International Marketing Management Report for Green Chef: Market Entry

This report provides a comprehensive analysis of Green Chef's international marketing strategy, focusing on its potential launch in Germany. The report begins with an introduction to marketing and Green Chef's global ambitions. The main body delves into market entry strategies, evaluating two options: a direct agreement with a leading supermarket chain and a joint venture with Amazon. The report then discusses global trends, such as eating in, online ordering, and the rise of a cashless society, and how these trends can be applied in the local environment. Finally, the report examines country-specific communication strategies, emphasizing the use of social media, particularly video and blog posts, to reach target consumers in Germany. The conclusion summarizes the findings and reiterates the importance of adapting to local market trends. The report is based on Hello Fresh, which is a German company, and the assignment is an individual report of 2000 words +/-10% plus a maximum 2 sides of Appendices.

International
Marketing
Management

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Market Entry Strategy............................................................................................................3
Global Trends and Their Application in the Local Environment...........................................4
Country Specific Communication..........................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Books and Journals.................................................................................................................9
Appendix........................................................................................................................................10

INTRODUCTION
Marketing is a function , that tends to be by organisation and marketers for developing,
conveying, delivering, and exchanging value-added solutions for consumers, partners, clients,
society as a whole. Green Chef's goal is to become a global brand. The report includes a review
of the organization's market entrance strategy. The topic of global market trends is being
discussed. The report concludes with a discussion on various topic such as Social Media,
Adaptation, standardisation.
MAIN BODY
Market Entry Strategy
This research is based on Hello Fresh, the leading meal delivery service in the United
States. Green Chef will be launched in Germany to attract new clients and to promote the firm. It
is critical for a company to adhere to all marketing standards. It aids in the efficient operation of
the company as well as the attraction of new clients. In terms of Hello Fresh, they intend to
launch Green Fresh in order to develop a strong market position. It's a strategy for attracting
clients and serving a certain market. It appears that there are plans to create a new distribution
channel (Paul and Rosado-Serrano, 2019). The goal is to increase the company's revenues and
assist it accomplish its objectives more quickly. Customers may order organic cuisine from
Green Chef. The market can be served in a variety of ways by the company organisation. It is
critical for Green Chef to be aware of the greatest available solution that will allow the company
to operate more efficiently while also meeting the demands and desires of consumers. The goal is
to service an increasing number of clients while also establishing a strong brand image for the
company. The following are the choices accessible to the organisation to join the market:
Option 1
They have the option of entering into a direct agreement with Edeka, a German retail
supermarket network. It is evident that if the organisation sells Green Fresh items in their
exclusive stores, it will be helpful to the organisation. People nowadays are observed visiting
retail businesses to make purchases. It is critical to notice that these retail establishments are

well-known and attract a large number of clients. It is advantageous for the company to sell there
since all of the items are displayed to the buyers. They are drawn to the company's goods simply
by looking at it. It aids in increasing the company's sales. The following is a description of the
benefits that Green Chef will receive:
 These are located in densely populated locations, making it simple to attract clients. The
sales are often high, which aids in the successful promotion of the brand.
 Customers like to shop at supermarket chains because they provide a wide range of
products. Consumers are also persuaded to buy if they see anything on display.
 They already have a strong reputation in the market, therefore there is no need to attract
additional customers. Customers are enticed to patronise the company.
Option 2
The organization's next option is to form a joint venture with the organisation Amazon. It
will assist them in providing online customer service. A joint venture is a commercial
partnership in which two or more parties combine their resources and conduct the operational
function together as it give advantage to both the entities. They are willing to share both earnings
and losses. If the corporation forms a joint venture with Amazon, it will be able to give services
to clients online and in less time for prime consumers. Because the corporation sells its items
online through its own website, this strategy appears to be ineffective. As a result, it may be
examined. Green Chef should get into a direct agreement with Edekaa, a renowned supermarket
chain, to assist them sell their products in physical locations that are already established and have
a large number of customers. It will enable them to make a decent profit while also allowing
them to service a big number of consumers. It will assist the organisation in both online and
offline sales. Because they will be selling on their own website, they will be selling online. In
terms of the Amazon joint venture, it will only be suited for delivering online delivery of items
and not for offering offline shop availability.
Global Trends and Their Application in the Local Environmennt
An organization's ability to recognise global market trends is critical. It allows you to work
more efficiently and in accordance with industry trends. Attracting consumers and serving them
becomes critical. The following is a discussion of the trends:

Eating In: Because of their changing wants and circumstances, customers are increasingly
eating in (Grönroos, 2016). Eating at home has become popular as a result of the global
epidemic, which has made individuals fearful of spreading the disease. People have been
subjected to a variety of limitations by the government in order to protect them from these
outbreaks. This development presents an opportunity for Green Chef's company, since they can
now send their products to customers' homes in Germany. They can also provide a take-out
service, which allows consumers to take their food home and enjoy their dinner in a comfortable
setting. Due to a rise in the number of cases of corona viruses, clients all around the world are
increasingly ordering meals online. They also enjoy ordering food from eateries that deliver their
goods to their homes. Customers are more inclined to order takeout and dine at home rather than
eating out. It is suggested to Green Chef that they give takeaway service for their food goods, as
well as home delivery, since this would improve their product sales in Germany. However, if
businesses accept these services, the country's tendencies may have a detrimental influence on
their operations.
Order online - It is critical to recognise that COVID 19 has posed a number of problems
to the globe. This has resulted in the development of internet ordering. Previously, ordering food
online was not as common. However, at this point, it appears like everyone is willing to stay at
home and be secure. It has become critical for businesses to begin offering meals on the internet
(Camilleri, 2020). Green Chef provides the option of delivering meals online, which allows
clients to receive meals delivered to their door without having to leave the house. This saves
them time while also ensuring that they are safe at home and not risking their health by going
out. Online delivery has a number of advantages. Green Chef appears to have a competitive edge
over its competitors by supplying meals to customers' doorsteps and assisting in the management
of consumer data. Nowadays, it is critical for a company to understand its consumers' demands
and give them with goods and services over the internet and in a secure delivery package,
ensuring that the goods and services are safe and secure for them.
Cashless Society: People are avoiding physical contact with others because of the global
epidemic, which has instilled dread in their brains (Marinchak, Forrest and Hoanca, 2018).

