Hello Fresh's Green Chef: Strategy, Trends & Communication

This report provides an overview of Hello Fresh's international marketing strategy, focusing on its market entry approach for the "Green Chef" product. It examines various market entry strategies, including direct arrangements with supermarkets like ICA in Sweden and online sales through platforms like Amazon. The report further explores global trends impacting the food sector, such as sustainability, the impact of COVID-19, and the importance of social media. It also delves into country-specific communication strategies, including market segmentation based on customer interests and purchasing behavior, and the importance of understanding cultural insights in the Swedish market. The analysis concludes that online platforms and adapting to consumer preferences for packaged food are crucial for success in the Swedish market.

Introduction to People
Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Market Entry Strategy:................................................................................................................3
Global trends and their application in local environment ..........................................................4
Country specific communication................................................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
International marketing refers to the multinational method that consists of planning and
implementation of several practices of the firm for more then a single nation. With the support of
this method it assist in accomplishing the organisational as well as personal objectives as well as
goal in an effectual and efficient way. In addition to it, international marketing is the way of
promoting the services and products also the supply of those offering in the entire world. Several
practices that are there in the international marketing are pricing, planning, promotion and
buying and selling of the services as well as products of the company. If the management wants
to scale up their business in more than one nation then they need to select this method in
accordance to enhance their brand image as well as their long term success. The following report
is based on the company Hello Fresh which is a globally recognised brand of the Germany. It
was founded in the November, 2011 and it was founded by the Dominik Richter , Jessica Nilsson
and Thomas Griesel. The company is having their headquarters in Berlin, Germany. The
following report will cover about the market entry strategy of the Hello Fresh company.
Moreover to it, this report will cover about the global trends and also country specific
communication (Verma, 2021).
TASK
Market Entry Strategy:
The market entry strategy refers tot the techniques that assist the firm in planning for the
supply of their products and services process. With the support of this process firm can target the
different market segment also target new consumer base. The marketing division of the firm is
obliged for creating several strategies and it also evaluates that where the firm requires to scale
up their organisation in different country. It is very much essential for the organisation to
effectually evaluates all the element like policies of the particular country, dynamic trends of the
country, wants of the consumers and several more. In case of company Hello Fresh, the firm is
introducing the new product “ Green Chef ” in the market area. Below is the marketing
techniques of the firm which is mentioned below briefly. The firm is planning to scale up their
supply of the new product of the firm which is going to follow the given several options in order
to tap into new market area of the Sweden (Soliman, 2021).

 Direct Arrangement with supermarket – It is also known as the direct supply of the
organisations services as well as goods. It is essentially a technique in which the
manufacturer of the products and services immediately supply their goods to the
consumer that is involved in it. In relation to the firm Hello Fresh, management can
collaborate with the ICA that is a leading supermarket brand in Sweden . The ICA
organisation operates in selling food products as well as retail groceries products with
having more than 1300 stores in the Sweden. With the support of these outlets company
Hello Fresh can supply their product to the consumers and the Green chef product which
are easily accessible to the consumers (Samiee, and Chabowski, 2021).
 Online through Amazon – Digital platform consists of websites, web pages, social
media platform and search engine which assist firms to sell their products and services to
the large audience at once. With help of platforms like Amazon, they can sell their goods
which can be accessible online for their consumers in a appropriate way. In case of Hello
Fresh, Amazon is known to be the medium for the firm. With the support of it firm can
place their product their which can be easily available to the big audience at once only.
Moreover to this, company can deliver the product on the same date.
From the above concept it is advisable to the form that the online marketing by Amazon
can be the best choice for them in order to increase the sale of their product Green Chef in the
market area of Sweden. It will also support the firm in supplying their goods to the numerous of
the consumers at the same time only. In addition to it, it will also support the firm in bettering the
services of the delivery as soon as possible to the consumers in increasing the image of the firm
in the views of the consumers and also in attaining international market in the effectual way.
After the pandemic there is rise in the sale of the several products online like various essential
items. Currently in order to buy anything online platforms are the best way as it is convenient
and can give more options to the consumers. As because of pandemic it is difficult as well as
risky to go out for shopping so now people are basically preferring buying from these online
portals, so in accordance to that it can assist the firm in tapping into the new market area of the
Sweden in a very effectual way (Oe, and Weeks, 2021).
Global trends and their application in local environment
The Global trends refers to the fluctuations in the circumstances or the common evolution which
immediately impacts several nations all over the world. For the firm, the development in the

