International Marketing Management

This presentation discusses international marketing management and the criteria for launching products in different countries. It explores the culture, trend for organic food, availability of labor, political support, competitors, and in-country partnership. Based on the criteria, Austria and Germany are identified as the top two countries to consider for launching a new product.

INTERNATIONAL MARKETING MANAGEMENT

TABLE OF CONTENTS
• INTRODUCTION
• MAIN BODY
• Identifying Criteria for screening of all the countries.
• Information from the data and Criteria table
• Top two countries among all those countries to consider for Launch
• CONCLUSION
• REFERNCES
• Books and Journals

INTRODUCTION
• International marketing management refers to the management of marketing process in order to
market products and services in international market. It includes identification and evaluation of
customers in foreign countries and determining the target market of that country. Hello Fresh is a
largest meal kit provider of United state which was established in German in 2011.

IDENTIFYING CRITERIA FOR SCREENING OF
ALL THE COUNTRIES
• In order to launch products of Green Chef in different country it is required to conduct research
in the country as it will help the management to take decisions efficiently. Hello fresh decided to
conduct research with success of Green chef in one country to launch in other countries with
increase in trend of organic food.

CONTINUE…
This research will require a proper subject criteria to be formed. The criteria to conduct this research
are given below:
• Culture of the country.
• Trend for organic food in the country.
• Availability of labour in the country.
• Political support in the country to the business.
• Availability of competitors in the market.
• Availability of in-country partnership and collection.

EVALUATION OF THESE CRITERIA IN &
COUNTRIES
1 Culture of the
country
In this time of
COVID19, the
culture of Austria is
changing and the
trend for healthy
food is increasing
day by day.
The culture for
food in Belgium
depends on meat,
potatoes, leeks,
asparagus, and
local beer.
The culture for food in
Denmark in depends on the
Cabbage and root
vegetables with Bread, fish
and pork.
The food in The Netherlands is
very simple and includes meat and
vegetables in their food.
The main feature of
Sweden is that the
Swedes are
egalitarian in nature
and include potatoes,
meat, pork and fish
in their main dishes.
Switzerland has the tradition of
consuming organic products and
has its common dishes with
oatmeal, potatoes, bread and
mushroom.
Culture of Germany is
depending mostly upon
the bread, potatoes and
meat with plenty of green
vegetables such as
cabbage and Kale.

CONTINUE…
2 Trend for
organic food in
the country
The demand for
organic food in
the country rises
to 9.3% of total
food last year.
The demand for
organic
products are not
that much rising
but rising in the
country with the
increase health
concern.
The dependency on
food are organic also
and can demand for
organic products are
rising in the country.
The dependency on organic
food in Netherlands is
moderate and have a low rise
in consumption of organic
product.
Sweden has a
good dependency
on the organic
products.
Switzerland is dependent on
the organic product and with
the rising concern for health
in the country demand for
organic product has also
been risen in that country.
Germany is a country
where people are
depend upon the
organic products.

CONTINUE…
3 Availability of
labour in the
country
The
unemployment
rate in Austria is
7.5% and there is
high availability
of employees in
the country.
Belgium is a
country in which
the labour is
available for the
purpose of
industrial work
and not for food
industry.
Denmark has not good
in food and hence
shown non availability
of good staff in food
sector. And can be
considered to open
new store but with
high cost of labour.
Netherlands include low cost
labour in the country which
high unemployment rate in
the country.
Sweden is a very
populated country
and in
development
stage it has low
availability of
labour in the
country.
Switzerland is a country with
son much tourist and most of
the labour wants to engage in
that sector only. Hence there
is low availability of labour
in the country forb the
purpose of food.
Germany has a good
population and has
good and cheap labour
availability.

CONTINUE…
4 Political
support in the
country to the
business.
High political
support to new
entrants
especially in
organic sector.
High
political
support in
the country
for new
entrants for
business
purpose.
The government
of the country has
high barriers for
the new entrants
with so much
political
intervention in the
country.
Low or No government
intervention with high
good political support.
The country
has high
barriers and
political
instability.
The country has high
barriers for new
entrants as matter of
security also.
The country has
good political
environment in
the country.

