International Marketing Management Report for Green Chef

This report analyzes the international marketing management strategies for Green Chef, focusing on its launch of Green Chef in Germany. The report delves into market entry strategies, evaluating options such as direct arrangements with supermarkets and joint ventures with Amazon, ultimately recommending distribution channels or agents for market penetration. It examines global trends, particularly the impact of the COVID-19 pandemic on consumer behavior, emphasizing the demand for fresh, healthy food and the importance of advertising and video marketing. Furthermore, the report explores country-specific communication strategies, including market segmentation based on customer interests, values, lifestyles, and perceptions, along with cultural insights to effectively target the German market. The report suggests how the company can use segmentation and technology to improve its international marketing.

International Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1.Market entry strategy................................................................................................................3
2.Global trends and their application in local environment.........................................................4
3.Country – specific communication...........................................................................................5
CONCLUSION................................................................................................................................5
REFRENCES...................................................................................................................................6

INTRODUCTION
International marketing management refers tomaking strategies so that marketing can be
done ininternational market so that more customers can be attracted.It is important for managers
to make good marketing plans to attract more people and organisation can generate more profit
(Agwu and Onwuegbuzie, 2018). Hello fresh is launching Green chef in Germany, is a premium
brand, in line with Hello fresh’s multi brand. They want to promote their brand in international
market.
In the present report, market entry strategy which will be used by organisation is discussed.
Global trends and application in local environment is described. Further, country specific
communication is described.
MAIN BODY
1.Market entry strategy
When an organisation is new it is difficultto enter into a new market because there are
many competitors available. Company should make good plans or strategies so that they can
fight againstcompetitors and they can enter into the market. Before making any product,
managers should conduct market research so that they can identify taste and preference of
consumers and product should be made accordingly so that they will not face any problem in
achieving goals and objectives. Choices of consumers are changing rapidly so it is not easy for
organisation to determine that what type of products people want and how much they can spend
to buy a product (Hult and et.al., 2018). Managers of Green Chef Company should identify
market conditions as it will help them in making better plans which will be beneficial in
achieving goals and objectives. To enter into new market managers can take help of agents
because they are having more knowledge and experience about choice of customers.
There are 2 options available for managers first one is to enter into a direct arrangement
with leading supermarket chain without using any agent or distribution channel. Another option
is to enter into a joint venture with Amazon to expand its business and to generate more revenue.
These are two options which can be used by company to increase their sales and to earn more
profit. Managers cannot choose any option because they are not appropriate. In option 1 it is
given that company should enter into a direct arrangement with leading supermarket. It is not
possible because every company needs help of agents or requires distribution channel to enter

into new market. Hello freshis a premium brand but then also it will require help of agents as
they are having good knowledge about market and experience (Morgan, Feng and Whitler,
2018). They can give proper information about choice of customers and this will help
organisation in increasing their sales and ultimately profit will be increased. Every big company
take help from agents or use any distribution channel so that products can be delivered on time
and reaches to target audience. It willhelp in attracting more customers because they knowthat in
which area more customers can be attracted. So, this option is not appropriate for company
because without any distribution channel it is not possible to sale goods to customers.Green chef
want to expand their business in Germany so that they can earn more profit and helps in building
good image in market. They can use any way or method by which they can enter into new
market.
Second option is to enter into a joint venture with Amazon. Joint venture may be used by
green chef to enter into new market. Joint venture means when two companies get agree to come
together for achieving common goals. This strategy is used by most of the companies because
they want to open their branch in other countries to generate more profit and better products can
be provided to customers. This will help company in economies of scale, access to new markets,
distribution networks are increased, new and innovative products are being made, helps in
satisfying needs of customers. Joint venture will require less investment and there will eb low
cost of production. There is access to brand name and technology, employees remain same and
new candidates are recruited if required. Amazon is one of the famous organisations and if Green
chef will enter into joint venture then it is beneficial. This option is also not appropriate because
it is not right option. If company want to enter into new market then they should make good
plans or strategies which are beneficial for growth of company. They should identify choice of
consumers and according to that they should make plans. If they will enter with joint venture
then they will not able to create their own brand image. It will not attract more people and hence
sales of organisation will not be increased.It is essential to makeplans so that company should
enter into new market alone means without any joint venture. If company enter in market and
provide good quality products then they can make their own brand image and this will attract
more customers (Naeej,Haghighi and Salarian, 2018). So, both the options are not correct for
company, they should choose some other way to enter into market and make strategies to attract
customers.

