International Marketing Management: Strategies for Launching Green Chef in Europe

This report discusses the best marketing strategies to launch Green Chef in Europe, including the use of join ventures and online platforms. It also covers global trends like sustainability, data privacy, and health awareness, and how they apply to the market. Additionally, the report explores the use of social media as a marketing tool and how it can be used for standardization and adaptation in Europe.

INTERNATIONAL
MARKETING
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Market strategy to launch Green Chef in Europe .......................................................................3
The key global trends-.................................................................................................................4
Social Media use as a marketing tool, standardization and adaptation........................................6
CONCLUSION................................................................................................................................7
Appendix .....................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
International marketing is the process of executing and planning of the conception,
promotion, pricing, and transfer of idea, services and good to create an exchange which satisfy
both objective organizational and individual (Samiee., 2020.). Hello Fresh company is popular
for meal kit all over the world. Company provide good quality food with good taste at very
reasonable price. Their aim is to change the system of individual eat forever. This report includes
marketing strategy to entered in new country market, with a good option of join venture. Global
trends and its application in the market and how social media help in growing business.
MAIN BODY
Market strategy to launch Green Chef in Europe
Hello fresh is going to launch Green Chef and entry in new country market. For
launching company have two option, first option is Green Chef is directly enter in market
through leading supermarket chain like Tesco, Walmart, Morrisons etc. and second option is
entered into join venture with Amazon. The second option is best because in the first one,
company cannot use agent, and distributor to sell their meal kits. In another one company go for
join venture. Basically join venture is created for grab the market overall, it is combination of
two or more organization for merging their expertise and resources to fulfil a particular objective
or goal. Many company use join venture to start or enter into new business product or activity, in
join venture every company contribute a resource or assets and agrees upon division of expenses
and income between them. Join venture is a legal entity, it can be done for a period that is it is
not permanent. Hell fresh is entered in join venture with Amazon then it helps company to grow
fast, because Amazon grab the market over all and have good numbers of customers, so it helps
hello fresh to give services to their customers. By the use of Amazon prime company provides
fast delivery to the customers. With these Green Chef have their own websites to sell their
products.
Amazon has good market position in Europe as well so it easy to grab the market and
easy to reach customers. By going online its very cheaper in cost, fast deliver and easy reach to
customers. This is fast buying process, as customer have less time for buying than they just open
a website and go through and place an order. Flexible for customer they easily compare price and
make their mind to purchase a particular product. If there are new trends than customer are crisis
to know and by that. Company provide some coupons and discounts to attract customers. There

are many methods for payment such as cash on delivery, card on delivery, UPI, debit or credit
card, net banking etc. customers feed backs also help company to make changes if needed, which
is not done in the first option (Hanson, W.A. and Kalyanam, K., 2020). Hello fresh join venture
with Amazon than it is benefit for hello fresh in reach to customers easily because Amazon is
having big brand and people trust them and have good relationship with customers by providing
return policy etc. With the use of Amazon goodwill company any make a good image in Europe
It helps company to share risk and liabilities, share investment help in initial capital amount that
is they invest a potion of amount but if they go in market without join venturous they invest
more. New market penetration help Hello Fresh to quickly enter into new market. Company join
venture than it also avoid competition from the market, and enhance economics of scale that is
cost advantages by increasing level of output. There are more chances to be succeeded in the
market. It help company to enter in new market with more technical expertise, share in expense,
intellectual property gain, with Amazon its easy to attract customers because loyal customers of
Amazon will always try new things. By their own website people easy know about the company
and the products and it is easy to buy. Amazon has well-trained staff, great resources, updated
technology, and finance, which help company to grow and sustain in the market of Europe. So
company adopt the second option that is more beneficial for company to enter into new market.
The key global trends-
The global trends in the international business has lead to many consequences and
difficulties in the business which are operating at the global level (Wang, and et.al., 2022). Some
global trends which the Hello Fresh company can face issue while launching the new products
are such as-
Sustainability- The environment has been affected much by the business in all over the world so
to combat with this, the government of the Europe has taken the initiative for the development of
the sustainability in the country. This the most biggest global trends that the Hello Fresh
company will face due to the Covid 19, the sustainability has come into existence. This trend is
much relevant for the Hello Fresh company as they are also launching the new products in the
new market or the region. This is trend has become much important in the country as the
government of this country has made many measures to protect the environment. This company

