International Marketing Management Report: Green Chef's Strategy

This report analyzes Green Chef's international marketing strategies, focusing on its market entry approach, particularly its joint venture with Amazon to launch in Germany. The report examines global trends, notably the impact of COVID-19 on economic stability, productivity, and packaging, and how Green Chef adapts its strategies to these changes. It also explores the role of social media, including YouTube and Knoji, in communicating with customers and building brand awareness, and suggests additional social media channels like Facebook and Instagram for further expansion. The report emphasizes the importance of maintaining quality, reducing economic impact through affordable pricing, and proper packaging to cater to consumer needs in the international market, as well as the significance of standardization and adaptation in international marketing. This comprehensive analysis provides insights into Green Chef's efforts to establish itself as a global brand in the competitive meal-kit market.

International
marketing
management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Market Entry Strategy..................................................................................................................1
Global trends and their application in Local Market...................................................................2
Social Media, Standardisation and Adaptation............................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
International marketing management refers to the planning, executing the ideas of the
goods and the services in an organisation so that the work can be done in an proper manner. It
helps in satisfying the individual and the demand in an proper manner. International marketing
helps in selling of the goods and the services overseas so that the people can utilised them in an
proper manner (Cateora, c Gilly and Graham, 2015). It helps in meeting the requirements of the
customers in an proper manner so that the targeted goal can be achieved easily in an organisation
and the decision can be take easily. Trading in different countries increase the profit in an proper
manner so that in future no problem will arise. The company taken for this report is the green
chef and the topic covered under this report are the market entry strategy in which two options
are given and the global trends and there application in the environment and the communication
between the countries so that the company overall performance is to be evaluated in an proper
manner so that the decision is to be taken on the easy basis.
MAIN BODY
Market Entry Strategy
Market entry strategy helps in delivering of the goods and the services in an proper
manner so that the resources can be optimized in an proper manner and the task can be achieved
easily. It also helps in importing and exporting the goods and the services in an proper manner so
that the task can be achieved easily. The marketing strategies include the licensing, franchising,
joint ventures and many more. It helps in giving the clarity of the goal of what we want to
achieve when we are entering into the new market. It includes the low risk in which the
transaction can take place easily. Hello Fresh is a company who is launching the green chef
company in the different areas and in Germany also. Hello fresh company is a meal kit company
and was founded in the year 2011 and had its headquarters in the Berlin, Germany. Green chef
company of the Germany has the different market strategies to gain the customers attraction in
an proper manner and helps in achieving the opportunities by offering the meals to the consumer.
It used the high qualities of the goods and the meals are designed around the lifestyle and on
door facilities are also provided which helps in gaining the market share and helps in achieving
the opportunities in an proper manner (Wu and Naidoo, 2016). The company should use different
techniques so that the sales of the company will increase and can easily capture the market share
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and helps in building the brand image in the mind of the customers in an proper manner so that
the decisions can be taken easily. Selling the services on the door step helps in attracting the
customers and have the competition in the market so the strategies can be adopted in an proper
manner (Cateora, 2020) . Market entry strategy helps in building the competitive advantage so
that in future the decisions are to be taken in the proper manner and the strategies are also
adopted properly.
Strategy adopted by the Green Chef Company is the company has the Joint venture with
the Amazon as the various services are needed like the dinner kits are offered to the customers
who are using the amazon prime services so that the customers get attracted when the came to
know. The amazon has its own brand by which the customers are getting attracted easily as they
know about this strategy in an proper manner. The fast delivery of the goods are to be provided
to the customers who are using the amazon prime services. The green chef is also selling its
services on its own websit6es also so that the customer can put the order online and enjoy the
services in an proper manner. Green chef company uses the benefit of the Amazon in an market
by which the competitive advantage can be arise easily in an organisation an the decisions are to
be taken in an proper manner (Vellas, 2016). Amazon prime users are getting the benefits which
helps in increasing the sales of the company and helps in building the good relations with the
customers so that in future results can be derived easily and helps in boosting the company
morale and can perform better by using good qualities of the product in an proper manner. Green
chef company has build its image in the market and also expanding in different places so that the
companies can earn the profit in proper manner.
Global trends and their application in Local Market
Global trends refers to the trends which affects the market globally and affect the
situation of an country. Different decisions are to be taken regarding the company so that in
future it will helps in providing the benefit in an proper manner. COVID has the impact on the
global trends which are described below:
 Economic stability: The economy of the nation are to be maintained in an proper manner
so that there is proper flow of money and helps in taking the decision in an proper
manner (Srinivasan, 2016). There is an hindrance in an economic stability during the
COVID as there is no flow of the money in an economy and the decisions are to be taken
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in an proper manner. The growth of the economy will get fluctuate and the decision
regarding this are to be taken in proper manner.
 Productivity: The economy has the impact on the productivity of the nation which get
affected because of the COVID as the decisions are to be taken in an proper manner so
that in future the loss will not arise (Katsikeas, Leonidou and Zeriti, 2019). Due to
COVID there is heavy loss on the productivity and the decisions are to be taken in an
proper manner as the productivity gets stop because of the COVID and the companies
suffers from the losses. The productivity will rise when the economy is maintained in an
proper manner and the decisions are to be taken easily.
