2000 Words International Marketing Report

The report focuses on the market entry strategy of Hello Fresh's Green Chef in Germany. The options available for market entry are discussed, and it is recommended that the company should enter into a direct arrangement with Edeka. The report also discusses global trends in the market, such as eating in, ordering online, and living in a cashless society, and their application in the local environment. The importance of social media communication for businesses is also highlighted. The report provides insights into international marketing management and its significance for the growth and success of a company.

International
Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Market Entry Strategy............................................................................................................1
Option 1..................................................................................................................................1
Option 2..................................................................................................................................2
Global Trends and Their Application in the Local Environment...........................................2
Country Specific Communication..........................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
APPENDIX......................................................................................................................................8
Appendix One: Segmentation and Buyer Behaviour.............................................................8
Appendix Two: Cultural insights...........................................................................................8

INTRODUCTION
Marketing is considered as the significant function of management as it is seen at the global
level in all the organisations have suitable operations across the world. It is also important to
analyse the overall concept of international marketing and also use its principles for the further
growth and success of company (Weerawardena, Mort and Liesch, 2019). The report is based on
Hello Fresh which is the largest company that offer meal in United States. Now, company is
planning to launch Green Chef in Germany and also tends to attract number of customers by
offering fresh appeal to their lapsed users. The overall objective is to develop and promote Green
Chef as the global and well recognised brand. The report is related with the market entry strategy
which is being opted by the company. further, it also discusses the global trends in market which
are related with Social media, adaptation and standardisation.
MAIN BODY
Market Entry Strategy
It is essential for a company to follow each and every principle of marketing as it is useful
for the company to operate within an effective way and also helps in attracting customers. In
terms of Hello Fresh, they are also planning to start Green Fresh to develop their strong market
position. It is undertaken as the effective strategy that helps in attracting new customers and also
offer services to target customer. It also seems that there is suitable planning to add the new
channel of distribution. The overall objective is to improve the sales of company and also helps
in meeting the goals in an effective manner (Ellram and Murfield, 2019). Green chef leads to
offer organic food to their customer. There are several methods which business organisations use
to serve their customers and market. It is important for Green Chef to know regarding the best
possible option which is useful for the company to work in suitable manner and also fulfil the
needs and wants. The overall target is to offer number of customer and develop strong presence
of company in market and the options which are available to take entry in market are discussed
as:
Option 1
They can enter into the direct arrangement with Edeka as it is one of the super market chain
in Germany. It has been seen that if the company will sell the products for the Green Fresh in
their stores then it will become good for the company. It has seen that the individuals in present
1

times visit the retail stores to make the purchases. It is important to analyse that these retail stores
are popular and also attract number of customers. It is beneficial for company to sell their
products which are particularly shown to their customers. Thus, it is helpful to improve the
overall sales of company and some of the benefits which are discussed for Green Chef are as
follows:
 Customers leads to prefer to purchase from the supermarket chain as they lead to offer
wide variety of options as customers persuade to purchase if they find something on the
display option of company.
 These are also situated in the heavy crowd areas as it is easy to attract number of
customers over the significant areas. The sales are undertaken as high and it is also
helpful to promote brand appropriately.
 They also have good existence in market so that there is no need to attract number of
customers because they are attracted towards the company.
Option 2
Another option which is available with the company is to enter in the joint venture with
Amazon as it will help the company to serve the customers online. It is also analysed that the
joint venture is the effective arrangement of business in which two or more parties pool their
resources and also work towards the benefits of company. For this, they are ready to share their
profits and losses as if company will do
joint venture with Amazon then they will be able to offer suitable services to the customers
through online in short time period to the prime customers (Allah Dadi and et. al., 2018). It is
also seen that this method is not much effective as the company leads to sell the products online
by their own website.
Therefore, it can be analysed that Green chef need to take entry into the direct arrangement
with Edeka which is a leading company as it will help them to sell products within the physical
stores as it is already developed and also have number of customers. It will also helpful for the
company to sell online and offline products. They also lead to sell online products by their own
website in regard of joint venture with Amazon that will be suitable for offering online delivery
of products and not goods for the offline availability of stores.
2

