Market Entry Strategies for Green Chef in France: Analysis of Global Trends and Social Media Usage

This report discusses market entry strategies for Green Chef in France, including licensing, franchising, and joint ventures. It also analyzes global trends and their impact on local environments, as well as the use of social media for promotion. The report concludes with recommendations for effective business planning and policy formation.

International Marketing
Management
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Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................6
TASK 3............................................................................................................................................7
CONCLUSION ..............................................................................................................................9
REFERENCES..............................................................................................................................10
APPENDICES...............................................................................................................................11
Appendix one ...........................................................................................................................11
Appendix two............................................................................................................................11
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INTRODUCTION
Marketing refers to the action or business of basically promoting and selling the products
and services which basically includes market research and advertising. It is basically the process
of creating, exploring and delivering value in order to meet out the needs of a target market in
terms of goods and services(Haryanto and et.al., 2017). It potentially includes selection of a
target audience, selection of certain attributes. In the present report, according to scenario Hello
fresh has go-ahead to launch Green chef in France country as a premium brand. The long term
aim for green chef is to be developed as global brand in its own right. The present report will
cover discussion about market entry strategy which is beneficial for Green Chef company in
order to enter into France country. In addition to this the report will cover discussion about
global trends and their application in the local environment. Moreover the report will cover
analysis about country specific communication as well.
TASK 1
Market entry strategies for the green chef company in order to enter France
With reference to first strategy, For launching its product in France, Green chef can
establish its distribution channel with Super U, which is a leading supermarket chain in France.
Green chef can enter in France market through licensing or franchising of its products
(Avraham, 2020). Below are the brief information about licensing and franchising in context to
green chef:
Franchising: It is the agreement between franchisor and franchisee. The franchisor can
transfer the rights of their brand – including its product, intellectual property and more to a
franchisee. In context to green chef, the company can enter in France market through giving
franchisee of its products. Moreover, it allows the firm to sell its products in association with
super U , A leading distribution channel in France (Bar-Zeev and et.al., 2022).
Advantages of franchising:
 It can provides business assistance to the company.
 It provides brand recognition to the organisation.
 It helps the firm to face a lower failure rate and lower risk.
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 It allows the firm to take leverage of earning high profits.
Disadvantages of franchising:
 it involves certain restrictions including business location or related to advertising and
marketing of products .
 It may include high initial cost for the firm.
 It can also leads to conflicts between franchisor and franchisee when both the parties
have different point of view.
Licensing: It refers to a legal agreement between licensor and licensee. The licensee is
the organisation that will sell a product or idea and licensor will receive a royalty in exchange
with the product or idea. In relation to green chef, the firm can enter in France market by giving
a license of its products to sell. Moreover, it allows the company to receive a royalty fees when
any copyright conditions arises.
Advantages:
 It assumes the low cost of licensing and associated risks.
 It can help the firm to get a knowledge about entering into new market.
 It protects the firm from obstacles such as tariffs , quotas and cultural barriers.
 It creates an opportunity for passive income by transferring the rights of its intellectual
property.
 It facilitates to create a new business opportunities in front of the firm.
Disadvantages:
 Licensee may loose control over its product including promotion or packaging.
 It may decrease the portion of the profits from the sale of the product.
 If the product does not sell well then, licensee may not receive the loyalty payments.
 It can increase the exposure of the firm in theft, piracy and misuse of the intellectual
property.
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With references to the second strategy, Green chef can enter into a joint venture with
amazon in order to enter in the France market(Ben Rhouma and Zaccour, 2018). Below is the
brief explanation of joint venture with reference to green chef:
Joint venture: It refers to business enterprise in which two companies join hands in
order to gain a competitive and strategical edge in the market. In context to green chef, the firm
can enter in France market by joining hands with amazon. Moreover, it can sell its product by
taking the advantage of its wide distribution channels in the market (Fullerton and et.al., 2019).
Advantages:
 it provides an opportunity for the company to gain new capacity and expertise.
 It provides the firm to gain access to new technologies and innovation.
 It enable the company to share risks with a venture partner.
 It provides an opportunity for the firm to earn profits at the low cost.
Disadvantages:
 Entering in a joint venture can take time and efforts in order to build the right
relationships.
 It can cause imbalance in the level of expertise, investments or assets in front of the
company.
 It may also involve more complex tax arrangements in front of the company.
 The flexibility of decision making can be restricted for the firm.
