International Marketing Management: Green Chef's Entry into Denmark

This report explores Green Chef's strategy for entering the Danish market, focusing on market entry strategies, global trends, and social media standardization and adaptation. It suggests a joint venture with Amazon to leverage its existing market presence and customer base. The report also emphasizes the importance of digital marketing, sustainable practices, and understanding Danish culture and communication styles. It highlights key global trends such as sustainability and the impact of COVID-19 on consumer behavior, recommending that Green Chef prioritize value and health in its offerings. Furthermore, the report advises on adapting social media strategies to align with Danish preferences and legal requirements, including utilizing local influencers and communicating in Danish. The conclusion underscores the effectiveness of a joint venture with Amazon and the importance of understanding the Danish market for successful expansion.

International Marketing
Management

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Global Trends and their applications in local environment.........................................................3
Communication specific to Denmark..........................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
APPENDIX......................................................................................................................................7
Segmentation and buying behaviour...........................................................................................7
Cultural Insights...........................................................................................................................7

INTRODUCTION
International marketing refers to the activity concerned with the sale of goods and services in
more than one country and also defines as the trading of goods and services across the nation. It
promotes the development of the economy's growth. This report will cover the company Green
chef which is a part of Hello Fresh company. The company wants to establish its business in
Denmark(Sozinova, 2018). The report illustrates the various market entry strategy, global trends,
social media standardization and adaptation. The study will also examine the behaviour of the
buyer and different cultures of the Denmark and is included in the appendix section of the report.
MAIN BODY
Market entry strategy
When a company diversify its business in the local market it also aims to expand its
operations in the overseas market for this it uses various market entry strategies to enter into the
new market. Therefore, market entry strategies is a planned process of distribution of good and
services in the market where the company wants to expand its operations. The main purpose of
expanding the business is to earn profit and also to maintain its position in the international
market. If the economic growth of the company is good, it will be beneficial for the Green chef
to diversify its business and in return can generate profits(Lojacono, et.al, 2017.). Green chef can
also use the licencing method if the demand of the product is high in the international market.
The other method Green Chef can use is the joint venture marketing strategy in order to achieve
the goals of the company. In this method both the parties merge and collaborate in order to
acquire the market share and work towards achieving the similar objective. Most of the

companies adopt this strategy in order to diversify its business and generate revenue from the
business.
It is recommended that the Green Chef company should collaborate with the Amazon company
to expand its business. When Green Fresh collaborate with the Amazon, it enables the company
to access to the new market and the company can take benefits of accessing the different variants
of the new market(Chang,et.al, 2018). By entering into joint venture with the company with an
established brand name, Green chef can enhance the brand image of the company. It is very
important for the Green chef company before entering into the market determine the demands of
the customer as it is important for the business to continue its operations. Green Chef can also
offer fast delivery services to the Amazon Prime customers which will increase the sales of the
goods and also increases the trust among the customers for the services offered and results in
increase in the brand image of the company. Apart from this, an organization can take advantage
of upgrading their products by offering variety of products and provide faster services to its
customers. Nowadays many companies use the digital marketing strategies in order to promote
their brand through online websites. Green chef company can also adopt the digital marketing
strategy and can promote their products through various websites. This will enable the customer
to purchase the products both domestic and international market(Morzhyna,et.al, 2019). Green
Chef can take advantage of the use of the latest technology and produce quality products which
will save the time and energy of the company. Due to Covid many people rely on purchasing
online products, Green Chef can take advantage of this and promote its products online this will
enable the company that the product knowledge is reached to the maximum number of people
and the customer will know the benefits of the product, and they will buy the product. The
company with the help of advanced technology can adopt various methods to analyse the
preferences of the customers and can predict the requirement of their product. Through
promoting its products online can increase the brand loyalty and maintaining its position in the
market(Hennessey, S., 2017). In order to increase the brand image of the company and also to
expand its business in the Denmark, Green Chef can adopt the market strategy of joint venture
and digital marketing strategy.
Global Trends and their applications in local environment

