International Marketing Management: Market Entry Strategy, Global Trends, and Country Specific Communication

This report discusses the market entry strategy, global trends, and country-specific communication for Hello Fresh's new product Green Chef in the Netherlands and Denmark. It also covers the impact of Covid-19 on the product and target market analysis.

International
Marketing
Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
1) Market entry strategy .......................................................................................................3
2) Global trends and their application in local environment..................................................4
2) Country specific communication ......................................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
International marketing is the application of the marketing principles by various
industries or the business organisations in one or more than one country. The purpose of the
international marketing is to create exchange which can help the organisation in satisfying the
objective of selling in more than one country. The international marketing is related to the
performance of the various activities which is designed to plan, price , promote and direct the
flow of the products and services of the business organisation. The companies which usually
operate in more than one country opt for this management as it as to manage its marketing
activities outside its home country in order to expand its business. The business organisation
considered in this report is Hello Fresh which is a German company established in
Berlin(Parsons and Lepkowska-White, 2018). This report will include various topics such as the
market entry strategy for international marketing, the global trends and country specific
communication.
TASK
1) Market entry strategy
The market entry strategy is explained as the planned distribution of the products and
services method which a business organisation can adopt by targeting the new market and new
customers. This is the most and important strategy that need to be taken into account by the
marketing department of the company that where the company need to expand its business and in
which country. There are important aspects that need to be considered such as the laws in the
country, the market scenario, the trend in the country etc. here is the market strategy in context
of Hello fresh which is planning to launch its product Green chef.(Palomino-Tamayo, Timana, J.
and Cerviño, 2020).In order to expand the distribution of its product, the organisation is
expanding the distribution of this product in Sweden. The company has the following option to
enter the market of Sweden which is explained below:
 Direct arrangement with supermarket- The business organisation can make a direct
contact with the local supermarket chain for making the availability of the product easily
to the public. Hello fresh can directly contact with the supermarket chain of the
Netherlands and Denmark which is considered as the leading retailer country dealing in
the groceries.

 Online through websites- this is also considered as the best platform which is Amazon
where the people can but and sell their products. The company can utilise this platform
for making available of the products Through this medium, the company can reach large
audience and the same day delivery will help Hello Fresh to make the product easily
reachable and available(Eerme and Nummela, 2019).
The second option is suggested to be the best one for the company which is the online
through the Amazon as it will help the company to distribute its new product Green chef to the
large number of audience. This will also help the customers in getting a fast delivery and will
help the organisation in capturing the international market easily. Also, as after the pandemic, the
online platforms have taken a boom and it is considered as the best option for the customers to
buy their household products. It is beneficial for the company and for the lives of the individual
as gathering to the supermarket was becoming a danger for the lives of the individuals in those
difficult times.
2) Global trends and their application in local environment
The global trend is the general development or the change in a situation that can affect
many countrie4s of the world. The growth of the banks wealth management business is
considered as the part of the global trend. The global trends can help the business organisations
to ensure that they are ready for the future by understanding and analysing the disruptive forces
which might be faced by the companies and also it is about taking an advantage of the
opportunities with the change in the trends for the business organisations. In context to the
product Green chef, the following global trends have been discussed below-
 Rethinking sustainability- It is very important for the company to focus on the
packaging of the food products which should be environment friendly. The packaging
should be able to recycle so that it can help in the problems of landfill. Nowadays people
have become concerned with environment which can lead to the impact in the lives of the
individual. So it is important for the companies to use sustainable packaging of their
food(Jin and et.al., 2018)
 The corona virus- As the pandemic have changed-everything and now it is consider as a
new normal which everyone is following. People are scared to consume the packaged
food products of the corona virus. This has impacted the industries and the companies.

This may also affect the Hello fresh in some or the other way. As in Germany, the people
are accepting this new normal and opting for the package food so globally, this food
product be a good option for the customers. Also dealing the international market in the
Netherlands and Denmark the company can focus on the dry food products in order to
deal with the global trend in the market.
 \Effect on the packed food- the product of the Hello fresh can be impacted with the
concern of the people over the packed food and the Green chef is a packed meal which is
distributed to its customers. As people are not ready to use the packed food due to the
virus spread across the world . This can be a major challenge for the company in the
global trend to market the product(Chebbi, Yahiaoui, and Thrassou,, 2017).
2) Country specific communication
The market segmentation is referre4d as the dividing the broad category of the consumers
into the interested and potential customers fr the business organisation. The marketers who
segments their target audience generally looks for the customers needs , desires and wants and
also their buying behaviour which can help the organisation in targeting.
It is very important aspect for the hello fresh to analyse the market in the Netherlands and
Denmark. The analyses not only consider of the market but also the lifestyle, values and
behaviour of the people which can affect the company. The segmentation is important because
to make their target audience will define and the company will be able to focus on the specific
customers who are interested in the product of the company.
The company can segment on the basis of the geographical areas . The company can focus on the
areas where there are societies and people shop from the supermarkets and take a ready to
consume meals.
The company can then target the audience which is the housewives and the people who manage
in the kitchen of the houses. They can the the housewives. The people from the age group of 25-
40 are the targeted customer for the business organisation(Acikdilli, and et.al., 2020).
Also the company should focus on the new technologies which have the highly impact on the
minds of the consumers. As people are preferring the online platform due to the pandemic and
social distances trend. The company should make its product available on the online grocery

