Green Chef: International Marketing Management Report and Analysis

This report examines Green Chef's international marketing strategy, focusing on its expansion into the German market. It analyzes the impact of COVID-19 on the food industry and proposes strategic alliances, specifically a joint venture with Amazon, to capitalize on the shift towards online channels and e-commerce. The report investigates relevant trends such as the rise of packaged food, the importance of purpose-driven marketing, and the move towards a cashless society, offering recommendations for Green Chef to adapt and succeed. Furthermore, it identifies the target market in Germany as the millennial generation with a preference for organic and sustainable food options and suggests country-specific communication strategies. The report concludes with an overview of the challenges and opportunities, emphasizing the importance of adaptability and strategic partnerships in the current market environment.

International
Marketing
Management

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Strategic allliance.........................................................................................................................1
Task 2:.............................................................................................................................................2
Analysis of trends........................................................................................................................2
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
Appendix 1:.....................................................................................................................................9
TASK 3............................................................................................................................................9
Country specific communication:................................................................................................9
Appendix 2:...................................................................................................................................10

INTRODUCTION
The emergence of COVID 9 virus has lead to a impact on multiple industries that and it lead to
many business coming to a standstill. For survival organisations are looking for different
alternative strategy formulation. There are different marketing strategies that can be used as a
channel of distribution for to purpose of selection of specific market route in order to enhance the
present sales level in organisations. Green chef is a global restaurant chain that is willing to
expand across Germany for the purpose of expansion of their market share (Cateora and et. al.,
2020). For this purpose presently green chef is willing to use some of strategic measures that can
help them in achievement of higher market share in coming time period. For this there is use of a
strategic options and analysis of existing trends to use it in form of opportunities.
TASK 1
Strategic alliance
Option 1: In this there is a direct arrangement that is to be formed by Green chef by leading
super market chain that is TESCO for the purpose of achieving higher market share by getting
associated with the established brand image of TESCO. It would give chain of TESCO the
exclusive rights to sell the products of green chef in their physical stores.
Option 2: In this green chef is willing to enter into a joint venture with Amazon to expand its
choices of diner kits online mediums and offer the services of fast and same day delivery to its
customers.
Option second is more suitable and is selected for Green chef in present scenario.
Strategic joint venture is a business agreement that takes place between two organisations that
come together and take active decisions with a collective aim of achieving of specific goals.
Analysis of the situation: The present situation of COVID 19 has drastically affected the
functioning of organisations as there has been a shift of people preferences towards online
channels and e commerce mediums of purchases (Gomes, Sousa and Vendrell-Herrero, 2020).
There have been lock down measures and social distancing issues that have created such a
sudden shift in the people preferences in this dynamic external environment. There is
requirement to analyse some of the suitable strategies that can be adopted in order to deal with
this situation otherwise there is a drastic negative impact on the present productivity and
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profitability of organisations. In this situation Green chef is willing to analyse some of the
present strategic options that are available and to select the best course of strategy that can be
used in order to achieve competitive advantage in this pandemic situation (Donthu and et.al.,
2021).
For this purpose there is selection of joint venture as a major strategic tool.
Two major objectives behind this strategy: In this strategy there are two main objectives that
have to be achieved by Green chef in the course of business functioning:
 There will be continuity of selling of all the products via own website of green chef. The
existing range of customers who are ordering from the website can continue to do without
any type of interruptions because of this strategic alliance
 The tie up will help in approaching the new customer segment of Amazon prime. There
will be a same delivery option that is going to help in offering a fastest delivery scenario
with the help of logistics network of Amazon.
Benefit: Green chef can have large number of advantages from this alliance with Amazon there
will be benefits of approaching the existing customer segment of Amazon. Apart from this Green
chef is not a much popular brand but this tie up will enable them to be associated with Amazon
that has a high amount of existing brand image across different parts of the world (Pedada,
Arunachalam,. and Dass, 2019). This strategic arrangement will help organisations in completing
each other strengths and compensating for the weakness. Such as the loose logistics and supply
chain network of Green chef will be covered by the existing strong delivery partners of Amazon.
