Green Chef: International Marketing Strategies for German Market Entry

This report provides a comprehensive analysis of Green Chef's international marketing strategy, focusing on its potential expansion into the German market. The report begins with an introduction to Green Chef, a meal kit delivery service, and its acquisition by Hello Fresh. It then delves into various market entry strategies, evaluating options such as partnering with local supermarket chains and joint ventures with e-commerce platforms like Amazon, ultimately recommending the former. The report also examines global trends, particularly the impact of COVID-19 on consumer behavior and the rise of packaged food, alongside sustainability trends. Furthermore, the report explores country-specific communication strategies, emphasizing the importance of social media platforms like Facebook, Instagram, and YouTube to engage the target audience in Germany. The report concludes by highlighting the significance of adapting the marketing mix and formulating effective social media strategies to achieve successful market entry and expansion. The report also references several academic journals and books to support its analysis.

International
Marketing
management

Table of Contents
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
Market entry strategy...............................................................................................................................3
TASK 2.......................................................................................................................................................5
Global trends along with their application in international market..........................................................5
TASK 3.......................................................................................................................................................6
Country- Specific Communication..........................................................................................................6
CONCLUSION...........................................................................................................................................8
REFRENCES..............................................................................................................................................9
Appendices 1.............................................................................................................................................10
Appendices 2.............................................................................................................................................11

INTRODUCTION
International marketing is an activity under which products and services are promoted
with an aim to attract users of more than one country. Here, marketing plan is designed in such a
manner through which, it is easy to gain attention of international audience (Jobber and Ellis-
Chadwick, 2019). In the present report Green Chef is taken into consideration which is meal kit
delivery service which was initiated in the year of 2014 and acquired by Hello Fresh in 2018.
Instead of fully prepared meal, it offers healthy ingredients along with proper direction to cook
homemade meals. There is a card come along with the box provided by company which includes
different ingredients such as sauce, vegetables, fish, seasoning and more. At present, Green Chef
is offering services in nearly 15 countries and looking forward to enter into more number of
overseas markets. They are exploring business in Germany in order to target huge audience in
significant manner. The present report comprises strategy which can be used by company in
order to enter into new market place along with the global trend due to impact of COVID 19.
Lastly, it comprises social media strategies which need to use in order to engage the audience of
respective country.
TASK 1
Market entry strategy
An organization can enter into an international market by adopting different market
strategies. Entering into international market is important for making reputation of brand at
global level. Apart from this, it also allows a company to earn substantial amount of profit
margin. However, for this, it is important to select an appropriate market entry strategy. In
reference of Green Chef options for entering into new market are mentioned as under:
Option 1:
Under this, Green Chef can enter into an agreement with a supermarket chain that may be
any local agent or distributor which will help them in order to provide meal kits to customers. It
is stated that there are a lot of supermarket chains in Germany such as Aldi, Edeka, Penny
market and more (Prebensen, Chen and Uysal, 2018). For entering into international market,

Green Chef can associate with local supermarket chains which will provide them a separate
space to exclusively showcase their meal kits at physical stores. It might prove beneficial for
organization as customers has already trust on local companies. Benefits and drawbacks of this
option are mentioned below:
 Benefits: Green chef is providing services to customers through online mediums so far
but this association with local stores will provide them a physical space where it is easy
to interact with customers & attract them. Apart from this, they can also get benefit with
existing image of local supermarket chain which will help them in selling of products at
initial level.
 Drawbacks: If, there is any controversy and rumors take place about local supermarket
company then it will also put adverse impact over brand image of Green Chef. In addition
to this, they also need to share profit with the company they are associating which will
minimize the overall profir margin. There are a lot of legal formalities and documentation
work need to done before associating with a local company in overcease market.
Option 2:
In this, Green Chef can enter into a joint venture with Amazon where they can provide their
product and services through such an enormous ecommerce platform. Here, they can also offer
timely and fast deliver to customers of Amazon prime which will allow company to also charge
additional amount from premium buyers (Quach and et. al., 2020). Apart from selling through
website of Amazon, they will also keep selling from own website which will help in earning
substantial amount of profit.
 Benefits: By entering in joint venture with Amazon, Green Chef will get benefit of brand
reputation of company through which they can easily sell their products and services.
 Drawbacks: Amazon is a large ecommerce giant, working in a lot of countries across the
globe. Any legal implication on Amazon will also affect prestige of Green Chef which
might hamper its existing image.
With above discussion, it is analyzed that associating with a local supermarket company
is more suitable market entry strategy for Green Chef as it will help them to target local audience
of country by having personal interaction with them. Through this, they will get a physical space

