This report, prepared for the MG628 International Marketing Management module, evaluates Green Chef's market entry strategy for Germany, considering the company's goal to expand its brand internationally. The report explores two primary market entry methods: direct entry through supermarket chains and a joint venture with Amazon. It analyzes the advantages and disadvantages of each approach, recommending direct entry as the more beneficial option. The report also examines the impact of global trends, such as the COVID-19 pandemic, on the food industry and how these trends apply to the local German environment, including the rise of online sales and the increasing demand for sustainable and healthy food options. Furthermore, the report addresses country-specific communication strategies, including adaptation and standardization, and the importance of inter-departmental communication for Green Chef's success in the German market. The conclusion reinforces the recommendation of direct market entry and emphasizes the importance of adapting to local market conditions and customer preferences.
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