MG628: Green Chef's International Marketing Strategy in Germany

This report delves into Green Chef's international marketing management strategy, focusing on its expansion into the German market. It evaluates market entry tactics, recommending a joint venture approach, and analyzes relevant global trends such as sustainability and the impact of COVID-19 on consumer behavior. The report further explores country-specific communication strategies, emphasizing the use of social media platforms like YouTube and Instagram, while also considering cultural insights for effective marketing. The analysis concludes that a strategic market entry approach, combined with an understanding of global trends and effective communication, is crucial for Green Chef's success in Germany. Desklib provides access to similar solved assignments and study resources for students.

INTERNATIONAL
MARKETING MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASKS.............................................................................................................................................3
1- Market entry tactic...................................................................................................................3
2- Global trends and their applications in the local environment................................................4
2- Country specific communication.............................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
APPENDIX 1.................................................................................................................................10
Segmentation and buyer behaviour............................................................................................10
APPENDIX 2.................................................................................................................................11
Cultural insights.........................................................................................................................11

INTRODUCTION
International marketing is defined as strategic action and decisions that play vital role in
growth and unpredicted success of companies. With this action, a company conduct practice to
enter into new market, where they gain business progress opportunities in bulk. The current
assignment will be based on Hello fresh, which falls under the category of top supermarket in the
world. The study will explain the market entry strategy of chosen organization and global trends
along with their application in local environment. It will also define country specific
communications and how far social media communication, need to standardized in chosen
nation.
TASKS
1- Market entry tactic
Evaluating both options-
In the recent time, each and every company whether it is small or large attempt to enter
into new market where success and progress chances are accessible in bulk. The main reason
behind conducting this activity or strategic decision is to increase profitability and productivity.
Like these organizations, Hello Fresh also tend to enter into productive specific market or nation
such as Germany, for which it may expect to utilize the best methods or modes that may aid to
develop market entry strategy. For example, it may have varied options, which firm may select
by considering their key features that may provide unpredicted growth benefits more than the
expectations of individual stakeholder. The first option is direct arrangement, which means
firm may take approach to sell its products online via its own website, which make shopping
easier for consumers, whether they are new or existing (Huang, Xie and Wu, 2021). According
to this method, it may do not make an legal agreement with any other company or venture that
aid to run its venture successfully and allow standing in competitive manner.
Another option that is accessible for Hello Fresh is joint venture, which is one of the
most highly recommended and utilized market entry modes in the world of business (Lee, Xiao
and Choi, 2021). It may take approach to use this method in term of conducting business
practices with Amazon that is able to generate Green Chef revenue more than last few years or
months, because of having wide consumer base. With current approach or route of market entry,
it may expand latter's choice of dinner kits and offer a fast same day delivery service to potential
consumers of chosen source such as Amazon. With this approach, it may gain benefit of

increasing customer base that is quite essential for them to do so. Joint venture is the best market
entry strategy that firm may utilize legally and conduct each practice according to this term, that
is necessary for it to do so. It can be said that by using joint venture mode, many organizations
are taking benefit of gaining new capacity along with useful experience.
Recommendation-
From above two options, Joint venture as second option for Green Chef is better than
compare to direct arrangement, which encompasses varied risks as when firm enter into new
market such as Germany. For example, Joint venture option for supermarket is better because it
allows firm to take pleasure of dealing critical challenges with Amazon, which falls under the list
of leading e-commerce brands in the business world. In new nation, when organization perform
with existing business or firm, it may take benefit of facing unpredicted risk that may put
negative impact on its venture success, growth and profitability as well as investment that it may
invest to grow rapidly (12 Advantages and Disadvantages of a Joint Venture, 2021). This tactic
may permit supermarket to share stress reasons with other partner like sharing profitability,
which in turn bring newer strategic solutions that aid to sustain in new country for longer time
period. For example, it may provide Green Chef chance to gain new expertise and capability to
run its business with potential consumers, who are able to conduct word of mouth promotion in
term of gaining attention of new audience.
Along with above advantages, company may gain more in form of obtaining access of
using those modern technologies that contribute to enhance its operational effectiveness and
productivity more than other brands. It may provide Green Chef opportunity to gain new
expertise and insights about trends that individual consumer prefer to follow as it put direct
impact on their decision-making action, whether it is positive or negative in manner.
2- Global trends and their applications in the local environment.
From sustainability to purpose: Refocus on planet-
It is necessary for Green Chef and its management to take this trend along with other into
their consideration, especially when they develop plan to enter into Germany as new market
where several factors accessible (Barrable, 2019). Each factor may put impact on supermarket
current practices whether it is negative or positive in term, and because of this reason they may
take approach to consider all. This trend is especially relevant to chosen firm because it attempts
to build strong brand image in the market which is possible when organization consider CSR