Sustainability global trend 1-
According to the present situation it is very important to follow those practices which are
help sustainability in order to packaging the kit because of the plastic packaging is harm the
environments at the global level. Also, there are some strategies which are related to disposable
and recycle practices. Green chef should pack the product which are fully sanitise because of
corona virus people are so much affected by unhealthy food (Goyal and Esposito, 2019). So, it is
essential for provide those products to the customers which are healthy and not have the side
effect. After the pandemic people are more aware about their health an that is why it is important
to provide healthy food to customers. It is to be recommended that there are various changes that
are seen in the marketing mix such as people are more focus on the digital marketing. In UK,
people are avoid for visiting the place where there is so much crowd and Green chef is providing
the food at online website so that it avoid interaction (Geliskhanov Islam and Babkin Alexander, 2018).
Green chef should focus on the strategy which are able to increases the customers an also can
offer the product at the low price so it increases the sale of the kit. Because of the corona virus
people are avoided to visit at the crowded places. Sustainable packaging is help for attracting the
customer in order to provide them best services.
From Sustainability to Purpose: Refocus on the Planet (March 2021)
The identified trend from this report is “Sustainable innovation for a green recovery”
 This Company can bring more products such as the Green Chef which are the
basically a huge opportunity for the sustainability innovation that would help the
organization in the development of its brand image in this Denmark (Levush,
2019). It is a very great way of reconfiguring the businesses to sync with the
nature and allowing it grow its CSR opportunities towards the economic, social
and environment health development.
The corona virus -The new normal-what is here to say
Many People are of the opinion that organizations have experienced the maximum increase in
the cyber attacks during covid -19. According to the survey conducted in 2020,79% of the
respondent observed Phishing was the most common cyber attack was against the companies.
Looking at this situation, Green Chef should take the proper measures to save the cyber attacks
that can be a threat for the organization.

The Corona Virus – The Future of Where and How Consumers Shop ((March 2021):
The identified trend from this report is “Consumers will move towards retailer that
prioritize value”
 Hello Fresh is a traded meal kit company which provides premium quality of
products to its customers. Green Chef which it's going to launch in Denmark is a
premium quality product that provides value for money.
 This trend is going to be very effective as the customers in the Denmark as the
people in Denmark have a high degree of individualism which shows that people
in Denmark are used to look after themselves and their family very directly
(Nielsen, 2019). The product of this company which is so much related to the
health would benefit from providing value in their product as it will be very
effective. As per the Hofstede Model the score of individualism in 74 which is
considered to be high.
 In order to be more productive in Denmark this organization would need to have
very good communication with the individuals in the organization. It would help
the business in creating better relations with the Danish customers.
Communication specific to Denmark
Social Media, Standardization and Adaptation :
In Denmark Hello Fresh would have to develop a standard which is related to the social
media before starting its practices. Most of the Danish companies utilize social media for the
purpose of branding. This is the aim which Hello Fresh should have in this country (Stjernswärd,
Ivert and Glasdam, 2021). Most of the social media activities are the responsibilities of the HR
department in Denmark. It has often helped the organizations in the development of the
relationships which are more prominent face to face rather than the official platforms. Even
though the company managers are not much enthusiastic users for the social media platforms it
provides the business with slight increase in their business. Most used social media in Denmark
is Facebook, which is present in this country since 2018. There are also social media websites
which are used in Denmark such as Snap chat, Instagram and LinkedIn. There are different ways
in which the social media can be used by the organization in the development of the business
reach towards the customers. These platforms can be used by the organization can allow the

business to increase their brand image in the locality. Certain social media platforms such as
LinkedIn is known to be useful for the organizations in hiring on talent (Kinra and et.al., 2020).
This is social media platform would help a company like Hello Fresh to make the hiring process
much simpler and easier.
For the premium products of this company to get the attention of the customers it is
important for them to have prepared research related to the collaborative practices with the
leading marketing agencies in Denmark. In order to develop the brand of Hello Fresh it would be
important for the business to break down the traditional barriers which are present in Denmark.
Understanding the trends and the interests of this country would help the business to effectively
analyse the importance of how the social media can be used. Collaboration with the market
Giants Amazon would help the company to gain great recognition in the market. Providing the
amazon prime members free services is an excellent move of promotion by this company which
will help it to get famous over the social media and attract the attention of the customers (Missel
and et.al., 2021). AS soon as the product of this company has reach the customers it would be
matter of time depending on the quality of the services and product, to gain it the brand
recognition it desired in the Denmark. For this purpose Social media would be considered as one
of the most effective and essential driver.
It would be very important of the social media practices of this organization to be legal.
As effective as the social media is in the promotion of the organization it can also be a platform
which can make the business vulnerable to the aspects which is considered to be viewed as the
access of the organization which allows the business in the viewing the access of the internet. It
is also important for the company to understand the communicational differences between the
UK and Danish community (Designing a culture that will support your strategy, 2021). Thus,
the social media posts much also be posted in Danish language such that the local are able to
understand the social media marketing efforts. It is also important for the organization to have
monitoring team which will study the different trends and aspects which are considered to be the
main reason behind the development of the business. Utilization of the social media influencers
would be a great way in which the Danish Audience can be attracted towards the products of this
organization.

