International Marketing Management

International
Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Market Entry Strategy............................................................................................................1
Global trends and their application in the local environment.................................................3
Social Media standardization and adaptation.........................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
Appendix A......................................................................................................................................7
Segmentation and buying behaviour......................................................................................7
Appendix B......................................................................................................................................8
Cultural insight.......................................................................................................................8

INTRODUCTION
International marketing is defined as the application of marketing methods and principles to
more than one country; it is a company’s endeavour to reach out to a target audience in a foreign
market while growing sales. It is the globalisation of a company's local marketing strategy, with
a primary focus on market identification, targeting, and positioning beyond regional boundaries.
(Grewal, 2018). Companies use marketing mix to plan and build intensive marketing campaigns
to enable the free flow of goods and services to consumers in several countries. Hello Fresh was
launched in November 2011 with the goal of offering weekly deliveries of goods and recipes to
customers looking for an easy way to prepare meal. It is the world's largest meal kit company,
with operations in the United States, Canada, and Western Europe. It is headquartered in Berlin,
Germany. The report's goal is to determine the best market entry strategy for Sweden, as well as
channels of communication and trends that affect their expansion.
MAIN BODY
Market Entry Strategy
Brief Introduction of the company
Hello Fresh, based in Berlin, Germany, is one of the largest easy-to-cook meal kit
companies. The company was created in November of 2011 with the goal of offering weekly
shipments of goods and recipes to families, allowing them to create delicious cuisine in a short
amount of time at home without having to plan a meal or go out to buy groceries. The Hello
Fresh target market is adults between the ages of 30 and 50, who are generally working
professionals who do not have time to cook or organise meals.
Hello Fresh is currently looking to grow its customer base in additional European nations,
with the goal of delivering organic and vegan recipes, goods, and meal plans. Green Chef is a
certified company that was created in 2014 as a subsidiary of Hello Fresh that sells meal kits
plans to customers who are health concerned, including vegan, Keto, Paleo, organic, and plant-
based diets. Green Chef was founded with the goal of providing consumers with healthy and
organic meal kit plans that are simple and convenient to use while saving them money, time, and
food waste (Magno, Cassia and Bruni, 2017).
Each of Green Chef’s kits includes a fresh, organic, and well-balanced meal, as well as
recipe instructions and images to aid consumers in making and nourishing healthy dinners. Green
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