People are increasingly turning to technology to avoid personal contact in this regard. Customers
are increasingly opting for online shopping, online meal ordering, and online learning, which
allows them to avoid personal touch. People are increasingly utilising digital methods to make
payments, resulting in a cashless society. This development may present opportunities for
businesses, since consumers prefer items that allow online payments. These digital payment
mechanisms may be used by Green Chef to meet the demands of a cashless society. Due to the
worldwide pandemic, there is a rising tendency of digital means of payment all over the world.
As a result, organisations' rules are changing, and they are now concentrating on accepting
consumers' digital payment modes. Customers pay their payments through credit cards and other
methods. Green Chef has to adapt their business model and embrace a cashless payment system
for financial and safety reasons, as consumers are less likely to carry cash.
Country Specific Communication
Because there is a surge in social media users, social media communication is one of the
finest marketing methods for every company (Sadrabadi, Saraji and MonshiZadeh, 2018).
Organizations get the ability to communicate with their consumers by using this type of
communication. The following are some of the advantages of using this marketing approach for
your company:
 The ability to connect with their target audience, which aids in the development of
positive customer relationships.
 It aids in the resolution of client issues via comments on social media sites. These
organisations may listen to client complaints and make modifications to their offerings to
meet the wants of their consumers.
 It raises consumer awareness of the company's products and services, resulting in
increased product and service sales in the marketplace.
Organizations use a variety of channels to adopt social media marketing, including Facebook,
Twitter, Instagram, LinkedIn, Snapchat, and others. Organizations merely need an account on
which to publish their material to use these social media platforms. For this sort of
technology to be effective, organisations must have a clear message about their products and
services that they wish to communicate to their customers. Organizations may utilise social
media marketing in a variety of ways, including the ones listed below.

Video: Another element of social media marketing is video, which piques clients'
curiosity. These films have a big influence on the people who watch them. These offer both
knowledge and entertainment to their clients. Short films are vital for businesses since they assist
to generate more interest in the minds of customers, whereas extended movies include more
information and the focus of the video shifts from the organization's message to another issue.
Green Chef in Germany may use these films to promote their products and services on
Instagram, YouTube, and other platforms, increasing traffic to their accounts. There are several
sorts of channels, with Instagram being the most popular among target buyers in Germany
(Westjohn and Magnusson, 2017). Customers that use Facebook and Instagram for their
products and services receive superior merchandise from the company. Businesses should utilise
short and targeted messages to deliver information about their offerings in Germany since it has
a big influence on the company's target consumers. The organisation is concentrating on
enhancing consumer satisfaction connected to food that is full of nutrients and of excellent
quality, according to the message employed by the organisation to provide information about
their products. It aids in the creation of a positive image of the company in the eyes of German
customers.
Blog posts: Blog posts are articles that a person writes for their blog and can be in the
form photographs, text. Using photos in a blog has a greater influence on consumers since it is
simpler for people to grasp certain topics with images and photographs rather than plain text
(Samoggia, Bertazzoli and Ruggeri, 2019). Green Chef's company may use the blog post
function to raise product awareness in the German market. These can be shared on any social
media platform that aids in the dissemination of information about a company's operations to its
intended audience.
Picture of social media marketing of green Chef

CONCLUSION
After deep study and analysis it tends to be conclude that International marketing
management, according to the project report, is the management of marketing operations at an
international level. These aid in raising awareness of the company's products and services in
various regions of the world. Companies utilise a variety of strategies to join the marketing field.
To thrive in that climate, businesses must adopt some of the country's trends, such as eating in,
ordering online, and living in a cashless culture. Firms may employ a variety of communication
tactics to improve product awareness, with social media being one of the most effective.

REFERENCES

Appendix
Appendix One – Segmentation and Buyer Behaviour
The technique of segmenting clients into groups based on their commonalities is known
as segmentation. It is beneficial to be aware of consumer availability so that you can successfully
service them.
.
 In the case of Green Chef, they employed geographical segmentation because they only
wanted clients from Germany.
 Customers in demographic segmentation are between the ages of 20 and 40.
 Green Chef's consumers will be those that live a healthy lifestyle.
Appendix Two – Cultural insights:
Various cultures exist in different parts of the world, and businesses must understand
these differences in order to provide service to their target clients. The value of cultural diversity
is growing in the worldwide business world, as people from different countries have diverse

customs and cultures. Business managers must remember that while utilising communication
techniques, the message of their company should not alter the emotion of their consumers, since
this may have a bad influence on their business. Some aspects that are seen as respectful in one
culture may be seen unfavourably in another. As a result, while engaging with their target
consumers, businesses must consider their target consumers' cultural preferences.