International Marketing Plan: Green Chef's Netherlands Expansion

This report provides a detailed international marketing plan for Green Chef's expansion into the Netherlands. It begins with an introduction to international marketing management and Green Chef's meal kit service. The main body of the report includes a marketing plan with product and service descriptions, SWOT, PESTLE, and marketing mix analyses. It also presents a financial plan and key performance indicators. The report explores market entry strategies, particularly a joint venture with Amazon. Furthermore, it examines relevant global trends, such as the impact of the coronavirus and rethinking sustainability, and their application to Green Chef. The report also discusses the role of social media, standardization, and adaptation in the marketing strategy. The conclusion summarizes the key findings and recommendations for Green Chef's successful launch in the Netherlands. References and an appendix are included to support the analysis.

International Marketing
Management

TABLE OF CONTENT
Introduction......................................................................................................................................1
Main body........................................................................................................................................1
Marketing plan.............................................................................................................................1
Market entry strategy:..................................................................................................................2
Global trends and their application..............................................................................................3
Social Media, Standardisation and Adaptation............................................................................4
Conclusion.......................................................................................................................................5
REFERENCES................................................................................................................................6
Appendix:........................................................................................................................................7

Introduction
International marketing management refers to how promotion will be done internationally.
This marketing is the multinational process which includes planning, pricing, advertising and
distribution of items and services which satisfy individual and company’s objectives. Green chef
is the company which provide meal kit which means partially prepared food so that it can be
further home cooked. This report will discuss marketing plan. Further it will discuss marketing
entry strategy, global trends and social media.
Main body
Marketing plan
Product and service description: Green chef is the meal kit provider premium brand
which is planning to expand in Netherlands. Meal kit provides food services to the customers
which is partially prepared so that the customer can prepare home cooked food.
Swot:
Strength: the strength of the company is they are providing unique product and in the world
where people are busy working will also help company in getting more sales.
Weaknesses: as they provide pre cooked meals so there are chance that meal gets rotten.
Opportunities: as they are expanding in new country, so will get opportunity to target new
customers.
Threat: other companies who provide packaged food can act as competitors (Dost and et.al.,
2019).
Pestle:
Political factors: as the economy of Netherlands is stable so that is positive sign for expansion.
Economic: changes in the foreign exchange rate can affect profit margin of company.
Social: lifestyle and customer behaviour must study before launching product in the market.
Technology: technology helps in increasing sales as customer can purchase online.
Legal: laws and regulation of the country have to be followed compulsory.
Environment: they should ensure that their business operations does not affect environment.
Marketing mix:
Product: company will provide meal kit where business will send customers partially prepared
food ingredients so that they can ready home cooked meals.
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Price: for pricing strategy, company will charge low pricing strategy. So that in the new market
they can attract customers.
Place: green chef has decided to expand in Netherlands so they will sell products via opening
store there and also through their website products will be sold.
Promotion: for the purpose of promotion, green chef will use social media platforms. As it is the
cost effective technique for marketing.
Process: company have strong distribution channel in order to provide meal delivery (Pomering,
2017).
People: company will hire such employees who have skills and knowledge of doing such work.
Physical evidence: company’s own website will be the online evidence and its store will act as
the offline evidence.
Financial plan:
Particulars Amount ( £)
Survey 185000
Advertisement 23500
Employee salary 30000
Total 238500
Key performance indicator:
Number of sales: if company get the expected number of sales than can be said that, business
will achieve growth in that country.
Customer needs:
It is analysed that after doing the extensive research by the company in the country. They had
found that it is the customer need. As people are busy with their work nowadays. So they have to
order food from outside like form cafe or restaurant. It is seen that daily eating outside food has
impacted adversely on the health of the consumers. As green chef is providing partially cooked
food which is healthy and have high nutritional value. When customer purchase this they only
have to half cook it which takes less time. Along with that they also provide home delivery
services of the meals.
Market entry strategy:
Green chef can opt this option of doing joint venture with Amazon (Cinelli and et.al., 2020). As
Amazon is the famous brand so company will get existing customers of Amazon which can be
targeted for more sales. To the prime members of Amazon green chef can also provide them
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same day delivery services. By entering in joint venture with established company, green chef
can increase its range. Green chef can also use Amazon resources, its platform etc to sell and
promotes their product. If customer will see green chef product listed on Amazon then they will
definitely encourage it to buy.
Global trends and their application
The corona virus:
In this pandemic people are not allowed to move out from the house because of lockdown
(Anderson and Jiang, 2018). Green chef provide partially cooked meal and with home delivery
service. So the demand of products, especially at this time has increased. The pandemic has
brought many adversely changes in Netherlands and it has completely affected local market. As
due to lockdown local market are forced to shut down its stores. In Netherlands it has observed
the cases of coronavirus were many and still people of Netherlands are getting affecting from
this virus. As it is the pandemic time so green chef cannot promote offline. So for promoting
their products company should have use digital marketing. As computer and internet users are
increasing every day so this will be helpful in getting more audience and also it will spread
awareness about the company among large population. As company have to operate its business
operations in the new normal condition. Green chef have to adopt such strategy which help them
to increase its sales in this pandemic. As pandemic has not brought losses for every company, for
the company like green chef it can prove as opportunity.
Rethinking sustainability:
This trend is relevant to green chef because other companies are thinking of its sustainability in
this pandemic. So for green chef it can be opportunity that while other company is thinking of
sustainability, company can launch its product in the market. Company can bring change in the
