Evaluation and Recommendations for Market Entry Strategy in Switzerland

This assignment evaluates two options for market entry in Switzerland and provides recommendations for Green Chef. It also discusses three important global trends and their application in the local environment. Additionally, it explores the need for adapting and standardizing social media communications in Switzerland.

MG628 International Marketing
Management

Table of Contents
INTRODUCTION.........................................................................................................................3
MAIN BODY..................................................................................................................................3
Evaluation base on two different options and suggestions..........................................................3
Three important global trends and their application in local environment..................................4
Social media communications adapt and standardize in Switzerland.........................................6
CONCLUSION..............................................................................................................................7
REFERENCES..............................................................................................................................9
APPENDIX 1................................................................................................................................10
APPENDIX 2................................................................................................................................10

INTRODUCTION
International marketing is quite touch to manage for any brand, it considers as procedure
of trading items and services among varied nations that in return help generate revenue even
better. This process could include planning, monitoring, organizing, advertising and distribution
of goods in the whole world. The current study will be based on Hello Fresh which known as the
best German publicly traded meal kit organization in Berlin. This assignment will explain
evaluation of two options and recommendation base on it. Furthermore, this report will justify
three different global trends and explain one particular suggestion regarding a change to act that
consider important in Switzerland. Furthermore, this study will explain segmentation, consumer
behavior and cultural insights. It will define recommendation in context of how far social media
communications need to be adapted or standardized in chosen nation.
MAIN BODY
Evaluation base on two different options and suggestions
Market entry tactic is a well-planned delivery and distribution approach of services or
products to a new target segment (Rotter, Bobek and Horvat, 2020). Green Chef in order to
growth its venture and obtain desire outcomes could choose the best option among many in form
of an effective market entry strategy. There are two different types of options accessible and
discussed below in context of chosen company, who want to operate its business in Switzerland.
Evaluating- Option 1
According to this option, firm will sell its new meal kits and manage this process directly
by collaborating with Migros, which falls under list of top supermarkets in the Switzerland. This
option is quite beneficial for Green chef in term of increasing its customer base and contribute
building trustworthy relationship between organization and its target market, which is actually
very important to build. It is also beneficial for company in form of gaining trust of those people
who purchase products from physical outlets instead of online, because of trust issues. It benefits
in several terms such as increase profitability (Gullo, 2019). Instead of providing benefits it
would create challenges for firm when they sell through supermarket chain. As it leads
decreasing sales when supermarket customers are not happy with its services and because of that
people would never consider products of Green Chef. It can promote Migros brand name not

chosen company because this collaboration allow supermarket to sell firm meal kits in its
physical outlets, which individual buyer will purchase.
Evaluating- Option 2-
Just like with above method or tactic, Green Chef will gain benefits when it uses the
second one that is joint venture option which company would make with Amazon. Joint venture
is one of the most common market entry approaches that many companies has been used. It
provides a lot of benefits to firm in term of increasing sales, productivity and profits margin as
well (Nippa and Reuer, 2019). It allows organization to gain attention of more customers who
are already connected with Amazon in wider size. It gives opportunity to build excellent brand
image in new market which in return permit reach at international platform. On the other hand, it
would affect in negative manner, because company expect different things from joint venture
which is not possible to fulfill in effective manner in some cases. The biggest issues that
organization would face while conducting join venture practices with Amazon is lack of equality.
The biggest drawback of this market entry method is that it caters low degree of investment and
expertise equality which is important to provide in fair manner.
Recommendation-
From above discussion, it has been identified that option one is quite beneficial for Green
Chef as compare to second. Organization should enter into Switzerland by making direct
arrangement with Migros which is known as leading supermarket in chosen country. It will give
company a market growth opportunity in term of gaining attention of profitable buyers and retain
them for longer period of time which in return allow them to gain competitive advantages.
Furthermore, firm would face low threat of competition because instead of direct selling it would
sell its meal kits through selected supermarket that have wider market area and more than
1Million customers. Furthermore, along with this benefit, Green Chef would obtain another one
and that is less attempt in regard to drive attention of customers because its management would
sell its item to Migros supermarket customer who are able to promote product in market after
getting excellent satisfaction, which is actually very important to get.
Three important global trends and their application in local environment
Global Trends means a common change or development in situation that can impact
many nations of the world. Due to Corona Virus, in recent time there are different types of trends
has emerged and people has adopted most of them according to lifestyle, preferences and needs.

Among many, three essential global trends mention below that relate to Green chef’s brand
proposition.
Trend 1- Paper packaging
This chosen global trend is relevant to selected firm and important to adopt for
management because it help in selling meal kits to customers and gaining their attention as well.
Due to COVID-19, Food & beverage, hospitality and other sectors has changes the ways in
context of products packaging. Overall business world due to above pandemic has affected in
negative manner. It drives attention of customers towards taking proper precautions and change
the ways he or she purchase items (Roe, Bender and Qi, 2020). Instead of paper packaging
products, buyers prefer to buy items that are pack by using recycle materials. Because of corona
virus, food packaging system has impacted and people follow paper packaging as global trend.
Customers start avoid buying plastic packaging goods, which could contaminate food items and
are non-recyclable that affect environmental sustainability in form of land and water pollution.
Because of each reason the chosen trend is relevant to Green Chef which company needs to
follow and adopt as well as make change in its meal kits packaging.
This trend seems to be emerge in Switzerland in wider term, for example the paper
packaging market is estimated to reach USD more than 485 billion.
Trend 2- Ethical living as mega trend
This trend also emerges in the world because of COVID-19, which drive the attention of
all the companies like Green Chef towards conducting sustainable practices. It has become
increasingly more essential to buyers, which could define as life directed by moral & ethics
principles. Furthermore, this trend is relevant to chosen firm because is push each organization to
become socially conscious which in return provide benefits in term of building positive brand
image in market (Megatrend: Ethical Living is Pushing Companies to Become Socially
Conscious, 2017). This trend along with above one has also seems to be emerging in Switzerland
in huge context by 80% because in today’s era people are adopting to more than other trends in
order to make their live sustainable.
Trend 3- vegan consumption
Due to current pandemic, people change his or her ways in context of eat habit. Instead of
eating junk food, dairy products etc. consumer drive towards buying vegan food items. Around
60% of customer in U.S consider vegan diet to be healthy and fit for longer period of time

