International Marketing Management of Green Chef

This report explores the international marketing management of Green Chef, a new product by Hello Fresh, in the market of the Netherlands. It covers market entry strategies, global trends, and social media marketing. The report also includes insights into segmentation and buyer behavior. References and resources for further study are provided.

International
marketing
management of green
chef
Table of Contents

INTRODUCTION...........................................................................................................................2
MAIN BODY..................................................................................................................................3
Market Entry Strategies...............................................................................................................3
Global trends in the market and its application on the market of Netherland.............................4
Social Media, Standardization and Adaptation...........................................................................5
CONCLUSION................................................................................................................................7
Appendix 1 Segmentation and Buyer Behavior..............................................................................8
Appendix 2 Cultural Insights...........................................................................................................8
REFERENCES................................................................................................................................9
Books and Journal........................................................................................................................9

INTRODUCTION
International marketing refers to the creating awareness about the product and services of an
organization in the international markets in order to increase the customer base and sales of the
organization. Increased trend of globalization has increased the importance of international
marketing for the organization who want to expand their business and customer base. In order to
involve in marketing activities in the international market is essential for the organization to
understand the various concepts and principles essential for marketing (Atmaja, Wijaya, and
Adiwijaya, 2020). Hello fresh is largest meal provider of America and the company wants to
expand their business in the international market. Hello fresh wants to launch a new product
green chef in the market of Netherland to increase their customer base and sales of the
organization. This report contains several market entry strategies used by hello fresh to launch
their product green chef and also identify several global trends of the market. This report also
contains the various standardization and adaptation measures which are used by the company to
increase their presence on social media and enhance their customer base.
MAIN BODY
Market Entry Strategies
In order to take entry in new country hello fresh has several options such as franchising and
licensing with sports and many more. The company has chosen to use diversification process in
which they are going to launch a new product with a proper strategy. In order to formulate a
proper strategy the company chooses to consider two options above the all in order to serve more
and more customers in the target market of Netherland. The two main options which are
available with hello fresh who is going to establish a new product green chef in the market of
Netherland are given below:
Option 1: Direct entry with ALDI or Website
To enter into the market of Netherland the company can take help of Tesco which is one
of the largest supermarket in the global world having their operations in more than 11 countries.
Is operating in so many countries it will help the product Green Chef to gain its image all over
the world. In order to increase the publicity of green chef the marketing of Tesco will also help
the company. Tesco is also available online with the help of their website which helps the

company to take online orders and deliver the product of their customers at their native places.
This feature of Tesco will help the organization to get more publicity in the market which will be
beneficial for green chef also (Crab, 2020). If the company register themselves to sell their
products with the help of supermarket of Tesco they will also be able to sell their products online
websites of Tesco which will helps them to increase their demand in the market. As does the
large supermarket the presence of green chef products in the market will also help them to reach
more customer base and attract more sales. There are various benefits to the hello fresh company
from this arrangement of selling their products through Tesco which are given below:
 The Tesco is increasing their operations globally and also so they have their store in
Netherland to attract more customers towards the products of green chef and became a
best way to promote the brand effectively.
 With the increase trend of bulk buying the supermarket stores have a great demand in the
market which will be beneficial for the product green chef to be displayed in the
supermarket.
 Marketing activities Tesco will also give benefit to the products of green chef.
Option 2: Green chef enter into global market by joint venture with Amazon
With the leading success of Amazon the hello fresh company can also choose Amazon to
sell their products in the global market. They can enter into a joint venture with Amazon to show
their products on they can be available to the customers all over the world. Amazon is the most
used website or application for online purchase by the customers and the marketing activities of
Amazon will be beneficial for the products of green chef to increase their demand and brand
image in the market.
Direct arrangement with the supermarket of Netherland that is Tesco will help the hello
fresh company to launch their product green share in the market of Netherland effectively (Wu,
Pantoja, and Krey, 2020). This method is a cost effective method and they will be able to get
their products physically available for the customers in the supermarket with least promotion
cost.

Global trends in the market and its application on the market of Netherland
For any business to successful in a society it is essential for them to follow the societal trends of
that market. In order to enter into the market of needle and the first step should be taken by hello
fresh is to identify the societal trends of the market of Netherland so that they can check the
profitability and applicability of the products of green chef in the new market (Dixit, 2020).
There are various global trends in the market of Netherland which should be followed by Green
chef products in order to get success in the market. This global trends of the market are provided
below:
Online Dependence: Covid-19 has shown a different type of world to the consumers and
increase their dependability on online product with the fear of spread of the deadly disease. To
reduce the contact from the market the consumers have increased the online orders which are to
be delivered to their native races so that they can follow the guidelines of state women stay safe.
In order to fulfill their demand of food they also prefer to buy food online so that they can avoid
contact from people. People of Netherland are also following the same trend and in order to
follow this green chef as an opportunity to increase their online presence and deliver their food to
their consumers with the online mode. The company has designed their packages in such a
manner that they are safe and secure for their customers and provide a fresh meal at their
doorstep.
Cashless society: To reduce the contact and pick the offers the society is becoming cashless and
reduces the exchange of paper money in the market. The company green chef should also
understand this trend of the market and provide cashless options to their customers so that they
can pay to them with the cashless options.
Packaged Food: With the increasing impurities in the food materials society of Netherland and
all over the world prefer to buy packed food which contains the nutrition detail on them. As
green chef products are also food items and should contain essential nutrients present in the food
on the back diatom and should be packed in such a manner that they can attract more and more
customers towards the product.
Social Media, Standardization and Adaptation
As the company wants to target the people who are living a good lifestyle in the market
of Netherland the company can use social media as it became the best marketing source for each

