International Marketing Management: Market Entry Strategy, Global Trends, and Social Media

This report on International Marketing Management covers Green Chef's market entry strategy, global trends including sustainable packaging, and social media communication for their expansion into Denmark. It also includes analysis of buyer behavior and cultural insights of Denmark. The report concludes that option two is the best strategy for Green Chef to enter the new market.

International Marketing
Management

TABLE OF CONTENTS
TABLE OF CONTENTS..............................................................................................................2
INTRODUCTION...........................................................................................................................3
Global Trends and their application in the local environment....................................................3
Social Media, Standardization and Adaptation...........................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
APPENDIX......................................................................................................................................8
Appendix Two: Cultural Insights................................................................................................8

INTRODUCTION
International Marketing is the process of planning, execution and promotion of goods and
services of organization across the national board (Stolberg, 2019). The report is based on the
Green Chef which is subsidiary of Hello Fresh company basically provides meal kit to their
customers. The company basically wants to enter the new market name Denmark for the purpose
of expansion. This report will cover the market entry strategy, global trends including
recommendations and social media, standardization and adaption. Further, the report will analyse
the buyer behaviour and cultural insight of Denmark country which will help Green Chef in
starting their business in new environment and place. Lastly, the buyer behaviour and cultural
insight analysis will be cover in appendix section of report.
Presenting Market Entry Strategy
Market entry strategy is a planned distribution of product and services in the
new targeted market. This strategy is used by the frim in order to expand
their business so that it can generate large revenue. Along with this, Green Fresh can
expand their company in market of Denmark as the GDP growth of the
country is good. In addition to this, if the organization establish its business in
country with good economy it will be able to earn more profit as well as to run the
business in long run (Leonard and et.al., 2020). However, Green Fresh can use joint
venture marketing strategy. In joint venture there are more than two company
that collaborate together in order to accomplish their common goal. It is one of
the common strategy that is used by small and large business to generate more
revenue. Along with this, the Green Fresh can collaborate with Amazon company as
it cover huge market area at international area. The Green Fresh can sell it
product on Amazon website as it will result in raising the brand name in the
new market area. However, before launching the product in the market
organization should identify the needs and demands of the local customer. As it
will contribute in increasing the sales. Moreover, Green Fresh can provide special
fast and free delivery services to the Amazon prime customer as it will result
in increasing their loyalty towards brand (Russo and Cesarani, 2017). If the
organization will use joint venture, then it will enjoy benefit such as provided firm
with expertise and various opportunities.

Along with this, it will enable the organization to access the new
technology that will help in entering the new market area effectively. As well as
allow for to accomplish the goals quickly and efficiently. Furthermore, the Green Fresh
company can also make use of digital marketing such as opening the website
and making use of social sites. If the company will use digital marketing
it will be able to make cover the large area of market internationally and
globally. Along with this, this strategy will allow the organization to increase its
brand image in the market. Moreover, the social site will allow organization
share the knowledge about the company so that it can understand the values
that are being followed by company. In order to keep their customer satisfied. In
addition to this, the online marketing will be great way of selling product and
services at time of Covid- 19. This approach has allowed the firm to deal with
threat of pandemic. Furthermore, Green Fresh can make use of data analytical
that will allow the organization to identify the taste and preference of their
customer that will contribute in producing the product according to their needs
(Ko and et.al., 2020). It will allow organization earn more and more profit as well as
increase the brand reputation in the new market area.
However, earning brand name is very essential in new market in order to run
the business. Green Fresh can make use of the Keller Equity model in order to increase
the brand name. Moreover, online marketing will benefit the firm in increasing
the engagement with the customer. Along with this, it is more cost effective
approach as compare to traditional method of marketing. The organization can reach
the global audience as well as sell their product at international business thus it
contribute in boosting the business (Sadegh, Shah Hosseini and Heidari, 2020). Hence, Green
fresh can adopt joint venture and online marketing in order to enhance their
business in new market area of Denmark.
Global Trends and their application in the local environment.
From Sustainability to Purpose: Refocus on the planet
First global trend: Sustainable Packaging

The sustainable packaging is one of the most significant global trend which need to be
adopted by Green Chef in their new market called Denmark especially after Covid-19. Green
Chef basically provides meal kits and foods which need to be packaged well that's why this trend
is especially relevant to Green Chefs (Bauer, 2020). It is because during the pandemic, the
country has seen reduced emission level and renewable energy beating fossil fuels.
On the basis of above graphs, it is identified that Denmark have 90% share in the well
treatment of packaging waste along with sustainable packaging of food. Further, it is also
identified that in Denmark companies use paper and cardboard for sustainable packing. So, it is