Further prime is a medium that ensures fastest delivery to some specific segment of customers.
Through this strategic alliance there will be a sure enhancement of productivity as green chef
will be able to o get a competitive advantage in this pandemic situation (Malhotra, Nunan and
Birks, 2017).
Task 2:
Analysis of trends
Relevance of trend to
green chef:
Importance of
trend:
Changes and
recommendation:
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TREND 1:
Eating In (Covid
19 impact on
packaged food)
Packaged food
industry is few areas
that have experienced
a surge in demand
because of direct
impact of the
pandemic. Restrictions
on the movement have
resulted into closure in
food service providers
resulted in customer
moving towards such
purchases (Katsikeas,
2018)
.
The main
importance of this
trend is that the
personal and
professional spaces
have resulted into
emerging on having
virtual lying towards
the new reality for
customers. This
trend can be used for
the purpose of using
it as an opportunity
to expand across
various e commerce
platforms Hapsari,
Stoffers. and
Gunawan, ., 2017).
It is recommended for
Green chef to launch
some new packaged
food menu. This menu
will include some new
and special variety of
food products in this
covid 19 situation. The
main differentiation for
this menu will be that it
will include only those
food items that are
specially designed for
proper packaging and
can be safely delivered
through various
delivery channels.
It is also recommended
for Green chef that they
have to focus on their
present supply chain
networks that are not
much effective as their
delivery takes time that
may affect the customer
choices in long run. So
there are requirements
to analyse the key
differences in the
existing supply chain
process in order to take
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corrected measures to
have time period as an
advantage from other
competitors.
TREND 2:
Purpose over
profit(rethinking
sustainability)
The covid 19
pandemic has lead to
rise of organisation
with a strong sense of
purpose to go beyond
just the profit
approach. It has acted
as a catalyst for
change in the
sustainability for
Green chef by taking a
centre stage of
measures to be
developed.
This trend has lead
to a go beyond the
traditional concept
of selling products
and services by
creation of wealth
for shareholders in
this scenario.
This trend is very
important for the
purpose of reducing
the overall impact on
environment. It has
revealed that there is
requirement of some
corporate actions in
this outbreak of
virus by taking
timely
environmental
initiatives (Kowalik,
and Danik,., 2019).
With the shift
towards new normal
business can
reassess their
priories by having a
It is suggested for
Green chef that this
brand can focus on
local manufacturing
and local buying so that
they are able to grow as
organisation and
support the social
communities so that
they are able to
contribute towards
organisations that do
not posses enough
scrutiny of earning in
this changing external
environment.
There can be use of
collaboration as a
strategy for the purpose
of taking benefits from
supply chain
management criteria’s.
Innovative partnerships
among countries can be
very helpful in order to
deal with the weakness
that may affect the
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dual motive of
monetary
profitability and
social benefits for
the society.
present functioning.
There is a
recommendation to use
social media marketing
in the new target
market Germany to
have cost effective
marketing strategies.
TREND 3:
Moving to a
cashless society
There is a shift
towards a cashless
economy where this
trend is offering an
opportunity for Green
chef to develop some
cashless payment
options for customers.
The COVID
situation has lead to
alteration in the
customer landscape.
Where there has
been a shift towards
health crises and
disruption that is
caused because of
changing selling and
buying patterns. The
cash payment
scenario leads to
difficulty in
following up of the
measures of social
distancing and there
are issues of
transmission of virus
easily from one
person to another.
So economies are
working towards
In this new normal
situation it has become
organisations duty to
understand the
expectations and well
being of people. For
achievement of the
required competitive
advantage for Green
chef it has become
important to focus on
customer well being
before the profitability
scenario. For this
purpose there are
requirements to focus
on some better
measures of going and
moving towards a
comeoplet cashless
scenario. There can be
more modes of online
and digital payment
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moving towards a
cashless scenario so
that there can be
development of
alternative measures
to survive in this
situation of going
complete cashless.