in already established organization which will open the door of future success. In addition to this,
existing brand has already made reputation in market. By associating with a local company,
Green Chef will also get benefit of their existing brand image.
TASK 2
Global trends along with their application in international market
In present time, COVID 19 has put profound impact over business by bringing changes in
customer behavior, buying habits and more. Green chef is also highly affected with the impact of
ongoing pandemic and change in trend due to the pandemic.
Mega trends ( Corona Virus-New normal): As per current time, number of infections
from COVOD 19 has been reduced so people are returning towards normal life. In this scenario,
individuals of Germany give more preference to packages food which is hyegenic and prepared
by following necessary protocols. This trend provides some relaxation to Green Chef in terms of
delivering orders to customers (Guercini and Milanesi, 2017). Now, they are able to receive and
provide timely delivery to customers. In Germany, situation is controllable so government has
permitted online deliver. According to the new normal trend, Germany has lower down the
restrictions where gradually nation is returning towards normalcy. They have been ease out the
COVID restrictions and also organizing events with some necessary protocols. To sustain in this
situation , Green Chef is required to make modification in marketing mix by including online
promotional techniques and keeping control over price. It will help in meeting with requirements
of customers in current time.
Rethinking sustainability ( No purpose No gain): This is an emerging trends which
came in focus during COVID 19 where companies shifted their focus from profit earning to
sustainability and serving society (Bizumic, 2019). During COVID 19, main aim of Green Chef
is to help the stakeholders and society in the best way. For this purpose, they strictly follow all
the COVID 19 guidelines & protocols from taking care of hygiene at premises to delivering
commodities in timely manner. So, customers can meet with their requirements. This trend is
emerging within Germany where companies emphasis over sustainability rather than profit
earning. They are helping out to employees and their in possible way. In this time, Green Chef is
required to modify its current marketing mix by adding more healthy ingredients in meal kit and

lowering down the price at such a level which can easily afford by all segments of customers.
With this, Green Chef can easily deal with change environment and trends effectively.
COVID 19-effect on packaged food: Social distancing norms and closing down
restaurants has created new opportunities for packaged and fresh foods. Now, people tend to buy
packaged food through online medium rather visiting to physical stores (Kumar and Pansari,
2016). COVID 19 has changed buying habits of customers in significant manner. In reference of
Green Chef, they provide packaged meal kits which are completely healthy. Apart from this,
they also follow all the necessary protocols and hygiene measures during food packaging. In
Germany, people are likely to prefer packaged and fresh food in current pandemic time. Due to
this, Green Chen is required to promote its product and service through online medium and need
to maintain efficient supply chain in order to provide order to customers at their own convenient
place.
TASK 3
Country- Specific Communication
It is analyzed that proper communication is really important in order to maintain effective
relationship with customers. Now, social media is considered as a suitable way in order to
interact with potential buyers. There are a various platforms of social media such as Face book,
Instragram, You Tube and more are used for connecting with customers in an effective way.
Apart from this, social media platforms also provide options to get reviews, feedbacks of
customers which further allow a company to bring enhancement in current product & services.
Before implementing social media strategies, it is important to gain familiarity about target
audience which is important in order to prepare customized message for targeting audience
effectively (Turner and Lecoeuvre, 2017). Apart from this, marketers also need to gathered
adequate amount of information in terms of culture, values of target audience for getting positive
outcomes in future period of time. Germany is known for quality and standard life. There is
higher focused over privacy, structure, diligence, hard work, perfection and more. Majority of
people are wealthy and enjoy quality life. They wish to get quality and premium products which
suits with their life style. In context of Green Chef, it is exploring business in Germany so it is
required for company to first analyze the environment, culture of country. Here, they are

