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

International Marketing
Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Market entry strategy..................................................................................................................3
Global trends and their application in the local environment.....................................................5
Country specific communications...............................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
International marketing management is about multinational process of business planning
as well as executing distribution of products, pricing strategy, promotional activities and services
in order to achieve organisational goals. It is important for every business to promote its brand
and products so that people can know about the market position of company. By doing, effective
marketing company can easily attract customers and increase their customer base. The present
report will discuss about some market selection criteria for business expansion of new brand
named as Hello Fresh. The company wants to launch Green chef in Denmark, as a premium
brand. Furthermore, it is going to provide market entry strategy which will be helpful to attract
more new customers. Along with this, the study will evaluate global trends and their application
in the local environment based on the articles given about impact of corona virus.
TASK
Market entry strategy
International marketing management
International marketing management means the systematic process used by company for
business planning and its execution which includes distribution channels, pricing strategy,
promotional activities to spread awareness about the brand (Cateora and et.al., 2020). Nowadays,
company are focusing on expanding its business globally to create exchanges that satisfy the
needs of individual and accomplish objectives or goals.
Importance of international marketing
The major importance of international marketing is to create social and cultural exchange
between different areas/ locations/ countries in the world (Sheth, 2020). In today’s business
world, current trends related to market and customers, fashion followed in one area pass to
another, therefore it will improve cultural and social relation between people.
Hello fresh wants to expand its business internationally and go-ahead to launch Green
chef in Denmark, as a premium brand. They want to capture new customers and provide a
quality to customers in order to improve its brand name as a global brand using effective
marketing strategy. In order to enter in the market, company needs to choose the right country
where they want to expand its business like hello fresh does. The very first step is to set clear
goals, managers can make planning process effective by selecting its target market. This process

can be done through market research, keep track on strategies used by competitors,
understanding needs of customers, understanding challenges and find out solution for the same
(Morgan, Feng and Whitler, 2018). they also need to focus on customer trends and market
demand which will include culture, preference and needs of market.
Option 1-
A merger is all about when two companies join together to form one firm with the help of
contract. If green chef would enter into a direct arrangement with a leading supermarket chain
that is Kroger co., with $119 billion revenue in the retail industry situated in UK., the firm can
easily create its market base. In order to buy and sell products or services in the market company
can create its new equity shares.
The major advantage of direct arrangement with a supermarket is green chef will be able
to gain benefit of supply chain to sell meal kits in their physical stores. Further, green chef will
be able to provide a meal kit delivery service to its customers that offers various options to suit a
different types of dietary preferences. By using the platform of Kroger co., people could easily
order their kits through online website of supermarket or via app, but on a non-exclusive basis.
This means green chef would be able to sell these kits through their own website in order to
maintain supply chain management and gain market space as it will create financial power. This
will be the best use of technology as people are following online shopping trends and also
promotional activity to spread awareness about the brand. But during the supply chain
management, firm needs to focus on some of the disadvantages of direct arrangement as they
sometimes create gaps in communication if different cultures clashes means conflict of culture
can be seen, which is not beneficial for company’s performance.
Option 2
A joint venture means when 2 or more companies combines in order to seek the
development of single firm or any new launched project for the sake of profitability and also
shares the challenges and risks associated with its growth or development. The major advantage
of joint venture is it provides firms with the opportunity to gain new customers and capacity
which is beneficial for productivity. It will enable the green chef to enter new markets globally
or geographic/ emerging markets in order to gain access to innovative world and modern
technology. So green chef would enter into a joint venture with the most popular brand Amazon
in order to expand the latter’s choice of dinner kits online by using platform of Amazon. Green