International Marketing Management Report: Green Chef in German Market

This report provides a comprehensive analysis of international marketing management, focusing on the case of HelloFresh's Green Chef brand entering the German market. The report begins with an introduction to international marketing and its significance for business expansion. It then delves into market entry strategies, evaluating the advantages and disadvantages of agreements with supermarket chains and utilizing the company's own website. The report also examines global trends such as the impact of the Coronavirus, sustainability concerns, and packaging regulations, providing recommendations for Green Chef to adapt its marketing strategies to these local environmental factors. Furthermore, it explores the role of social media, standardization, and adaptation in reaching the target audience in Germany, considering cultural nuances and consumer preferences. The report concludes with a summary of key findings and recommendations for successful international marketing management.

International
Marketing
Management
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Table of Contents
Introduction......................................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK...............................................................................................................................................3
Market entry strategy..............................................................................................................3
Global trends and their applications in the local environment...............................................5
Social media, standardisation and adaption............................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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Introduction
Main objective of this report is to better understand the concept of international marketing
management. Internationalization of business will help company in expanding their market
segment and enhance their sales of products as company is able to sell its products and service to
different countries (Banerjee, 2017). Marketing means promote the sales of products and services
in a market but it quite difficult for a business to effectively manage its marketing activity. This
is because the culture of foreign country is totally different from the home country. As the
company require to effectively analysis the market trends and make an effective marketing
strategy which help company in achieving its goal in international market. This report is based
on hello Fresh Company which launch its Green Chef as a premium brand in Germany. This
report will include market entry strategy, various global trends and their application in the local
environment. Other than this it include segmentation and buyer behaviour and cultural insight in
the appendix.
MAIN BODY
TASK
Market entry strategy
It refers to a plan related to the distribution of product and delivery method of goods or
services which is used by an organisation to a new target market. While at the time of
internationalization of business it refer to the creation, establishment and management of
contracts in the foreign country. In context of hello fresh it’s very important for business that
they select an effective market entry strategy for Green Chef in Germany. As these strategies will
help them the effectively capture the needs of new customers by distributing their fresh products
with the help of effective distribution channel. In context of selected company various market
entry strategy for company are discussed below for better understanding:
Agreement with supermarket chain- First important option that selected company have to
enter into the Germany market is that it make a contract or agreement with the famous
supermarkets chain which help selected company in selling its Green Chef fresh meal kits in
their physical stores. This marketing strategy have various advantage and also have some
limitation for selected company which are discussed below:
Benefits-
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 This market entry strategy will help selected company to sell its products to a large
customers rather than a number of small independence customers.
 Selling products through supermarkets will create brand awareness of their products as
the local customers of Germany are daily visit the super stores (Figwer, 2019).
 Another important benefit of selecting this market entry strategy is that supermarkets
have a lot of experience in selling different products and they effectively understand the
requirements of local customers on the bases of which they suggest any type of change
such as change in packaging or product design which help selected company in better
selling their products in Germany.
Limitation-
 This market entry strategy will increase the price of their product as supermarkets
charge some money for selling Green Chef products in their retail stores.
 Other than this there are some supermarkets who can insist selected company to being
the only exclusive seller of company products because of which company is not able
to sell their product at high price at some other place.
Company own websites- Another important market entry strategy option which is available for
Green Chef is that they can use their own websites for selling their products in the market of
Germany. In context of selected business various benefits and limitation of using this market
entry strategy is discussed below:
Benefits-
 This market entry strategy will help company to create a better brand equity. As selling
products from own brands will help company to quickly position itself as a brand.
 If selected company sales its products with its own websites will also reduce the cost of
their products which they need to pay to supermarkets for selling their products.
 By using their own website for entering into the Germany market will help to sell their
product to a large number of customers as online selling will help company to reach a
large range of customers.
 When selected company will enter into the market of Germany they do not require any
kind of middleman and they are able to sell their product direct to the customers which
will reduce the cost for company and Green Chef will use this cost for attracting their
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customers towards the products with effective promotional tool (Guercini, and Milanesi,
2019).
Limitation-
 One of the biggest limitation of using this option of entering into market of Germany is
that it will require a huge amount of investment for developing and managing a online
website.
 It’s quite difficult for company to attract selected country customers towards their
website as it was a new website and customers are not easily trust on it.
