Green Chef in Germany: Market Entry, Trends, and Communication Report

This report examines Green Chef's international marketing strategy for entering the German market. It explores two market entry options: a direct arrangement with Lidl and a joint venture with Amazon, recommending the latter due to its cost-effectiveness and broader reach. The report analyzes relevant global trends, including the rise of e-commerce, the importance of sustainability, and the shift towards home-prepared meals, offering recommendations for Green Chef to capitalize on these trends. Furthermore, the report emphasizes the importance of understanding German culture for effective communication, highlighting the significance of first impressions and nonverbal cues. The conclusion summarizes key findings, emphasizing the role of social media in communication and the importance of adapting to changing consumer behaviors in the wake of the COVID-19 pandemic.

International Marketing
Management

Contents
INTRODUCTION.....................................................................................................................................3
Task 1: Market Entry Strategy................................................................................................................3
Task 2: Global Trends and their Application in the Local Environment.............................................4
Task 3: Country-Specific Communications.............................................................................................5
CONCLUSION..........................................................................................................................................6
REFERENCES..........................................................................................................................................7
Appendix 1 – Segmentation and Buyer Behavior...................................................................................8
Appendix 2 – Cultural Insights.................................................................................................................9

INTRODUCTION
International marketing can be defined as the process of exchanging goods as well as
services across national borders in order to meet the requirements of the customers (Băcescu-
Cărbunaru, 2018). It is important because it makes social as well as cultural change possible
between different countries of the world. Also, the current trends as well as fashion that is
followed in one country is passed on to another. On the other hand, marketing management can
be defined as the process of planning and executing the pricing, promotion, distribution of goods
as well as services in order to create exchanges that satisfy the goals of individuals as well as
organizations. The report is based on Green Chef, a premium brand that is to be launched by
Hello Fresh in the German market. it includes an explanation about the market entry strategy that
can be adopted as well as the global trends and their application in the local environment.
Task 1: Market Entry Strategy
A market entry strategy can be defined as a planned distribution as well as delivery
method of goods as well as services to a target market. It is a significant tool in order to get
clarity about what the company aims to achieve and how a company can achieve the same while
entering the new market. Hello Fresh has decided to launch Green Chef in Germany as a
premium brand. The board of the company is looking to add a new channel of distribution with
the expectation that this will help in increasing the sales and meet the goals of the company.
There are two options that the respective company can adopt in order to attain its goals. The two
options are explained below –
Option 1
Green Chef would enter into a direct arrangement with Lidl, a leading supermarket chain
in Germany. This would give Lidl the exclusive rights to sell Green Chef meal kits in the9ir
physical stores (Borcosi, 2018). The respective company will also sell its meal kits online
through its website. One of the advantages of this mode of entry is that the company will have
access to a greater audience and it will be able to cater to their needs in an effective manner. this
is because Lidl is one of the leading supermarket chains in Germany. Therefore, this will be
beneficial for Green Chef as it can develop an understanding about the preferences as well as
needs of the customers. Also, the number of visitors on the company’s website will also increase.

Option 2
In this option, the respective company Green chef would enter into a joint venture with
Amazon in order to expand Amazon’s choice of dinner kits online as well as offer a fast, same-
day delivery service to the customers who have Amazon Prime (Ţâu and Sharfeldin, 2021). A
joint venture can be defined as a market entry strategy that involves two or more parties agreeing
to pool their resources in order to accomplish a common goal. The goal can either be a new
project or any other activity related to business (Buzdugan, and Hămuraru, 2019). Even if the
respective company chooses this option, it will continue selling the mean kits via its website.
This option will allow the company to assess the needs of the customers in a much more
effective manner and the overall cost of production will also be less.
Therefore, by analyzing the two options regarding the mode of entry, it is recommended
that the second option, that of getting into a joint venture would be appropriate for Green Chef.
This is because it will help the company in cutting down expenses on production (Sharfeldin,
2020). Also, since Amazon is a multinational company that is known by people across the world.
This would help the respective brand, Green Chef to reach out to an increased number of people.
It will also get a platform wherein the customers can become aware about its products. there can
be a lot of risks that an organization might have to deal with when entering a new market.
Therefore, a joint venture would be beneficial because the risks as well as rewards will be shared
by them. Green Chef will have access to new distribution networks because of Amazon.
Therefore, it can be said that this strategy will be beneficial for the company. Thus, it is
recommended that the company should adopt joint venture strategy to enter into the German
market.
Task 2: Global Trends and their Application in the Local Environment
As per the report published by Euromonitor, “The Corona Virus – The New Normal –
What is here to stay?”, there has been an increase in e-commerce (The Coronavirus Era: “The
New Normal” - What is here to Stay?, 2021). This is because of the nation-wide lockdowns
across different countries, including Germany. This is one of the trends that is especially relevant
to Green Chef. The reason for this is that due to the lockdown, the company will not be able to
immediately start its operations in the chosen market and thus, e-commerce will help it as the
buying process will become fast and also, the processes of advertising and marketing will be

