International Marketing Report: Market Entry for Green Chef in Germany

This report examines the international marketing strategies for Hello Fresh's premium brand, Green Chef, focusing on its market entry into Germany. The report delves into various market entry strategies, including direct and indirect selling, and analyzes the advantages of each. It critically examines global trends such as the impact of COVID-19, rethinking sustainability, and the effects on packaged food, assessing their relevance to Green Chef's launch. Furthermore, the report explores country-specific communication strategies, emphasizing the importance of understanding German culture and adapting marketing approaches accordingly, including social media strategies. The report also highlights the importance of analyzing the local environment and adapting strategies to the specific cultural nuances of the target market.

International
Marketing

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
Discuss market entry strategy for international marketing business......................................3
Critically examine global trends and their application in local environment........................4
Examine country specific communication.............................................................................6
CONCLUSION..........................................................................................................................8
REFERENCES...........................................................................................................................9
Books & Journal:....................................................................................................................9
APPENDICES 1.......................................................................................................................10
APPENDICES 2.......................................................................................................................11

INTRODUCTION
International marketing is defined as a process of executive exchange process of
product and services across the border (Agarwal, 2018). In this competitive business
environment, it is critically important for business organisation to focus on expanding their
activities internationally so that goals are accomplished. Main purpose of this report is to
understand importance of international marketing to business. Hello fresh which is a
publicly traded meal kit company based in Germany. It is known as the largest meal kit to
provide a in US and operates in various countries such as Canada, Australia, Denmark and
many more. Companies expanding and focusing on launching a new brand named as green
chef in Germany. It will be recognised as a premium brand in line with Hello Fresh. This
report comprises of Market entry strategy, global trends and their application and country
specific communication.
MAIN BODY
Discuss market entry strategy for international marketing business
Market entry strategy is important concept which is required to be properly used
within business so that goals and objectives are achieved in most appropriate manner. It is
critically important for Hello Fresh to adopt most effective market entry strategy so that it is
easy for them to enter into international market of Germany for their new brand Green Chef.
In consideration of increased competition, without implementation of marketing strategy
objectives can be achieved with proper time interval. Germany is a global and international
country which is also home to many international enterprises and it has a large business
market (Alalwan, 2017). In order to execute international marketing, business activities in
this foreign country prepare a detailed analysis is needed which is to be done efficiently.
Different type of market entry strategies which can be adopted by selected organisation for
international marketing business are described as follows-
Option1- Direct selling without involving third party
It is the most effective strategy which can be used by Hello Chef to open their new
brand it helps in selling product directly to the consumer without paying any additional
amount to third party. With use of this market entry strategy of direct selling it will be easy
for selected company to execute their activities within International foreign country which is
Germany in proper consideration. Direct selling is also helpful in using enterprise own rights
without insulting with anyone or any one or other people. Green chef can also enter into a

direct arrangement with the leading supermarket chain without involving any distributor or
for exchange of their product. This also helps in carrying out physical stores and selling brand
product and services directly (Green Chef Vs. HelloFresh: Find Out Which Meal Delivery
Service Is Right For You, 2020).
Option2- Indirect selling via involving third party
It is also most used market entry strategy when it comes to international marketing
because in this mean focuses on selling of brand products and services through involving
third party and other suppliers (Arrúa, 2017). Main advantage of indirect selling is that if
selected brand uses Amazon as a marketplace to sell their products and services via online
and through their official website it become easy for them to globalise their brand and which
also results in engaging with customers easily because users and customer survey trust on
Amazon and mostly purchase and shop through e commerce websites.
From the above discuss the different types of marketing from the above discuss the
different types of marketing strategies It is seen that tactics are needed to be implemented so
that benefits are achieved within business and functions as well as operations are executed
accordingly. Moreover it has been also specified that as selected company is establishing its
new brand daily to adopt indirect selling as a market entry strategy main reason is because
this will give them easy way of engaging with customers in a less time consuming period.
Amazon has a high Goodwill in market due to which it will be easy for them to carry out
their activities in international country Germany. Therefore it is seen that option 2 is
beneficial option which can be adopted by selected enterprise to enter into foreign market for
business activities.
Critically examine global trends and their application in local environment
According to the report of Euro monitor, business environment changes according to
global trends and accordingly activities are executed. As selected brand is focusing towards
opening their new subsidiary firm which is Green Chef in Germany for which they first
analyse local environment and their application so that it become easier to implement
strategies used in foreign country in most easier manner. Global trends in international
countries directly impact upon new businesses (Bajac, 2018). It is critically important for
selected Enterprise to focus on these changing global trends within a specific field so that
decision undertaken in most efficient manner. Local environment application for are also
necessary to examine to so that resources for new business are used appropriately. There are