From above analysis on both the above options for market entry for Green Chef it is
recommended that business need to select its own website for entering into the market as it will
reduce the cost for company and company is also able to create a better brand entity in the mind
of Germany customers which enhance sales for company (Hofacker, and Corsaro, 2020).
Global trends and their applications in the local environment
For success of any business it is very important that they adopt their marketing strategy
according the market trend. In context of Green Chef it face three important current trends which
affect the growth in the market of Germany. These market trends are discussed below (The Most
relevant Food Trends in Germany 2020: The year of COVID-19, 2020)
The corona Virus- In relevance of this trend it has a great impact on the food business in
Germany. As because of COVIDE the online trade in Germany will increase by more than 20%
per year. And according to this tis trend the online sales service have experienced an explosive
increase in demand as people are not able to buy products from the physical stores. According to
this trend it is analysis that there is more acceptance of the online purchase of fresh food among
the German population. Main advantage of this trend to company is that they can sell their
products through their own website and increasing demand of fresh food from German
customers will enhance the sales of company.
Recommendation- From above discussion it is recommended to Green Chef that for
achieving the benefit of Trend they need to effectively promote their product related to their
good quality and freshness which help them in attracting German customers (Kamboj and
Rahman, 2017).
Rethinking Sustainability- According to this trend in Germany it is analysis that the people of
German are more conscious towards the environment and this is the reason that the German
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consumer they take plant based diet. While according to this trend it is analysis that around 60%
of customers are ready to pay more price for organic product. In context of Green Chef this trend
will play an essential role in the growth of selected company and enhance its sales of products.
Selected company will provide organic and fresh products which help company to attract more
and more customers of Germany towards their products.
Recommendation- From this trend it is recommended that selected company needs to
charge high price from Germany customers because their customers are ready to pay high price
for organic and healthy product. Which help company in achieving higher profit in German
market (Huang, 2020).
Effect on Packaged food- Another important trend in Germany is related to plastic packaging.
This trend has a great impact on the company as bout the consumers and government will force
company to reduce its plastic packaging and focus on the sustainability strategy. In context of
selected company, this trend will increase the expenditure of company to change its plastic
packaging and with the help of recommendation below Green Chef is able to take benefit of this
trend by just change in its marketing Mix.
Recommendation- After analysing this trend it is recommended to company that they
need to reduce its plastic packaging and adopt a sustainable packaging strategy. This applying
this packaging change in their marketing mix business is able to attract more and more customers
towards its products. As this step taken by Green Chef also fulfil its corporate social
responsibility towards Germany customers and it will create a positive image of business in
German market which enhance its number of customers (Le and Massey, 2019).
Social media, standardisation and adaption
Now a day’s social media is the biggest tool which help a business in effectively
communicating with the target customers of company. Social media is a computer based
technology which help an organisation in sharing of ideas, thoughts and information with the
help of building a virtual network and communities. Social media is an internet based tool or
media which provide a quick electronic communication of content. According to the current
scenario people are more active on social media as because of this it is the best tool for Green
Chef for communicating about its products to German customers. As it provide a large range of
customers. There are various social media sites are available such as Facebook, Twitter,
Instagram, and YouTube on which selected business will post effective content on it which
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provide better information to their customers and attract more and more customers towards their
product (Rexhepi and et. al. 2018).
Green Chef will use You Tube and also have its social media page through which it is able
to communicate its target audience. But from the Appendix 2 it is analysis that the culture of
Germany is different and company need to make effective changes on their content of social
media so that they can better interact with their target customers. According to the Appendix 1 it
is analysis that business target the health conscious customers who have high income level as it
charge premium price for their product. For effectively engaging their target customers with
business it’s very important they use effective social media content according to the culture of
Germany so that they can better engage and attract their customers. Increase in engagement of
customers with company means increase in the sale of company product and enhance their
customers loyalty (Ulrich, Gretzinger and Hollensen, 2017).
In context of Germany, Green Chef business will require various change in their social
media promotional tools which are discussed below for better understanding:
In terms of choice- Selected company will require to adopt You tube as a channel of
social media this is because around 70% of German population is more active on You Tube. As
this is the best source to communicate with their target audience.
Message- Another important point that selected business need to consider posting any
message on social media is that People of Germany are very conscious towards health and
quality of products. So business need to convey a message according to their customer’s needs
and requirements which help them in better attracting customers of Germany. Other than this
there are also some other factors such as language, culture, values and norms. Green Chef needs
to consider all these factors in an effective way so that they can better communicate with their
target customers effectively (Valenzuela and et. al. 2017).
