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

This report discusses the market entry strategy, global trends, and country specific communications in international marketing management. It focuses on Green Chef's expansion plans and the impact of global trends on local areas. The report also explores the options of direct entry method and joint venture with Amazon for distribution. Additionally, it highlights the importance of sustainability and the effects of COVID-19 on packaged food. The report concludes with recommendations for Green Chef to create a new channel of distribution and adapt to global trends.

MG628 International marketing
management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Market entry strategy...................................................................................................................3
Global trends and their impact in local area................................................................................5
Country specific communications...............................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9
Books and Journals......................................................................................................................9
Appendix-1................................................................................................................................10
Appendix-2................................................................................................................................10

INTRODUCTION
International marketing management is defined as the activity which is related to
products and goods from a country into some other country. The rules and regulation are formed
while considering both the countries. International marketing management is related to the
activities of operation into different countries of the world having different political and
economical systems (Morgan, Feng and Whitler, 2018). This process goes beyond the political
factors of the host country. Thus, it brings countries closer to each other for fulfilling their
economic needs. Green chef is a corporation whose parent company is hello fresh. It is a meal
delivery service which offers their customer a range of food option which is organic. The
company is proud in using sustainable ingredients which are their chef’s best. The company is
looking to expand their business to international grounds and this report deals with their business
strategy, global trends and some forms of communication.
MAIN BODY
Hello fresh is one of the largest meal kit provider which is now acquired Green Chef. It
contributes to the overall company’s growth. The company is looking to launch their product
from Green Chef in a different country. A research is conducted in the country which will help it
to take efficient decisions and make the company successful.
Market entry strategy
Green Chef Company is a well established brand which is famous for their non-GMO and
keto and paleo meal kits. The company is now looking for adding a new channel for distribution.
They are expecting a rise in sales after following this approach. There are some options which
can help the company reach their desired goals. They are
Option 1- Direct entry method: The company is looking to launch their profitable
products in the Germany markets. Direct market entering approach is done by selling Green
Chef’s product in the physical stores to attract public customers. These approaches will the
company gain the customer base with the progressive working of the supermarket. There is no
other organisation forming a link in between Green Chef and the supermarket. Selling the
product in the supermarket will remove any confusion regarding the product line and any
quarries from the customer side can be resolved then and there itself. The customers become
committed to the products and thus, will help in creating brand awareness of the company

(Gomes, Sousa, and Vendrell-Herrero, 2020). When a customer becomes loyal to the brand, they
can build a direct contact with the associated brand.
Adding to this, supplying directly to the supermarket can help in increase the sales of the
product as it will be showcased on the website of the supermarket as well. In such situation, the
offer on the products must be on non executive basis which as the company itself will be selling
these products from their own website. Many different factors have changed the working process
in the marketplace. Therefore, Green Chef is also looking to find new options showcasing their
products and making them popular among the general population. This is an effective method for
the company to proceed into expanding their business. It increases customer sharing which is
helpful for the sales of the company. Potential customers inspired from the supermarket approach
can make their direct order from the company’s website. The company can thus increase the
level of engagement which will lead to rise in sales of the products.
Option 2- Joint venture with Amazon: Another option for the company to expand is by
collaborating with Amazon. This will give the company a high level of customer engagement.
This will also create many forms of distribution channel. The products will be an easy access to
the potential customers and customers. Amazon itself is having a large customer base which can
be very beneficial for the company. The company which joining a venture with Amazon can gain
advantage over the different geographic locations. Green Chef can make full use of the
distribution channel from the Amazon (Rana, and et.al., 2020). The company can then put in
some creative efforts which will help them pierce into the new market and attain trust of some
new customers.
This makes them loyal towards the company. This will increase the market share of the
company and Green Chef will get what they aimed for which is high sales and profit. The only
catch here is that Green Chef will not be able to create its individual brand awareness, it will
always be related to the Amazon’s brand value. This can be profitable in some cases but can be a
disaster otherwise. The company might not be able to provide personal experience to their clients
which can even result in the decreased sales. The product from Green Chef will be associated
and known from the service provided by Amazon. This can be a boon and a bane as Green Chef
cannot control the services provided by Amazon.
Recommendation: Options, 1 and 2 both are recommended for Green Chef to create a
new channel of distribution and help them ascend their graph of sales which will lead to attaining