concept and conduct practices related to this concept. This trend is already important in Germany
to follow by all companies as consumers tend to retain within sustainable brands. Along with
these considerations, it is important for company to take other as well. For instance, it can utilize
social media marketing channels and establish own outlet where consumers may easily reach.
The Corona Virus – The New Normal – What is here to stay-
Corona virus is the infectuous disease which has infected many of the people in the
world. Which has spreaded mainly because of the person to person contact and its outbreak has
spreaded quickly around the world. Major symptoms of this disease includes the fever, coughing,
fatigue, body aches, headaches.
Corona the new normal trend in life with this virus must be recognised the aggregate of
the various risk viruses which influence contains the risks possessed by the respiratory systems.
In the new trend the country must recognise and redefine the appropriate national level of risk.
With this new trends of virus the Germany country must recognize the various measures can be
adopted to reduce the risks associated with this virus. As by recognizing the appropriate risk for
the country it will help in assessing the weekly deaths hospitality services must be ascertained
after analysis.
This new trend has also rebuild the public health system as for coping up with the disease
and to ascertain the future public health threats, the modern infrastructure must be established
including the electronic collection of the various infections informations (Naderipour and et.al.,
2022). Also the death immunizations and the various unites of the public health care systems and
the laboratories with research institutions must be identifies for the Germany country.
As with this New trend the people are well aware about their family members and getting
them vaccinated also assuring their safety by wearing masks and maintaining social distancing
with the 6 feet away from the another person. Also avoiding various crowd and poorly
vaccinated places, and testing themselves for assuring fully safety side, also washing hands
frequently, cleaning areas of surrounding and monitoring themselves on daily basis.
The Corona Virus – The Future of Where and How Consumers Shop-
Due to Covid the consumers have shifted form the offline stores to online stores due to
pandemic. With the Covid pandemic the consumers started staying at hoe and have changes the
way of shopping and eating. The fresh foods from the restaurants have declined the indoor

dinning options, so with this trend consumers are buying ore amount of packaged foods and
trying to eat healthier and organic food.
With the coronavirus the trend of online shopping has emerged, the green chef has stared
the meal kit with complying healthier food with fresh faces, which implies and induces
consumers by giving discounts and can save a big amount with the first five boxes with the free
shipping (The coronavirus Era: The future of Where and How Consumers Shop, 2022). The meal
kit services being provided online which has impressed many of consumers by committing to ore
healthier and using organic source ingredients.
Recommendation, the company must train and hire staff with the recent technology and
with proper hygiene and health considerations for safer side for consumers. Also, there more
promotional strategies can be adopted for promotions of meal services on Instagram via ads and
through online media for boosting sales for online delivering at times of covid.
2- Country specific communication
Effective communication plays significant role to make a company productive and
successful, for which their management with existing candidates work really hard (Li, Larimo
and Leonidou, L. 2021). In case of Green Chef, marketer may take approach to utilize specific
communication tools such as YouTube and social media, which they may expect to standardize
and accept in the new nation such as Germany where organization may take initiative to enter.
These two social media communication strategies may marketer utilize in the new nation
successfully in term of adding all the consumers into the list of their subscribers and provide
them notification about that. For example, they may take approach to utilize the social media
present of Green Chef in Germany, like they take the same in the home boundaries. It may put
less impact on them because people prefer to stay with social media channels utilization as they
conduct the similar activity in last few years. Marketer may take action to utilize the best and
most trending method such as Instagram, as in the recent time consumers prefer to use that more
than the other channels as it is quite easy to utilize. It may give them power to reach target
market in new geographic area, where individual person are technology addicted as they prefer
to use advanced technologies for varied reasons. The main reason to use technologies is
shopping which may drive their attention toward shopping from reliable and trustworthy source
that in turn provide many benefits to them as well as company.