CONCLUSION
With the help of this project it can be said that the for Hello Fresh entering a joint venture
with Amazon would be very effective for the organization in Denmark as it will allow it gains
better opportunities which would be regarding the growth in the Post pandemic market. In this
project the different types of market entry strategy has been refereed for entering the Denmark
market. This project provides an analysation of the global trends and how they will impact the
business of the organization in the given country. This project will also highlight on the ways in
which the strategical marketing plan can be build for the chosen country. It helps the business
with the analysation of the different tools of marketing in the organization.

REFERENCES
Books and Journals
Kinra, A., and et.al., 2020. Examining the potential of textual big data analytics for public policy
decision-making: A case study with driverless cars in Denmark. Transport Policy. 98.
pp.68-78.
Levush, R., 2019. Government Responses to Disinformation on Social Media Platforms:
Argentina, Australia, Canada, China, Denmark, Egypt, European Union, France,
Germany, India, Israel, Mexico, Russian Federation, Sweden, United Arab Emirates,
United Kingdom.
Missel, M., and et.al., 2021. It’s not just a virus! Lived experiences of people diagnosed with
COVID-19 infection in Denmark. Qualitative Health Research. 31(5). pp.822-834.
Nielsen, L.R., 2019. Embracing and integrating spontaneous volunteers in emergency response–
A climate related incident in Denmark. Safety Science. 120. pp.897-905.
Stjernswärd, S., Ivert, A.K. and Glasdam, S., 2021. Perceptions and effects of COVID-19 related
information in Denmark and Sweden–a web-based survey about COVID-19 and social
media. Journal of Public Health, pp.1-15.
Sozinova, A.A., 2018. Marketing concept of managing the reorganization of entrepreneurial
structures using the latest information technologies. Quality-Access to Success, 19(S2),
pp.118-122.
Lojacono, et.al, 2017. Offshoring, local market entry, and the strategic context of cross-border
alliances: The impact on the governance mode. International Business Review, 26(3),
pp.435-447.
Chang,et.al, 2018. Identifying political risk management strategies in international construction
projects. Advances in Civil Engineering, 2018.
Morzhyna,et.al, 2019. Modern Trends in Digital Marketing.
Hennessey, S., 2017. Deterring cyberattacks: How to reduce vulnerability. Foreign Aff., 96, p.39.
Goyal, S. and Esposito, M., 2019. Literature review of emerging trends and future directions of
e-commerce in global business landscape. World Review of Entrepreneurship,
Management and Sustainable Development. 15(1-2). pp.226-255.
Geliskhanov Islam, Z. and Babkin Alexander, V., 2018. Digital platforms in economics: essence,
models, development t rends. St. Petersburg State Polytechnical University Journal.
Economics. 74(6). pp.22-36
Online
Designing a culture that will support your strategy, 2021.[Online]. Available through:
<https://www.hofstede-insights.com/country-comparison/denmark,the-uk/>

APPENDIX
Segmentation and buying behaviour
 Target: The target market of Green Chef are the children and young people. Along with
this, the company further also target those people who suffered from Pandemic so that
they get enough meal.
 Lifestyle: The people live in Denmark also live a balanced life style and that is why, they
can afford the products offered by Green chef.
 The company also offered the product by using online strategy and this in turn cause
improve the brand image of a company.
Cultural Insights
According to the Hofstede Model the differences in the culture in the Masculinity Factor.

As per this cultural differences the approach of Hello Fresh would have to communicate
with people in such a way that they start believing in ways through which they can develop
solidarity and quality in their life. Such a difference in the culture would the business would have
to understand that the customers in Denmark are not easy to convince however, they do not
change their preferences easily once they consider it as they own.