Marketing Management

RUNNING HEAD: MARKETING MANAGEMENT
0
MARKETING
MANAGEMENT
HelloFresh

MARKETING MANAGEMENT 1
Executive Summary
HelloFresh is the traded meal-kit company, which was founded in the year 2011. The internal
environment includes that the company operates by following the ethical values; it has talented
and competent employees. From the external environment, it demonstrates that political factors,
innovation in the technology by their competitors as well as legal factors affect the company
negatively. The main of the company is offering fresh and healthy food to their customers and
the major threat of HelloFresh is from their competitors. The company mainly targeted the
students as well as working professionals. However, the company can add casual eateries plan
and can offer vegetarian and Non-vegetarian roasted burger. For this it can keep the flexible
pricing and adopt the sales promotion strategy to increase the sales.

MARKETING MANAGEMENT 2
Table of Contents
Introduction.....................................................................................................................................................................2
Company profile.........................................................................................................................................................2
Marketing environment...................................................................................................................................................3
Internal environment..................................................................................................................................................3
Employees..............................................................................................................................................................3
Competitors............................................................................................................................................................3
Customers...............................................................................................................................................................3
Shareholders/ Stakeholders....................................................................................................................................3
Supply chain...........................................................................................................................................................3
External environment.................................................................................................................................................4
Political factors......................................................................................................................................................4
Economic factors....................................................................................................................................................4
Social factors..........................................................................................................................................................4
Technological factors.............................................................................................................................................4
Environmental factors............................................................................................................................................4
Legal factors...........................................................................................................................................................5
SWOT Table...................................................................................................................................................................6
Strengths.....................................................................................................................................................................6
Weaknesses.................................................................................................................................................................6
Opportunities..............................................................................................................................................................6
Threats........................................................................................................................................................................6
Recommendations...........................................................................................................................................................7
Target market..............................................................................................................................................................7
Geographic.............................................................................................................................................................7
Demographic..........................................................................................................................................................7
Psychographic........................................................................................................................................................7
Benefits..................................................................................................................................................................7
New services/New product.............................................................................................................................................7
Marketing Mix............................................................................................................................................................8
Product...................................................................................................................................................................8
Price.......................................................................................................................................................................8
Promotion...............................................................................................................................................................8
Place.......................................................................................................................................................................8
Conclusion & Recommendations...................................................................................................................................8
References.....................................................................................................................................................................10

MARKETING MANAGEMENT 3
Introduction
Marketing refers to activities undertaken by a company to promote the buying or selling of a
product or service. Marketing includes advertising, selling, and delivering products to consumers
or other businesses (Iacobucci, 2016). In this report Hellofresh Company is selected and the
marketing environment that is the internal and external environment is discussed. The SWOT
analysis of the company is also analyzed. The SWOT analysis helps the organizations in
identifying the strengths, weaknesses, opportunities as well as threats for the expansion of
product, market as well as to achieve the objective of the company. In this the target market of
the company and the new product which company can offer to the customers is also discussed.
Company profile
HelloFresh SE is an international publicly traded meal-kit company based in Berlin, Germany.
The company was founded in the year 2011; The Company was first offering meal kits in the
year 2012 and expands over US, Australia and Netherlands. It has been listed on the Frankfurt
Stock Exchange since its IPO in November 2017 (HelloFresh, 2019). The headquarters of the
company is in Berlin, Germany, the founder of the company is Dominik Richter, Thomas
Griesel, and Jessica Nilsson. The revenue earned by Hellofresh was €1.28 billion in the year
2018, the number of employees in the company was 4,276. However, earlier in the year 2012,
the company delivers the kits of meals to their consumers; therefore till the year 2014, it delivers
up to one million consumers each month. In the year 2017, the company announces the plan of
IPO on the stock exchange of Frankfurt; this is done to increase $350 million.
The business model of the company is to get ready the all the ingredients which are required
used for meal; this is done with the usage of the recipe cards that usually require thirty to forty
minutes. The company provides the meal for the consumer which can be two or three person’s
meals weekly for up to $60 to $70 (Guardiola Ramírez, 2019). HelloFresh operations helps in
creating the maximum revenues that is the company from the United States revenue was up to
60% in the year 2017 and it was forty percent from the American marketplace. The aim of the
company is to provide the meals which are home made with no preparation and no shopping in
the entire household in eleven marketplaces. The company offers three types of plan like classic
plan, family-plan as well as veggie plan with several dishes like Italian cheesy beef burger, Thai
spiced pork. It is the largest meal-kit provider in the United States, and also has operations in
Canada, Western Europe, New Zealand and Australia. However currently the company is
considered the leading provider f the meal-kit in the United States, it also expands its operations
in Canada, Western Europe, New Zealand and Australia.
Marketing environment
Internal environment
HelloFresh works on the ethical values as well as also follow the legal principles; the company
believes that the employees play a vital role. The integrity of the company is to provide the
guidance by the rules and regulations of merchants as well as the actions are related by laws and
internal rules of the company. The transparency HelloFresh is that their transactions of business
are well- documented, verified and the all the appropriate data is available by the company
(Guardiola Ramírez, 2019).