International Marketing Management

International
Marketing
Management

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Strategic allliance.........................................................................................................................1
Task 2:.............................................................................................................................................2
Analysis of trends........................................................................................................................2
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
Appendix 1:.....................................................................................................................................9
TASK 3............................................................................................................................................9
Country specific communication:................................................................................................9
Appendix 2:...................................................................................................................................10

INTRODUCTION
The emergence of COVID 9 virus has lead to a impact on multiple industries that and it lead to
many business coming to a standstill. For survival organisations are looking for different
alternative strategy formulation. There are different marketing strategies that can be used as a
channel of distribution for to purpose of selection of specific market route in order to enhance the
present sales level in organisations. Green chef is a global restaurant chain that is willing to
expand across Germany for the purpose of expansion of their market share (Cateora and et. al.,
2020). For this purpose presently green chef is willing to use some of strategic measures that can
help them in achievement of higher market share in coming time period. For this there is use of a
strategic options and analysis of existing trends to use it in form of opportunities.
TASK 1
Strategic alliance
Option 1: In this there is a direct arrangement that is to be formed by Green chef by leading
super market chain that is TESCO for the purpose of achieving higher market share by getting
associated with the established brand image of TESCO. It would give chain of TESCO the
exclusive rights to sell the products of green chef in their physical stores.
Option 2: In this green chef is willing to enter into a joint venture with Amazon to expand its
choices of diner kits online mediums and offer the services of fast and same day delivery to its
customers.
Option second is more suitable and is selected for Green chef in present scenario.
Strategic joint venture is a business agreement that takes place between two organisations that
come together and take active decisions with a collective aim of achieving of specific goals.
Analysis of the situation: The present situation of COVID 19 has drastically affected the
functioning of organisations as there has been a shift of people preferences towards online
channels and e commerce mediums of purchases (Gomes, Sousa and Vendrell-Herrero, 2020).
There have been lock down measures and social distancing issues that have created such a
sudden shift in the people preferences in this dynamic external environment. There is
requirement to analyse some of the suitable strategies that can be adopted in order to deal with
this situation otherwise there is a drastic negative impact on the present productivity and
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profitability of organisations. In this situation Green chef is willing to analyse some of the
present strategic options that are available and to select the best course of strategy that can be
used in order to achieve competitive advantage in this pandemic situation (Donthu and et.al.,
2021).
For this purpose there is selection of joint venture as a major strategic tool.
Two major objectives behind this strategy: In this strategy there are two main objectives that
have to be achieved by Green chef in the course of business functioning:
 There will be continuity of selling of all the products via own website of green chef. The
existing range of customers who are ordering from the website can continue to do without
any type of interruptions because of this strategic alliance
 The tie up will help in approaching the new customer segment of Amazon prime. There
will be a same delivery option that is going to help in offering a fastest delivery scenario
with the help of logistics network of Amazon.
Benefit: Green chef can have large number of advantages from this alliance with Amazon there
will be benefits of approaching the existing customer segment of Amazon. Apart from this Green
chef is not a much popular brand but this tie up will enable them to be associated with Amazon
that has a high amount of existing brand image across different parts of the world (Pedada,
Arunachalam,. and Dass, 2019). This strategic arrangement will help organisations in completing
each other strengths and compensating for the weakness. Such as the loose logistics and supply
chain network of Green chef will be covered by the existing strong delivery partners of Amazon.
Further prime is a medium that ensures fastest delivery to some specific segment of customers.
Through this strategic alliance there will be a sure enhancement of productivity as green chef
will be able to o get a competitive advantage in this pandemic situation (Malhotra, Nunan and
Birks, 2017).
Task 2:
Analysis of trends
Relevance of trend to
green chef:
Importance of
trend:
Changes and
recommendation:
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