different types of global trends according to Europe monitor report which are briefly explain
as follows-
 (Mega trends) The Corona Virus- The pandemic situation has created a massive
impact on every business sector and it is critically becoming necessary for
organisation to take positive steps towards coronavirus because due to this it is not
easy for organisations to expand their activities at global level. In context of selected
corporation, it is too seen that they have slow their activities to launch their new brand
because in this pandemic situation of covid-19 it is not easy for company to engage
with customers and channelize their brand into market in Germany. This is the reason
why option 2 as a marketing strategy is being profitable for chosen business in foreign
country. Due to this coronavirus new resources and measurement for risk has been
adopted because it help in maintaining safety from infected people which also leads to
following all rules and regulations of government. This megatrend is relevant to
Green Chef because they deals in kitchen appliances so due to covid-19 it is not easy
for them to sale their product in Germany (Top 10 Global Consumer Trends 2021,
2021).
This trend seems to be emerging and has higher importance in Germany because
according to sources and reports it is examined that this trend directly affects sale structure
of company and their marketing activities at both local and global scale (Dannenberg, 2020).
It is recommended to Green Chef is that they should focus on implementing digital
marketing activities as a source of expanding their business because customers and users are
more active on social media which will give them a competitive edge in pandemic situation.
 Rethinking sustainability- It is another global Trend which has been trending in
business and market because of flexible market situation and it is emerging due to
increase of competition. Moreover it is also seen that it is necessary for selected
Enterprise to track their sustainability so that they are capable of serving in long time
interval with no purpose and no gain of equilibrium line. Sustainability needs to be
properly managed and maintained by chosen entity because without sustainability
company cannot achieve their set objectives. Through Focusing on this with
rethinking sustainability music for enterprise to implement strategies and use
resources in most efficient manner (Dubuque, 2020).
This trend is also relevant to Green Chef because sustainability is important for every
business and as enterprise deals in kitchen appliances and home appliances they should be
aware about rethinking about their level of sustainability in competitive market.

Recommendation to selected brand is that Hello Fresh need to change their policies
and focus on fulfilling corporate social responsibility so that a good deal of entity
increases in minds of customers and in market.
Covid- 19 Effect on packaged Food- Covid-19 has also created large impact on
packaged food products because due to long time consuming and according to euro monitor
report it has effective quality of food at large scale and using of plastics for packaging great
a negative impact on health. Packaged foods are mostly preferred by customers as they think
that packaged foods are safe and healthy to eat. But due to this arise of covid-19 in market
packaged food sales has also decreased and which is also change mind-set and behaviour of
customers towards product. In relation of selected brand, it is also seen that this pandemic
situation has also impacted upon their business structure at large context. Furthermore,
demand and needs of packaged food has reduced as compared to year 2017 (Morgan, 2019).
This trend is also relevant to green Chef because they provide kitchen appliances to
customers so which also include lunch boxes and other product which are used for packaging
of foods. So, due to this covid-19 effect on packaged food sales of this new brand is
decreasing and it will be not easy for them to improve their brand effectiveness (COVID-19
Effect on Packaged Food, 2020).
This is also emerging in Germany because of wide impact of this disease on people health
packaged food sales has reduced in Germany which is creating a negative impact on Hello
Fresh and Green Chef (Nesi, 2018).
It is recommended to enterprise that they need to first properly obtained up to date
information about covid-19 and then prepare a report of business so that strategies are
implemented after a detailed research.
Examine country specific communication
Communication play important role when it comes to international marketing
business because it is not properly communicating with customers it is not easy for
organisation to expand their business and activities. It is also necessary to understand a
detailed cultural insight of target international country in which activities are required to be
carried out. Through understanding & examining of segmentation and buyer behaviour of
consumers it is easy for green chef to target their audience in a well-defined manner. Social
media has a deep impact on international business because it is critically essential for
selected organisation to be standardized and adapt culture of another country appropriately
so that objectives are achieved (Purner, 2018). From the research, it is seen that most of