In the new normal
situation and the
post lockdown world
there has been
customers who
posses lower
disposable income,
anxieties and
worries about the
future. They posses
higher concern about
hygiene and mental
well being.
Customers have also
become more
cautious about their
purchasing
behaviour in long
term (Lotayif, 2017)
options that can be
developed. There can
be use of more digital
media platforms. There
can be focus on e
commerce and digital
payment methods to
attract more customers
by development of
habits, needs and
concerns in the post
lockdown behaviour.
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CONCLUSION
It is concluded from the above mentioned aspects that the present Covid 19 situation has
lead to lot of impact on various industries and there is a negative impact on the overall
functioning of economies. For this purpose there is need to adopt some measures that can help in
maintain the present productivity and profitability by such organisations. For this organisation
have to now focus on a purpose driven approach of marketing that is social media marketing that
is evolving beyond environmental concerns and focussing on ethical credentials towards
development of a holistic purpose.
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REFERENCES
Books & Journals
Cateora and et. al., 2020. International marketing. McGraw-Hill Education.
Donthu and et.al., 2021. Research Constituents, Intellectual Structure, and Collaboration Patterns
in Journal of International Marketing: An Analytical Retrospective. Journal of
International Marketing, 29(2).
Gomes, E., Sousa, C.M. and Vendrell-Herrero, F., 2020. International marketing agility:
conceptualization and research agenda. International Marketing Review.
Hapsari, C., Stoffers, J. and Gunawan, A., 2017. The influence of perceived cultural and business
distance on international marketing strategy decisions; A case study of Telkom Indonesia
International. International Review of Management and Marketing, 7(3).
Katsikeas, C.S., 2018. Special Issue on the Future of International Marketing: Trends,
Developments, and Directions. Journal of International Marketing, 26(1), pp.1-3.
Kowalik, I. and Danik, L., 2019. Marketing activity of international new ventures–application of
the EMICO framework. Journal of Business & Industrial Marketing.
Lotayif, M.S., 2017. Causality Relationships between Main Branding Variables and International
Marketing Strategy: Evidence from MNCs in GCC Market. International Journal of
Business and Management, 12(1).
Malhotra, N.K., Nunan, D. and Birks, D.F., 2017. Marketing research: An applied approach.
Pearson Education Limited.
Pedada, K., Arunachalam, S. and Dass, M., 2019. A theoretical model of the formation and
dissolution of emerging market international marketing alliances. Journal of the Academy
of Marketing Science, pp.1-22.
ONLINE
WHAT ABOUT GERMANY?, 2020 [online], available throughhttps://www.hofstede-
insights.com/country/germany/>
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Appendix 1:
TASK 3
Country specific communication:
Target country: Germany: The main target segments of Green chef are the customers who are
the millennial generation and have developed a sudden shift towards more sustainable and
organic food range.
Segmentation:
Interests and avenues: Geographical segmentation: demographic segmentation categorisation
is based on the millennial generation for the organic range of products in Germany.
Age: The age grouplp of target market is between 20-40 years.
Income levels: the income levels will be focusing on middle class and upper middle class.
Attitudes and perceptions: Behavioural segmentation: The present attitude of customers has
shifted towards more online channels that can help in approaching the millennial segment. The
newly developed organic and home delivery menu for the purpose of approaching customers in
this COVID scenario is based on changing attitude of people towards organic range of food. All
this will be continuously flashed via the present you tube channel and other social media
applications of Green chef.
Usage of technology: there will be use of better supply chain and logistics network by strategic
alliances with big e commerce brand like Amazon.
As per the insights of task 2 that suggest that there has to be focus more on use of cashless
methods of payment. It becomes important for Green chef that they have to use of some
alternative system of payment that can help them in attracting the target customers range. For
this a post paid payment method will be used where customers will be given a option to make
cumulative payment of all their purchases after specific time period. For instance a week, a
month or may be a one year subscription will also be offered for this various schemes for
payment will be launched by Green chef in Germany.