The different trends are described below:
 Maintaining qualities: The Green Chef company should maintain the qualities in an
proper manner due to COVID proper hygiene is to be maintained and the decisions
regarding safety of the products are taken into the considerations. The quantity and the
quality of the products are to be measured so that the decisions regarding the company is
to be done in an proper manner. COVID has its major impacts on the qualities as it helps
in establishing the relationship with the employees for the long term. The fresh products
are to be used by the company so that the decision are to be taken in proper manner. The
quantity should be proper. One marketing mix tool used in this trend is the product as the
quality and the quantity of the product is to be maintained in an proper manner so that the
decision are to be taken about the product easily.
 Reduce economic: COVID has the impact on the economy as the profits get reduced and
the business start looking for the short term profits so that the decisions are to be taken in
an proper manner. The selling of good and services to the share holders helps in creating
the wealth and the product used should be decomposable as they can be used again so
that the they are affordable. As because of the COVID prices of an economy get high and
the flow of the money get stop in the market so the decision regarding this are to be taken
in an proper manner. One marketing mix tool used for this factor is the price as price
should be affordable and should be low enough so that the individual can purchase them
easily and helps in getting the benefit in an proper manner (Sheth, 2020).
 Packaging: The packaging of the goods should be done in an proper manner so that in
future it will not get affected. The packaging of the goods provide the safety as due to
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COVID proper hygiene is to be maintained properly. Proper safety is required when the
goods are purchased so that they will not get affected and the decisions are to be taken in
an proper manner. Packaging is an important part while distributing the goods to the
consumer. The marketing mix tool used for this factor is promotion as they can use the
promotional techniques like advertising of the product so that the decisions are to be
taken and helps in building the image in the mind of the customers related to the products
sell (Morgan, Feng and Whitler, 2018).
Social Media, Standardisation and Adaptation
Social media communication is consider as transmission of message or information to
other through using different social media platform (Keegan, 2017). For business or marketer
social media is determined as key adopted in order to distribute content as well as messages at
the broadly level while enabling it in order to interact directly along with its target audiences.
Social media mainly help a company in conducting communication with their potential
customers so that they can attain their desire goal as well as objectives in effective manner.
Around the world there are numbers of social media channels which help a company in attaining
their desire goal successful in the potential market such as Facebook, LinkedIn, Instagram, You
tube, Flip board, Pinterest, Twitter and many more. In respect of Hello Fresh they are launching
their new product i.e. Green Chef in the Germany as their premium brand. The main aim of
respective company is to make Green Chef as a global brand in its own rights for which they are
developing effective and appropriate strategies and plan. In current time respective company is
using main two medium as the social media strategies i.e. You Tube as well as Knoji. At
YouTube an audience can gain different information about the respective company as well as on
it they also get to know about the company's products and services. In addition to this, by Knoji a
potential customers get know about the company as well as they also know about company's
customers care services such as contact information, loyalty program, white glove delivery,
social media pages, money back guarantee, live chat, order tracking and many more. In addition
to this, there are several other social media channels which can be adopted by Hello Fresh for
their new product i.e. Green Chef in order to expand it in Germany they may adopt different
social media channels as that will help in reaching more and more customers fast and effective
manner. In respect of this, respective company may adopt different social media like Facebook
which is one of the mostly use communication channel around the world as well as it also help
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companies in developing effective and appropriate relation with the customers. So in respect of
Hello Fresh they may launch their new product i.e. Green Chef in Germany according to which
they are may launch product on Facebook because through that they able to attract more and
more customers around the world. In addition to this, respective company may also adopt
another social media channel i.e. Instagram because it is another main channel which is adopted
by a company in order to attain their desire goal of attracting more and more customers at the
market of Germany. These are another main social media channels which can be adopted by
Hello Fresh in order to promote their new product i.e. Green Chef in the potential market of
Germany (Kotler, 2018). Along with this it also help them in attaining the desire goal as well as
objectives in successfully in potential market.
CONCLUSION
From the above report it has been concluded that the International marketing
management refers to the transaction take place in an environment which helps in marketing of
the goods and the services in an proper manner so that the decisions are to be taken properly.
International marketing helps in earning the revenue properly. There are the various factors like
the packaging, qualities and the economies is studied in an proper manner. It helps in building
the good image and helps in increasing the efficiency of the company so that they can perform
well in an organisation.
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REFERENCES
Books & Journals
Cateora, P., c Gilly, M. and Graham, J. L., 2015. International marketing. McGraw-Hill Higher
Education.
Cateora, P. R. and et. al., 2020. International marketing. McGraw-Hill Education.
Katsikeas, C., Leonidou, L. and Zeriti, A., 2019. Revisiting international marketing strategy in a
digital era. International Marketing Review.
Keegan, W. J., 2017. Global marketing management. Pearson India.
Kotler, P. and et. al., 2018. Marketing management: an Asian perspective. Pearson.
Morgan, N. A., Feng, H. and Whitler, K. A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing. 26(1). pp.61-95.
Sheth, J. N., 2020. Borderless Media: Rethinking International Marketing. Journal of
International Marketing. 28(1). pp.3-12.
Srinivasan, R., 2016. International marketing. PHI Learning Pvt. Ltd..
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
Wu, T. and Naidoo, V., 2016. The role of international marketing in higher education. In
International marketing of higher education (pp. 3-9). Palgrave Macmillan, New York.
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