pricing strategy because in the pandemic time consumer spending power has reduced, so
consumer ignore purchasing costly goods (Shearer and Mitchell, 2021). If company will provide
budget friendly products or items to the customer than that will be helpful in increasing sales.
More sales will help in generating more revenue.
Covid 19:
Covid 19 has decrease the usage of packaged food because in the pandemic customers do not
prefer packaged food more because it is not so healthy for the body. So here green chef gets the
opportunity as they does not supply packaged food and their food items are partially cooked. The
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food meal kit which is provided by the company is so healthy and delicious that it can attract
customers. As in Netherlands covid 19 cases are increasing which is affecting the sale of
packaged food items. Company should adopt changes in the product range as limited meal kid
variant is provided by green chef. So company should increase the variety of meal kit. They
should have launch different cuisine in the meal kit. This will help company in getting more
sales. As company will have variety of meal kit option. Along with that company can even give
the option of customisation where customer can choose and customised their meal kit
accordingly (Dogu and Albayrak, 2018). As in the pandemic people cannot go out and eat. So
customisation will give them option to select with the food item which they prefer to eat.
Through this people who calculate nutrition value of the food before eating, can do it through
customisation.
Social Media, Standardisation and Adaptation
Social media platforms are using by companies in order to promote their products. As it is
the cost effective technique and also save time. Social media users are increasing every day and
that is giving opportunity to the company to target more audience. Social media platforms which
include facebook, instagram, twitter etc are the famous and company uses such platform for the
purpose of advertisement. In Netherlands company has researches that the country also have high
number of users who are using various social media platforms. It is also helpful in creating brand
recognition (Stead and Hastings, 2018). As green chef is the new company which is launching its
product in the market of Netherlands. So they have to increase its brand awareness and social
media platforms can help company in this thing.
As company will target age group people of 20-55 years which belongs to working class. This
age group people are almost using social media and targeting this age group on social media will
become easy for the company (Tenzer and Schuster, 2017). Company should also done research
on the culture of the people of Netherlands. As culture of people of the country can affect the
buying behaviour of the people. If company know the culture of people their value and beliefs in
advance than they can make changes in their products and services accordingly. To engage
customers, company should daily post on social media. That can be a picture or video so that can
create brand awareness. Via social media, green chef can also communicate with customers. As
social media platforms also provide option to go live.
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Company can talk with customers and can also listen to their queries (Cateora and et.al., 2020).
When customer directly approach company for their problems than problems get solved within
less time. Company found that advertising on social media is the standardised technique as
people will easily adapt the change. Through social listening they can easily connect with their
audience. Company can also post benefits of their products on social media and also the variety
which they are offering. In the starting or at launching time company can offer discounts to
customers. As discount attracts customers to purchase from the company and that will increase
the sales of green chef. Company can even take feedbacks from the audience. As this is the most
effective tool for improvement because customers are your end users while taking feedbacks
from them will guide company about that where the improvements are required.
Customer service is gain the important thing. After providing product customer expects that they
should have get good services. Good services from company will motivate customers to purchase
again from company. Bad customer experience is bad for the company because it will not retain
existing customers or easily bring new customers (Farrell, 2020). It also enhances customer
loyalty because customer communicate with brand using social media and by solving queries of
customers, they feel that company is valuing them and this will increase loyalty.
Conclusion
Through this report it can be concluded that green chef is the company which provide meal
kit services and company want to expand its business in Netherland. Report has discussed about
the marketing plan which has analysed the business environment in terms of external and
internal for the company. Customer also require this product because of its busy lifestyle.
Company can go for joint venture with Amazon in order to increase their sales. Report has also
discussed that how global trend can bring opportunity for the business. If company plan properly
than can find opportunity in this pandemic.
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REFERENCES
Book and Journal
Anderson, M. and Jiang, J., 2018. Teens, social media & technology 2018. Pew Research
Center. 31(2018). pp.1673-1689.
Cateora, P.R. and et.al., 2020. International marketing. McGraw-Hill Education.
Cinelli, M. and et.al., 2020. The covid-19 social media infodemic. Scientific Reports. 10(1).
pp.1-10.
Dogu, E. and Albayrak, Y.E., 2018. Criteria evaluation for pricing decisions in strategic
marketing management using an intuitionistic cognitive map approach. Soft
Computing. 22(15). pp.4989-5005.
Dost, F. and et.al., 2019. Seeding as part of the marketing mix: word-of-mouth program
interactions for fast-moving consumer goods. Journal of Marketing. 83(2). pp.62-81.
Farrell, C., 2020. Do international marketing simulations provide an authentic assessment of
learning? A student perspective. The International Journal of Management
Education. 18(1). p.100362.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian Marketing
Journal (AMJ). 25(2). pp.157-165.
Shearer, E. and Mitchell, A., 2021. News use across social media platforms in 2020.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
Tenzer, H. and Schuster, T., 2017. Language barriers in different forms of international
assignments. In Expatriate management (pp. 63-100). Palgrave Macmillan, London.
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Appendix:
STP
Segmentation:
Green chef will segment the market on the basis of demographics, income and age. They will see
those customer who are earning or working because such people does not have enough time to
cook. People which belongs between age group of 20- 55 year of age.
Targeting:
Company will target young and adult between 20-55 age group. They will also target middle
class young working consumers which also uses technology.
Positioning:
For promotion company will use social media and also sell the product by saying that this
product does not compromise on health.
Hofstede:
Power distance index:
In the society powerful people get all privileged and less power people have to face inequality.
Green chef should understand society power before entering in the market.
Individualism vs collectivism:
This thought of people has to be considered so that company can know that how to communicate
with target audience.
Masculinity vs femininity:
As per the nature of society company should have done promotion accordingly.
Uncertainty avoidance index:
In the situation of uncertainty like pandemic company can get opportunity.
Long vs short term orientation:
Company must find out that in which orientation people are living in Netherlands.
Indulgence vs restraint:
Social norms must be researched so that company can know that how communication can be
done.
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