stores such as Amazon and various other websites. This can make the task easy for the customers
and as as well this will benefit the company in managing a huge number of customers.
Cultural insights
It refers to the determining the culture of people of a particular country where the
organisation wants to make changes or expand their business. The Hello Fresh Company is going
to introduce a new product i.e. Green Chief in the market of Netherlands and Denmarks. Hence
they are required to analyse the culture of people living there as it has been found that the
preferences and buying behaviour of customers change as per their culture. The organisation is
required to do complete market research (Skorobogatykh, I.I., and et.al., 2018). It will help the
organisation to make the product as per the demand and preference of customers. In order to
make the effective decisions related to the green chief product, the culture matters a lot. This
company is doing business in Japan and the culture get different from country to county. They
are required to develop the strategies to follow the culture of people.
Social Media, Standardisation and Adaptation
Social media is defined as the applications and websites through which the content have
been shared to the social network. Hello Fresh company is introducing a new product i.e. Green
Chef in the supermarkets and hypermarkets of Nerthlands and Denmark, the organisation is
require to spread the information regarding the product to the targeted market or customers. For
the same purpose, the organisation is required to so the use of several tools of social media such
as Instagram, Facebook, Twitter and many more. It has been analysed that in the modern world,
most of people are using social media. Hence social media marketing is found as the best way for
reaching to the customers in an cost and time effective manner (Venkataraman, K., 2017). Social
media marketing can also consider as the best promotional tool as an element of marketing mix.
Standardisation is defined as the process of developing the code of conduct in order to
guiding the introduction of new goods and services in the market. It make sure that the goods
should be as per the quality standard fixed by the management. The Green chief product is being
used to prepare food as it is an item of groceries. The organisation is required to pass the quality
test which leads to the attraction of customers towards the organisation. Most of people prefer
the products of higher quality to use in their food as it directly effect their health.
Product Adaptation refers to the process of bringing changes in the existing product so
that more of customer prefer the same product. It is necessary for hello Fresh Company to adopt

the effective adaptation strategy which help them in exporting the product in the different
countries. It has been found that the hello Fresh company do not have much funds to do the
development in their products. That four factors related to the product adaptation include culture
of people, development of market, laws of specific country and competition available in the
market.
CONCLUSION
From the above report it is concluded that international marketing is the activity of of
promoting and making available the products internationally which is across the borders. From
the various strategies and data analysis is it identified that the Hello fresh can promote and
market its products in Netherlands and Denmark . Th company can choose any of the country to
present internationally. As the company in lancing a new product Green chef these will be
benefited to the company. The market strategy which the company can adopt is the online
platforms from which the consumer can purchase the product. This strategy is considered as the
best option for the company. The global trends of Covid 19 pandemic have a major impact on the
green chef as people have changed their food habits due to it and may or may not prefer the
packaged meal. Further it is concluded that the target market of Green chef is people who may
prefer high quality organic food which are mainly high income people and the people aged
between 25- 4o years of age.

REFERENCES
Books and Journals
Acikdilli, G., and et.al., 2020. Export market orientation, marketing capabilities and export
performance of SMEs in an emerging market: A resource-based approach. Journal of
Marketing Theory and Practice, pp.1-16.
Chebbi, H., Yahiaoui, D. and Thrassou, A., 2017. Multi-country collaborative innovation in the
internationalisation process. International Marketing Review.
Eerme, T. and Nummela, N., 2019. Capitalising on knowledge from big-science centres for
internationalisation. International Marketing Review.
Jin, B., and et.al., 2018. Entry market choices and post-entry growth patterns among born
globals in consumer goods sectors. International Marketing Review.
Palomino-Tamayo, W., Timana, J. and Cerviño, J., 2020. The firm value and marketing intensity
decision in conditions of financial constraint: a comparative study of the United States
and Latin America. Journal of International Marketing. 28(3). pp.21-39.
Parsons, A.L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce. 17(2). pp.81-95.
Skorobogatykh, I.I., and et.al., 2018. Marketing tools for development of the tourist and
recreational area. Journal of Environmental Management & Tourism. 9(2 (26)). pp.343-
354.
Venkataraman, K., 2017. B2B Marketing. Notion Press.