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

This report explores international marketing management, focusing on market entry strategies, global trends, and country-specific communication. It analyzes the case of Green Chef and Hello Fresh in Germany, discussing their market entry strategy, the application of global trends in the local environment, and the importance of country-specific communication.

International
Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Market entry strategy..............................................................................................................3
Global trends and its application in local environment..........................................................5
Country specific communication............................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
International marketing management refers to the multinational procedures of planning or
executing the formation, costing, advertising or distribution of thoughts, ideas, products and
services relate to the business to create a exchanges that are satisfy the individual as well as
organizational based objectives. The International marketing is brings various countries closer or
also develops the different cultural based relations among countries. Nearer cultural relations
helps in improve life quality of society in various countries or locations. It is also brings
interdependence among different countries across the world. The main objective of international
marketing management is to increase free trade at the global level as well as attempt to bring
each and every country together for purpose of the trading (Blackburne and Buckley, 2019). Also
to rise globalization by a integrating economies of various countries. Through this achievement
of world peace by the building trade relationship among a different nation become easier. This
report is based on two firms first is “Hello Fresh” this company is based on German publicity
traded meal kit in Berlin, Germany. This industry is largest meal kit provider in United State and
different countries such as Canada, New Zealand, Sweden, Denmark and many more. Company
was founded in 2011 by Dominik Richter, Jessica Nilsson and Thomas Griesel. Second is
“Green Chef” this company founded in 2014, this firm wants to lunch their brand in Germany
with Hello fresh industry as well as wants to develop global brand. Below report includes the
market entry strategy, global trends and application in global environment as well as country
particular based communication.
MAIN BODY
Market entry strategy
Market entry strategy is the planned distribution or delivery concept of the goods and
services to the new target based marketplace. In import or export of services and products, it
refers to new creation, establishment as well as management of the contracts in other foreign
country. Market entry strategy is important tool for the getting clarity about what business aim to
attain or how they are going to get those targets it while the entering in new marketplace. What
one firm ignores becomes better opportunity for other, this is essential in the planning market
based entry strategy. In context to Green Chef, company wants to establish their business in
Germany with support of Hello fresh because this company have high reaching rate in different

markets. Green chef wants to develop global based brand. To attain targets company focus on
different market strategies which are effective for business growth and trendier in market of
Germany. There are some market entries strategies are explained in context to Green Chef
Company;
Direct Exporting: It is selling the directly into marketplace company have selected using
in first instance company own resources. Lots of companies, once they are have recognized a
sales based program turn to the agents as well as distributors to a show them further in the that
marketplace. Agents or distributors are work together with company in representing their
interests or needs. They become face of firm or thus it is the essential that their choice of a agents
as well distributors is managed in much same way company would hire the key staff people. In
terms of Green Chef company, to develop their business in Germany in successful manner with
the support of Hello fresh, they need to build relations with distributors and agents for direct
exporting their products and services.
Licensing: This is the relatively difficult arrangement where the industry transfers rights to
the utilization of a goods and service to other company. It is mainly effective strategy if the
buyer of license has the relatively huge market share in marketplace company want to enter. The
Licenses can be for production or marketing (Bozic, 2020). In terms of Green Chef company,
they are launch them under the Hello Fresh company, this is well known brand in Germany and
they cover most of the countries. This firm is largest brand in lots of countries that is why Green
Chef decides to associate with this industry so that they can develop their global brand in
successful manner.
Partnering: This is the almost a inevitability when the entering foreign marketplace as
well as in some other locations in world, it may be the needed. Partnering can get the variety of a
forms from easy co-marketing planning to the sophisticated strategic association for the
manufacturing. It is a chiefly useful or effectual strategy in the those markets where culture, both
industries as well as social, is the substantively is different than company’s own as a local
partners gets local marketplace information, relations or if selected wisely consumers. In terms
of Green Chef company, they are associate with Hello fresh industry which is already well
established company in Germany. For Green chef it is more beneficial for business to do
business activities under the Hello Fresh company to build more connections in Germany and
develop global brand.

Joint ventures: These are the specific form of a partnership that is involves creation of
third independently handled firm. It is 1+1=3 procedure. Two organisation agree to perform their
business task or activities together in the particular market or country, either the geographic and
product as well as create the third brand or firm to the undertake existing. Risks or profits are the
normally shared in equally. In terms of Green Chef company (Kotabe and Helsen, 2020). For
develop business or their brand in Germany in well manner the joint venture with the Hello fresh
industry is more beneficial for business for reaching potential people in Germany market and
expand their brand in better manner to generate more revenue as well as increase productivity.
Global trends and its application in local environment
A general based development and change in the situation that is affects lots of countries
across the world, this is part of global trend. There are some global trends and its application in
the local environment in terms of Green Chef Company which is associates with the Hello Fresh
industry.
Technological revolution: With a beginning of the information or communication based
technology, new opportunities in business are emerging. The cloud based computing is the new
method of managing business operations across the worldwide. Mobile phones or internet
connections are the changing way of performing businesses activities by the promoting virtual
based teams. In terms of Green Chef, company have many advantages from the technology
revolution because in current scenario people are more active on their smart phones. Company
do their business under Hello fresh industry (Mishyna and Parkhomenko, 2019). This company
is largest brand in meal provider in different counties with the help of best and trendy
technology.
Increasing Privatization: Slowly, international based economies are the moving toward
the privatizing a business affairs. Public or private based partnerships as well as divestment
activities are main elements of these business strategies that are undertaken in the worldwide
marketplace. The role of the government in a channelizing the funds is a slowly minimizing, i.e.
capitalism is the state of art based philosophy. In terms of Green Chef company, through this
trend company can expand their business in Germany in better manner with Hello Fresh. This
trend helps to company increasing their productivity rate and profitability ratio in business.
Increasing economic power of the emerging marketplace: The contribution of emerging
the markets in generally global factors is rising over years. The economies are the expected to