Global Trends and Their Application in the Local Environment
It is considered as important for the company to analyse their trends in global market
which is useful to work in an effective manner and according to the trends in market. It leads to
become important to attract number of customers which serve them. The discussion which is
concerned with the trends which are discussed as:
Eating in: Clients are increasingly choosing to eat at home as their needs and
circumstances change. As a result of the global outbreak, which has made people frightened of
transmitting the sickness, eating at home has grown increasingly popular. In order to safeguard
people from these epidemics, the government has imposed a number of restrictions (Gupta,
Pansari and Kumar, 2018). This development creates an opportunity for Green Chef, as the
company can now transport its items to customers' homes in Germany. They can also offer take-
out, allowing customers to take their food home and enjoy their meal in a familiar environment.
Clients all across the world are increasingly purchasing food online due to an increase in the
number of cases of corona viruses. They also like to order food from eateries that deliver to their
houses (Crick, 2019). Rather than eating out, customers are more inclined to order takeaway and
eat at home. It is proposed to Green Chef that they provide takeaway service as well as home
delivery for their meal items, since this will increase their product sales in Germany. If firms
accept these services, however, the country's trends may negatively effect their operations.
Order online: It's vital to acknowledge that COVID 19 has caused a slew of issues around
the world. As a result, internet ordering has grown in popularity. Previously, ordering food over
the internet was a rare occurrence. However, it looks like everyone is content to stay at home and
be safe at this time. It has become imperative for businesses to begin selling food online. Green
Chef offers online meal delivery, allowing customers to have food delivered to their door without
having to leave the house (Robson and et. al., 2018). This saves them time while also ensuring
that they remain secure at home and do not put their health at danger by going out. There are
several advantages to using online delivery. By delivering food to consumers' doorsteps and
assisting in the management of consumer data, Green Chef appears to have a competitive
advantage over its competitors. It is vital for a business to understand its customers' needs and to
provide goods and services to them online and in a secure package so that the goods and services
are safe and secure.
3

Cashless Society: Because of the global pandemic, which has implanted fear in their
brains, people are avoiding physical contact with others. In this aspect, people are increasingly
resorting to technology to avoid personal touch. Customers' preferences for online shopping,
online meal ordering, and online schooling, for example, are expanding, allowing them to avoid
having to interact with people in person. People are increasingly making payments using digital
techniques, culminating in a cashless society. Consumers prefer products that accept online
payments, therefore this trend may create chances for businesses (Leung, Tse and Yim, 2020).
Green Chef can leverage these digital payment systems to suit the needs of a cashless society. As
a result of the global epidemic, there is a growing trend toward using digital payment methods all
over the world. As a result, business rules are evolving, and businesses are increasingly focusing
on accepting customers' digital payment methods. Plastic cards and other ways are used by
customers to make payments. For commercial and safety reasons, Green Chef must alter their
business model and embrace a cashless payment method, as consumers prefer not to carry cash
with them.
Country Specific Communication
Because of the rise in social media users, social media communication is one of the most
effective marketing strategies for any business. Using this method of communication, businesses
acquire the capacity to communicate with their customers. Some of the benefits of utilising this
marketing plan for your organisation are as follows:
 The ability to communicate with their target audience, resulting in positive customer
relationships.
 It assists in the resolution of client difficulties through social media comments. These
businesses may pay attention to consumer complaints and make changes to their services
to fulfil their needs.
 It increases consumer awareness of the company's products and services, which leads to
more product and service sales in the marketplace.
YouTube, Instagram, Facebook, Twitter, LinkedIn, and other platforms are used by
businesses to do social media marketing. To use these social media sites, organisations only
require an account on which to submit their content (Dion and Sitz, 2020). Organizations must
have a clear message about their products and services that they want to express to their
4