CONTINUE…
5 Availability of
competitors in the market
There are high demand for
the product and already
food stores are also
available to offer food in
the organisation. But there
are no or less organisation
which offers organic
meals.
There are less number of
competitors in the
market.
There are so many competitors in
the market for the company to
launch their products.
There is high competition in the market of
The Netherlands.
There is high competition
in the market to sustain in
the market of Sweden.
There is moderate or high competition in
the market of Switzerland.
Germany is a country with high
demand for the product of
organic meals as there is non
availability of quality products in
organic meal.

CONTINUE…
6 Availability of in-country
partnership and collection
With so many demand for
organic products every
company will get ready to
engage in the partnership
with the company like Green
Chef which is successful in
that country.
There are so many
organisation in Belgium
which are ready to get in
partnership with the
company like Green Chef
to get profits.
There is accessibility of in-country
partnership and assemblage in
Denmark as it is too bad in food.
There is availability of in-country partnership
and collection in Netherlands as it is too bad in
food.
Being a large country there
are so many organisation
who are ready for in-country
partnership.
The country already has good response in food
and low demand for organic food and no
organisation will get ready for the purpose of
in-country partnership.
✓The country has good demand for
organic products and existing
organisation will get ready for the
in-country partnership and
collection.

INFORMATION FROM THE DATA AND CRITERIA
TABLE
• From the above given data so many information can be collected. The researcher is conducted
for the same purpose only. The above given data will help the management to ascertain which
country can be considered as best for the purpose of opening a new branch for the company like
Green chef. It is necessary for the company to ascertain the demand for the products in the
country.

IN ORDER TO SUMMARIES THE DATA CRITERIA TABLE IS NEED
TO BE PREPARED WHICH GIVES SUMMARISED INFORMATION OF
THE ABOVE DATA WHICH IS PROVIDED BELOW:
S.No Criteria Austria
Belgi
um


Denmark Netherlands Sweden Switzerland Germany
1 Culture of the country ✓ ✕ ✓ ✕ ✓ ✓ ✓
2 Trend for organic food in the country ✓ ✕ ✕ ✕ ✓ ✓ ✓
3 Availability of labour in the country ✓ ✕ ✓ ✓ ✕ ✕ ✓
4 Political support in the country to the business. ✓ ✓ ✕ ✓ ✕ ✕ ✓
5 Availability of competitors in the market ✓ ✓ ✕ ✓ ✕ ✕ ✓
6 Availability of in-country partnership and
collection
✓ ✓ ✓ ✕ ✓ ✕ ✓

TOP TWO COUNTRIES AMONG ALL THOSE
COUNTRIES TO CONSIDER FOR LAUNCH
• From the all above information it is seen that the country Austria and Germany is profitable for
the company to launch new product as the criteria required for the launch is completely passed
by both the countries. But when both the countries are compared with each other it is observed
that Austria is best to be considered by the company as it has high unemployment rate with
political stability and has high demand for organic products in the country and this demand is
increasing on day to day basis.

CONCLUSION
• From the available information it is concluded that Austria and Germany can be considered by
the Hello Fresh company to launch their new product Green Chef in the market of that country.
As both the country has a good culture of organic products with an increase usage of organic
products in the country. Company has the chance to get high profitability in both the country if
they decide to open the store there.

REFERNCES
• Books and Journals:
• Agarwal, V. and Acharyulu, R., 2020. Customer Segments in Cooking Oil Industry: Role of Brand
Strategies. ASBM Journal of Management, 13.
• Calatayud Salinas, E., 2021. Sustainable marketing strategies: Understanding Generation Z’s
expectations of food business in Spain (Doctoral dissertation, Universitat Politècnica de València).
• Mendoza, M.N., 2020. A study of Irish consumer behavior in relation to organic wine: An
investigation into the market growth potential for Chilean producers (Doctoral dissertation,
Dublin, National College of Ireland).