 Disputes can take place as it can be difficult to form resonance between people of
different culture.
From the above two strategies, it has been analysed that the green chef should take 2nd
strategy into consideration because it can provide the firm an opportunity to gain new expertise
and technology from amazon(Mukonza, C. and Swarts, I., 2020) ...Furthermore, it can also
provide an access to greater resources in the form of specialised staff and modern technology to
the firm. It also allow the company to share its risk, cost and benefits with amazon which can
provide a support for the management of the company. Moreover, the firm can take an advantage
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of the established goodwill of amazon in the market which helps the business to successfully
operate and can increase its sales (Sinha and Sheth, J., 2018).
TASK 2
From Sustainability to Purpose: Refocus on the Planet
According to this report, The following are the three key global trends crucial for the
Green chef company:
 Shifting of greater responsibility towards a society is an important trend as company
needs to step up and provide an assistance to the weaker section of society which can
improve its image in the mind of potential customers.
 Change in consumer lifestyle and a greater focus on environmental protection is crucial
for the firm to consider it. The firm needs to take practice environment friendly
operations in the long run for sustained growth and receiving new opportunities to grow.
 Shift in sustainable innovation is crucial for the firm in order to gain a competitive edge
in the market and to grow in the long run.
The trend of Social responsibility is already taken into consideration in France market.
The firms knows the importance of uplifting weaker sections of society by providing necessary
products and giving free services such as mobile broadband. After analysing the above trends,
the firm needs to operate in environment friendly manner and opt certain measures to minimise
the exploitation of nature. Moreover, it also needs to optimally utilise natural resources.
The Corona Virus – The Future of Where and How Consumers Shop
According to this particular report, the main trend is that the whole scenario of future
depends on the omni channel retail and due to effect of pandemic situation the shopping trend
changes towards the e-commerce. Consumers have move towards retailers which prioritise about
the value so in this manner this trend is relevant for Green chef (Singhal and Khare., 2015). This
trend is important from future perspective because the upcoming time is towards online shopping
and e commerce business that's why this trend is important for the company. In the France
country, it has been observed that the company has to work on promotional strategy for
attracting customers on large scale.
The Corona Virus – The New Normal – What is here to stay?
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According to this particular report, the main trend is that this situation is going towards
the new change with new measures of precaution from this difficult situation. The new measures
adopted by the people is helpful for the company into the context of protecting their workers and
employees with new initiatives and steps as well(Ibrahim and et.al., 2017). With the impact of
this situation, France country can work on their pricing strategy so that they can attract
customers and maintain their image into the positive spectrum.
TASK 3
Social media, Standardisation and Adaptation
The growing advancements and increasing globalisation has induced the use of social
media platforms in recent years. When it comes to marketing or promoting a brand, social media
plays a significant role in increasing awareness about an emerging brand. The population of
France are engaged in use of social media sites on daily basis. Companies operating in France
make effective use of social platforms to increase the dimensions of their marketing activities
(Oliveira and Fernandes, 2020). Green chef that would be emerging in France will use social
media to promote their brand and gain attention of the audience. Green chef owns a YouTube
channel which focus upon content creation showing unboxing of meal kits provided to customers
and their experience of purchasing from the Green chef. Along with that, it has its presence on
other social networking sites like Instagram, LinkedIn, twitter. On their social networking
platforms it will be sharing content like exciting offers and customer reviews in order to actively
promote their brand. It will be beneficial for the company to choose bloggers and influencers
through online platforms which have high reach and can promote their products by posting
content. Their content will be regarding the benefits and their experience of purchasing from the
green chef. For this purpose, green chef will pay these promoters on the basis of profit margins
that they will get to earn.
Consumer needs and preferences
Green chef aims to provide all the fresh and high quality ingredients in just one box to
satisfy the delicacies cravings and hunger levels of the consumers. Choices and preferences of
people differ from country to country due to differences prevailing in cultural backgrounds.
