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

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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