specifically targeting to premium customers who are highly conscious about health and want to
get quality food. This is a reason that they determine higher price of their product which can be
easily afford by target group. In Germany, literacy rate is really higher and majority of people are
educated. They are highly active over social media and do extensive research before purchasing
any product and service. In present scenario, Green Chef can promote its product among target
segment through social media platforms. For this purpose, they can create separate page over
social media platforms. Apart from this, they also need to post consistently over social media
platforms such as Face book, Instragram and more. In addition to this, they can also share some
success stories of happy customers over social media which will help in terms of gaining trust of
target segment. Additionally, You Tube is also an effective medium for connecting with
audience. Here, they can share the reviews, feedbacks of existing customers as testimonials for
building trust in target audience. Though, Green chef is targeting to premium segment that are in
the habit of getting customized services so company is required to maintain such a mechanism
by which they can provide timely response to customers. Apart from this, they need to get in
touch with customers and take their feedbacks so that customers also get the sense of importance.
Through social media, organization can not only receive feedbacks but also need to work on
those feedbacks in order to bring enhancement in services for further betterment. Hence, social
media will play an imperative role in order to engage target segment of company which will
further drive positive outcomes in an efficient manner.

CONCLUSION
It is assessed through above mentioned information that international marketing aims to
enhance the reputation of brand at global level by increasing number of customers and market
share in an efficient manner. It is analyzed that Green Chef is looking forward to expand
business in Germany which will help them in increasing market share as well as profit margin.
From above discussion, it is concluded that getting associated with a local company is a suitable
strategy for Green Chef to enter into new market. Further, they need to make modifications in
existing marketing mix and formulate effective social media strategies for gaining attention of
target audience significantly.

REFRENCES
Books and Journals
Alnawas, I. and Hemsley-Brown, J., 2019. Market orientation and hotel performance:
investigating the role of high-order marketing capabilities. International Journal of
Contemporary Hospitality Management.
Beuthner and et. al., 2018. Examining survey response styles in cross-cultural marketing
research: A comparison between Mexican and South Korean respondents. International
Journal of Market Research, 60(3), pp.257-267.
Bizumic, B., 2019. Effects of the dimensions of ethnocentrism on consumer
ethnocentrism. International Marketing Review.
Guercini, S. and Milanesi, M., 2017. Extreme luxury fashion: business model and
internationalization process. International Marketing Review.
Jobber, D. and Ellis-Chadwick, F., 2019. EBOOK: Principles and Practice of Marketing, 9e.
McGraw Hill.
Kumar, V. and Pansari, A., 2016. National culture, economy, and customer lifetime value:
Assessing the relative impact of the drivers of customer lifetime value for a global
retailer. Journal of International Marketing, 24(1), pp.1-21.
Prebensen, N.K., Chen, J.S. and Uysal, M. eds., 2018. Creating experience value in tourism.
Cabi.
Quach and et. al., 2020. Toward a theory of outside-in marketing: Past, present, and
future. Industrial Marketing Management, 89, pp.107-128.
Spreen, W.E., 2016. Marketing in the international aerospace industry. Routledge.
Stepchenkova, S., Su, L. and Shichkova, E., 2019. Marketing to tourists from unfriendly
countries: Should we even try?. Journal of Travel Research, 58(2), pp.266-282.
Turner, J.R. and Lecoeuvre, L., 2017. Marketing by, for and of the project: project marketing by
three types of organizations. International Journal of Managing Projects in Business.
Online:
Green Chef Review: Should You Try It?, 2020, [Online], Available
through<https://www.healthline.com/nutrition/green-chef-review#:~:text=Green
%20Chef%20is%20a%20healthy,instructions%20for%20creating%20nourishing
%20meals./>

Appendices 1
Target audience is premium customers who fall under the premium category of
customers are ready to pay extra amount in order to get quality food. They enjoy a standard life
style and always look for such products which fit best with their life style and personality. This
segment is highly educated and has good amount of money. Target audience is wealthy and
enjoys quality life. They wish to get quality and premium products which suits with their life
style.

Appendices 2