also has to follow all the policies for saving the environment by producing the products which
will not provide the harm to the planet (Gardner and et.al., 2019).
The Hello Fresh must have to ensure about overcoming the challenges of the sustainable
development in the country and this can be done by using the sustainability in the unique selling
point of the products of the company, by thinking the long term for the future of the company as
well as by improving the management skills of the company.
Data privacy and protection- After covid 19, many individuals are not like to work from office,
they want to continue work from home, so there are great chances of cyberattacks and hacking of
data. So hello fresh face the problem of protecting their data from cyberattacks. This global trend
is important so Europe government take some action to solve this problem. Europe's focus on
transparency, lawfulness, accuracy, data security, accountability etc. to protect data. Hello fresh
follow the same protection tips such as make strong password, log out of browsers, not use
similar password on different accounts, do not use public Wi-Fi and personal Wi-Fi, install
antivirus and update it on regularly basis. Hello fresh should always store their data by backup or
snapshots, reduce data collection. Company should focus and overcome this challenges of data
protection by making some changes. To protect data hello fresh can conduct training
programmes to educate their employees about the cybersecurity polices, guidelines and
compliance regulation. By such regular training sessions employees are aware about the cyber
security, and such training helps employees to develop knowledge and skills to protect
organization data. By storing data on cloud, help in protection of company information and data
(Gupta, and et.al., 2021).
Health awareness among customer- This is the biggest trend after covid 19, because after this
pandemic people are more focus on quality food. Hello Fresh launch Green chef which is
considered of organic and healthy ingredients (Borja, and et.al., 2020). Now company offer large
meal kit with organic vegan, keto and paleo diet, and gluten free products. After covid 19 there
are more chance of people adopting green chef because it provides quality food. Hello fresh
provide customized meal to customers with good quality and safe food, use fresh ingredients and
sauces, with good packaging. For packing meals they use paper bags, and cardboard box so it
helps in reducing plastic by this company protect environment. It helps in grabbing market in
Europe easily. Before this pandemic buying behaviour of customers are totally different from
now, now they are more focus on organic food, quality products and sustainable packaging. On

company website there are photos of each meal, estimated cooking time, list of ingredients which
is use in that meal, nutritional facts etc. so its attract customers and build trust.
Social Media use as a marketing tool, standardization and adaptation
Social media is a technology which facilitates the exchange of ideas, sharing of
information and thoughts through virtual communities and networks. Top five social media
platforms which increase sales are Facebook, YouTube, Twitter, Instagram and Pinterest. This is
the best way to communicate with public and influence towards products. Hello Fresh use these
tool to promote their food and attract customers. Social media has strong impact on hello fresh
company (Harb, and et.al., 2019). By this, company can target their customers and give some
discounts. Hello fresh have website, which includes meal picture, recipe card, list of ingredients
etc. to attract customers. Company has positive points such as they provide quality food, keto
diet, paleo diet and gluten free items, use lightly oil, so they provide healthy food. They also
provide customize meal kit so customer's gets what they want. Social media create brand
awareness, create new leads (trends), grow customers, it also increases revenue because for this
company not need much investment in this marketing the product. By social media it improves
customer services for example if customers are not satisfied by the food then they give feedback,
so next time company should consider that as well. By the use of digital marketing its easy to
grab the market (Nilufar., 2021).
Standardisation refers to determine standards related to size, design, colour, weight,
quality, process etc. of the products (Grossman., 2018). It plays a major role in marketing, it
creates buying and selling functions more effective and easy. standardisation is important from
customers point of view such as buying easily (customers are not required to inspect products
like graded or not), there should be fair price, customer's get market information. A good brand
have same effect in all over the world, have same logo, same food list but some time company
adopting new things for surviving in the market. Hello fresh launch green chef in Europe, they
will adapt their culture, set their menu accordingly, make promotion activity differently. For
example, company expand their business in a country where people are more focus on healthy
products so company change there advertisement punch line accordingly, so it changes
accordingly to adopt their culture.

Adaptation is basically changing the market mix such as change in promotion activity,
packaging style, price and even products also, in order to meet the preferences and needs of a
specific country (Martincevic, and et.al., 2018). Hello fresh launch a green chef in Europe, so
they should focus on advertisement activity to grab the attention of people. Company focus on
culture that people live in Europe is more health conscious so, organization introduce organic
food with the join venture (with Amazon) so they easily stand in the market. Organization has
some benefits such as they easily know about the market and expand their business. Any
company wants to expand their business in other countries, so they must adopt their culture,
working environment and make changes accordingly over time. Social media marketing is very
helpful in promoting a product. When business expand into internation market, then organization
must figure out that how much adapt new structure, business practices like political, social,
economical and technological in local market.
CONCLUSION
The above report highlights the concept of international marketing, and best marketing
strategies (like join venture) to launch a green chef in new market (Europe). Online platforms
and websites are use as a marketing tools. The above report also concluded three global trends
and their application in the environment with considered of pandemic trends like sustainability,
data privacy and protection, and health awareness among customers. Social media channels is
use as a marketing and how it is use as standardization and adaptation in Europe. Company have
their own website, YouTube channel and social media account, which help in grab the market
easily.
Appendix
Segmentation and buying behaviours: Green chef target health conscious people in Europe,
segmentation is a method which divide organization target market into different groups in
potential customers with their behaviours and needs. Buying behaviours of individual is
depended on their needs and how they group and sort things. Some behaviours' segmentation

strategies like purchasing behaviours, customer loyalty, occasion purchasing etc. it is important
for company to know about each customers segment actually what they want by their previous
purchase. Buying behaviour is a decision process and acts of individual that how they buy and
use products.
Culture insights: The action of analysing culture is called culture insights. Culture give
important economic and social benefits. Communication is important in targeting audiences, if
an individual know the culture of Europe then that individual is more effective communicate in
that countries and people understand more. Because culture vary country to country and working
environment also. Culture issue such as behaviours and belief, prejudices, language, symbols and
sign etc. may affect business as well so, good communication is important. Hello fresh should
focus on adopting the culture of Europe,

REFERENCES
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