their goals faster. When the company is engaging with a supermarket chain it will help in
showcasing te product in many different locations along with being available online on
supermarket’s as well the Green Chef’s website (Ahi and et.al., 2017). The pattern of the
supermarket is made in such a way that people buy things even when it is not in their lists. Once
they buy a product from Green Chef they will come demanding for more and as the supermarket
position will not change, they will know where to find one. This will boast up the sales of Green
Chef. The company is already focusing on today’s trends, they know that people are motivated to
become fit and the dietary meal kits from Chef’s special table can in no time become popular
among people. The Supermarket chains come up with creative ways to sell their products which
will be beneficial for the company as without their own efforts, the product selling to its peak.
The product will have both online and offline customer base. Adding to this, having a joint
venture with Amazon will double the sales of Green Chef. Today’s world where everyone is
busy with their office prefers to shop online. Collaborating with Amazon will only profit the
customer, even with the other limitations, there is no chance of having a loss (Shen, Puig and
Paul, 2017). Green Chef can then expand their range of products and their choice of dinner kits
through their online platforms. Customers can receive same day deliver with no extra shipping
fees along with their Amazon prime offers. Having both the option will make the product
popular when the available sources are from three online platforms, Green Chef’s, Supermarket’s
and Amazon. Along with this the product will have a large offline base from the supermarket
chains.
Global trends and their impact in local area
Global market in today’s world offer very small window for opportunities for companies
to sell online. These global trends have affected the businesses of many companies. Some of
which includes,
The Corona virus, new normal: This pandemic has affected every sector of the
business. It has created different ways of working which were never even thought of before. The
spread of Covid-19 virus has a major impact on the organisations. There was lockdown imposed
in all part of the major cities which eliminated the approach for in store sales. Companies have to
come up new and innovative ideas to reach out to their targeted customer base. This trend has
affected the local small businesses, they suffered some losses (King, and et.al., 2017). While on

global levels, companies were trying to fit in the new working culture. The companies have to
maintain a level for consistent services which are offered to their customers to earn the loyalty
points. The pandemic has made people find different ways to improvise their working ability and
workplace conditions. The company finding innovative ways can only survive this new era.
Green Chef Company has developed their ways into reaching out to maximum potential
customers even during this pandemic time.
Rethinking sustainability, no purpose no gain: The world is dealing with just not only
a pandemic but also the threats of climate change. Sustainability trends are being largely
influenced these days. People are looking to buy a product which is made in a sustainable way.
They are being active and well educated about the things which are harmful for the environment.
Companies are looking to bring business strategies which bring sustainability development.
Locals businesses have rooted their business in the locality area. Global and local both the
companies have to find new and creative approach to their business to sustain in the competitive
market. This means that today’s needs are fulfilled by saving the resources for the upcoming
generations (Sharma, and Ghoshal, 2018). The new innovative ideas into the business strategies
of the company will them sustain in the heavily competitive market place. To maintain the
organisational sustainability a vision or an aim is required. The companies must explore different
approaches to gain their customer power and increase their sales and profits. Green Chef has
brought in a sustainable approach in their products as well as is moving forward expanding their
business into the international grounds.
Covid-19 effect on packaged food: This pandemic has made people rethink the ways of
their method of buying and consuming the products. People are now looking to intake the food
item which will boast their immunity and make them fit to survive in this pandemic situation.
The food packaging companies have to find new ways to approach their customers and make
them feel reliable in that particular product. The company must assure them that proper safety
measures have been taken into making and packaging the food item (Bhattacharya, 2021). They
can try to advertise their safe working condition on large platforms which reach out to maximum
people. The more the people trust the packaging of food, more will they invest n the same. Green
Chef can use this trend into eliminating the chances of switching the brand from the customer’s
side and leveraging the situation into gaining more profits for themselves. Green Chef is already

