International Marketing Management: Market Entry Strategies and Global Trends

INTERNATIONAL
MARKETING
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Task 1- Market entry strategies...................................................................................................3
Task 2- Global trends and their application in local environment...............................................4
Application of trends...................................................................................................................5
Country specific communications...............................................................................................6
Importance of Passport................................................................................................................6
Social media.................................................................................................................................7
Standardisation............................................................................................................................7
Adaptation....................................................................................................................................7
CONCLUSION................................................................................................................................8
Appendix 1...................................................................................................................................9
Appendix 2...................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
International marketing management is a cosmopolitan procedure of scheduling and
implementation of concepts related to the prices, encouragement along with distribution of
information, goods and services in order to built exchange that satisfy the desires of an individual
as well as organizational objectives (Fenik, A.P., 2019). While doing international marketing it
is highly important for an individual to identify correct ways to enter within the market and thus
their development helps to enter within the correct foreign market scenario. This report will
highlight the criteria for Hello Fresh in order to determine appropriate country in order to launch
Green Chef and the major aim of this study is to maximise growth in selected country i.e.
Germany through the successful launch of Green Chef.
MAIN BODY
Task 1- Market entry strategies
Market entering strategy is a planned way to enter into the global market with an intension to
offer goods and services within new targeted market and distribute them according to the
demand and desires of consumers. At the time of doing import and export of goods and services,
the whole procedure requires proper maintenance of contracts in foreign country according to
their rules and regulations in order to specify the terms and conditions of business activity in
order to avoid any kind of future disagreements (Damnjanovic, A., 2018). There are various
ways to get enter into the foreign market and thus the Green Chef also have various opportunities
to get enter into the globalized market of Germany and Netherlands such as:
 Exporting: It is the most common, traditional and well known concept of operating
within the foreign market. It is defined as the marketing of goods and services produces
in home country in order to satisfy demands and desires of consumers in foreign country.
The tendency of the exporting activity may be not to obtain much detailed marketing
information as compared to manufacturing in marketing country. Generally there are two
forms of exporting which is direct and indirect exporting through which one can transfer
their goods and services to another country.
 Franchising: In this activity, the procedure has been fulfilled by two people i.e.
franchisor and franchisee. The franchisor is a supplier who allows operator or franchisee
to use the suppliers’ trademark and distribute the goods that has been offered by supplier.

In return they will receive some amount from the franchisors. There are various countries
that have involved in the franchising activities with their proper rules and regulations. It
is basically a practise of utilizing another firm successful and well tested business model
directly. Many large organizations do such kind of practices in order to get success in
quick manner within the market space.
 Licensing: It is defined as the method of foreign operation whereby a firm in one
country agrees to permit a company in another country in order to use the manufacturing,
trademark, processing and know how or some other skill provided by the licensor.
Licensing involves little expense and involvement. The only cost that is incurred within
this process is signing of agreements and policing its implementations. The whole
procedure is quite similar to the franchise operations.
 Joint ventures: The concept is defined as the company in which two or more investors
share ownership and control over property rights and operations in any particular goods
and services. It is the well known and most efficient strategy of entering into the foreign
market. Green chef can also enter within the global market of Germany with the help of
this particular strategy. Joint ventures described as any form of association which implies
collaboration for more than a transitory period. It has been evaluated that in order to enter
into foreign market, Green chef can able to utilize this strategy (Braimah, M., 2018).
From this the firm can combine with foreign organization in order to fulfil their task and
requirements in appropriate manner.
Thus, with various options it has been analysed that the Green Chef must have to
adopt joint venture as it provides various benefits such as the company will able to gain
profits at low cost, share expenses, costs, benefits and risks that will help the organization
to grow their business activities effectively within the market space of Germany.
Task 2- Global trends and their application in local environment
With the expansion of economy within home country, the business may have to look forward
in order to sell their products internationally in order to get more profits or might sustain their
profit margin. But expansion of the business in global market requires certain activities which
helps the firm to get enter into globalised world (Karavdic, M., 2019). There are certain trends
that needs to be applied and through which the firm is able to get appropriate advantages.