International Marketing Management: Market Entry Strategy and Global Trends

International Marketing management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
Market entry strategy...................................................................................................................2
Global Trend and their application in local environment............................................................3
Country-specific communications...............................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
APPENDIX....................................................................................................................................10
1. Segmentation.........................................................................................................................10
2. Cultural insights using Hofestede’s model............................................................................10

INTRODUCTION
International marketing is defined as a performance of business activities which is
designed to plan, price, and promote the products of a company to the customer of new country.
The present study will also base upon the Hello Fresh which has given to launch Green Chef
within Netherlands in order to capture new customer segments. The report will evaluate the
market entry strategy and then determine the global trend that might affect the business. Along
with this, through specific model of culture, report will identify the culture of the chosen country.
Market entry strategy
Hello Fresh is a meal kit delivery service located in Germany and it also deliver the step
by step recipes and fresh ingredients to their customers in order to provide best opportunities.
The company has assigned to launch Green Chef in Netherlands which is actually a meal kit
company in USA for every target group (Boddewyn and Peng, 2021). Therefore, there is a need
to identify the market entry strategy for the company within new country. Though there are many
options available for the business like franchising, licensing, exporting, joint venture etc. Among
all, Hello Fresh uses joint venture with Amazon in order to expand the latter’s choice of dinner
and offer then a same day delivery to Amazon Prime customers.
This is consider the best option among all because Amazon already have a large customer
base and joint venturing with such a brand will be beneficial for the companies. Amazon already
have joint venture with many companies in order to promote their brands in online platforms like
H&M, Marks and Spencer, Nestle etc. Similarly, opting this option over other market entry
strategies will be more beneficial for the Green Chef because it helps business to grow faster,
increases productivity and generate greater profits. In addition to this, it is also examined that if
Green Chef meals kit will be offered through Amazon’s online platform then it will be easy for
the company to access to new market and raise the distribution networks as well (Aversa,
Huyghe and Bonadio, 2021). Hence, it can e stated that it increases capacity which in turn leads
to increase the customer base within new country.
Apart from this, Amazon also offer variety of cash back offers and coupons which can be
redeem by customers and this is an opportunity for the company like Green Chef to use joint
venture in order to offer the fast delivery to their customers. Green Chef chooses only Amazon

from other online company’s because it has a strong customer base as compared to other firms
and it is one of renowned brand in the world. Also, company have a special features for their
Prime customers which include not taking any extra fess of shipping and also offer fast delivery
to their Prime customers as compared to another. Hence, it can be stated that through joint
venture as a market entry strategy will be the best option for Green Chef because sharing of risk
and cost will be shared within a partner. Amazon already have a specialized staff which assist
quoted firm to attract new customers and add the meal kit towards the list that attract the
customers easily.
In addition to this, another benefit of using this market entry strategy is such that Green
Chef can access to the resource like, technology and finance. Along with this, in this emerging
digitalization market, it is essential for the companies to convert the business into online business
that can be accessible by all the customers (Oguji, Degbey and Owusu, 2021). Through this
method, Hello fresh require not high cost of installation and can use already available customer
base easily.
Global Trend and their application in local environment
There are many trend that might affect Green Chef to establish within Netherlands and
three of them are recent which are as mentioned below:
Mega Trend: Coronavirus: The pandemic change the customer’s lifestyle and living
standards. Most of them are focused upon their health concern and also shifted to preventive
health. Also, they prefer online products because of lockdown and also decreases the problem of
social distancing. The trend also follows eating shifts in-home in which meal kits, take-away are
highly used (The Coronavirus Era: ‘The New Normal”- What is here to stay?, 2020). This mega
trend not even changes the overall shopping and health problem, but it causes adverse impact
upon the economy which further affect the business performance. However, the data reflected
that there is a positive impact upon restaurants because they provide take-away facilities, home
deliveries and meal kits in order to meet the defined aim of the customers.