an opportunity for Green Chef that they also contribute their part in building back the greener
world by introducing sustainable packaging of their meal kit in Denmark using papers and
cardboards. For this, it is recommended to Green Chef company that they have to change
packaging factor of marketing mix (Shukla, Upadhyay and Khandve, 2020). In order to meet this
global trend, it is advisable to Green Chef that they must present their products in most attractive
way to the people of Denmark. Along with this, they also need to cover all the necessary
information regarding the price and value of product in packaging because people of Denmark is
concerned about products quality especially food products.
Shifting in consumer taste:
Due to coronavirus there is shift between the consumer taste as the customer are
now buying healthy staff. There is also shift in the customer income due to
pandemic as most of them have lost their job. Along with this, customer are
more focus on purchasing essential things such as health related products that
can boost the immunity as well as more focus on mental wellbeing. In addition, to this,
the customer are preferring shopping more on online marketing as compare to
traditional. Thus adopting Digital marketing will help Green Fresh to earn more profit
as well as be able to attract them (Lim and et.al., 2018.). Beside this, the consumer
mobility shift has also occurred it preferring more private transport as compare to
public due to hygiene level. Along with this, customer is adapting to healthy
lifestyle as well as prefer company that are following coronavirus norms such as
social distancing as well as warning mask. Moreover, if the customer is prefer to
buy the product form the lesser known brand as well as form local store as there
products are cheap compare to branded company. Along with this, the customer is
also purchased more products related to pharmaceutical and there is low purchase
in case of food and beverage due to the virus.
Workplace and shopping shift:
Due to covid- 19 there has been drastic changes in the culture of
workplace. Employees are preferring to work from home instead from office.
Along with this, the marketing culture has also changed most of the
companies are using online marketing so that it can reach more customer. In addition,
to this, people that are living in remote areas are preferring online shopping for

purchasing commodities. Furthermore, the pandemic has allowed retail business
to make use of digital business model. Such as subscription, paid membership for
selling the product.
Moreover, due to low economy many company is trying to sell the basic
commodities as low price such as grocery and home care product. In order to
attract more and more customer to earn the profit (Nea and et.al., 2017). Along
with this, due to pandemic most of the middle class people and lower income
group of people are purchasing the product that are lower in price as well
as essential. In addition, to this, the customer are investing in Omnichannle retail
in order to get more satisfaction. Thus, Green Fresh should follow the health
and safety norms such as proper hygiene, mask and sanitation in order to
attract customer.
Social Media, Standardization and Adaptation.
Social Media marketing is one of the most significant strategy which makes the whole
world smaller. In the present time, around 95% of people use social media apps such as
YouTube, Facebook, Instagram, Twitter etc. This means that social media presence is an
opportunity for Green chef which help them in entering new market and understand the demand
and preferences of customers. For example, Green Chef already has its presence in YouTube and
other social sites which is more than enough to standardized and adapt the social media
communication (Jacobson, Gruzd and Hernández-García, 2020).
It is analysed from the appendix section of consumer segmentation that Green Chef will
target large income consumers of Denmark for their premium brand products. Along with this, it
is also analysed from the cultural insight of Denmark that the country has ranked 74 in
individualism insight. This means that people of that country is defined by I not we which help
Green Chef in communicating their products to the different consumers. The chances gaining
competitive advantage is more for company because every people think differently and for this
Green Chef can introduce customized groceries and food products. With the adaptation of social
media marketing in Denmark country, the company able to satisfy their target customers better
as the target customer of Green Chef is large income people (Shareef and et.al., 2019). This

means that the target customer of company already have its presence in social sites and uses the
same for making buying decision.
The social media marketing also helps the company to get better market insight of
Denmark and is one of the most cost effective way to promote their products. It is because
around 3.5 billion people use social media sites. However, on the other hand social media
communication is one of the time-consuming process which sometime distract the company from
its main goals. Presenting their information on social sites is also given chance to the competitors
of Green Chef to see and use their contents. Thus, it is important for Green Chef company that
they should hire the experts for the content creation which is further posted on social apps. The
qualified staffs need to be hire by the company in order to exist in the competitive market.
Denmark is basically a high competitive market and people of that country gives importance to
the work life balance.
With the help of the social media communication, Green Chef able to reach large
audience and identify the taste and preferences of the customers which further helpful in
retaining in new market. The social media provide company to directly connect with the people
and their target customers and is act as a proof for the company that whether customer of
Denmark are enjoying their products and services or not (Jacobson, Gruzd and Hernández-
García, 2020). The company can also launch sustainable marketing campaigns on the various
social sites in order enhance their brand awareness. With the help of cultural insights done in the
appendix two, it can be said that Denmark is one of the potential market for Green Chef to
expand their business.
But on the other side, it is also important for the company to understand that any wrong
action on social sites will also leads to vanish of brand image. Thus, it is also important for the
organization to provide proper training and development session to their workforce in order to
adapt this change impact over them. Further it is also advisable to company to adapt various
shopping channels such as Amazon etc. to communicate with target customers because people of
Denmark prefer more online shopping rather than offline (Shareef and et.al., 2019).
CONCLUSION
The report has concluded that option two is the best strategy for Green Chef to enter the
new market Denmark. Further, the report has also concluded the three global trends such as

sustainable packaging etc. and how this is effective for Green Chef company using qualitative
and quantitative data. Lastly, the report has cover how Green Chef company adapt and
standardized its social media communication strategy to promote and communicate with the
target market of Denmark.