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CONCLUSION
From the above discussion on this report it is concluded that international marketing
management is an important concept which help an organisation in successfully establishing
their business in other country. As it is analysis that it is quite difficult for a business to attract
customers in different country because of cultural difference. From this report it is analysis that
there are various effective way to enter into a foreign market such as with the help of own
website or through agreement with supermarket. Other than this it is analysis that there are
various trends in the foreign market and for success of any business its very important that they
effectively analysis these trends and change in their marking mix according to these change.
With the help of this report the concept of social media is also analysis in an effective way and
understand that company need to effectively analysis the culture of that country before adopting
any social media channel and content.
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REFERENCES
Books & Journal
Banerjee, S.B., 2017. Corporate environmentalism and the greening of strategic marketing:
Implications for marketing theory and practice. In Greener Marketing (pp. 16-40). Routledge.
Figwer, H., 2019. Marketing orientation in Polish seaports. In Strategic Management in the
Maritime Sector (pp. 16-28). Routledge.
Guercini, S. and Milanesi, M., 2019. Understanding changes within business networks:
evidences from the international expansion of fashion firms. Journal of Business & Industrial
Marketing.
Hofacker, C.F. and Corsaro, D., 2020. Dystopia and utopia in digital services. Journal of
Marketing Management. 36(5-6). pp.412-419.
Huang, Y.T., 2020. Internal marketing and internal customer: A review, reconceptualization, and
extension. Journal of Relationship Marketing. 19(3). pp.165-181.
Kamboj, S. and Rahman, Z., 2017. Market orientation, marketing capabilities and sustainable
innovation. Management Research Review.
Le Meunier-Fitzhugh, K. and Massey, G.R., 2019. Improving relationships between sales and
marketing: the relative effectiveness of cross-functional coordination mechanisms. Journal of
Marketing Management. 35(13-14). pp.1267-1290.
Liu, W. and Atuahene-Gima, K., 2018. Enhancing product innovation performance in a
dysfunctional competitive environment: The roles of competitive strategies and market-based
assets. Industrial Marketing Management. 73. pp.7-20.
Rexhepi, G., and et. al. 2018. The importance of intellectual capital in the selection of global
marketing strategies: evidence from family businesses in Macedonia. International Journal of
Transitions and Innovation Systems. 6(2). pp.108-117.
Ulrich, A.M.D., Gretzinger, S. and Hollensen, S., 2017. Getting better integrated into foreign
markets supported by the incubator: the case of Linak A/S. In 8th Biennial International
Conference on Business Marketing Management in Association with EMAC.
Valenzuela, L.M., and et. al. 2017. Thirty years of the Journal of Business & Industrial
Marketing: A bibliometric analysis. Journal of Business & Industrial Marketing.
Online
The Most relevant Food Trends in Germany 2020: The year of COVID-19, 2020. [Online]
Available through <https://expansion.eco/the-most-relevant-food-trends-in-germany-2020-the-
year-of-covid-19/>
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Appendix 1
Segmentation and buying behaviour
In context of selected company it target the health conscious people who wants to eat healthy and
organic food and for which they are ready to pay high price.
Target customer interest- Target customers of selected business are interested in eat healthy
and tasty food.
Lifestyle- Company target the customers of high income level people who are ready to pay
premium price for their products and selected company target customers will live a high standard
life.
Perception and attitude- Target customers of Green Chef will have a positive attitude towards
the organic and healthy food because of which they also have a favourable perception towards
company products.
Use of technology- Selected company target customers are more active on social media and
widely use internet or other websites such as Facebook, Instagram and so on.
Appendix 2
Cultural Insight
Culture refers to the values, norms, characteristics and attitude of people of a country
which is different from country to country. For better understanding the cultural dimensions of
Germany, Hall cultural dimensions theory is used which is discussed below:
Space- In context of Germany according to their culture their people have very sensitive
personal space and they prefer to at least one arm-length from their body.
Context- In context of selected company, they are known for low context country as its
population is commonly known for its direct way of setting opinions and its logistics and almost
emotionless thinking.
Time- In relevance of Germany, is well known for set schedules and actually sticking to them
precisely. Germany is the best example of monochromic culture.
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