Recommendations for company is that they can use distribution channel or take help of any
agent because this is the best way to attract customers and it will help in increasing sales of
company and goals of company can be achieved. Distribution channel helps in fast delivery of
goods and help in reaching to target audience. It increase sales of organisation and more people
are attracted. To enter into market, licensing can be used by managers of Green chef because in
this owner gives right to an organisation to use its resources and employees. This will help them
to enter into market. Franchising can also be used in which franchisor gives right to an individual
person or group of individuals to run a business. When a company want to enter into
international market they can use franchising as this is simple and easy to run business in
international market. Other options which can be used by company to expand their business are,
foreign direct investment, wholly owned subsidiary and joint venture.
2. Global trends and their application in local environment
During covid -19 all companies have to suffer loss as there was less sales of products. Due
to corona virus people stop buying junk food and they want fresh and healthy food which is
important for health. All people want to stay fit and demanding for fresh and herbal products
which will help in increasing immunity. All consumers are avoiding packing things and want
healthy food items such as, fruits, vegetables and juice which help in increasing immunity of an
individual person. Impact of fresh food on pandemic is all people start eating fresh fruits and
vegetables, make proper diet plan so that they can stay fit and healthy. So, managers of Green
chef should try to provide good services to customers.
During corona virus all people demand for healthy juice and they are avoiding packing
materials. Prices of products are increased and people have to spend more money for buying
things they require. Population is also increasing so demand of products is increasing, so
companies have to make good quality products to satisfy needs of customers. Technology is also
changing rapidly so companies have to invest in purchasing new machines to make innovative
products and satisfy needs of customers. This will help in generating more profit.
This can be applied to local market by managers of greenchef because if an organisation is
successful in satisfying needs of customers in existing market, then it is easy for them to expand
their business in other country and they can earn more profit. When a company provides good
quality products to customers and made according to choice of people then it is easy to sell

products. For instance, during corona virus people are demanding for fresh fruits and vegetables
which should be provided to them to increase sales and profit of company. It will also help in
building good image in minds of customers.
There are some global trends whichcan be used by company to promote its products and it
will help in attracting more customers.
Advertising – It is one of the best ways to attract customers and promote product. Advertisement
can be given in newspaper, magazines or social networking sites so that people can get
information about new product and this will help in attracting more customers. Managers should
make innovative and creative advertisements so that people can be influenced to buy product. It
can be applied in local market because people are reading newspapers and they see
advertisements, so it will help in influencing them (Samiee and Chirapanda, 2019).
Video marketing- Video marketing refers to marketing can be done by companies by making
short videos to attract customers. Nowadays, people are more active on social networking sitesso
managers can make short videos and upload it on sites such as, Instagram, Facebook, twitter or
any other so that people can be attracted and it will help in increasing profit of company. It can
be applied in local market also company can make a page or website and all relevant details
should be provided.
Social messaging apps- It means that organisation that should use social messaging apps to
influence people. They can message people on social sites or make a page which includes all
details related to product. This can be applied in local market as if people of local market will
like product then they will give good reviews about product. So, it will be easy for company to
enter into new market (Tien and et.al ., 2019).
3. Country – specific communication
Appendix – 1 Segmentation and buying behaviour
Segmentation of market is defined as process in which customers are distributed within
segments as per their requirements and needs for product and services which Green Chef
delivers. Market segmentation is process in which the market is being divided by consumers
according to their potential and capacity to buy product (Kansal, Bahuguna, Singh and et.al.,
2018). This helps company in knowing who their target customers are and what are their

requirements which are being fulfilled by Green Chef Company. The segmentation of the market
is being done on basis of distributing sub – groups into the shared characteristics which
customers’ posses.
Customers’ segmentation is defined as practice through which customers are segmented
into groups which reflect similarities with the other customers in each group. Green Chef should
target the young customers of Germany as they will help the product reach millions of other
people and this will help in expansion of the business and the brand. This is further explained in
detail through these factors of Green Chef marketing of products and services in market which is
–
Target customers’ interest - The target customers interest in grabbing such products and services
which are beneficial for their health and which provides them what they actually wish to buy.
Values – The values which these customers possess consist of how much loyal the customers are
to Green Chef Brand.
Lifestyles – The lifestyles of customers in Germany is that they focus more on keeping their food
habits health and safe (Cortiñas, Chocarro and et.al., 2019).
Perception and attitudes – The perception and attitudes of customers of Germany are presented
upon their buying behaviour for product and services which are being rendered by Green Chef.
Use of technology –The usage of technology has improved products and services which are
being made available to customers and have helped them to acknowledge delivery process which
is followed by Green Chef.
Appendix – 2 Cultural insights
There are cultural differences which takes place while placing the products and services
of Green Chef in the market. Cultural differences are defined as the values and beliefs of
different cultures which are being perceived at a place (Koporcic and Ivanova-Gongne, 2020).
Cultural differences affect the business along with its products and services which are being
rendered to the customers or the people in the market. Due to cultural differences the target
customers can be lost and this creates the loss of customer base. This may affect the business of
Green Chef business overall.
Also, due to cultural differences, there can be communication issues which may arise
with the target customers in the market. And this affects the selling and buying of the products