cheaper. The company will be able to engage with a greater number of customers as well as
conduct its business operations in an effective manner. This trend has potential of growth
internationally because a lot of people in Germany use smartphones and they have access to a
high-speed internet. This will allow the firm to conduct its business operations in an effective
manner as the trend of e-commerce seems to be emerging fast in the German market. Thus, one
recommendation that can be made for the respective firm is that it should strengthen its presence
across different social media platforms as this will help it in attracting more customers which can
lead to an increase in sales.
Another report, “Rethinking Sustainability: No Purpose, No Gain” states that there is a
need to rethink about the concept of sustainability (Crecană, 2017). This trend is also relevant for
the respective company because it is focused on offering healthy meal kits in the German market.
People are increasingly becoming conscious about their health and thus, prefer eating healthy
food. Therefore, it can be said that this trend will help it in capturing the attention of new people.
The trend of sustainability seems to be emerging because of the increase in the awareness about
the benefits of sustainability. There are some recommendations that can be made for the
respective country such as there is a need for the people within the chosen country, Germany to
be aware about and promote sustainability. This will help the company as it will be able to attract
a greater number of customers from across the country.
Lastly, another trend that has been identified from the report, “COVID-19 Effect on
Packaged Food” is that the outbreak of the pandemic has led to some people thinking that food
prepared at home is safer and due to this, there has been a shift of eating occasion to homes. This
trend is relevant for Green Chef because it offers meal kits that are organic as well as healthy.
Thus, it will be able to attract a lot of people thereby leading to an increase in the sales. People in
Germany have become conscious about eating out and thus, they are preferring to eat at homes.
This will lead to an increase in the awareness as well as sales of the company (Gurgu and
Cociuban, 2017). Thus, it can be said that this trend is relevant for the company. As a
consequence of this trend, there is a need that the respective country, Germany should promote
more of packaged food items or meals that are home made and are safe for consumption.

Task 3: Country-Specific Communications
The predominant criterion for effective conversation is to apprehend the subculture of the
u . S . A .. Culture provides a framework for desirable behaviour and the differences in ideals
need to be recognised, valued and appreciated earlier than any actual communication can take
region. Gestures and styles of communication may additionally range among your us of a and
Germany. Topics and gestures you could deem regular and ideal should possibly be regarded as
taboo here. Such mistakes in conversation can also have a critical effect at the achievement of
the negotiation procedure. While Germany is a very culturally aware state, additionally they have
expectations on the subject of others information their lifestyle as an unbiased u . S . A . – so
training is a ought to in case you are to construct a effective photo from the start of negotiations.
First impressions are very vital to Germans, and may impact upon the final results of your
enterprise dating along with your German counterpart. There are a number of verbal and non-
verbal communique troubles you have to recall while doing commercial enterprise with a
German (Lukić, 2018). German is the reputable and maximum spoken language in Germany and
additionally in Austria. It is the native tongue of extra than 100 million humans. It is also one of
the four official languages of Switzerland (at the side of French, Italian, and Romansh). German
is also spoken in dialect form during Luxembourg and by using a good deal of the population of
the regions of jap France previously known as Alsace and Lorraine, and in a small location of
Belgium. It is in addition spoken inside the north-Italian border areas of Tirol and Ticino
(formerly elements of Austria), and in isolated communities widely scattered at some point of
Eastern Europe, significantly in Slovenia, Slovakia, Romania (Transylvania), and Russia (Volga
location). Therefore, it can be said that these factors will have to be kept in mind of the company
while expanding its business in the chosen country, i.e., Germany.
CONCLUSION
From the above report, it can be concluded that there are different market entry strategies
that can be adopted by organizations in order to enter a new market. these can include joint
venture or a direct engagement. Also, the outbreak of the Covid-19 pandemic has led to an
increase in e-commerce as well as consumption of packaged foods. It is important for any
company to take advantage of the same so as to enhance their sales during this time. Also, there
has been an increase in the eating occasions at home. Social media engagement has drastically