German people eat heavyweight foods such as bread cake, beer are some of the highly
popular elements of German cuisine. As the German people speak German language German
Deutsch which is also official language of both Germany as well as Australia. So, in order to
use social media Green Chef need to use Facebook and Instagram as a social media channels
and also with the help of YouTube they can easily engage with customers easily. Also, the
things which can stay the same are traditional food which are mostly preferred by German
people and need not to be changed with any new additional toppings. This has been also
stated that it is necessary for Green Chef to understand different culture of German people in
order to analyse their needs and demands of foods and beverages and what they are mostly
preparing in this covid-19 (German Culture: Facts, Customs and Traditions, 2018).
The important things which can be changed are changing structure of chosen firm
Menu according to German based restaurants industry to attract customers and public more
easily and also improving quality of food as well as beverages which are liked by German
people. Furthermore company also need to change their Instagram page and market their
brand according to the German market and preference of German people so that they are
easily follow speech on social media (Schattmann, 2021).

From a burger factory picture this it's that Green Chef is marketing their brand on YouTube
and Instagram social media pages through which they are capable of expanding their brand
Goodwill into German market in most effective manner.

CONCLUSION
After a brief analysis of above report, it is seen that international marketing is an
important concept which is required to be properly executed so that goes are accomplished
within a time interval. So, discussions have been made about different types of market entry
strategies global trends and country-specific communication. This is evaluated that lead to
active in international market so that they are capable of executing their activities effectively.

REFERENCES
Books & Journal:
Agarwal, 2018. The changing nature of global marketing: A new perspective. In Emerging
Issues in Global Marketing (pp. 3-11). Springer, Cham.
Alalwan, 2017. Social media in marketing: A review and analysis of the existing literature.
Telematics and Informatics, 34(7), pp.1177-1190.
Arrúa, 2017. Impact of front-of-pack nutrition information and label design on children's
choice of two snack foods: Comparison of warnings and the traffic-light system.
Appetite, 116, pp.139-146.
Bajac, 2018. Consumer-brand congruence and conspicuousness: An international
comparison. International Marketing Review.
Dannenberg, 2020. Digital transition by COVID‐19 pandemic? The German food online
retail. Tijdschrift voor economische en sociale geografie, 111(3), pp.543-560.
Dubuque, 2020. Multifamily Amenity Wars: defining their current state in luxury urban
markets and determining impacts of COVID-19 (Doctoral dissertation,
Massachusetts Institute of Technology).
Morgan, 2019. Assize of Arms: The Disarmament of Germany and Her Rearmament (1919-
1939). Pickle Partners Publishing.
Nesi, 2018. Transformation of adolescent peer relations in the social media context: Part 1—
A theoretical framework and application to dyadic peer relationships. Clinical Child
and Family Psychology Review, 21(3), pp.267-294.
Purner, 2018. Germany: Changes in the Culture of Dealing with Disputes and Insurance
Law. Eur. Ins. L. Rev., p.56.
Schattmann, 2021. Information Processing Skills of Short Sellers: Empirical Evidence from
the COVID-19 Pandemic. Available at SSRN 3763198.

Steiner, 2018. A Culture of Welcome: Challenges and Experiences in the City of
Freiburg/Germany. In Refugees and Migrants in Law and Policy (pp. 379-391).
Springer, Cham.
Stolberg, 2019. Applicability of bio-based polymer packaging in the meal kit context-A case
study with HelloFresh.
Online References
German Culture: Facts, Customs and Traditions, 2018. Available Through.
<https://www.livescience.com/44007-german-culture.html>
Green Chef Vs. HelloFresh: Find Out Which Meal Delivery Service Is Right For You, 2020.
Available Through <https://www.moneyunder30.com/green-chef-vs-hellofresh>
COVID-19 Effect on Packaged Food, 2020. Available Through.
<https://go.euromonitor.com/white-paper-packaged-food-2020-COVID-19-Effect-On-
Packaged-Food.html>
Top 10 Global Consumer Trends 2021, 2021. Available Through.
<https://www.euromonitor.com/top-10-global-consumer-trends-2021/report>

APPENDICES 1
Segmentation & Customer Profile- Mark Mathew
Background
 Social media gaming influencer
 Traveller
Demographic
 Age- 25
 Male
 $68000 per annum
 Lives in Berlin, Germany
 Unmarried
Goals and challenges
 Enhance online presence
 Generate higher profit
How we can help
 Deliver efficient and high quality of services
 Develop more new products
Market segmentation is important and which is to be done with the proper research. It is defined
as dividing of market into different segments. There are different types of target segmentation