International Marketing Management: Market Entry Strategy, Global Trends, and Country Specific Communications

This report explores the market entry strategy, global trends, and country specific communications in international marketing management. It discusses the options for market entry, the application of global trends in the local environment, and the use of social media for communication. The case study focuses on Hello fresh and its subsidiary Green Chef in Germany.

MG628 INTERNATIONAL
MARKETTING
MANAGEMENT

Table of Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
MARKET ENTRY STRATEGY............................................................................................................3
GLOBAL TRENDS AND THEIR APPLICATION IN LOCAL ENVIRONMENT...............................5
COUNTRY SPECIFIC COMMUNICATIONS......................................................................................7
CONCLUSION...........................................................................................................................................8
REFERENCES............................................................................................................................................9
APPENDICES 1 (SEGMENTATION AND BUYER BEHAVIOUR).....................................................10
APPENDICES 2 (CULTURAL INSIGHTS)............................................................................................10

INTRODUCTION
International marketing defines as a process of planning and executing the concept,
promotion, pricing and distribution of ideas, services and products that develops exchange to
satisfy the individual and organizational objectives. International marketing management
represents and creates strategic international marketing plans for gaining profitable results within
marketplace by attracting number of customers within marketplace (Tavassoli and Azad, 2021)
(Acikdilli and et. al., 2020) . In current business world internationalization of business is to be
highly in center that increase market position and image by attracting huge number of customers
within global market. This report is based on Hello fresh that is a leading meal kit provider
within Berlin, Germany and was come into existence within the year of 2011 by Dominik
Richter, Thomas Griesel, Jessica Nilsson. This company offer tasty and healthy meal to
customers that help customers to reduce their shopping hassles for generating high profitable
results. To effectively launch Green chef in Germany as a premium brand this report is
conducted and to gain more profitable result this report includes several aspects that is market
entry strategy so that profitable results is attained. Further the global trends and application in
local environment is to be explained for generating brand image in competitive market. At last it
presents the country specific communication that is essential to encourage employees to
complete task effectively and efficiently.
MAIN BODY
MARKET ENTRY STRATEGY
Market entry strategy refers to a delivery method and distribution plan of goods and
services within a new target market. It represents export and import services that support in
creation, management and establishment of contracts within foreign countries. At this time it is
very crucial to understand all the principles of marketing because it helps in attracting and
retaining customers on global level proficiently and effectively due to this they generate more
profitable result (Yazdani, 2020). In context of Hello fresh that is a leading company acquire
Green chef to enhance market position. For this it is very significant for manager of Green Chef
to focus on market entry strategy so that best alternative is to be selected. They need to plan to
attract the customers by using distribution channel with the goal of developing sales within

market so that long sustainability is to be attained proficiently. Green Chef offers healthy and
organic meals to customers that help people to stay healthy and does not harmful to environment.
This report demonstrates two options for Green chef so that best one is selected to enter into new
market. These market entry options are presented below:
1 Option (Direct arrangement)
The first option is direct arrangement where company directly tie up with the other
leading store to enhance their market position. If Green Chef adopt this strategy then they enter
into market by direct arrangement with REWE that is a largest supermarket chain in Germany
(Ali and et. al., 2020). In this if REWE sales products of Green chefs within market then it is
highly beneficial for the Green Chef to enhance their market position along with brand image.
This also attracts number of customers and helps to show high existence in marketplace. This
arrangement is useful to sell huge amount of products to customers due to this revenues of firm
is to be maximize. Several benefits that direct arrangement offer to Green chef are presented
below:
 The direct arrangement with REWE is very beneficial for Green Chef because it is
situated in famous place where number of people easily reached. This will developed
sales and also helps in promoting brand image within marketplace.
 Therefore REWE has an effective market existence within Germany that helps Green
Chef to sustain in market for longer time period and due to direct arrangement with
REWE helps in retaining loyal customers and targeting potential customers is easy.
 Buyers within that market buy the products and services from supermarket chain because
they enjoy variety of options at a place and find new display that attracts their attention so
that profitable results are enjoyed in specified time frame.
2 Options (Joint venture)
Second option that manager of Green Chef is to be analyzed is doing joint venture with
Amazon where they deliver products and services to customers online. In this option customers
are buy the products at per their own convenience (Kowalik, Danik and Francioni, 2020). Joint
venture is a type of market entry strategy in which two or more than two parties are mutually
pool their task and resource for enjoy long term benefit. In this they share both loss and profits. If

