MG628 International Marketing: Green Chef Expansion Strategy Analysis

This presentation analyzes the international marketing strategy of Green Chef, focusing on potential expansion into new markets. The presentation begins with an introduction to international marketing, emphasizing its role in achieving organizational goals. It then details a three-stage process, starting with identifying screening criteria, specifically focusing on political, economic, and social factors. A criteria table is presented, evaluating countries like Austria, Belgium, Denmark, Germany, Switzerland, and Sweden based on these factors. The analysis reveals that Denmark and Germany are considered the most viable options for Green Chef's expansion. The presentation concludes by highlighting the importance of stable political conditions for generating profitability and includes a list of references. This assignment, available on Desklib, provides a comprehensive overview of international marketing principles and their application in a real-world scenario.

MG628 International Marketing
Management

TABLE OF CONTENT
• Introduction
• Stage One
• Stage Two
• Stage Three
• Conclusion
• References

Introduction
International marketing is refers to the important process of planning as
well as executing the pricing, promotion and distributing of ideas in
order to satisfy all the set organizational goals and objectives. When
organization wants to operate globally as it looks for overseas
opportunities that help in increasing market share and customers base as
well. International marketing provide assistance in boosting brand image
of company at global level.

)Stage one (Identify Screening Criteria)
When company think to globally, it is important to analysis the external
environment and market conditions as it help in providing them
assistance in determining the opportunities for attaining success in
new market.
Political: It is important factor that used to analysis market environment
wherein company is expanding. In this. Government has power to
affect the organizational activities in both positive and negative
manner. In this context, Green Chef is responsible to follow all the
rules and legislations of food industry that help in sustaining in new
market for longer period of time.

Stage Two (Criteria Table)
Factors Austria
Political 3 Austria is a democratic country in which
political condition is stable in nature. In
addition to this, among 58 countries
Austria is ranked at 6th position. In
includes competitive business market for
operating business.
Economical 2 Under this country, market is well
developed and also record employment
growth. In the year of 2008, there is
international financial crisis that reduce its
economic condition.
Social 2 The living standard of Austria high in
which people are having great meal as
they are more focused on their health.

Continue…
Factors Belgium
Political 5 This country is parliamentary democracy and its composed by
the Chamber representatives for controlling entire activities.
Economical 4 Belgium is industrialized nation but at the same time also have
less natural resources so that import materials for production
process.
Social 5 Under this country, individual are prefer to speak French who
are part of government agencies. This can be put the negative
impact over the company who wants to expand their business
in this country.

Continue…
Factors Denmark
Political 2 Denmark is famous for its political landscape which is
beneficial for company to successfully operate their business.
It also contributes in boosting economic condition of nation.
Economical 3 High GDP rate of Denmark is effective as compare to
another countries. Due to this, living standard of people is
also high.
Social 4 Denmark is effective for society and does not face any kind
of struggle on the basis of religion and race that directly
boost the economic condition.

Continue…
Factors Germany
Political 1 This is federal democratic country and also includes
changes of Brexit that put direct impact over the political
condition of country.
Economical 3 In Germany, GDP is around 4.2 trillion and also boost the
employment rate by providing job to local people in order to
make economic condition strong.
Social 4 In this country, majority of people are from the Islam and
Christian. This nation is also known for its hard working
ethics that is effective for company to expand their
operational activities smoothly.

Continue…
Factors Switzerland
Political 1 The political conditions of Switzerland is stable and also
includes federal republic that includes fair decentralisation.
Economical 5 Switzerland contributes in international economy by around
0.58%.
Social 4 It is one of the strongest and wealthiest country wherein in
which life of men is approx. 81 years and 85 for women.

Continue…
Factors Sweden
Political 2 This country is constitutional monarchy and unitary state
which characterised into 21 countries. As it is beneficial for
successfully expansion of business organization.
Economical 4 Economic condition of this nation is effective and moderate in
which business organization can easily operate their
operational activities in an effective way.
Social 1 In this nation, living standard of people is effective that is
effective for executing functions of business in an appropriate
way.

Stage Three
As per above mentioned analysis, it is stated that Hello Fresh is
going to expand their business of Green Chef in Denmark and
Germany. As both countries are effective for expansion
activities. As these countries are provide stable political
conditions to company that directly contributes in generating
larger profitability level.

References
Cateora, P.R., Meyer, R.B.M.F., Gilly, M.C. and Graham, J.L.,
2020. International marketing. McGraw-Hill Education.
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in
international marketing. Journal of International Marketing. 26(1). pp.61-95.
Kotabe, M.M. and Helsen, K., 2020. Global marketing management. John
Wiley & Sons.
Skarmeas, D., Zeriti, A. and Baltas, G., 2016. Relationship value: Drivers and
outcomes in international marketing channels. Journal of international
marketing. 24(1). pp.22-40.