International Marketing Management

This report discusses market entry strategies, global trends, and country-specific communications in international marketing management. It explores the expansion of Green Chef in Denmark, the impact of Covid-19 on the packaged food industry, and communication barriers in global expansion. Find expert solutions and study material at Desklib.

INTERNATIONAL
MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
MARKET ENTRY STRATEGY....................................................................................................3
GLOBAL TRENDS.........................................................................................................................4
Mega trends:................................................................................................................................4
Recommendation:........................................................................................................................5
Rethinking sustainability.............................................................................................................5
Covid-19 effect on packaged food:..............................................................................................5
COUNTRY-SPECIFIC COMMUNICATIONS.............................................................................6
Services in the country.................................................................................................................6
Communication barriers..............................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1
APPENDIX......................................................................................................................................1
Segmentation and buyer behaviour.............................................................................................1
Cultural insights...........................................................................................................................2

INTRODUCTION
International marketing refers to the marketing of goods and products beyond the national
boundaries and territories of the country, and international marketing management states
different plans and policies to manage such activities(Nisar and et.al, 2018). In this report Green
chef company has discussed which is formed by its parent company Hello fresh. So Green chef
is going to launch in Denmark. This report speaks about the market entry strategies of the
company, apart from this, the global trends which affects the working of the company and
impact of local environment on the company has been defined in this report & country specific
communication is elaborated in this report.
MARKET ENTRY STRATEGY
As Hello Fresh already captured a big part of global market and it is operating in New Zealand,
Western Europe, US and Canada but now with the help of Green Chef this company is
expanding their business in Denmark. To enter into the market Green Chef want to make a joint
venture with Amazon, as Amazon has a global reach and serving millions of customer. As the
main business of Green Chef is to provide dinner kit and for that they are targeting young age
people who don't want to prefer cooking apart from this they are looking for working partners as
well. So doing a joint venture with amazon is the best choice to expand the business as most of
the young age people prefer to do shopping from amazon.
The another benefit which Green Chef can get from Amazon is is delivery network and supply
chain, so that Green chef can deliver its dinner kits faster to their customers. Green Chef may get
thousands of customers of Amazon whom Green chef can serve their dinner kit. As the Green
chef is getting the customer base of Amazon, so the company can save the extra cost of
marketing and promotion, if the company don't make joint venture with Amazon and if they
directly enter in the market it will become very expensive for the company and also it takes time
to create a customer base but in this case Green Chef don't have to spend a lot of money on
marketing and advertisement(Wegner and et.al, 2018). Apart from this the company is targeting
young age people who fall under the age of 25 to 40, by having a joint venture with Amazon,
Green chef can easily get its target audience.
The next advantage of having a joint venture with Amazon is that Green chef will not have to
bear all the losses alone, Amazon can also bear some risk being a partner of Green Chef. Besides

this, Green chef will get the best access to enter into totally new market of Denmark. Apart from
this, Green Chef will get skilled and talented workforces and staff of Amazon, who can increase
the sales, revenue and profit of Green Chef. The best part of having a join venture with Amazon
is that Green Chef will the best technology which they can use in labelling and packaging of
their dinner kit. Apart from this with the help of joint venture, Green Chef can also get an
identity and name in the market.
Apart from this, Amazon carries huge customer base in Amazon prime as well. Green Chef can
easily draw the attention of prime customer by giving them various discounts, offers, and same
day delivery, because the majority of prime customers are youngsters who wants to prefer fast
food, junk food and even don't want to cook (Bamel and et.al, 2019). This can be a golden
opportunity for Green Chef to attract these customers by providing them on the spot delivery
and the company can give some offers such as – first free delivery or first order besides this,
Green chef don't take any delivery charges for first three orders so that they can create a good
customer base of its intended audience. However green Chef can do a flexible joint venture with
Amazon just to enter in the market, after getting good customer base they can break the contract
or they can carry the venture with many years and can enter to another country except Denmark.
So forming a joint venture with Amazon is a good strategy of Green Chef to enter into new
market and get its target audience.
GLOBAL TRENDS
Mega trends:
In current situation due to having Covid-19 that have been caused many sectors and various
countries such as Denmark. Green chef company products and pricing strategies have been more
effected while having pandemic situation. Globally they are more affected and might be had
fewer profits in their company. The closure of food outlets services have been required and
social distancing more maintained. In running lock down companies get more affected, as they
have no more customer because customer have more fear of virus, and they do not want to eat
food from outside. Consumer mind has been shifted to their health, using sanitation, immunity
boosting foods are being taken and consumer health industries.
In developing their business globally they are more effected and lead to have huge
amount of losses through which they might not be keeping their trends high. Furthermore, supply

