Cure.fit International Marketing Strategy Report: Germany

This report provides a comprehensive analysis of Cure.fit's international marketing strategy, specifically focusing on its potential expansion into the German market. The report begins with an executive summary and introduction to Cure.fit, highlighting its business model and offerings. It then delves into a detailed STP (Segmentation, Targeting, and Positioning) analysis, examining the German market's demographics, psychographics, and behavioral patterns to identify the most viable target segments. A PESTLE analysis is conducted to assess the political, economic, social, technological, legal, and environmental factors influencing Cure.fit's market entry. The report also includes an analysis of competitors, a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis, and a discussion of suitable market entry modes, with a recommendation for franchising and licensing. The report further explores market attractiveness, internal value chain analysis, external environment analysis, and the marketing mix. The conclusion and recommendations summarize the key findings and offer strategic guidance for Cure.fit's successful entry and growth in the German market. Finally, the report provides a bibliography of cited sources.

Running Head: INTERNATIONAL MARKETING
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Executive summary
Cure fit is known as the latest campaign that offers an offline and digital experience. It
encourages customers to become more healthy and engaging generations regarding brand loyalty
built by Curefit. It also supports the organization to increase revenue and executed clearly to
craft the strategies of marketing. This report analyzes the target market for the Curefit to build a
strong community and brand loyalty. The effective market for the organization will be Germany
to expand the business by licensing and franchising.

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Table of Contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................3
STP analysis.....................................................................................................................................3
Target market...............................................................................................................................3
PESTLE analysis..........................................................................................................................4
Analysis of competitors...............................................................................................................5
SWOT analysis............................................................................................................................5
Market entry mode...........................................................................................................................6
Selection of market processes......................................................................................................7
The attractiveness of market........................................................................................................7
Internal analysis...........................................................................................................................7
External environment analysis.....................................................................................................9
Marketing mix.................................................................................................................................9
Conclusion and recommendations.................................................................................................10
Bibliography..................................................................................................................................12

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Introduction
In 2016, Cure fit was co-founded by Mukesh Bansal with Ankit Nagori. It is known as the fitness
and well-being start-up. It has under its umbrella are eat. fit, mind. Fit and care. Fit. It offers
offline and digital experience in nutrition, fitness, and mental well-being. It has raised more than
$170 million within the operation of the first two years. It has launched the sportswear brand
Cultsport on 05 September 2019. It will offer the apparel that is functional for formats of
workout like gym, running, and field training.
STP analysis
The market segmentation of Germany presents that the food processing organization markets its
sustainable food products within the selected market. Curefit by market segmentation and
different approaches will solve the issues and effectively implement the strategy of growth.
Different approaches will also help the Curefit to segment the target market. The target market of
Cure fit will be based on the defined geographic boundary like interests, values, and preferences
of Germany. The population of Germany likes healthy food and enough capable to pay the high
prices. Curefit will divide the market of Germany by variables like gender, age, and size of
family, level of education, income, occupation, and more. As per the psychographic
segmentation organization will focus on the intrinsic characteristics that Germany customer has.
The characteristic will be ranged from interest, personalities, values, attitudes, subconscious,
conscious, lifestyles, motivators, and opinions. According to the behavioral approach of the
Curefit, it will break down the ways in which customers go by process of decision making and
buying. The attitude of the organization to the brand will be based on the knowledge and
behavioral examples.
Target market
People in Germany have the highest levels of education. This is known as the mass society of
customers. Customers in Germany like to learn more about similar products and features.
Customers of Germany are known as the most demanding around the globe. Customer also likes
to pay more for the best quality. Customers hold confidence at a high level and online shopping
has become a norm within Germany and the European nations. Customers are opened to

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international organizations' products. Customers within the German market are loyal to a good
brand that maintains quality (Wang, 2016). It will support the Curefit to get the more population
as a permanent customer and discover the process to determine the decision of purchase.
Organizations will serve within the selected market segments and market niches. The
organization will depend on the socio-ecological consciousness of customers (Xu, & Hong,
2012). The organization within Germany will target the groups that are activated to consume the
sustainable products of food. Cure fit believes that sustainable products with services will
support to develop and enlarged the new group of customers. The target market of Germany is
not dominated by the price but seized by the quality products and services that dominant the
positioning strategy. This analysis helps the Curefit to look at the demographic factors like
income, age, geographical, and attitudinal factors that have an interest in a foreign culture and
behavioral factors. Cure fit will focus more on young people as they like to maintain health at a
high level. Segmenting the market according to the perspective of customers and industry will
help the Curefit to internationalize processes.
PESTLE analysis
The environment of business is divided into five different layers. The organization is surrounded
by markets and competitors. It will help to analyze the future growth of Curefit more effectively.
Germany has a strong federal republic that divided within the municipalities and states as final
responsibilities lie with the federal government that also presents the setup of a robust
democracy. Elections within Germany are transparent and fair. Decisions are relevant and made
according to the European level. It also minimizes the ecological footprint. It also perceived the
rates and regulations of tax as the problematic factors to do the business. The economy of
Germany is known as the largest economy in the globe regarding PPP terms. It is also known as
innovation-driven. It is stable within regular economic difficulties. Curefit will get enough
support as financing is cheap because of the low rates of interest. Economic policies lower the
rates of corporate tax. People in Germany spend a huge amount of health and education. The
labor within Germany has good productivity. In 2011, this nation has gotten 9th rank in the high
human development index. Organizations in Germany are focusing more on innovation and
spending a huge amount on research and development. Curefit will adopt the latest technologies
at the organization level. This nation has a sophisticated infrastructure of technology to grow the