and services of the Green Chef. Communication channels can be the main issues which may
arise when there are cultural differences which occur in the Germany (Ferraro, 2021). This leads
to nowhere and the business is also affects as the products and the services of the Green chef
might fail to reach the target customers which results in issue of poor communication
channelling.
The cultural differences in Germany may create issues which may affect the business of
Green Chef. The cultural differences then affect the communication channels which is the reach
and source through which large areas of customers can be targeted for the promotion and
branding of the products and services of green Chef. The best way to communicate in terms of
messages and execution style for the products of Green Chef to reach targeted customers is that
identifying the cultural differences and then rectifying it within a time period and then forming
strategy of how to make reach the products of Green Chef to target customers. The messaging
channels are of great help to convey and form the communication properly.
Social media, standardization and adaptation
Social media is the tool through which the business of Green chef is being endorsed,
promoted and branded for the customers through the social media websites. Social media has
helped in making the business of Green Chef reach millions and millions of customers and
people on large scale through these large platforms (Rathore and Ilavarasan, 2018). Main social
media channel through which the customers of green Chef are being engaged to the brand are on
YouTube channel. The YouTube channel has engaged and attracted large number of customers
and has increased the branding and promotional aspects of Green Chef more.
The social media channels on which the promotion and branding of the Green Chef
products and services is being done should be standardized and the company should follow all
the regulations while making their products official on social media channels and company’s
website. The standardization of the products on the social media is must as it implements the set
regulation which is to be followed by the company. This will help in making the most of the
usage of the social media which will make the products reach the targeted customers and the
other bunch of people.
The customers are segmented on the basis of the target market which are conscious about
their health and the and this is including the criteria like income, education and other things

which are considered important for the differentiation and this makes the purpose of living in the
most effective ways. The income of the customers depends upon their calibre of their buying the
products which are being demonstrated and carried out in the market. The education of the
customers define that they are aware of the situation in the market and this has engaged the
customers on large scale which has also helped in promoting the products and services which are
cone on the scale of how the target customers are to be reached and the customers are
collaborating on how the products and services are to be done (Clauss and et.al., 2019).
The study of target customers is done on the basis of how the customers react and place
their point of opinions in the target market while buying or purchasing the products and services
from the market. The values and lifestyles of customers have changed and this has made the
business change their patterns and services according to the customers on large scale. The
perceptions and attitudes of people have largely affected the market and the business which the
Green Chef is inclined into. The attitudes and perceptions of individuals have changed due to the
new trends which have introduced in the market and this has made major changes for the fact
that the company is able to make and introduce the same to provide the customers according to
what their needs and requirements are. Culture of Germany is depending mostly upon the bread,
potatoes and meat with plenty of green vegetables such as cabbage and Kale.
Germany is a country where people are depend upon the organic products. Germany has a
good population and has good and cheap labour availability. Germany is a country with high
demand for the product of organic meals as there is non availability of quality products in
organic. From the all above information it is seen that country Germany is profitable for the
company to launch new products as the criteria required for the launch is completely passed by
the country. From the available information it is concluded that Germany can be considered by
the Hello Fresh company to launch their new product Green Chef in the market, as the country,
has a good culture of organic products with an increase usage of organic products in the market.
Company has the chance to get high profitability in both country if they decide to open a store
there.
Cultural backgrounds and differences are also the basis of how the standardization is being
evaluated in the Germany and this has made the major aspect of concern for the individuals who
are residing in the country (Adamczyk, 2017). The communication with the target audience has
been largely affected and this has made the most of the ways through which the company Green

chef is allowing all the major aspects and the changes which are being recognized as what are the
key sources through which the company is taking the concern of how the things are being
considered as important.
The communication through these channels will also be improved as these channels will
help in advertising the products and services of Green Chef (Nascimento and Da Silveira, 2017).
This will also make the most of business by reaching effectively and efficiently through these
channels. Therefore, social media helps in making the products and services of the Green Chef
reach millions of people and this has enhanced the ways through which technology is also
supportive in many forms. Social media through the YouTube channels has made the products of
Green Chef on the highest peak and has also created vast grounds for making business reach too
many customers and people effectively and efficiently.
Mega Trends – The Corona Virus – The corona virus is the mega trend which is affecting the
Green Chef’s products and services. The products such as healthy food which the Green Chef is
producing are being affected by the Corona Virus. This is the new normal where the products
and services are being promoted and branded on the base that considering the situation it
becomes easy for the customers to reach the products through social media channels (World
Health Organization, 2020).
Rethinking Sustainability –No Purpose, No Gain –Covid – 19 has been acted as the catalyst
which has changes the sustainability factor and in this the main aspect which has been affected is
the global crises which has affected the business on large scale and this has made the business
suffer on the scale of how the things are to be made effective and work in an significant manner
in growing and developing the business on large scale.
Covid – 19 –Effect on Packaged Food–Covid – 19 has affected the packaged food as the risk
has been created more by the pandemic situation (de Oliveira and et.al., 2021).The packaged
food is being affected more by the situation which is the considered as the least effective and
through this pandemic situation and this is affecting the very basic form of the food intake which
the Green Chef is providing the customers.

CONCLUSION
Thus, it is concluded from the above report that market entry strategy helped Green Chef in
analyzing the market structure and the strategy which should be implemented or what company
implements in making business successful. Along with this, global trends and their application in
local environment assisted in making the Green Chef’s trends reach the customers. Furthermore,
country specific – communication was being done for the Germany in which Green Chef
operates and this helped in analysing segmentation and buying behaviour of the customers along
with providing cultural insights of Germany by furthermore elaboration of topic social media,
standardization and adaptation.
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