outperform another emerged marketplace in coming further owing to existence of the diverse
opportunities in wake of the middle class stratum of community, technological based revolutions,
infrastructure advancement, levels of education, socio-cultural elements and many more. So, due
to opportunistic elements, the emerging marketplaces are included to be an essential import or
export based destinations for international business leaders or managers thereby the driving
business strategies. In terms of Green Chef Company, this trend assists to business in enhancing
the power of economy of emerging market in Germany. It provides different opportunities in
business growth and productivity level.
Competitive advantage: In current scenario, most of emerged marketplaces are
witnessing the slower success rates, so, that this situation is the placing an essential role that
emerging marketplace can play in the driving international success rates (Pegan, Vianelli and
Luca, 2020). Rising trade relationships with emerging markets brightly highlight growing
significance or competitive benefits of said economies. In terms of Green Chef company, they
perform their business activities with the Hello Fresh firm which is most largest organisation and
expanded in different countries which is well known in world. Through partnership company
gets more competitive advantages in market of Germany.
Sustainable or clean energy: The Climate change based agreements are the talk of town
current days. Emerged markets are like, the US, UK, European Union (EU), Japan and many
more are entering into the agreements in a taking emerging marketplace to path of a
sustainability or usage of the clean based energy. The different countries are deriving the ways in
procuring the clean energy from a international based shores. Accordingly, these agreements are
critically impacting way companies are conducted in the domestic and international markets. In
terms of Green Chef firm, they start with honesty in their business and they focus on
environment and surrounding for better welfare. Through this company can operate their
business with good brand image in market and increase the good will of company in Germany.
Country specific communication
In each country there are different community, lifestyle, taste, wants, interests and many
more. For Green Chef company it is most important to serve services and products as per their
preference and needs so that they can attract maximum potential people and provide better
customer satisfaction to society of Germany (Sartor and Beamish, 2018). Green Chef company
operate their business under the Hello Fresh industry which is well known brand among the

Germany and many other largest countries so it is more beneficial for Green chef to increase
their productivity and profitability of business. Their target customer will be the mostly youth or
those people who are working and don’t have time to making their food. For youth and some
people this brand will be the more beneficial for their daily life. Company easily can adopt
Germany’s cultures and lifestyle because they are associated with the Hello Fresh company
which is part of local community or origin from the Germany so this is helpful for business in
operating their company in smooth way and by fulfilling all needs and wants of customers.
CONCLUSION
It is concluded the above report, as per scenario company start their business in Germany
with well known brand so that they can expand their business in well manner achieve their
targeted goals and objectives. For retrying in new market with partnering with well known brand
gives to business more benefits in terms of performance, productivity and profitability rate.
There are some strategies are discussed which are helps to business in take entry in Germany and
develop global based brand. There are various global trends are available now days which are
effective for better success rate of business. All global trends are give more achievements and
helps in operate their business in smooth manner with other company. In each country there is
their particular lifestyles, taste and culture so it is important for organisation to adopt some of
their cultures or lifestyle for reaching and attracting maximum rate of potential people for their
better success of business. Through this their brand can develop on the basis on global.

REFERENCES
Books and Journals
Blackburne, G.D. and Buckley, P.J., 2019. The international business incubator as a foreign
market entry mode. Long Range Planning, 52(1), pp.32-50.
Bozic, A., 2020. Global trends in a fragile context: public–nonpublic collaboration, service
delivery and social innovation. Social Enterprise Journal.
Brown, D., Foroudi, P. and Hafeez, K., 2019. Marketing management capability: the construct
and its dimensions. Qualitative Market Research: An International Journal.
Kotabe, M.M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
Limański, A., Popławska, Ż. and Drabik, I., 2018. Marketing information system and risk
reduction in managing a company on foreign markets.
Mishyna, S.V. and Parkhomenko, N.O., 2019. Innovative methods and tools for personnel
international marketing development.
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing, 26(1), pp.61-95.
Pegan, G., Vianelli, D. and Luca, P.D., 2020. International Marketing Strategy. Springer.
Sartor, M.A. and Beamish, P.W., 2018. Host market government corruption and the equity-based
foreign entry strategies of multinational enterprises. Journal of International Business
Studies, 49(3), pp.346-370.
Schellenberg, M., Harker, M.J. and Jafari, A., 2018. International market entry mode–a
systematic literature review. Journal of Strategic Marketing, 26(7), pp.601-627.
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