and every organization these days (Enste, Wildner, and Nafziger, 2021). With the increase trend
of social media on the people the company has a great platform to communicate their ideas
products and services with their large number of customers and interact with them to get the
feedback from their customers for the company. Benefits of social media are given below:
 Helps to reach and interact with large customer base as social media is used by nearly
every individual in the market.
 Social media also helps an organization to acquire feedback from the customers for
various improvements.
 It also enhance the awareness among the products and services to increase sales in the
market.
Social media is very beneficial for marketing purpose for the organization there are
various platforms in social media such as LinkedIn, YouTube, Instagram, Facebook, Twitter and
many more which can be used by the organization to provide clear message to their customers.
In order to market the products and services through these platforms the organization can use
methods which are given below:
Blog posts: Blog posts are the written post which are posted by several persons who are
influencers on the social media and help the organisation to market their products in effective
manner. In order to establish good image in the market of Netherland green chef should ensure
that they are using effective articles for their blog post which are written by bloggers who are
good influences on the social media (Okumus, 2020). It is essential to identify the good blogger
for the marketing purpose as it will help the company to target more and more customers. There
are several blog post which can be used by a blogger in order to market the products of a
company in which generally picture post are used by the bloggers as it put a positive impact on
their consumers. Green chef also use pictures of their meals to attract the consumers.
Video: Other than the blog posts video tool is also used by many bloggers to promote the
products on social media. Video helps to generate interest in the minds of the customers
regarding the products and services offered by the organisation. Green Chef Company also take
help of short videos to attract the customers towards their means and upload them on social
media to increase the traffic on their accounts

Instagram is the most used social website by the people of Netherland and also most
commonly used by Green Chef company to target the customers. The company also use
Facebook along with Instagram to talk it large customer base and use both blog posts and videos
for marketing purpose (Shin, Kim, and Severt, 2020).
Picture of social media marketing of green Chef
CONCLUSION
The above description helps to conclude that international marketing is very essential for
any organization to expand their business in international market. It is essential to manage these
marketing as it can provide a positive as well as a negative impact on the organization. Is hello
fresh was the company who wants to launch a new product green chef in the market of
Netherland there need to require and understand the various trends which are followed in the
market of Netherland that are online dependent cashless society packed food and many more.
This will help the organization to deliver their product in such a manner that they can be adopted
by the customers of the country.

Appendix 1 Segmentation and Buyer Behavior
Segmentation is a process in which the customers are targeted by dividing then into small groups
on the basis of various similarities which are based on various factors such as geographical area
their age their preferences and many more. In order to target the customers’ green chef
organization has used graphical segmentation as the company wants to target their customers in
the middle and country only and the person who have good lifestyle in the country.
Appendix 2 Cultural Insights
Different cultures are practiced in various parts of the world, which has an impact on the
international business environment because each country has its own culture and customs. In
order to analyze the taste and preferences of consumers, a business must have a thorough
understanding of Dutch culture. Some components of culture have a detrimental influence on
business, while others have a positive influence.

REFERENCES
Books and Journal
Atmaja, H.K., Wijaya, S. and Adiwijaya, M., 2020, December. Website Quality Analysis as an
Interactive Marketing Communication on Indonesia Halal Tourism Destination. In 5th
International Conference on Tourism, Economics, Accounting, Management and Social
Science (TEAMS 2020) (pp. 514-519). Atlantis Press.
Crab, M.A., 2020. Customer experience in a Hungarian fine dining restaurant: a marketing
perspektive (Doctoral dissertation).
Dixit, S.K. ed., 2020. The Routledge handbook of tourism experience management and
marketing. Routledge.
Enste, D., Wildner, J. and Nafziger, L., 2021. Going green with behavioural economics: How to
combine business and ethics (No. 1/2021). IW-Report.
Okumus, B., 2020. How do hotels manage food waste? evidence from hotels in Orlando,
Florida. Journal of Hospitality Marketing & Management, 29(3), pp.291-309.
Shin, Y.H., Kim, H. and Severt, K., 2020. Predicting college students’ intention to purchase local
food using the theory of consumption values. Journal of Foodservice Business Research,
pp.1-24.
Wu, S., Pantoja, F. and Krey, N. eds., 2020. Marketing Opportunities and Challenges in a
Changing Global Marketplace: Proceedings of the 2019 Academy of Marketing Science
(AMS) Annual Conference. Springer Nature.