Green chef needs to evaluate demographic trends and purchasing patterns of the people to
understand their preferences better. The target market chosen for the company's products is
health conscious people along with those who are fond of food and loves to cook. It aims at
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fulfilling requirements of all kinds of preferred diets including keto, vegetarian, high protein
food ingredients. Insights regarding various factors which creates difference in preferences in
context to France shows high level of individualism (Compare Countries, 2021). Considering
the requirements and taste of existing consumers of France, Green chef will introduce varieties
in packages including small kits catering to individualism aspect needs of people. France is the
country having massive number of internet users ranking fourth in Europe. The highly used
social media platforms used in France are Facebook and YouTube. The brand is aiming to
communicate strong message and influential content through YouTube to facilitate interface
with audience. The online market for French companies are filled with opportunities for which
the company will mark its active presence on social media sites (Peyer, Bailey-Davis and Welk,
2021). The online communication tactics needs to pay attention on some factors that are likely to
affect choices of French people. Manipulative and promoting approaches of marketing may
create sense of distrust in France, they prefer straightforward messages for marketing posters and
campaigns which do not imply forceful suggestions. Promotion messages and content must be
well written avoiding grammatical mistakes and typos, this may drive away French customers
from purchasing through Green chef (Entering the French market: how to overcome digital
marketing challenges in France, 2021). While making effective use of online marketing,
strategic content creation is important considering the interests and behaviour of natives. For
instance, direct translation of English content may reduce the interest of audience to call off the
transaction, therefore focus must be on authenticity and originality of content (Abdullah, 2020).
Ensuring creditability is important for conducting business online, display of all payment options
and timely delivery must be promoted in creating social media messages for promotion.
Intelligent use of digital marketing will be encouraged through effective utilisation of search
engines.
Scope of applying change
The requirements for changes occur due to the prevailing variations in cultural insights
and backgrounds of various countries. Green chef should make effective use of other social
media platforms like Facebook which will allow it to gain wide attention of users as 59.8% of its
population is engaged in using Facebook. Quality and standardisation of products needs to
remain constant in order to maintain reputation of parent company.
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CONCLUSION
As per the above marketing report, it has been concluded that while entering a new
market, effective plan and strategies needs to be formulated in order to gain potential consumers.
Critical evaluation and analysis of market trends are required for gaining knowledge on how to
achieve growth and progress in a emerging business. It has been analysed that global trends and
their effect in local environment impact upon business operations. Therefore evaluating these
trends are necessary to deal with changes in a dynamic environment. A new business plan needs
to evaluate cultural aspects and trends prevailing in surroundings and form policies accordingly.
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REFERENCES
Books and Journals
Haryanto and et.al., 2017. Market Orientation, Learning Orientation and SMES Performance:
The Mediating Role of Innovation. International Review of Management and
Marketing, 7(1).
Singhal, S. and Khare, K., 2015. Does sense reacts for marketing–Sensory Marketing.
International Journal of Management, IT and Engineering (IJMIE), ISSN, pp.2249-
0558.
Ibrahim and et.al., 2017. Government support policy as a potential moderator on the relationship
between entrepreneurial orientation, contemporary marketing and smes performance in
nigeria a proposed framework. Kuwait Chapter of the Arabian Journal of Business and
Management Review, 6(10), pp.32-42.
Oliveira, M. and Fernandes, T., 2020. Luxury brands and social media: Drivers and outcomes of
consumer engagement on Instagram. Journal of Strategic Marketing, pp.1-19.
Peyer, K.L., Bailey-Davis, L. and Welk, G., 2021. Development, applications, and refinement of
the family nutrition and physical activity (FNPA) child obesity prevention
screening. Health Promotion Practice, 22(4), pp.456-461.
Abdullah, M.M.H.H., 2020. The impact of digital marketing communication on brand awareness
and purchase intention: does customer engagement mediate the relationship between
brand awareness and purchase intention?. International Journal of Islamic Marketing and
Branding, 5(4), pp.288-299.
Online
Entering the French market: how to overcome digital marketing challenges in France, 2021.
[Online]. Available through: <https://www.searchlaboratory.com/us/2020/03/entering-the-
french-market-how-to-overcome-digital-marketing-challenges-in-france/>
Compare Countries, 2021. [Online]. Available through:
<https://www.hofstede-insights.com/product/compare-countries/>
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APPENDICES
Appendix one
The target customer for this purpose will be health conscious customers because 67
percent of French population are ready to pay high prices in exchange of fresh food options as
well as ingredients that offers great taste. The below graph shows high level of individualism
prevailing in France which can somehow determine preferences for any product.
Figure 1
Appendix two
France has a population of approx. 65.1 million people in which 68% of people are active
users of internet which shows high engagement of people in social media platforms. The
different cultural trends make the taste and preferences of French people different from that of
US. The digital scenario existing in every country is different which implies planning and
formulation of policies differently.
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