customers for this type of tool to be effective. Social media marketing can be used in a variety of
ways by businesses, including the following:
Blog posts: Blog posts are articles written for a blog that might be in the form of text or
photos. Because it is easier to understand some issues with images and pictures rather than plain
text, using photos in a blog has a higher impact on customers (D'Angelo and Presutti, 2019). The
company of Green Chef can use the blog post feature to increase product awareness in the
German market. These can be shared on any social media site that allows information about a
company's operations to reach its target audience.
Video: Video is another aspect of social media marketing that piques clients' interest.
These videos have a significant impact on those who view them. Customers can get both
information and amusement from these establishments (Semprebon and et. al., 2018). Short
videos are important for businesses since they serve to build more interest in customers' minds,
but longer films contain more information and the focus of the video switches away from the
organization's message and toward another topic. Green Chef in Germany can utilise these
videos to promote their products and services on Instagram, YouTube, and other social media
platforms, resulting in increased traffic to their pages.
There are a variety of outlets available, with Instagram being the most popular among
German target customers. Customers that buy items and services through Facebook and
Instagram get better service from the brand. Short and focused communications should be used
to communicate information about a company's offers in Germany because it has a significant
impact on the company's target customers (McQuillan, Scott and Mangematin, 2018). According
to the messaging used by the organisation to convey information about their products, the
organisation is focusing on increasing consumer happiness related to food that is full of nutrients
and of good quality. It helps to create a favourable picture of the brand in the minds of German
clients.
Picture of social media marketing of Green Chef
5

CONCLUSION
The international marketing management of marketing activities at the international level
has been determined based on the discussion above. It is beneficial in creating proper awareness
of the company's products and services in various parts of the world. Companies utilise a variety
of strategies to enter the market, and to thrive in that environment, businesses must follow some
trends that emerge in the country, such as eating in, ordering online, and living in a cashless
society. Firms can employ a variety of communication strategies to raise awareness of their
products, with social media being one of the most effective.
6

REFERENCES
Books and Journals
Allah Dadi, M and et. al., 2018. Designing an Entrepreneurial Marketing Model Using Meta-
Synthesis and Delphi (Case Study: SME in the western country). Iranian journal of
management sciences, 13(49), pp.72-90.
Crick, J.M., 2019. Incorporating coopetition into the entrepreneurial marketing literature:
Directions for future research. Journal of Research in Marketing and Entrepreneurship.
D’Angelo, A. and Presutti, M., 2019. SMEs international growth: The moderating role of
experience on entrepreneurial and learning orientations. International Business
Review, 28(3), pp.613-624.
Dion, D. and Sitz, L., 2020. Regional affiliations: Building a marketing strategy on regional
ethnicity. In Marketing Management (pp. 47-58). Routledge.
Ellram, L.M. and Murfield, M.L.U., 2019. Supply chain management in industrial marketing–
Relationships matter. Industrial Marketing Management, 79, pp.36-45.
Gupta, S., Pansari, A. and Kumar, V., 2018. Global customer engagement. Journal of
International Marketing, 26(1), pp.4-29.
Leung, F.F., Tse, C.H. and Yim, C.K., 2020. Engaging Customer Cocreation in New Product
Development Through Foreign Subsidiaries: Influences of Multinational Corporations’
Global Integration and Local Adaptation Mechanisms. Journal of international
Marketing, 28(2), pp.59-80.
McQuillan, D., Scott, P.S. and Mangematin, V., 2018. From outsider to insider: how creative
professional service firms internationalise. International Marketing Review.
Robson, M.J and et. al., 2018. International franchising relationships. In Advances in Global
Marketing (pp. 427-446). Springer, Cham.
Semprebon, E and et. al., 2018. Green consumption: a network analysis in marketing. Marketing
Intelligence & Planning.
Weerawardena, J., Mort, G.S. and Liesch, P.W., 2019. Capabilities development and deployment
activities in born global B-to-B firms for early entry into international
markets. Industrial Marketing Management, 78, pp.122-136.
7

APPENDIX
Appendix One: Segmentation and Buyer Behaviour
Segmentation is the process of dividing clients into groups based on their commonalities.
It is advantageous to be aware of consumer availability in order to effectively service them.
 Green Chef, for example, used regional segmentation because they only sought German
customers.
 Customers in the demographic segmentation range from 20 to 40 years old.
 Consumers of Green Chef will be individuals who lead a healthy lifestyle.
Appendix Two: Cultural insights
Diverse cultures exist in various parts of the globe, and businesses must be aware of these
distinctions in order to give service to their target customers. People from different nations have
varied cultural and behavioural norms, therefore cultural understanding is becoming more crucial
in the global corporate environment. When using communication tactics, business managers
must remember that the message of their firm should not affect the feelings of their customers,
8

since this can have a negative impact on their business. Some qualities that are perceived
favourably in one culture may be viewed negatively in another. As a result, businesses must take
into account their target customers' cultural preferences while connecting with them.
9