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ICT sector. Germany has an independent judicial system with the levels of state and central court
hierarchy. This nation has a comprehensive legal structure. Justice administration is divided
within the branches like financial, social, administrative, and ordinary. This nation has a strong
environmental record compare to other nations that industrialized (Maekelburger, Schwens, &
Kabst, 2012). Germany has phased out nuclear power plants use. This analysis will help the
Curefit to get effective results within the market.
Analysis of competitors
The market in Germany is more attractive. Organizations in Germany deliver effective and
quality services to customers. It is the largest segment within the industry. Germany is known as
the third importer and exporter of agricultural products and food. The demand for the food
additives market is driven to address the complexities of the supply chain. There is concern that
has grown about health as aging people are driving the market for additives of the natural food
market within the European region. Organizations in Germany follow the clean labels and
decline the chemical additives demand. The market within Germany is segmented by
Antioxidants, fat replacers, and others. The food additives find main applications within the dairy
and frozen products, seafood products, and savory snacks. The main players within the market
are DuPont, Cargill, Roquette, Fragrances, and many more. Organizations adopt the strategies
regarding new product launches, acquisition, and improve the capacity to meet the growing
requirements of customers to drive demand (Stoian, Rialp, & Dimitratos, 2017).
SWOT analysis
 Strength
Product and services of Curefit have good quality. This organization provides unique products
compare to others and people in Germany will experience good taste with quality. Products of
the organization are hygiene and contain effective nutrition that is good for health.
 Weakness
For Curefit it will be the first nation to enter as there is a lack of experience that will support to
learn. It works in an Asian country and entering the European nation with a lack of market
knowledge.

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 Opportunities
According to the research people in Germany have become more conscious about health and
increasing internationally. Curefit has enough capability to satisfy the customers' needs within a
respected and unique way as a good opportunity.
 Threat
Competition in Germany is very high. This will be difficult for the Curefit to stable its position
within the highly competitive market. It will be a threat to the organization whether customers
will move to the organization or not.
Market entry mode
It is very important to analyze the foreign market to enter and make a decision (Shaver, 2013). It
will be important for the organization to prefer entry modes like franchising and licensing. The
organization will get fast entry with low cost, risk and increase the exposure. This will also
support the Curefit to achieve a huge amount of success with a good share of the market. Curefit
will receive instant recognition with consumers through built-in support of advertising and
marketing. The organization will become more capable to reach new consumers without the
expense of developing a new channel of distribution.
 Competitive market strategy
There is higher competition for the existing organizations within Germany. This also depends on
the existing manufacturer's difficulties level. It preset high level of obstacles for the Curefit.
Competition with the existing organization will present a threat for the existing organizations to
decrease the shares of the market. The war of prices will also lead to lower profits. Businesses
within Germany are enough capable of purchase and sale contracts in advance compare to the
selection and approval of vendor lists regarding production competence, quality, price, and
capability of delivery. The consumption trend of customers is a healthy food that includes low
sodium, sugar, and high vitamins. Buyers within Germany can influence the Curefit to decrease
the price and enhance the product quality. This will present the power of buyers over the
manufacturer. There is a large availability of substitutes within the market of Germany. It will be

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very important for the organization to stand in the market with quality products and services
(Sittel, Jain, Stock, 2014).
Selection of market processes
The selected market for the market screening process will be depending on the analysis. This
process will be based on the weighted percentage regarding political, economic, social,
technological, environmental, and legal with a scaling system that is related to every nation
different situations like setting standards to translate the market data with an actual, comparable,
and measurable performance (Gupta, 2013). The most attractive nation will be in Germany.
Attractiveness of market
This is measured by the specific market potential value. This includes the market growth rate,
long-term profit, and short term profit. Different weight with percentage is relevant to translate
the data of the market. The market in Germany is more attractive. Both of these are attractive due
to the low psychic distance. These are the best choices for the organization, in reality, when
comes to effective geographical and social connections and benefits at an economic level. The
culture of these nations also plays an effective role to understand the behavior of customers
(Indris, & Primiana, 2015).
Internal analysis
 Value chain analysis
Internal analysis is known as the exploration of organization competency, competitive viability,
and cost position within the market. Value chain analysis is known as the strategic tool used to
analyze the activities of the internal firm (Davies, & Harvey, 2013). The objective is to analyze
the activities and provide a competitive advantage. Porter's value chain analysis will be used for
internal analysis of Cure fit. This is divided into two parts known as activities like primary and
support. Value creation added the values that lead to a competitive advantage. It creates higher
profitability for the organization. This kind of analysis will support to analyze the internal factors
within a structured way (Onuonga, 2014).