(Booth and Harry, 2020). This trend along with above two is relevant to Green Chef because it
sells food items such as meal kits, which allow them to focus on each important trend. This
trends are already essential in Switzerland where millions of people are taking vegan diet and
suggest family member to do so.
Recommendation regarding change in marketing mix-
As discussed above three trends emerge in whole world because of corona virus that
impacted each sector in varied manners either positive or negative. Regarding above change and
further due to pandemic, it is really very essential for Green chef to pack its meal kits by using
all materials which are easy to recycle that is beneficial for business growth in new market and
also for environment. The government of chosen nation is quite concern about environment
safety which is an important thing for population as well. Firm should conduct ethical business
practices and implement the same.
Social media communications adapt and standardize in Switzerland
Social media is one of the most effective and influencing sources that many marketers in
today’s competitive business environment has used in order to communicate, attract and aware
customers in context of specific product or service (Shareef and et.al., 2019). Social media is
mostly use for communication purpose; it could define as transmission of content or message to
others via particular platform. There are varied types of social media tools, channels and
platforms are accessible in the world of business that Green Chef could use along with existing
two that are YouTube and social media page. These two social media communication need to be
adapted and standardized as well in Switzerland for longer period of time or years by years
because it provides so many benefits to company in term of gaining attention and focus of
customers towards purchasing meal kits which it wants to offer to specific group of people in
new market and that is office workers, students and those who goes out at home for several
purpose.
Along with YouTube channel and social media page, Green Chef would need to adopt
new source to promote its venture, products and overall business aims in systematic and ethical
manner. In recent time, target customers such as students, officer workers and hostel residence as
well as other people are using the most influencing and trending social media channel that is
Instagram because it allows obtain information about certain things either relate to educational
field or fashion. Firm needs to change the way it promotes and ads in form of message and

selection of social media sources. With existing tools, organization must use Instagram as new
social media channel where millions of users have activated his or her accounts to stay update
with each market trend, change and other things.
Frim need to change its social media communication tool because it helps attracting new
buyers and retaining existing one. The method of communication is same in term of making
plan, creating effective and influencing content etc. Instagram is the best social media channel
that company should use and gain benefits by using it which is quite essential and useful in the
future as well. In Switzerland all the people are using above chosen tool in get its advantages,
and because of that reason firm use it which brings benefits in term of increasing customer base,
making strong bond between both parties etc. Above social media platform helps to promote and
advertise meal kits which gain attention of new buyers who are able to pay exchange of items.
Some points stay same that has been discussed above and rest of the things would change
according to new tool that is very useful and effective as well. It allow company to engage target
customers in context of purchase which in return maximize sales and profitability of venture
even better than other existing companies that has operated in similar sector.

CONCLUSION
By summing up above discussion, it has been concluded that Green Chef has gained
several benefits by selecting and adopting right option. It has been identified that by selling its
meal kits via making partnership with Migros supermarket, organizations have obtained different
advantages such as it helps generate revenue, increase profits margin and productivity level even
better. Furthermore, from above analysis it has been determined that by considering all global
trends, company has satisfied its target customer and allow them to retain with brand for longer
period of time.

REFERENCES
Books and journals
Booth, J. and Harry, J., 2020. The impact of a vegan diet on oral health and the role of the GDP.
BDJ In Practice. 33(5). pp.20-21.
Gullo, P., 2019. Innovative fully integrated transcritical R744 refrigeration systems for a HFC-
free future of supermarkets in warm and hot climates. International Journal of
Refrigeration. 108. pp.283-310.
Nippa, M. and Reuer, J.J., 2019. On the future of international joint venture research. Journal of
International Business Studies. 50(4). pp.555-597.
Roe, B.E., Bender, K. and Qi, D., 2020. The Impact of COVID‐19 on Consumer Food Waste.
Applied Economic Perspectives and Policy.
Rotter, S., Bobek, V. and Horvat, T., 2020. Prospects and Challenges of Market Entry for
Austrian Companies in an Emerging Market–the Case of Chile. Naše gospodarstvo/Our
economy.
Shareef, M.A and et.al., 2019. Social media marketing: Comparative effect of advertisement
sources. Journal of Retailing and Consumer Services. 46. pp.58-69. 66(2). pp.50-61.
Walsh, C. and Whitehouse, H., 2017. Disrupting the megatrend of the climate emergency
through the Australian curriculum: technologies. Curriculum Perspectives. 37(1). pp.91-
98.
Online
Megatrend: Ethical Living is Pushing Companies to Become Socially Conscious. 2017. [Online].
Available through: < https://blog.euromonitor.com/megatrend-ethical-living/ >

APPENDIX 1
Green Chef would use demographic segmentation tactic to target officer workers, youngsters and
students as well as target segment. These group of people are interested to purchase quick and
easy meal because of fast and busy life schedule. They use social media applications the most for
collecting information about all the topics like cooking, education etc.
APPENDIX 2
Cultural insights provide all information about population live in Switzerland. According
to that people are using social media platforms to gather key data that impact in positive manner
upon communication process of brand.