International Marketing Management

This presentation discusses the topic of International Marketing Management, focusing on the process of selecting a profitable target market. It includes a case study on Hello Fresh acquiring Green Chef and evaluating various countries for launch. The presentation covers background information, screening criteria, data collection, market selection criteria, and the selection of top two countries. The conclusion highlights the importance of low competition, low entry risk, large market size, and high sales volume for a successful product launch.

International Marketing
Management

INTRODUCTION
The current presentation is based on the topic of International Marketing
Management that comprises of a multinational process of executing and
planning for delivering of a product more successfully across various nation and
countries. Current assignment is based in Hello Fresh Company that has
recently acquired the Green Chef thus, wants to evaluate its various target
market and countries to select most profitable area for Launch of Green chef.
This, assignment comprises of background and study along with three stages
associated with selection of most profitable target market.

Background and scenarios of study
Hello Fresh SE is an international publicly traded meal-kit company based
in Berlin. The current assignment is based on the evidence of Hello Fresh
SE (HFG) that it has acquired Green Chef, the USDA-certified organic meal
kit company. Thus, Hello Fresh will now become a largest form which offer
the largest selection of meal plans for consumers along with adding Green
Chef's popular organic vegan and gluten-free menus, including those plans
compliant with Paleo and Keto diets.

Stage One: Indentifying Screening
criteria
The first and foremost step of current assignment comprises of
setting out a screening criteria for better analysis and evaluation of
the selected 8 countries to select and opt most profitable target
market for the Hello Fresh after acquiring Green chef for the meal
kit that get merged with and focused on health and organic eating
plans offered by Green chef.

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1. Level of competition
2. Market entry risk
3. Size of market
4. Level of opportunity for box meal
5. Sustainability opportunity
6. Expected sales volume and profitability level

Stage Two: Collection of data and
creation of criteria table
After setting the screening criteria which is comprising of six vital criteria
that is Level of competition, Market entry risk, Size of market, Level of
opportunity for box meal, Sustainability opportunity of market and
Expected sales volume and profitability level each of these criteria has been
analysed with respect to selected 8 countries consists of Austria, Belgium,
Denmark, Luxembourg, The Netherlands, Sweden, Switzerland and the UK.

Market selection criteria table
Screening
criteria/ Name of
countries
Level of
competition
Market
entry risk
Size of
market,
Level of
opportunity for
box meal
Sustainability
opportunity
Expected sales
volume and
profitability
Austria
Belgium
Denmark
Luxembourg
The Netherlands
Sweden,
Switzerland
Australia

Collection of data
Screening criteria/ Name of countries Level of competition Market entry risk Size of market, Level of opportunity for box meal Sustainability opportunity Expected sales volume
and profitability
Austria High level of competition near around 90 % as
many big competitors are in market like Hello
Chef, Blue Apron (Asseraf, Lages and
Shoham, 2019).
Moderate up to 50% as political
and other associated risk are
average.
Small around 20% as number of
target market is limited
Medium around 40% due to high level of
competition
Low around 20% High sales volume and
profitability
Belgium High around 85% due to presence of large
number of competitors like Sun Basket.
High around 90% as huge level of
political and economical risk are
present.
Medium as average number of
target customer around 55%
Low Medium around 40% Medium sales volume
and Profitability
Denmark Medium up to 50% as an average number
of competitors are there (Welcome to
Denmark, 2020).
Low around 20% as not much
concern about political or other
risk is present
Medium around 55% High High around 90% High sales volume and
Profitability
Luxembourg Low around 30% as no big competitor is
there in same sector with homogeneous
product.
Moderate up to 40% as some risk
related with trade complicities are
there (Lu, Scholz and Nguyen,
2018).
Medium around 40% Medium Low around 30% Low sales volume and
Profitability

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Screening criteria/ Name of countries Level of competition Market entry risk Size of market, Level of opportunity for box meal Sustainability opportunity Expected sales volume and
profitability
The Netherlands Medium around 60% as adequate number of competitors are
present
High as many political threats and complexities
are present
Small around 20% due to low target market
(Jiménez-Asenjo and Filipescu, 2019).
Medium around 45 % due to small target market Medium around 50% Low sales volume and Profitability
Sweden, Low around 20% as no big competitor is there Moderate around 55% as some risk to entry are
there
Small around 30% as not having much target
customers
Low due to small target market Low around 20% Medium sales volume and
Profitability
Switzerland Medium around 55% due to presence of average number of
competitors Switzerland, 2020.
Moderate around 50% as limited risk in form of
trade barriers are present
Large around 80% as a huge target market is
present
High due to large target market and medium competition High around 90% High sales volume and Profitability
Australia High around 87% as Marley Spoon, Dinnerly, Lite N Easy,
My Muscle Chef and many other competitor are present
(Moon and Oh, 2017).
Low around 10 % as having all kind of political
and economical stability.
Large around 75% due to large target market High around 90 % due to large population and target
market
Medium around 55% High sales volume and Profitability

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In the above criteria table the Level of competition mainly represents
the number of competitors present in the target market that is
reflected as high, Low and medium level of competition. Market
entry risk mainly represents and comprises of analysis of barrier that
hinders the entry launch and entry of new product in the target
market. Size of market mainly depended on the total number of target
customers and population present within a potential market.

Stage Three: Further research and argue
for selection of top two countries.
On the basis of current table an analysis can be made the Austria is having a high
level of competition along with moderate level of market entry risk associated
with small size of market and medium level of opportunity for box meal. Further,
low sustainability opportunity along with High sales volume and profitability is
present in target market of Austria thus, it is not sustainable and best for launch of
Green chef as having a high level of competition along with small size of market.

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Thus, the top two countries which are most profitable and suitable for launch
for Green Chef comprises of Denmark and Switzerland. The argument and
reason for support of Denmark comprises of evidence that it has medium
level of competition along with low entry risk and medium size of market.
Further, Denmark is also providing and facilitating High opportunity for box
meal and Higher level of sustainability growth for enhanced success of
products along with facilitating high level of sales and profitability.

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Selection of Switzerland and Denmark is better than the next two
countries i.e. UK and Sweden as the market of UK is having high
level of competition that is not appropriate for launch of a new
product where as Sweden is also having high competition in its
market along with small size of population thus, it would also not be
most profitable and suitable for launch of Green Chef by Hello Fresh.

Conclusion
On the basis of current presentation it has been concluded that the most
appropriate selection criteria for opting and selecting most suitable and profitable
target market comprises of Level of competition, Market entry risk, Size of
market, Level of opportunity for box meal, Sustainability opportunity of market
and Expected sales volume and profitability level. Further, it has been also
summarised that an area with low competition level and entry risk along with
larger market size and high sales volume and profitability are suitable and
appropriate for launch of product.

References
Asseraf, Y., Lages, L.F. and Shoham, A., 2019. Assessing the drivers and impact
of international marketing agility. International Marketing Review.
Lu, V.N., Scholz, B. and Nguyen, L.T., 2018. Work integrated learning in
international marketing: Student insights. Australasian Marketing Journal
(AMJ), 26(2), pp.132-139.
Online:
Welcome to Denmark. 2020. [Online] Available Through:< https://denmark.dk/
>.
Switzerland. 2020. [Online] Available Through:<
https://www.britannica.com/place/Switzerland>.

Thank You !!!!