International Marketing Management: Market Entry Strategy and Global Trends for Hello Fresh in Sweden

This report discusses the market entry strategy and global trends for Hello Fresh in Sweden. It covers topics such as segmentation, buyer behavior, and cultural insights in expanding business in international markets. The report also highlights the importance of maintaining quality standards and adapting to new technologies to increase market share.

International marketing
management MG628

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Market entry strategy .................................................................................................................1
Global trends and their application in local environment ..........................................................3
APPENDICE....................................................................................................................................5
Country specific communication................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
International marketing is defined as the multinational process which includes the various
aspect of planning and execution of the different activities of the business organisation. It is very
important for the marketer to market their product and services internationally. In the other
words, international marketing is defined as the promotion of the products in the international
market. This is very important for the organisation in order to grow the business and achieve
higher revenue and profits. Every organisation needs to expand their business in order to create
brand image and know of the various other external factors. The international marketing is most
important for the organisation in order to increase market share. This is the report which is based
on the Hello Fresh company. It is the multinational brand of Germany. The company needs to
expand its product in the international market. (Gomes, Sousa, . and Vendrell-Herrero, 2020).
This report will include the discussion on the various topic such as market entry strategy, global
trend, social media, standardization, country specific communication.
MAIN BODY
Market entry strategy
This is the strategy which is defined as the planning of the entry of the business in the
appropriate way in order to promote the goods and services in the specific country. The market
entry strategy is the strategy which focus on the market share of the business organisation in
which the company will distribute its product or services in the effective and efficient manner.
These methods can help the company to target the new market share with the new customer base.
the main role which is played by the marketing department of the organisation is to analyse
which is the market more beneficial for the company in order to increases sales. This is the role
of the department where they need to analyse which is the market in which the company need to
expand its product and services. In context of the company Hello Fresh where the organisation is
planning to launch a new packed product which is named as Green Chef for the customers. Here
the business organisation is planning to expand its business in the international market in order to
increase the sales and revenue. The company is planning to expand its market in Sweden. There
are various options available for the company in order to expand its market which are discussed
below:
1

 Direct arrangement with supermarket- This is the most effective and convenient
option which is available for the Hello Fresh company to distribute its product in the
market. As there are several supermarkets which are famous in the country and people by
their grocery and day to day house hold items from such supermarkets. In this case the
marketer can tie up as a distribution channel with the supermarket. here the company can
focus on the various channel of distribution where it can make available of the green chef
as a product in these market from where the customers can purchase it. This is the
distribution channel which can used by the Hello fresh in order to increase markets hare.
This is the way which is easy method in order to make the right availability of the
customers to the targeted customers for the business organisation. (Farrell, C., 2020)
 Online through Amazon- This is the another option which is available for the Hello
fresh which can be considered in order to market the product to the targeted customers. It
is observed that as the online platforms are taking over the market of every business
whether its is clothing or the grocery. This is considered the most appropriate way in
which the company can focus on making available of the product through the online
platforms such as Amazon.
Fro the above discussed options of the market entry of the Hello Fresh in the market it is
suggested that the company can focus on option which is online through Amazon. This is the
option which is most suitable for the company in order to increase its market share and also
make available for the product with the more of the customers. As it is observed that after
pandemic people are not going to the supermarkets and prefer to shop online whether its is
grocery items. So if the product is available on such online platforms wit will help to attract
customers with the different strategy. This will also increase in the sales of the company. As the
product is the packed food which will be consumed by the people living there. This is most
appropriate option for the Hello Fresh in order to market its product in the international market.
(Hua, H., 2019)
2

Global trends and their application in local environment
The global trends is defined as the changes within the environment and the situational
changes which can affect the country and the organisation in numerous ways all over the globe.
For the business enterprises the growth in the bank wealth management is being considered as a
globe trends for them. With the assist of the various trend the business enterprises are able to
face the several troubles and challenges which can be arises in future and impact the
organisation. It is very important for the organisation to handle the trend in the market in order to
be effective and efficient with the local environment in which the company is expanding its
products and services. It is essential for the Hello Fresh to be aware of the global trend and their
application in local environment. In context of the product which is Hello fresh and its new
product the various global trend are discussed below:
 From Sustainability to Purpose: Refocus on the Planet- It is very important for the
business organisation to focus on the packaging of the product which should be
environment friendly. This is the global trend which is very crucial for the for the Hello
Fresh in order to increase the market share of the company. As people are aware of
certain aspect which need to be followed by the organisation in order to save the
environment. This will help the business organisation to improve over the sustainability
in the market. It is very important for the marketer to focus on packaging which can be
reused and recycle in order to solve the problem of the landfill. As it is observed that now
a days the users and the consumers are very much conscious about their health and the
plastic packaging can be harmful for the consumers. So this is very important for the
company in order to use the right method of packaging of the product. (Talay,and et.al.
2019)
 The Corona virus- it is observed that the major challenging for the food industry which
is observed after the pandemic in the minds of the people. It is observed that people are
adopting the new normal and it is very difficult for the companies to conscience for the
packed food to its customers it is very important for the company to focus on the heath
and hygiene factor in order to develop the packed food product after coronavirus where
there are people who are worried about their health. This is the most challenging for the
Hello Fresh to introduce of the product in such challenging environment. It is very
3