chains as consumer are also facing demand over the profits local causes along with their local
supply in various countries (Bhatti and et.al., 2020). As their sales in market of 2019 was 80%
but after having Covid-19 they are trending with 40% of sales in their business which might be
caused to their profits.
Recommendation:
Green chef company in Denmark need to change their place and started their business online
through which they can more customer, pricing strategies might be changed, and they need to
reduced their products price for having their well-developed companies. Marketing mix must be
more affected that could be easily developed and employee should are feared due to having
pandemic in worldwide.
Rethinking sustainability
Sustainability is considered and identified to be one of the most important international purpose
that is to be considered while expanding a company globally. The key factor that is associated
with sustainability is that it is reshaping the consumer markets due to the pandemics that are
hitting the world. Ages after evolution, sustainability is said to evolve beyond an illusion which
is an unethical constraint (Morgan and et.al, 2018). This in regards to the company's global trend
is that it considers sustainability as one of the environmental concerns in a more holistic
approach. With this particular trend the company aims at creating social, environmental and
economic value in the country that it is going to operate. The Hello green company is known for
its management as well as we strategies therefore it will abide by the Global trend which is the
rethinking of sustainability due to its environmental concern there will not be any impact upon
the things that related with the environment. the sustainability will probably be maintained all the
it is expanding globally.
Covid-19 effect on packaged food:
There seems to be an unprecedented threat that has occurred due to covid-19 pandemic and that
has evolved many new restrictions around the world. There seems to be an absence of social
interaction among people (Gomes and et.al, 2020). Covid-19 threw a positive light on Fresh
Food packaging market. This has resulted in owing to safety and packaging where it is helpful in
protecting the food from exposure to air, moisture, temperature and other kinds of
microorganisms. Food demand is said to be generally an inelastic factor that is considered
globally. There is a greater consumption that is recorded with regards to the food consumption

therefore there is a greater demand for packaging through the pandemic that is ruling the world.
In this regards packaging plays an essential role which is coupled with demand of food. That
seems to be a greater usage during the toughness in the market. The pandemic said to be
resulting in a positive chaos resulting in complete support to the clients upon understanding the
importance of food during the covid-19 pandemic. Denmark was recorded as one of the worst
covid-19 hit countries and therefore it was a risk taking and expanding the company over
Denmark (Katsikeas and et.al, 2019). Although they seem to be the major worst criteria that is
recorded there is no stone untried for the packaging of food because people tend to buy things
that were actively covered.
COUNTRY-SPECIFIC COMMUNICATIONS
Services in the country
Denmark which is officially known as the kingdom of Denmark is said to be one of the best
retailers expanding company. The Green chef company focuses upon expanding globally and
their major target is the country Denmark. Denmark lies in the Southwest of Sweden and South
of Norway and is said to be one of the best populated countries. Expanding into this particular
country will probably increase the sales for the packaging food. People in Denmark are said to be
more towards utilising the food services that are present in the country (Samiee, 2020). The area
is also surrounded by small countries which are of 443 named islands and with the largest being
Zealand of them. Sustainability is said to be at perk in Denmark therefore when the company
expands into this particular region there will be a growth trajectory that is attained in long term.
Communication barriers
Expanding Globally is a thing that is ought to be considered in all the possible ways to stop being
the food for packaging industry the company will have to communicate with the place that it is
going to expand in the coming days. There is a term that is allocated for the cultural barriers of
communication which is called Global Village. This has originated from the 60s in a very
creative way. The cultural barriers of communication will usually come in the minds of language
barriers. The companies will face difficulty in incorporating the necessary language skills. This
shows the official way to overcome the company sort out this problem. There is no possibility
that if people know the same language will understand each other perfectly. There are many
cultural barriers that exist while expanding globally. There will be people from different parts of

the world and will have different cultures. People tend to face problems in getting habituated to
the company's norms and policies. The cultural barriers can be overcome as follows:
Be open minded: It is a necessity to identify the on concept on an initial basis. This is to know
the employees as well as the origins from where they have come. This is the route for the
communication to take place. When this is particularly sorted out there will not be any barrier
that is acting from the beginning. The rules and responsibilities are to be tolerable by all the
employees where the company is going to expand. Therefore, striving hard to eradicate the
cultural barriers will be the first point in communication.
Efficient communication system: In order to expect that employees will have to overcome the
cultural barriers the first and foremost thing that is to be developed in the company is to create a
reliable communication system. Even though there are two people from the same background
they will be facing a trouble in understanding each other if there is no proper communication
system. For this the company will have to develop a centralised communication hub. The
company will have to identify the ones that are facing difficulty in understanding the norms and
policies therefore they will have to target to particularly explain them.
Cultural difference awareness: The third barrier that is to be overcome while expanding
globally is to raise awareness among their employees. Bringing awareness among the employees
leads to efficient diversity in the workplace. This creates an essence of tolerance and
understanding our midst of all the employees (Paul and Mas, 2020). The team and the
management can organise different training programs for all the workforce in the organisation in
order to create an awareness among the people according to the company's norms. Training the
staff accordingly will eradicate the communication barrier in this prospect.
Introduction of new team member: It is a great initiative and the cultural difference that is
most identifier is lack of proper communication and understanding among the employees. The
company when expanded globally will have to focus upon the team and need to develop strategy
in order to introduce every person of the team to each other. This practice will help in
establishing communication between the employees where the work can be performed in an
enthusiastic manner.
Establish clear rules and regulations: In order to perform the task and to carry out the actions
in a positive way there must be clear rules and regulations that are to be established in the