supplying a healthy and proper diet meal kits which are customers looking for during Covid-19
pandemic.
Country specific communications
There are many businesses which are conducted in some different country from their
home country. It is not easier to socialise in today’s world ad communicate with colleagues and
clients holding their roots from a different country. Organisational culture and the national
culture of both the counties play an important role to fit in the situation properly. Here the host
country is Germany and home country is United Kingdom in the case of Green Chef. The
company must be able to identify what their customer demands and identify the changes in the
way customers from host countries are attracted towards the products and what are their needs
regarding the same (Bhatti, and et.al., 2020). Social media can form a huge foundation for giving
the chances for communication. Adapting the social as an idea to communicate with the potential
customers is very important.
It helps in measuring and assessing the leads on customer’s reactions regarding the sales,
product and other services provided by the company. Failing to modify with the latest trends
such as the use of social media can lead to misleading the customers or forming a sense on
misunderstanding and confusion in their minds (Rao-Nicholson, and Khan, 2017). This method
can help in distinguishing between the products and give a chance to customers to separate out
different product placements. Standardisation is another approach which defines the brand.
Standardising the product will make it stand out when compare to the other products from the
competitors. Due to this the customers can trust that the product is of high quality. Green Chef is
maintaining their product values in the time of fluctuations in the economy of the changing
markets. The company is contributing to the growth of economy.
CONCLUSION
It can be concluded from the report that Hello fresh has acquired the green chef company
and is now looking to expand their business into the German market range. There are many
marketing strategy which the company can pursue to attain their desired goals. It is evaluated
that both the option are beneficial for the company to increase their sales. Green Chef has also
settled well in the different trends of the globalisation.

REFERENCES
Books and Journals
Ahi and et.al., 2017. International market entry: how do small and medium-sized enterprises
make decisions?. Journal of International Marketing, 25(1), pp.1-21.
Bhattacharya, B., 2021. Impact of COVID-19 in Food Industries and potential innovations in
Food Packaging to combat the pandemic-A review. Scientia Agropecuaria, 12(1),
pp.133-140.
Bhatti, and et.al., 2020. E-commerce trends during COVID-19 Pandemic. International Journal
of Future Generation Communication and Networking, 13(2), pp.1449-1452.
Gomes, E., Sousa, C.M. and Vendrell-Herrero, F., 2020. International marketing agility:
conceptualization and research agenda. International Marketing Review.
King, and et.al., 2017. Food safety for food security: Relationship between global megatrends
and developments in food safety. Trends in Food Science & Technology, 68, pp.160-
175.
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing, 26(1), pp.61-95.
Rana, and et.al., 2020. Determinants of international marketing strategy for emerging market
multinationals. International Journal of Emerging Markets.
Rao-Nicholson, R. and Khan, Z., 2017. Standardization versus adaptation of global marketing
strategies in emerging market cross-border acquisitions. International Marketing
Review.
Sharma, R. and Ghoshal, G., 2018. Emerging trends in food packaging. Nutrition & Food
Science.
Shen, Z., Puig, F. and Paul, J., 2017. Foreign market entry mode research: A review and research
agenda. The International Trade Journal, 31(5), pp.429-456.

Appendix-1
Behaviour based segmentation is about exploring the trends which shows the behaviour of
customers during their time of purchase and making decision regarding the same. Purchasing
behaviour can help the company understand the needs and demands of the customers. It can help
in solving the issue of complexity and difficulty on the purchasing product. Customers play an
important role in the whole process of purchasing.
Appendix-2
Cultural insights are the process of analysing culture. It measures and puts a spotlight on the
invisible cultural forces which impacts the lives of humans and changes their perception and
view regarding some topic. It also shows the difference in choices which customers make today.
There are several cultural difference to be faced by the company when they expand
internationally. These cross cultural factors are explained better by the Hofstede cross cultural
dimensions.