Apart from this for having sustainable packaging the use of various promotional tools such as
digital marketing strategies will be used in order to attract customers
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Appendix 2:
TASK 3
Cultural insights:
The overall cultural insights of Green chef can be dealt by application of Hofstede culture
theory:
Power distance: the dimension deals with highly decentralised culture that is supported by
strong middle class. Co-determination rights are less extensive. In green chef the use of
participation communication can help in showing expertise (WHAT ABOUT GERMANY, 2020).
Individualism: the issue is dimension of degree of interdependence of society among its
members. In German society is truly individualist. There is requirement of positive relationship
between employer and employee. Communication has to be direct internally in Green chef for
adopting of strategies of cashless economy and strategic alliances with Amazon.
Masculinity: In this dimension it is indicated that society is driven by success achievement and
success. Feminine society is one where dominant values are for quality of life and caring for
others. Fundamental issue may arise in Green chef that has to be dealt in Germany in order to
maximise the self esteem of overall workforce so that managers can be more assertive.
Uncertainty avoidance: It is the extent to which members in Green chef threatened by unknown
situations because of COVID 19 virus. Germany is having 65 has score of uncertainty avoidant
countries. This sector is high end Germans prefer to compensate for higher uncertainty by
relying on strong expertise. This strategy can be used in Green chef to compensate to this index
by using expertise of digital marketers.
Social media: Green chef will be use of various existing social media platforms that includes
their presence on instagram, facebook and snapchat. Apart from this the existing YouTube
channels can be used for the purpose of promotion and marketing. You tube channel of Green
chef will be used to make the target segment of customer aware about the sustainable measures
by use of no plastic and organic range of food products. The fastest delivery measures by having
strategic alliance with Amazon.
Standardisation and adaptation: In this the main standardisation of products of Green chef will
be using their present range of standard products by launching them in Germany. Such as their
present range of organic food menu and specially built up home delivery range of menu will be
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used for approaching the new target segment of customers that is millennial generation in
Germany.
 There different aspects of social media marketing that is based on use of websites and
platforms to promote existing products and services. There are different e marketing and
digital marketing tools that are dominating the present marketing scenario of
organisations. Social media marketing is a process to create a tailored content for
different social media process to drive the engagement and overall process of boosting
interactive communication channels. For this purpose In Green chef there can be use of
Instagram and Facebook are two major platforms to run a campaign of same day delivery
of products. Apart from this there will be use of present organic range of products as a
tool to gain a competitive advantage in long run.
 Organic food range is based on using of complete vegan ingredients in the preparation of
food products. This new range will be marketed by focusing on special interest groups
who have emphasis on non vegan products. This strategy will be very helpful in order to
approach a specific needs marketing segment of customers who have developed a strong
preferences for the existing vegan range products.
 In social media marketing another one of the effective approaches that will be used by
Green chef is based on using the existing YouTube channel where the other bloggers
will be approached to market the products. In this strategy the existing followers of
various YouTube bloggers and you tube infleuncers will get aware about green chef
restaurant and their fastest delivery options. Social media marketing will be used to create
a content that will be specifically focused on the mindset of target segment of customers
for green chef. Use of sustainability approach is also being a plus point for Green chef in
Germany to enhance the brand image. Especially in this covid-19 pandemic where people
have developed more preferences for using products that are not harmful for external
environment.
Social media marketing as an international marketing strategy will be used to have higher cost
effectiveness. It will be used as a strategic tool to create awareness among the millennial
generation of Germany about organic food range, sustainable packaging, fastest delivery and
special menu designed for home delivery of products.
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Adaptation: Adaptation strategy is based on the changing preferences and taste of target
segment of as per the needs of customers in Germany. In this there will be analysis of the
preferences for specific food taste that will be modified in order to ensure that customers are
getting the expected taste. So, there will be a lot of modifications that can be made in green chef
present range of existing dishes. In Green chef organic food range will be solely used as a source
of competitive advantage because there will be no modifications made in this specially designed
menu.
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