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

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