important for the company to focus on dry food which will be usable by the company in
order to attract customers. (Tao, Z., Si Jun, B. and Xi Bai, R., 2021)
 Online shop- As after the pandemic the global trend which has been observed that people
are not preferring to move outside their houses in order of the purchase of any product.
The online shopping is most preferable for the consumers. It is very important for the
Hello Fresh t focus on the online platforms in order to make the available of the product
for the consumers.
Social Media, Standardisation and Adaptation
Social media- This is defined as the platform where the company focus on promoting its
product or services in order to attract customers towards the organisation. It is very important for
the organisation to promote its product over the social media so that customers are aware of the
company and its product in order to purchase it. In context of Hello Fresh the company can use
various social media platform such as Facebook, Instagram in order to promote its product. This
is the most effective tool for the company in order to increase its sales and revenue.
Standardization- this is defined as the maintaining of the quality of the product and
services while focusing on the new product. This is considered as the most effective and
important tool for the company which they need to maintain in order to build trust of the
customers towards the business organisation. This is most important for the food industry to
maintain the quality of food products in order to keep their customers healthy. (Gökşen, Y. and
Karabacak, S., 2018)
Product adaptation- This is the process of the making the changes in the existing
product. This is considered as an effective tool in order to increase the market share and attract
more of new customers towards the business organisation. This will help the company to
improve ion various aspect and improve over the market share over the globe.
4

APPENDICE
Country specific communication
Segmentation and buyer behaviour
Segmentation is the process of analysing and dividing the customers base within the
different segment in order to target the right customers for the business organisation. The marker
of the company need to segment itself according to the different basis so hat they can focus on a
particular group of people in order to sell their product or service.
In context of the Hello Fresh the company is expanding its market in Sweden where it
need to analyse the markets and the behaviour of the customers so that they can have an effective
and efficient produce of the product or service within the market. The buying behaviour of the
customer need to analyse by the marketer in order to be effective and deficient. Also it is very
important for the Hello Fresh to adopt to the new technologies so that customers are attracted.
(Khalil, S., 2019)
Cultural insights
This is the aspect which is related to the cultural aspect in which the company wants to
expand its business. In context of the Hello fresh it is very important for the organisation to focus
on the culture which is followed in the specific country in order to expand its business in the
international market. This is very most crucial part for the organisation in order to increase the
market share and know the behaviour of the consumers. If the product which is produced is not
preferred by the people because of the culture than this can be waste for the company to expand
its product in such a country. (Hollebeek, L.D., 2018)
CONCLUSION
From the above report it has been concluded that international marketing is defined as the
promotion of the products or services in the other country in order to increase market share and
earn profits and revenue. It is very important for the company to analyse the market of the
international country before deciding of expanding in the international market. There are various
global trend which need to be analysed by the marketer in order to be effective and efficient.
5

There are various cultural aspect which is also equally important for the market to take into
consideration for the effective marketing of the product in the new country.
6

REFERENCES
Books and Journals
Farrell, C., 2020. Do international marketing simulations provide an authentic assessment of
learning? A student perspective. The International Journal of Management Education,
18(1), p.100362.
Gökşen, Y. and Karabacak, S., 2018. Marketing Expansion Strategies in Multinational
Marketing: The Role of e-Business. In Economy, Finance and Business in Southeastern
and Central Europe (pp. 675-688). Springer, Cham
Gomes, E., Sousa, C.M. and Vendrell-Herrero, F., 2020. International marketing agility:
conceptualization and research agenda. International Marketing Review.
Hollebeek, L.D., 2018. Individual-level cultural consumer engagement styles: Conceptualization,
propositions and implications. International Marketing Review.
Hua, H., 2019. Mobile Marketing Management: Case Studies from Successful Practice.
Productivity Press.
Khalil, S., 2019. The performance implications of collaborative activities in international buyer–
seller exchanges: a contingency approach. Journal of Business & Industrial Marketing.
Talay,and et.al. 2019. Stock market reactions to new product launches in international markets:
The moderating role of culture. Journal of International Marketing, 27(4), pp.81-98.
Tao, Z., Si Jun, B. and Xi Bai, R., 2021. Research on marketing management system based on
independent ERP and business BI using fuzzy TOPSIS. Journal of Intelligent & Fuzzy
Systems, 40(4), pp.8247-8255.
7