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Primary activities of Porter's value chain analysis will enable us to look at the inbound logistics,
outbound logistics, internal operations, marketing, sales processes and services that are helpful.
Cure fit tries to make the inbound activities easy for an individual to lead a healthy lifestyle
across physical fitness, food, mental well-being, and primary healthcare by a singular platform. It
drives the philosophy of preventive healthcare by coaching, engagement, and delivery through
the combination of channels like offline and online operations. Outbound logistics becomes
possible by uncompromised services of customers and critical technologies. Marketing and sales
of the Cure fit include the network of retail distribution, health and care centers, foods and
convenient outlets. It provides home delivery services to customers to serve more effectively
(Lopéz-Blanco, & Chacón, 2013).
According to porter value, chain analysis supporting activities are procurement, infrastructure,
technological development, and human resource management. The organization main product is
healthy food. There are almost 1100 employees are employed in Curefit. It focuses to develop a
healthy lifestyle. This has the objective to deliver new-age solutions across mental wellness and
food fitness. It has the business mantra known to be better every day. The food delivery arm of
Cure fit caters to reach the customers with healthy food. The business scale has grown that also
grew the food packaging requirements. The systematic approach of packaging helps the
organization to provide the solution of 360-degree food packaging which includes reduced costs,

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timely delivery, visibility of supply chain, and assured quality. It has led the organization to
deliver more than 35000 packaged meals every day. The production process of the organization
contains effective and natural quality ingredients (Beringer, Jonas, & Gemünden, 2012).
External environment analysis
Hofstede's culture dimensions theory proposed the dimensions with cultural values and analyzed
uncertainty avoidance, masculinity feminity, and power distance. It is also known as the cross-
cultural communication framework. This is a framework that supports to analyze the framework
globally and inspired the many cross-cultural values. This also enables to identify the implication
on business (Navarro-García, Arenas-Gaitán, & Rondán-Cataluña, 2014).
As per the result of Hofstede's culture dimension India has a higher value regarding power
distance compared to other nations. This present that Cure fit should start their business in
Germany. India holds less value compared to the other nations regarding the individualism
factor. The score of Germany is high compare to other nations. This nation has full support to fill
the individual objectives of its foreign worker while working in Germany. This nation follows
the culture of low context. This nation within the workplace follows the culture of direct
communication. This nation separates their work from friendship compare to India. Masculinity,
indulgence, and orientation in the long term hold low differences among nations. People of India
focus on work and have less leisure time (Milovanovic, & Wittine, 2014). People of German
have a low score within indulgence that also represents the low uncertainty. The people of
German also hold high standardization within the working and high aversion of risk. Individuals
plan their work with effective planning and punctuality. These will be the positive factors to
shape the Curefit as an effective global organization by trading.
Marketing mix
 Product
According to the strategy of Curefit, it has 10 percent adaption and proposes to maintain the
concept of offering quality products and services. It will be accompanied by fast and friendly
services. This will be also important for the organization to develop the flavor for food and drink
according to the German taste. The organization will include products within the menu to keep
innovation according to the trend and season.

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 Price
This is important for the Curefit to enter the German market according to the competition based
pricing. The prices will be similar to ensure that the price will go with the positioning of the
high-quality offer.
 Place
The products of the Curefit are made with fresh and natural products. This will enable the
organization to supply the people with the strict rule of place (Choi, & Parsa, 2012). This will be
also important for the organization to locate the areas with circulation.
 Promotion
To promote the Curefit it will use effective methods of promotion. Big boards will be placed
around the organization to create awareness and curiosity. The organization by the support of the
private event will gain high brand awareness with expectations.
 Process
Curefit will do business activities with the support of franchising and licensing. The organization
will start the community website to design the customer’s suggestions and feedback.
 Physical evidence
Curefit will start to provide the information regarding the products, businesses, partnerships, and
opportunities of career on its website. The organization will use its permanent logo to stay
unchanged regarding its origin and altered to adjust the international sensibilities.
 People
The organization will work with the element of marketing strategy and pay the attention to the
fact of the single decision and policy that carried within a particular way.
Conclusion and recommendations
In the limelight of the discussion, it can be concluded that the Curefit plan with the integrated
strategies will support to experiment with the activities for creating brand awareness and increase

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the loyalty of customers. Activities with the objectives will support to reach the broader audience
to increase the awareness about the brand by promoting the increased sales and products.
Engagement with the willing community also helps to gain more knowledge about the market of
Germany and maximize the base of customers. The organization will make more awareness
about the brand to deliver the right message to customers and perceive the combination of many
touch points. It will become more imperative for the Curefit as the new organization in Germany
to familiarize and educate the customers about the brand.