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

International
Marketing
Management

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Market Entry Strategy............................................................................................................3
Global Trends and Their Application in the Local Environment...........................................4
Country Specific Communication..........................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Books and Journals.................................................................................................................9
Appendix........................................................................................................................................10

INTRODUCTION
Marketing is one of the prominent functions of management. It is seen that after
globalisation all the organisations have operations around the globe. It is important to understand
the concept of international marketing and use its principles for success of an organisation
(Falahat, Ramayah, Soto-Acosta, and Lee, 2020). This report is based on Hello Fresh which is
largest meal provider in US. The company is planning to launch Green Chef in Germany and
attract more customers and to provide fresh appeal to lapsed users. The aim is to develop Green
Chef as a global brand. The report has discussion related to market entry strategy adopted by the
organisation. There is discussion related to trends in the global market. In the end of the report
there is discussion related to Social Media, Standardisation and Adaptation.
MAIN BODY
Market Entry Strategy
It is important for an organisation to follow all the principles of marketing. It helps the
organisation to operate in an effective manner as well as attract customers. In relation to Hello
Fresh they are planning to start Green Fresh to establish strong market position. It is a strategy
that helps to attract the customers and serve the target market. It is seen that there are planning to
add a new channel of distribution (Paul and Rosado-Serrano, 2019). The goal is to enhance the
sales of the organisation and helps in meeting the goals in a faster manner. Green Chef provides
organic food to its customers. There are various ways that the business organisation can use to
serve the market. It is vital for Green Chef to know about the best possible option that will help
the organisation to work in an effective manner as well as cater the needs and wants of
customers. The target is to serve more and more customers and establish strong image of the
organisation. The options that are available with the organisation to enter the market are
discussed below:
Option 1
They can enter into direct arrangement with Edeka which is one of the retail super market
chain German. It is seen that if the organisation will sell the products of the Green Fresh in their
exclusive stores than it will become beneficial for the organisation. It is seen that the people
nowadays visit the retail stores to make purchases (Wei, Ang and Liou, 2020). It is vital to note
that these retail stores are famous and attract lot of customers. It is beneficial for the organisation

to sell there as all the products are shown to the customers. They are attracted towards the
product of the company by just looking at the product. It helps to enhance sales of the
organisation. Below is discussion related to benefits that Green Chef will get are as follows:
 These are located in the heavy crowd areas and it is easy to attract customers over these
areas. The sales are generally high and it helps to promote the brand effectively.
 Customers prefer to buy from the supermarket chains as they provide variety of options.
Along with that the customers are persuade to buy if they find something on display.
 They have already good existence in the market so there is no need of attracting more
customers. Customers are attracted towards the organisation.
Option 2
The next option that is available with the organisation is to enter in joint venture with
amazon. It will help them to serve the customers online. It is seen that join venture is an
arrangement of business in which two or more parties pool their resources and work towards
benefit of both the organisation (Kaleka and Morgan, 2017). They are ready to share the profits
as well losses. If the company will do joint venture with Amazon then they will be able to
provide services to customers online and in shorter duration of time to the prime customers. It is
seen that this method is not that effective as the company is selling the products online through
their own website.
So, it can be analysed Green Chef should enter into a direct arrangement with Edeka a
leading supermarket chain as it will help them to sell good in the physical stores that are already
established and have good amount of crowd. It will help them to earn good profit and will be
able to serve to large number of customers. It will help the organisation to sell online as well as
offline. As they will be selling online through their own website. In relation to joint venture with
amazon it will be only suitable for providing online delivery of goods and not good for offline
availability of stores.
Global Trends and Their Application in the Local Environment
It is vital for an organisation to identify the trends in the global market. It helps to work
effectively and as per the trends in the market. It becomes important to attract the
customers are serve them. The discussion related to the trends is done below: