MG628: Market Entry Strategy for Green Chef in Denmark Report

This report provides a detailed analysis of the international marketing management strategies for Hello Fresh's Green Chef brand as it launches in Denmark as a premium offering. It explores potential market entry strategies, including mergers with supermarket chains like Kroger Co. and joint ventures with companies like Amazon, ultimately justifying a direct arrangement for better control and financial power. The report also evaluates global trends, such as sustainability and the impact of the COVID-19 pandemic, and their application to the Danish market, focusing on health concerns, eco-friendly practices, and the shift to e-commerce. Furthermore, it examines country-specific communications, highlighting the importance of customer profiling, cultural insights, and effective communication strategies using digital marketing and social media platforms to reach the target audience in Denmark. The analysis takes into account the importance of adapting to local preferences and attitudes to ensure successful market penetration and brand recognition.

International Marketing
Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Market entry strategy..................................................................................................................3
Global trends and their application in the local environment.....................................................5
Country specific communications...............................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
International marketing management is about multinational process of business planning
as well as executing distribution of products, pricing strategy, promotional activities and services
in order to achieve organisational goals. It is important for every business to promote its brand
and products so that people can know about the market position of company. By doing, effective
marketing company can easily attract customers and increase their customer base. The present
report will discuss about some market selection criteria for business expansion of new brand
named as Hello Fresh. The company wants to launch Green chef in Denmark, as a premium
brand. Furthermore, it is going to provide market entry strategy which will be helpful to attract
more new customers. Along with this, the study will evaluate global trends and their application
in the local environment based on the articles given about impact of corona virus.
TASK
Market entry strategy
International marketing management
International marketing management means the systematic process used by company for
business planning and its execution which includes distribution channels, pricing strategy,
promotional activities to spread awareness about the brand (Cateora and et.al., 2020). Nowadays,
company are focusing on expanding its business globally to create exchanges that satisfy the
needs of individual and accomplish objectives or goals.
Importance of international marketing
The major importance of international marketing is to create social and cultural exchange
between different areas/ locations/ countries in the world (Sheth, 2020). In today’s business
world, current trends related to market and customers, fashion followed in one area pass to
another, therefore it will improve cultural and social relation between people.
Hello fresh wants to expand its business internationally and go-ahead to launch Green
chef in Denmark, as a premium brand. They want to capture new customers and provide a
quality to customers in order to improve its brand name as a global brand using effective
marketing strategy. In order to enter in the market, company needs to choose the right country
where they want to expand its business like hello fresh does. The very first step is to set clear
goals, managers can make planning process effective by selecting its target market. This process

can be done through market research, keep track on strategies used by competitors,
understanding needs of customers, understanding challenges and find out solution for the same
(Morgan, Feng and Whitler, 2018). they also need to focus on customer trends and market
demand which will include culture, preference and needs of market.
Option 1-
A merger is all about when two companies join together to form one firm with the help of
contract. If green chef would enter into a direct arrangement with a leading supermarket chain
that is Kroger co., with $119 billion revenue in the retail industry situated in UK., the firm can
easily create its market base. In order to buy and sell products or services in the market company
can create its new equity shares.
The major advantage of direct arrangement with a supermarket is green chef will be able
to gain benefit of supply chain to sell meal kits in their physical stores. Further, green chef will
be able to provide a meal kit delivery service to its customers that offers various options to suit a
different types of dietary preferences. By using the platform of Kroger co., people could easily
order their kits through online website of supermarket or via app, but on a non-exclusive basis.
This means green chef would be able to sell these kits through their own website in order to
maintain supply chain management and gain market space as it will create financial power. This
will be the best use of technology as people are following online shopping trends and also
promotional activity to spread awareness about the brand. But during the supply chain
management, firm needs to focus on some of the disadvantages of direct arrangement as they
sometimes create gaps in communication if different cultures clashes means conflict of culture
can be seen, which is not beneficial for company’s performance.
Option 2
A joint venture means when 2 or more companies combines in order to seek the
development of single firm or any new launched project for the sake of profitability and also
shares the challenges and risks associated with its growth or development. The major advantage
of joint venture is it provides firms with the opportunity to gain new customers and capacity
which is beneficial for productivity. It will enable the green chef to enter new markets globally
or geographic/ emerging markets in order to gain access to innovative world and modern
technology. So green chef would enter into a joint venture with the most popular brand Amazon
in order to expand the latter’s choice of dinner kits online by using platform of Amazon. Green

chef will be able to offer a fast same day delivery service to people who like to purchase online
via websites. By using this technique, the company will be able to deliver to prime customers of
amazon which is beneficial to create customer base. The marketing and sales team will promote
its products or services to attract more new customers. They would also continue to sell through
their own website to gain market space. But the disadvantages of this strategy includes sometime
resources and work aren’t distributed equally which will create conflict between parties.
Justification- By evaluating the above options, it has been concluded that option 1 will be
beneficial for company as people could order online through website of both the platform.
Because joint venture focuses on a specific business area where two company overlap and can
work together to achieve goals but their business operations and bulk of activities remains
separate from each other. Which create communication gap and create conflict between parties,
so merger or direct arrangement is an effective market strategy.
Global trends and their application in the local environment
From Sustainability to Purpose: Refocus on the Planet (March 2021)
This report focus on social issues and innovative idea of building back positive and better
environment, for the safety of people government showing their commitments for a green
recovery. Due to corona virus pandemic, people are more concerned about their health and
safety so, companies need to focus on providing eco-friendly products or services in order to
support local communities. Nowadays, companies across the world has to take major steps
to solve issues, and provide important goods such as face masks, hand sanitisers and
services which should be free of cost such as taxi, mobile data and video conferencing.
(a) So, green chef needs to focus on this trend especially for the people who are more concerned
about their safety and health and surrounding environment. They need to more focus on
investing in eco-friendly methods and organic products in order to attract more customers.
(b) Due to trend in rapid advance technology and changing behaviour of people’s attitude,
company has an opportunity to adopt this strategy to gain customer’s trust (International
marketing management, 2022). While customer lifestyle changes are required to protect the
environment for future generation, if company use this strategy they will go far away and
achieve goals rapidly. But for this they need to stop taking things for granted because if they
fail to compete in the market they will not be able to achieve success and satisfy its

customers. With many brands calling for a green recovery from pandemic, there are huge
opportunities for them to create sustainability and innovative use of technology.
(c) By understanding the concept of globalization and marketing mix strategy company can
make important decisions and make profitable marketing decision at every level. They can
also be more competitive and adaptable in its market of Denmark, which is beneficial for
them to improve profitability.
 The Corona Virus – The New Normal – What is here to stay? (May 2020)
(a) Due to corona virus pandemic, people face lots of challenges such as heavy restrictions on
travel, lockdowns and others. So, government has ordered people to take vaccination and
aimed for zero Covid-19 strategy.
(b) By keeping in mind about political norms made by government during Covid-19 will be
helpful for company to make necessary changes. As the future will be totally depended
on the types of immunity people acquire through this diseases or vaccination they have
taken.
(c) countries can reduce transmission with adopting control measures until enough customers
have been vaccinated in order to reduce the infection. For this firm needs to concentrate
on organic food and produce it.
 The Corona Virus – The Future of Where and How Consumers Shop ((March 2021)
(a) The impact of pandemic has change the shopping habits of people, As the world moves into a
new normal, however the retail industry structure will be reshaped. After covid-19, businesses
adapt to new reality, habits of people will increasingly take place in an Omni channel context.
So, green chef needs to focus on the future scenario with respect to covid-19 before
implementing new strategy.
(b) Due to rapid change in the world of technology and shift to ecommerce the people are using
remote services and the resulting change in big cities has increase the trend of mobility.
This has put pressure on company to keep update on new technology in order to gain
competitive advantages.
(c) As firm needs to keep concentrate on the customers who move towards prioritise value,
because with the increase in economic recovery people will turn to retail channels in
order to specialise in low cost goods. For example- they will purchase products online
and demand for home delivery service for home care goods in order to maintain social

distancing. So, green chef needs to invest more to create seamless, and engage shopping
experiences of people that will attract their choices. They need to invest more in super
app, websites and focus on social selling which will be beneficial to transform the
ecommerce world effectively.
Country specific communications
Appendix one-segmentation and buyer behaviour
Customer profiling
Sources Customer type
Description Name
demographic information Age range ? 21-45 years
Top priority What does this customer need
the most?
Organic products , Healthy
and safety
Marketing campaigns How will company reach this
client?
Social media and direct selling
Geographical information State/city /country Lives in Denmark
Psychographics Habits Online shopping , reading
articles
Values Loves social life
Attitudes and perceptions Learning skills and shaping
memories about purchasing
experiences.
Lifestyles Exploring new technology
For example-

Appendix two-cultural insights
It is important for green chef to focus on communication system while targeting audience,
because communication is the key to business success. first of all, company needs to create
content about its brand and product with the help of digital marketing team and social media
platform. The best way to communicate is to promote company’s product through emails, exiting
offers, messages and high quality content through videos and posters.
Social media, standardization and Adaptation
By using market trends, company can effectively communicate with its customers based
on their preferences, taste and attitudes as mentioned above (Piatykop and Pronin, 2020).
Communication and marketing both plays a vital role in business world, because it identifies
target audience with sending message and gathering important information through campaigns,
feedback, social content and other techniques.
In order to attract more customers, firm needs to focus on providing training to its
employees such as bridge the culture gap and difference with the help of communication skills
and tools related to it. By observing people in the country and understanding their preference
through customer feedback and surveys company can solve issues and make necessary changes
if required (Wirtz, 2020). This will create positive impact on people because they will understand
the efforts and contribution company is making for them. Communication is the challenge for
people new to marketing and learning about strategy related to market. it is important for them to
use tools and methods for understanding the languages and culture. With the help of
advertisement company can attract more customers. Firm can target audience who are more

environment and health conscious, they need to engage people about social life and work on
languages and culture in order to deal with uncertainty in the future.

A good marketing strategy helps the company define realistic, speacific and clear or
measurable goals for business which is beneficial for them to achieve success in this competitive
world. Advertisemnt marketing, marketing research and sales promotion model have a clear
business focus and can be implemented in the marketing strategy of green chef. Apart from
language company need to change its way of delivering contents to customers because this is the
only way to improve communication system with respect to delivering message and choice of
social media channels. For example- creating content based upon health, safety and protection of
people and community also environment (Budianto, Bastaman and Herman, 2020). There are
many content creators with whom the firm can tie-ups and pay them to create attractive content
using data to make informed decisions. They must ensure that they are targeting the right
audience, only them they can understand the cultural insights and customers’ needs and
preferences.
By understanding cultural insights, company can know about customers’ needs and
engage new clients to purchase from stores or online. The very first stage is to know about value
diversity to understand the people needs and their attitude. After that manage the dynamics of
differences which will influence the buying behaviour of people. Company and its team needs to
acquire knowledge of cultural needs and differences includes languages, social needs and others.
CONCLUSION
To conclude, international marketing plays a vital role in the big business markets
because they want to expand its business globally. It is important for them to focus on
promotional activities such as advertising and sales promotion, social media, newspaper and

campaigns in order to attract more new customers. Before implementing any strategy related to
market green chef needs to focus on market research, trends, taste and preferences of people and
keep track on updated technology. Although, green chef is focusing on organic products and
produce them to attract health conscious people. The report has concluded that, by using social
media and data company can make informed decisions in the future. Through which the firm will
ensure that they are targeting the right audience.

REFERENCES
Books and Journals
Budianto, A., Bastaman, I. D. and Herman, F., 2020. Promotion Mix, Individual Internal
Environment, and Purchase Decision Making in Minimarket. Jurnal Bisnis dan
Manajemen. 21(1). pp.27-42.
Cateora, P. R. and et.al., 2020. International marketing. McGraw-Hill Education.
Katsikeas, C., Leonidou, L. and Zeriti, A., 2019. Revisiting international marketing strategy in a
digital era: Opportunities, challenges, and research directions. International Marketing
Review.
Morgan, N. A., Feng, H. and Whitler, K. A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing. 26(1). pp.61-95.
Piatykop, O. and Pronin, O., 2020. Model Selection of the Target Audience in Social Networks
in Order to Promote the Product. In COLINS (pp. 396-406).
Sheth, J. N., 2020. Borderless media: Rethinking international marketing. Journal of
International Marketing. 28(1). pp.3-12.
Waisbord, S., 2019. Communication: A post-discipline. John Wiley & Sons.
Wirtz, J., 2020. Service products, development of service knowledge and our community’s target
audience. Journal of Services Marketing.
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