International Marketing Management

International Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1.Market entry strategy................................................................................................................3
2.Global trends and their application in local environment.........................................................4
3.Country – specific communication...........................................................................................5
CONCLUSION................................................................................................................................5
REFRENCES...................................................................................................................................6

INTRODUCTION
International marketing management refers tomaking strategies so that marketing can be
done ininternational market so that more customers can be attracted.It is important for managers
to make good marketing plans to attract more people and organisation can generate more profit
(Agwu and Onwuegbuzie, 2018). Hello fresh is launching Green chef in Germany, is a premium
brand, in line with Hello fresh’s multi brand. They want to promote their brand in international
market.
In the present report, market entry strategy which will be used by organisation is discussed.
Global trends and application in local environment is described. Further, country specific
communication is described.
MAIN BODY
1.Market entry strategy
When an organisation is new it is difficultto enter into a new market because there are
many competitors available. Company should make good plans or strategies so that they can
fight againstcompetitors and they can enter into the market. Before making any product,
managers should conduct market research so that they can identify taste and preference of
consumers and product should be made accordingly so that they will not face any problem in
achieving goals and objectives. Choices of consumers are changing rapidly so it is not easy for
organisation to determine that what type of products people want and how much they can spend
to buy a product (Hult and et.al., 2018). Managers of Green Chef Company should identify
market conditions as it will help them in making better plans which will be beneficial in
achieving goals and objectives. To enter into new market managers can take help of agents
because they are having more knowledge and experience about choice of customers.
There are 2 options available for managers first one is to enter into a direct arrangement
with leading supermarket chain without using any agent or distribution channel. Another option
is to enter into a joint venture with Amazon to expand its business and to generate more revenue.
These are two options which can be used by company to increase their sales and to earn more
profit. Managers cannot choose any option because they are not appropriate. In option 1 it is
given that company should enter into a direct arrangement with leading supermarket. It is not
possible because every company needs help of agents or requires distribution channel to enter

into new market. Hello freshis a premium brand but then also it will require help of agents as
they are having good knowledge about market and experience (Morgan, Feng and Whitler,
2018). They can give proper information about choice of customers and this will help
organisation in increasing their sales and ultimately profit will be increased. Every big company
take help from agents or use any distribution channel so that products can be delivered on time
and reaches to target audience. It willhelp in attracting more customers because they knowthat in
which area more customers can be attracted. So, this option is not appropriate for company
because without any distribution channel it is not possible to sale goods to customers.Green chef
want to expand their business in Germany so that they can earn more profit and helps in building
good image in market. They can use any way or method by which they can enter into new
market.
Second option is to enter into a joint venture with Amazon. Joint venture may be used by
green chef to enter into new market. Joint venture means when two companies get agree to come
together for achieving common goals. This strategy is used by most of the companies because
they want to open their branch in other countries to generate more profit and better products can
be provided to customers. This will help company in economies of scale, access to new markets,
distribution networks are increased, new and innovative products are being made, helps in
satisfying needs of customers. Joint venture will require less investment and there will eb low
cost of production. There is access to brand name and technology, employees remain same and
new candidates are recruited if required. Amazon is one of the famous organisations and if Green
chef will enter into joint venture then it is beneficial. This option is also not appropriate because
it is not right option. If company want to enter into new market then they should make good
plans or strategies which are beneficial for growth of company. They should identify choice of
consumers and according to that they should make plans. If they will enter with joint venture
then they will not able to create their own brand image. It will not attract more people and hence
sales of organisation will not be increased.It is essential to makeplans so that company should
enter into new market alone means without any joint venture. If company enter in market and
provide good quality products then they can make their own brand image and this will attract
more customers (Naeej,Haghighi and Salarian, 2018). So, both the options are not correct for
company, they should choose some other way to enter into market and make strategies to attract
customers.