company by the management. The people must overcome cultural barriers not just by imposing
rules and restrictions.
Team building: Team building is considered to be the hardest part of expanding globally yet
there seems to be a greater understanding once the company develops norms and policies that are
easily available for the employees to interact with each other. Getting close and familiar with
each other is the best way in eliminating all the differences between the workforce. In order to
build the team, there is no big strategy that is required. Atmosphere is sufficient in order to
familiarise Employees with each other.
Seeking feedback: The first and foremost thing that is to be implemented in a company when
expanded globally is to seek feedback about the work that are performed regularly. On seeking
feedback, the positives and negatives will be identified and therefore the company can move
ahead with all the implementation and the innovation. An open feedback will help to drive away
the misconceptions that are arising amidst of management policies.
CONCLUSION
From the above report it had been concluded that market entry strategies should be changes and
make their more pricing strong through which they can easily make their more market position.
Global trends and their application in local environment help organization for taking more
advantages and Covid-19 affected more business. Buyer communication being changes as
business need to set up more through online and try to make their customer using health diet for
building up their boosting energy. Targeted customer should be understood as their lifestyles,
attitudes and try to make more use of technology.

REFERENCES
Books and journals
Morgan and et.al, 2018. Marketing capabilities in international marketing. Journal of
International Marketing. 26(1). pp.61-95.
Gomes and et.al, 2020. International marketing agility: conceptualization and research agenda.
International Marketing Review.
Katsikeas and et.al, 2019. Revisiting international marketing strategy in a digital era:
opportunities, challenges, and research directions. International Marketing Review.
Samiee, 2020. International marketing and the internet: a research overview and the path
forward. International Marketing Review.
Paul and Mas, 2020. Toward a 7-P framework for international marketing. Journal of Strategic
Marketing. 28(8). pp.681-701.
Bamel and et.al, 2019. Inter-partner dynamics and joint venture competitiveness: a fuzzy TISM
approach. Benchmarking: An International Journal.
Bhatti, A. and et.al., 2020. E-commerce trends during COVID-19 Pandemic. International
Journal of Future Generation Communication and Networking. 13(2). pp.1449-1452.
Nisar and et.al, 2018. The entry mode strategy and performance of SMEs: Evidence from
Norway. Research in International Business and Finance. 45.pp.323-333.
Online
Green Chef: [Online]. Available through: < https://greenchef.knoji.com/questions/green-chef-
social-media-pages/>
APPENDIX
Segmentation and buyer behaviour
Buyer behaviour refers to the process where the individual is allowed to decide what is he
willing to purchase. The buyer decision making process is said to be triggered by different needs
that the consumer decision making process is based upon. The buyer decision making process as
well as the behaviour is also a category of segmentation which the company consider while
expanding globally. Segmentation refers to the art of dividing the categories of population in
order to provide and reach their requirements properly. Segmentation is basically done the more
graphically where the status, age and the job descriptions are being considered upon analysing
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the customer behaviour. The segmentation of the company will help it to stand and be at one of
those positions the company is striving to be. The target of the company will be the ones that are
separated upon segmentation. The Green chef company is set to target all the households as well
as the ones that are of all the genders and different classes of people because there is no variation
in food supply.
Cultural insights
While expanding globally the one thing that is to be considered is maintaining the cultural
insights. It is a mandatory in order to analyse trends related to competitive environment and
brand communications which will pave way for new ideas and can predict cultural movements.
Cultural insights will determine the future proofing of the brand. When expanded into the
country Denmark the company Green chef will have to first understand the ethics and the social
groups that form micro communities around the company. This helps in segregating the accuracy
and precision in order to meet their demands properly. In order to carry on a healthy
organisational culture, the company will have to first work upon analysing the factors that can
incorporate the attitude and the behaviour that is needed to work and to operate.
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