Green Chef adopt joint venture strategy with Amazon that they are able to offer Amazon services
to customers where they deliver products to buyers in short time period. If organisation focuses
on this strategy several benefits are presented below:
 As in today scenario people are highly move towards the use of digitalization due to
which they spend more time on mobile application and do shopping that helps Green
Chef to enhance their market position by doing joint venture with Amazon.
 Amazon is a wide multinational organisation sell their product through this website
attracts millions of customers proficiently.
But at the same time this method is not so effective for Green Chef because they sell their
products online using their own official website.
Hence from the above two options Green Chef adopts the direct arrangement strategy to
enter into Germany market because they sell their products online via official website so from
online medium they attracts customers. It is crucial for firm to attract customer on their physical
store for this direct arrangement with REWE is essential where huge base of customers are
arrived. Connecting with REWE helps in encouraging trust and loyalty of customers towards
firm products. This helps in gaining more profitable results along with attracting more potential
and targeted customers towards the products of Green chef by placing products on REWE stores
where number of crowd is visited to shop.
GLOBAL TRENDS AND THEIR APPLICATION IN LOCAL ENVIRONMENT
It is very crucial for enterprises to examine trends in global market as it helps in attracting
customers effectively (Palomino-Tamayo, Timana and Cerviño, 2020). Therefore, Green Chef is
a well-established company that is acquire by Hello fresh in 2018 with the motive of eliminating
the negative impacts to environment by producing home cooked foods to customers. Several
global trends along with their application in local environment are presented below:
 Pay digital medium- It is a major global trend that raise in the covid situation to avoid
physical contact with other. Therefore, due to the high usage of digitalization online
shopping trend is highly in fashion and due to this many customer prefer cashless
payment by doing via digital medium such as online wallets, payment application etc.
This trend in technology is beneficial for Green Chef as it is a company that is working

with the purpose of eliminating negative impacts within environment. This also helps in
avoiding the physical contact and assist in saving people healthy. People in Germany, are
highly move towards the use of cashless payment that creates opportunity for Green chef
to attracts more customers and attain high profitable results within marketplace
(Camilleri, 2020). This facility is offered by Green chef to their customers so that they
show their loyalty and also attracts more potential customers towards it. Due to this firm
will do changes in their payment policies by accepting digital money to their customers
even they take facility of take away. To pay bills customer use online cards to pay bill
online and avoid carrying cash after the pandemic occur in the world.
 Online Order- It is another global trend that applies by Green chef in their local market
that is Germany. Due to COVID 19 customers are move towards order online food to
enjoy the taste of outside food. It is beneficial for Green chef to attract customers as they
offer healthy and organic food meal to customers. In covid situation people are willing to
stay home to safe and vital for company to avail food online. It helps buyers to get the
food online without going out by order food from Green Chef and REWE official website
because they enter into market with direct arrangement with REWE due to this at they
show their existence at supermarket official website so that more new customers are
attracted towards it (Paul and Rosado-Serrano, 2019). This also helps in gaining
competitive advantage within marketplace along with managing data properly and
proficiently. To sell products online it is essential to understanding needs and wants of
customers so that they get the green packaging food at their doorstep and enables them to
become loyal for a longer time period.
 Eating In- It is effective global trend in customer within world that due to frequent
changes in needs and preferences. This trend is come into existence due to impact of
COVID 19 because of this people are not feel safe to go out. This creates opportunity for
Green Chef to attract more customers towards healthy or organic products in Germany.
Due to this firm offer take away facility to customers so that they enjoy food by eats in
family atmosphere. Due to increment in pandemic situation this trend is highly in fashion
within world and in Germany where people order food or enjoy facility of Take away so
that customers are not go out. This enhances company market in Germany. Therefore,