wealth management which is known to be the international trend for the businesses. With the
support of it the firm are capable to face the several issues and any type of uncertainties that
might occur in the near future and moreover to it, the firm are competent to relish the perks that
evolutes from the options as because of the fluctuations in the trends for the business firm. The
global trends in relation to the Green chef product of the company Hello Fresh is described
below:
 Sustainability to purpose, refocus on the planet – The packaging that is utilised by the
firm need to be very much environmental friendly. It is known as one of the most
essential trend in which the firm need to concentrate on bettering their sustainability in
the key market area. The method of the packaging and the objects that is utilised for it,
so the product need to be recycle in order to solve the issues of landfill. Currently, people
are very much focused about their safety, health and for the betterment of the ecological
element as well. As in the views of the people it is very much essential for the firm to
utilise the process of packaging in their supply chain that need to be ecological friendly
(Lohosha, and Gorinska, 2021).
 Covid 19 the new normal – After the major increment in the covid 19 the essential
alteration has been known in the food sector. Avoiding the food from unhygienic places
has now become the global trend in the society. Many people are now trying to avoid
utilisation of the outstanding food as due to the rise in the covid 19 and also concerning
about their hygiene as well as health. So, the Covid 19 might impact the product the
Green Chef of the company Hello Fresh in as positive manner. As the citizens of the
Germany are accepting the situation and trying to consume more of packaged food, it can
be considered by the international consumer as a appropriate option. In order to deal with
this circumstance in the Sweden, the organisation is trying to concentrate on selling the
packed and ready made food. It will assist the firm in managing the trend in an effectual
way.
 Covid 19 – After the rise of the covid 19 people are very conscious about going out for
shop. So with the aid of the digital marketing platform like Amazon that is utilised by the
firm in accordance to tap in to the new market segment of the Sweden. It assist the
respective company to agree with the trend. Moreover to it, the future of the market in the
Sweden is through online as because it needs low capital. (Ikhsan, and Simarmata, 2021)

Social Media, Standardisation and Adaptation:
 Social Media – It refers to the networking sites by which firms are capable to share their
respective content in various platforms. In context to Hello Fresh firm, which is going to
launch the new product which is named as Green Chef in the hyper marts and super marts
of the Sweden. With the support of social networking firm needs to share the info
regarding their products in their target market area and also in the mind of the customers.
Company Hello Fresh needs to utilise the social networking platform such as Instagram,
Facebook, Twitter and various more. Therefore, this process is known to be the best
mode for getting more consumer base.
 Standardisation – It is the method of managing the quality of the goods and launch of
the new offerings in the market area. The new product that is launched by the firm should
need to qualify its quality test in order to sell it in the market and to gain new consumers
as well (Gligor, and Bozkurt, 2021).
 Product Adaptation – It is the method of developing the offering of the company or
modification of the current products which are being sold in the market. It is very much
essential for the Hello Fresh company to adapt the effectual strategy of adoption in
accordance to scale their organisation in the entire world.
APPENDICE
Country specific communication
Segmentation and buyer behaviour
Market segmentation is the method of categorising or separating large customer base on the
foundation of their interest and potential. The associates of marketing of the Hello fresh
company
separate their target market area on the requirements of the customers and also the demand of the
particular goods in the market area and majorly the purchasing attitude of the customers (Fong,
and Chang, 2021).
It is very essential for the firm Hello Fresh to effectually evaluate the market of the
Sweden. The firm need to concentrate on the targetting the market but also need to concentrate
on the values, behaviour, beliefs and lifestyle as well of the customers. With the support of this

evaluation they can operate in accordance to the needs and desires of the consumers. It is very
much essential for the firm to separate their market area in accordance to their consumers. With
the support of segmentation firm is capable to concentrate immediately on the particular market
or on the particular customers which can help them in saving money as well as time. Firm can
separated from their target market on the base of their geographical segment in which associates
need to concentrate on the consumers who agreed to buy the goods form the hypermarkets.
Moreover to this, the firm need to concentrate on the adaptation of the latest tech in their
organisation. After the pandemic the use of online networking platforms are more preferred by
the consumers instead of buying from the hypermarkets.
Cultural Insights
In context to the Hello Fresh firm is introducing a new merchandise Green Chef in the market of
the Sweden. So it is very much essential for the regarding firm to effectually evalute the cultyure
of the consumer, purchasing attitude of the consumers. In addition to it, the associates of the firm
need to conduct the appropriate research on the market (Choudhury, Sidharth, and Ware, 2021).
CONCLUSION
From the above report it has been concluded that process of promoting the product of the
company around the world in known to be international marketing. It the firm needs to scale
their organisation have to follow the process of the international market. It has been concluded
that Hello Fresh firm is utilising the Amazon platforms in accordance to tap in to the new market
which is Sweden. Moreover, company is planning to introduce a product naming Green Chef in
the market area of the Sweden and also concluded about the global trend and its applications in
the new market segment.

REFERENCES
Books and Journals
Choudhury, G.B., Sidharth, S. and Ware, N., 2021. Effective Leadership: The Key for Project
Success in Competitive Environment.
Fong, C.M. and Chang, H.H.S., 2021. Chief marketing officer and internationalization—a
resource-based view. Asia Pacific Journal of Marketing and Logistics.
Gligor, D. and Bozkurt, S., 2021. The role of perceived social media agility in customer
engagement. Journal of Research in Interactive Marketing.
Ikhsan, R. and Simarmata, J., 2021. SST-Servqual and customer outcomes in service industry:
Mediating the rule of corporate reputation. Management Science Letters, 11(2), pp.561-
576.
Lohosha, R.V. and Gorinska, V.M., 2021, April. Improvement of the marketing activity
management system of farms. In Colloquium-journal. 2021.№ 4 (91), сzęść 3. Р. 40-49.
Oe, H. and Weeks, M., 2021. Revisiting the global expansion strategy of fast-food brand:
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Samiee, S. and Chabowski, B.R., 2021. Knowledge structure in product-and brand origin–related
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Soliman, M., 2021. Extending the theory of planned behavior to predict tourism destination
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Verma, S., 2021. Artificial intelligence in marketing: Systematic review and future research
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Zaika, S.O., Kuskova, S.V. and Zaika, О.V., 2021. PROBLEMS OF MANAGEMENT AND
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