in their one important element of marketing mix which is product.
Their products should be reflect the sustainability.
The Corona Virus – The New Normal – What is here to stay?
According to this report, it is identified that new normal is provided with a direct
influence on customer market as no consumer focus is a shift from the public into a private
sphere because they want quality and also identify that private sector is able to fulfil their
requirement for social distancing. It is important to think about online strategies as it has also
become an important trend. With the help of online strategies move, companies are able to
meet the new needs and wants of consumers (Tien, Phu and Chi, 2019). It is identified in this
report that the global economy is expected to enter its worst recession because the pandemic
situation hit every sector from hospitality to education. This is the main reason that online

business and strategies become an important trend. Hello Fresh has already present on the
online websites but still it is recommended to the organisation that they should do marketing
with the use of online strategies.
The Corona Virus – The Future of Where and How Consumers Shop
As per this report, it is identified that due to the pandemic, it becomes very tough for
an organisation to protect the future of consumer shops because it hits each and every sector.
It is identified that the disruptive effect on shopping habits due to the pandemic will become
less pronounced because the world moves into a new normal. But it is definite with the retail
sector will face many several long term implications (Poulis, 2020). It is identified that one
important trend found in this report is omnichannel. After the pandemic, the future of the
organisation is dependent on omnichannel. Now it is very important to understand that the
rapid shift to e-commerce shows the transformation of store-based retail. It is becoming very
important for the organisation to understand this trend and take action accordingly then only
they will be able to achieve the goals and objectives, especially for those organisation that
wants to expand their market. It is necessary to understand for Hello Fresh that they need to
maintain the balance between both online and offline distribution channel then only they will
be able to make a position in new market i.e. United Kingdom.
Country-Specific Communications
Communication is very important in marketing as it helps to contact the consumers
and able to identify their needs and wants. The United Kingdom is found to be an industry
which is socially very well educated and that's why they are using many social media
communications which becomes helpful for Hello Fresh as they can make strategies for
social media communications (Sinkovics and Sinkovics, 2020). With the help of the STP
approach, it is necessary to understand that customers are segmented on the basis of
demographic segmentation. People or consumers who expected to come on Green Chef are
mostly young aged group and those who are in some occupations. The London Market and it
is found that their people are likely to eat from outside that's why it is a great opportunity to
expand the business but it is very important to you social media messages and channels
which helps them to communicate with the customers.
It is very important for Hello Fresh to understand the behaviour of consumers which
can be possible with the use of Hofstede's cultural dimensions. According to the country
compared with the help of this model, it is identified that the culture of the United Kingdom

has mostly similar to the culture of Germany and that's why it becomes easy for the
organisation to launch Green Chef in the United Kingdom (Samiee, 2020). With the help of
cultural insights, they are able to understand what customers perceive and think about the
organisation. They also understand the needs and wants of customers from an organisation
which is expected to meet. In the cultural insights, it is identified that the United Kingdom
has a low score in uncertainty avoidance and due to this, there is a difference in thinking
because the customers are not expected to control their life. They are going with the trends. It
is very important for hello fresh to understand the cultural insights then they need to make
social communication strategies. They already using many social media communication
which can be understood with the help of the below screenshots:

CONCLUSION
It can be concluded from the above discussion that international marketing
management is very important otherwise it is definite that the organisation will not be able to
stay in the international market. The reason behind this which is analysed in the report is that
the business environment is becoming very complex and dynamic in nature. This report also
included market research which is very important for a marketing strategy. In addition to this,
it is also included global trends and countries specific communications.

REFERENCES
Books and Journals:
Asseraf, Y. and Shoham, A., 2019. Crafting strategy for international marketing: outside-in or
inside-out?. International Marketing Review.
Battisti, E., and et.al., 2021. International marketing studies in banking and finance: a
comprehensive review and integrative framework. International Marketing Review.
Cantoni, A.D., and et.al., 2019. International marketing strategies adopted in the franchise
internationalization process: a multiple case study in the apparel
industry. REMark, 18(2), p.19.
İpek, İ., 2020. The relevance of international marketing strategy to emerging-market
exporting firms: from a systematic review towards a conceptual
framework. International Marketing Review.
Katsikeas, C., Leonidou, L. and Zeriti, A., 2019. Revisiting international marketing strategy
in a digital era: Opportunities, challenges, and research directions. International
Marketing Review.
Milanesi, M., Gigliotti, M. and Runfola, A., 2020. The international marketing strategy of
luxury food SMEs: The case of truffle. Journal of Food Products Marketing, 26(9),
pp.600-618.
Poulis, K., 2020. Punctuated epistemology in international marketing strategy: A
Whiteheadian remedy. Marketing Theory, 20(3), pp.363-384.
Rana, S., and et.al., 2020. Determinants of international marketing strategy for emerging
market multinationals. International Journal of Emerging Markets.
Samiee, S. and Chirapanda, S., 2019. International marketing strategy in emerging-market
exporting firms. Journal of International Marketing, 27(1), pp.20-37.
Samiee, S., 2020. International marketing and the internet: a research overview and the path
forward. International Marketing Review.
Sinkovics, R.R. and Sinkovics, N., 2020. The Internet and international marketing–from
trigger technology to platforms and new markets. International Marketing
Review, 37(3), pp.437-446.
Tien, N.H., Phu, P.P. and Chi, D.T.P., 2019. The role of international marketing in
international business strategy. International Journal of Research in Marketing
Management and Sales, 1(2), pp.134-138.

Appendices
Appendix 1- Segmentation and Buyer Behaviour
Segmentation Hello Fresh is segmented the whole market on the basis of
demographic segmentation which includes gender, age,
occupation, education level, etc.
Targeting They are targeted the market of United Kingdom especially
London as their people are likely to eat from out stores.
Positioning They will use pricing and promotional strategy in order to
make different in front of the customers.

Appendix 2- Cultural insights