REFERENCES
Books and Journals
Bauer, A., 2020. Evaluation of the In-House Production of Insulation Material for Meal Kits-A
Case Study at HelloFresh.
Henriksen Selsås, J. K. and Syla, B., 2021. “The Sell in May” effect: Can Hofstede solve the
puzzle? (Master's thesis, uis).
Impink, S. M., 2021. Paper to be presented at DRUID21 Copenhagen Business School,
Copenhagen, Denmark October 18-20, 2021.
Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is
watching the watchers?. Journal of Retailing and Consumer Services. 53. p.101774.
Kalam, K. K., 2020. Market Segmentation, Targeting and Positioning Strategy Adaptation for
the Global Business of Vodafone Telecommunication Company. International Journal
of Research and Innovation in Social Science (IJRISS). 4.
Ko, W. L. and et.al., 2020. The effects of strategic alliance emphasis and marketing efficiency on
firm value under different technological environments. Journal of Business
Research. 120. pp.453-461.
Leonard, T. and et.al., 2020. Legal review of share ownership in a joint venture
company. International Journal of Innovation, Creativity and Change. 11(8). pp.332-
45.
Lim, S. L. and et.al., 2018. Calorie labeling promotes dietary self-control by shifting the
temporal dynamics of health-and taste-attribute integration in overweight
individuals. Psychological science. 29(3). pp.447-462.
Liu, J. andet.al., 2019. Market segmentation: A multiple criteria approach combining preference
analysis and segmentation decision. Omega. 83. pp.1-13.
Nea, F. M. and et.al., 2017. A qualitative exploration of the shift work experience: the perceived
barriers and facilitators to a healthier lifestyle and the role of the workplace
environment. Journal of occupational and environmental medicine. 59(12). pp.1153-
1160.

Russo, M. and Cesarani, M., 2017. Strategic alliance success factors: A literature review on
alliance lifecycle. International Journal of Business Administration. 8(3). pp.1-9.
Sadegh, M. H., Shah Hosseini, M. A. and Heidari, A., 2020. Extracting the Effective Factors on
Corporate Governance Formation in Strategic Alliances with Focus on International
Joint Ventures through Systematic Literature Review. Journal of Business
Management. 12(1). pp.64-93.
Shareef, M. A. and et.al., 2019. Social media marketing: Comparative effect of advertisement
sources. Journal of Retailing and Consumer Services. 46. pp.58-69.
Shukla, V., Upadhyay, A. and Khandve, B., 2020. Applications of green supply chain
management in the UK restaurant industry. In Sustainable Supply Chains: Strategies,
Issues, and Models (pp. 225-247). Springer, Cham.
Stolberg, T., 2019. Applicability of bio-based polymer packaging in the meal kit context-A case
study with HelloFresh.

APPENDIX
Appendix - Market Segmentation
Market segmentation is very essential part of business as it allows the
organization to target the customer according to the products that are being sold.
As well as it allows the company to divide the market according to group of
similar characteristics (Liu and et.al., 2019). However, splitting the customer allows the
organization to target the market more precisely as well as sell personalized
content effectively. Along with this, it allows the company to target the right
people for the content rather than targeting large audience. However, there are 5
types of market segmentation such as on the basis of demographic, behavioural,
geographic and psychographic. The Green Force is selling premium product thus it
will target customer of large income as well as it is selling meal kit so the
organization will focus on all age of people (Kalam, 2020). Along with this, organization
has focused on collaborating with Amazon thus it will make use of online
shopping and take action on their own website in order to attract more customer.
Furthermore, the company has decided to sell their products at local area of
Denmark as well as trying to cover the international market. In addition, to this, the
organization will sell quality product in order to meet their satisfaction.
Appendix Two: Cultural Insights.
In order to identify and analyse the cultural specifies and differences of Denmark, the
Hofstede theory of cultural dimension is used. The six key insights of Denmark culture is as
follows:

 Power Distance: The power distance score of Denmark is 18 which means that people of
country believe in independence, equal rights and accessible superiors.
 Individualism: The individualism score of Denmark is 74 which means that country give
high preference to I rather than We. The people focus more on self care along with the
care of their families (Henriksen Selsås and Syla, 2021).
 Masculinity: In this dimension, Denmark score 16 which means it has feminine society
which means the success of country is measure by the quality of life of people. They
basically stand out from the crowd and people of that country wants work-life balance.
 Uncertainty avoidance: The low score i.e., 23 of Denmark in this dimension indicate
that country is able to change itself with the uncertainty.
 Long term orientation: The long-term orientation of Denmark is 35 which low and
indicate that culture of country is normative. It means people of Denmark respect their
tradition and culture (Impink 2021).
 Indulgence: Denmark is an indulgent country with the high scores of 70. It means that
people of this country have the willing to realize their impulses and desires along with
having fun in life.
Hence, on the basis cultural insights of Denmark country, it can be state that for Green
Chef company Denmark is the best country where they can expand their business and gain high
customer base with competitive gain.