due to this trend business also face negativity in terms of low sales in Germany market
because due to this many customers do not buy food from outside.
COUNTRY SPECIFIC COMMUNICATIONS
Figure 1: Green chef social media account
To communicate the products and services by Green Chef, social media tool for
communication is best because in present environment people spend most of their time on social
media. This method is creating opportunity for Green Chef to interact with large base of
customers within Germany. Therefore, social media marketing is beneficial for communicating
with Germany customer proficiently. This medium of communication attracts target and
potential customers towards company and also develops good relation in small period of time.
This communication channel helps manager of Green Chef to solve the issues faced by
customers in an innovative manner so that they publicly promote company benefits to their
relatives and friends (Samoggia, Bertazzoli and Ruggeri, 2019). This also helps in understanding
the needs and wants so that offering should be done in that manner. In this Green Chef use
Facebook, instagram, pinterest and twitter where they upload their content with pictures to attract
audience and enhance sales. There are various mode of using social media that helps in
communicating with Germany people proficiently such as Blog post. It is a tool it present article
to create awareness related to something, Green Chef manager use this to create awareness for
their products in Germany market so that profits and revenues are enjoyed by company. These
blogs are uploaded by any social media account that helps businesses to retain and attract

target /potential customers. Green Chef also use Video facility in this they use instagram and
Facebook to promote their stores using videos so that number of customers are attentive to buy
the products and firm enjoy high sales and market position with competitive market in Germany.
As they deliver message in short and specific manner to Germany customers so that more and
more customers are attracted towards it (Falahat and et. al., 2020).
CONCLUSION
From the above report it is to be concluded that international marketing management is
essential to do business on global level and earn profitable results by encouraging global
customers in small period of time. This report inculcates market entry strategy in which company
adopts direct arrangement to show their physical existence in market by connecting with leading
superstore of Germany. Further it demonstrate the global trends that raise due to COVID 19 and
helps in attracting local people of international company i.e. Germany so that more new
customers are attracted and existing were are retained. At last it present country specific
communication in which social media communication method is useful that attain profitable
outcome in long term survival of business entity.

REFERENCES
Books and Journal
Acikdilli, G. and et. al., 2020. Export market orientation, marketing capabilities and export
performance of SMEs in an emerging market: a resource-based approach. Journal of
Marketing Theory and Practice, pp.1-16.
Ali, I. and et. al., 2020. How international SME's vicarious learning may improve their
performance? The role of absorptive capacity, strength of ties with local SMEs, and their
prior success experiences. Industrial Marketing Management. 88. pp.87-100.
Camilleri, M., 2020. Higher education marketing communications in the digital era. In Strategic
Marketing of Higher Education in Africa (pp. 77-95). Routledge.
Falahat, M. and et. al., 2020. SMEs internationalization: The role of product innovation, market
intelligence, pricing and marketing communication capabilities as drivers of SMEs’
international performance. Technological Forecasting and Social Change. 152.
p.119908.
Kowalik, I., Danik, L. and Francioni, B., 2020. Specialized marketing capabilities and foreign
expansion of the international new ventures. Journal of Small Business Management,
pp.1-39.
Palomino-Tamayo, W., Timana, J. and Cerviño, J., 2020. The Firm Value and Marketing
Intensity Decision in Conditions of Financial Constraint: A Comparative Study of the
United States and Latin America. Journal of International Marketing. 28(3). pp.21-39.
Paul, J. and Rosado-Serrano, A., 2019. Gradual internationalization vs born-global/international
new venture models: A review and research agenda. International Marketing Review.
Samoggia, A., Bertazzoli, A. and Ruggeri, A., 2019. Food retailing marketing management:
social media communication for healthy food. International Journal of Retail &
Distribution Management.
Tavassoli, M. and Azad, N., 2021. The effect of international marketing on the improving export
performance of exporting companies (case study: exporting companies).
Yazdani, N., 2020. idenrifying the relationship between internet marketing capabilities and the
growth of export markets.

APPENDICES 1 (SEGMENTATION AND BUYER BEHAVIOUR)
Market segmentation refers to splits the customers in small homogenous group that helps
company to offer products as per customers’ needs and requirements. The segmenting is done on
several manners such as demographic, behavioral, geographic etc. In terms of Green Chef
manager need to segment the market based on geographical manner within the selected famous
country i.e. in Germany. In terms of demographic nature they targets 20 to 40 age group people
who are fond towards eating healthy and organic food and maintain their lifestyle safe.
APPENDICES 2 (CULTURAL INSIGHTS)
Different country has different culture and to enter into global market it is essential to
understand culture of that market for targeting customer effectively. In case of Green chefs it is
essential to understand Germany culture and their community people habits and behavior so that

positive outcomes are to be enjoyed by firm in their long term survival in Germany market. To
attract Germany customer company need to follow environment safe products because there
people are highly aware about environment and save society. This attracts number of customers
in small period of time.