gone up during the pandemic due to nation-wide lockdowns and thus, the different social media
platforms can be used in order to create awareness as well as increase sales. Therefore, it can be
said that social media plays an important role in the communications between the company as
well as the customers.

REFERENCES
Books & Journals
Băcescu-Cărbunaru, A., 2018. Global Demographic Pressures and Management of Natural
Resources–Foresights about the Future of Mankind. Revista de Management Comparat
Internațional, 19(1), pp.40-53.
Borcosi, C.A., 2018. Applying Time Management, Stress Management for Finding the Stability
State-A Necessity of the Actual Period. Research and Science Today, 16(2), pp.126-134.
Buzdugan, A. and Hămuraru, M., 2019. Benchmarking-ul ofertelor educaționale în domeniul
turismului la nivel european. Studia Universitatis (Seria Ştiinţe Exacte şi Economice),
122(2), pp.52-63.
Crecană, D.N., 2017. Choosing the Size of Agricultural Holdings at the European Union Level-a
Decision of their Strategic Management. Revista de Management Comparat
Internațional, 18(4), pp.444-451.
Gurgu, E. and Cociuban, A., 2017. Evaluation in PR through current methods and performance
indicators. Future trends. Journal of Economic Development, Environment and People,
6(3), pp.64-78.
Lukić, R., 2018. The Analysis of the Operative Profit Margin of Trade Companies in Serbia.
Revista de Management Comparat Internațional, 19(5), pp.458-475.
Roșca, V.I., 2017. Using Internal Marketing Communications to Improve HRM in Service-Based
Sports Organizations. Revista de Management Comparat Internațional, 18(4), pp.406-
420.
Sharfeldin, I.M.M., 2020. The specificity of business culture on the international level. Vector
European, (1), pp.100-103.
Ţâu, N. and Sharfeldin, I.M.M., 2021. Abordarea teoretică a mediului internațional de afaceri.
Administrarea Publică, 109(1), pp.113-126.
Online
The Coronavirus Era: “The New Normal” - What is here to Stay?. 2021. [Online]. Available
through:< https://www.euromonitor.com/the-coronavirus-era-the-new-normal-what-is-
here-to-stay-/report>.

Appendix 1 – Segmentation and Buyer Behavior
It can be said that Green Chef should target people who are conscious about their health
and prefer eating healthy and safe food. The target customers should have an interest in fitness
and they should follow a balanced as well as nutritious diet. The lifestyle of the people targeted
by Green Chef should be active. This is important because this will help in capturing the
attention of the people. People in Germany have access to latest technology and thus, this will be
beneficial for the company in attracting a greater number of customers. The outbreak of the
pandemic has led to an increase in the consumption of packaged meals as people consider them
to be healthy as well as safe.

Appendix 2 – Cultural Insights
Different countries have different cultures and this can affect the overall business
operations of a firm. These cultural challenges can include language barriers, payment barriers
etc. Therefore, there are some advices that are given by leading sources such as Hofstede
regarding communicating in terms of messages as well as execution style (Roșca, 2017). For
instance, it is suggested that the company should strengthen its presence across different social
media platforms because this will help in creating engagement as well as attracting a greater
number of customers. Apart from this, another strategy that can be adopted for the
communication is the emails.