Along with above approach, Green Chef and its management may consider other options
as well such as YouTube, which enable them to generate the brand awareness in the new market
and communicate with target audience, whom they prefer to deliver and provide quality goods.
Marketer may keep the form of their communication with consumers in appropriate and similar
manner. With the help of this method, they may gain the attention of all consumers, which is
quite essential and beneficial for brand success and progress in Germany. They may take
approach to consider all six cultural insights that covered under appendix. With all the insights,
they may take right decision that in turn provide benefit to organization in term of sustaining into
new area and market and gaining key advantages in bulk (Duffett, 2020). YouTube's promotion
may enable them to interact with whom they want to communicate with, which drive their
attention toward sharing information about Green Chef and its valuable offers to target audience.
This method may give marketer chance to reach to target audience, without conducting too much
efforts and also provide opportunity to retain them in term of updating information via videos
that help to gain trust of new consumers along with existing. Chosen company and its
management may utilize above two methods continually, which is essential as they may add new
features among these two become a competitive and profitable organization.

CONCLUSION
From above analysis, it has been concluded that by using strategic and appropriate
method or route to market entry, organization has gained competitive advantages. It has entered
into Germany and gained a lot of benefits in bulk more than the other supermarkets that are
operating within existing and new nations. Furthermore, by summing up above discussion, it has
been summarized that by considering all three factors, management of Hello Fresh has sustained
their venture and gained the attention of potential consumers towards purchasing products via
implication and utilization of strategic marketing tool such as social media and other that play
significant role in the context of global marketing.

REFERENCES
Book and Journals
Barrable, A., 2019. Refocusing environmental education in the early years: A brief introduction
to a pedagogy for connection. Education sciences. 9(1). p.61.
Duffett, R., 2020. The YouTube marketing communication effect on cognitive, affective and
behavioural attitudes among Generation Z consumers. Sustainability. 12(12). p.5075.
Huang, Y., Xie, E. and Wu, Z., 2021. Portfolio characteristics of outward foreign direct
investment and dynamic performance of emerging economy firms: An option portfolio
perspective. International Business Review. 30(4). p.101750.
Lee, J. Y., Xiao, S. S. and Choi, B., 2021. Unpacking the drivers of emerging market firms’
international joint venture formation: The interplay between technological innovation
strategies and home-and host-institutional pressures. Journal of Business Research. 134.
pp.378-392.
Li, F., Larimo, J. and Leonidou, L. C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of
Marketing Science. 49(1). pp.51-70.
Naderipour, A and et.al., 2022. An improved corona-virus herd immunity optimizer algorithm
for network reconfiguration based on fuzzy multi-criteria approach.Expert Systems with
Applications. 187. p.115914.
Online
12 Advantages and Disadvantages of a Joint Venture. 2021. [Online]. Available Through:
<https://www.businesstown.com/12-advantages-and-disadvantages-of-a-joint-venture/>
The coronavirus Era: The future of Where and How Consumers Shop. 2022. [Online] Available
Through:<https://www.euromonitor.com/the-coronavirus-era-the-future-of-where-and-
how-consumers-shop/report>

APPENDIX 1
Segmentation and buyer behaviour
Green Chef should target all segment of consumers, by using demographic, behaviour
and geographic segmentation tactics.
Consumers interest-
As all the customers in the recent time are taking interests to purchase organic food items.
Values-
They value the sustainable practices of companies.
Lifestyles-
They prefer to follow simple and standard lifestyle and believe to purchase quality
products.
Perceptions-
Their perception regarding sustainable practices and new concepts such as products of
companies is quite positive. As they prefer to buy any product when it is good in quality and
quantity.
Attitudes-
They may carry positive attitude regarding communication practices of a company and
goods that they prefer to provide target market by considering their needs.,
Usage of technology-
A consumer use technologies in the recent time more than other resources to purchase
products.
APPENDIX 2
Cultural insights

The above image define the differences between believes and perspectives of UK and
Germany population that may put direct impact on Green Chef communication practice and
other operations as well. In the Germany, organization may communicate with target market in
terms of message by using social media and other digital platforms along with utilization of
traditional methods.