International Marketing Management: Hello Fresh's Expansion in Sweden

This report examines Hello Fresh's international marketing strategy as it plans to introduce its 'Green Chef' product to the Swedish market. It explores various market entry strategies, including direct arrangements with supermarkets like ICA and online distribution through platforms such as Amazon, ultimately recommending the latter due to its broader reach and efficiency, especially in the context of post-COVID consumer behavior. The report also analyzes relevant global trends, such as the increasing importance of sustainability and the shift towards online shopping, and how these trends can be applied in the local Swedish environment. Furthermore, it delves into country-specific communication strategies, including market segmentation based on consumer needs, lifestyles, and buying behaviors, as well as cultural insights that can inform the company's marketing efforts. The report highlights the importance of social media, standardization, and product adaptation in ensuring successful market penetration and expansion in Sweden.

International
Marketing
Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Market entry strategy .................................................................................................................3
Global trends and their application in local environment ..........................................................5
APPENDICE....................................................................................................................................7
Country specific communication................................................................................................7
TASK...............................................................................................................................................8
CONCLUSION ...............................................................................................................................8
REFERENCES:...............................................................................................................................9
Books and Journals:....................................................................................................................9

INTRODUCTION
International marketing may be define as a multinational process which comprises
planning and execution of different activities of the business in more then one country. With the
help of this process not only the organisational objective but individual objectives has also been
satisfy in a very effective manner(Agwu and Onwuegbuzie, 2018). In simple terms international
marketing is the promotion of goods and services and distribution of goods and services all over
the globe. Various activities which comprises in the international marketing is planning, pricing,
promotion and flow of company goods and services. If country wants to expand their business in
more then one country they choose this process in order to increase their flow of goods and
services. The following report is based on Hello Fresh company, which is a multinational brand
of Germany. The company was founded in NOV 2011 and the founder of the company is
Dominik Richter, Jessica Nilsson, Thomas Griesel. The headquarters of the respective company
is situated in Berlin, Germany. This report is going to cover the market entry strategy of the
respective company and along with this, this report also cover the global trends and country
specific communication.
MAIN BODY
Market entry strategy
The market entry strategy may be define as a strategy which helps the company in
planning for the distribution of goods and services methods. With the help of these methods
company can either target the new market area or target the new customer base. The marketing
department of the company is responsible for making this strategy (Cantoni and et. al., 2019) .
The marketing department analyse where company need to expand their business and in which
country. It is very important for the company to effectively analyse all the factors like laws of the
country, trends of the country, preferences of the consumer and many more. In context to the
Hello Fresh, the company is going to launch a product” Green Chef” in the market. Here the
marketing strategy of the company has been discussed. The organisation is planning to expand
the distribution of this product in the market of Sweden. In order to expand their distribution of
this product the company is going to follow the following options to enter into the market of
Sweden has been discussed below:-

 Direct arrangement with supermarket- the direct arrangement is also known as direct
distribution of the company goods and services . This is basically a strategy in which the
producer or the manufacturer of the goods and services directly deliver their products to
the end consumer. No mediator has been involved in this strategy only organisation and
consumer has been involved(Kowalik, 2020). In context to the Hello fresh, if company
wants to distribute its Green Chef product in the market by following this strategy they
have to contact with the local supermarket chain. With the help of these chain the
product of the company can be available in front of the public in a very effective
manner. Hello Fresh company can contact with the ICA which has leading supermarket
chain in Sweden. The ICA company deals in groceries and food products and the
company have around 1300 physical outlet stores in the Sweden. With the help of these
stores Hello Fresh company can present their product in front of the public and the
Green Chef product are in the reach of the public.
 Online through Amazon- online platform are basically public facing internet websites,
web and digital application which comprises the social networking apps and sites and
search engines to sell the company goods and services. In these platforms the demand
and supply of the market meet electronically. With the help of these platform like
Amazon the product of the company can be available online for the customer in a very
proper manner. In context to the Hello Fresh, Amazon is being considered as best
medium for the company. With the help of this platform company make their Green
Chef product available to the large audience at the same time. And along with this the
same day deliver of the company product make the product available for the public
easily (Naudé and Sutton-Brady, 2019) .
From the above discussion it has been suggested to the company that the second option is being
considered best for the company for expanding their Green Chef product in the market of
Sweden. Online marketing through Amazon will help the company in distributing their product
to the large number of consumer at the same time along with this goods can be deliver as fast as
possible to the consumer will help the company in enhancing the company image in the market
and capturing the global market in a very effective manner. Extra ordinary boom has been seen
in the online platform after the Covid 19 pandemic. For buying household product or any product
these platform has been considered best option by the consumer for purchasing. People are

scared to go out and shop from the market, so currently this option is mainly used by the
consumer in order to purchase the product and this help the company to enter into the market of
Sweden in a very effective manner.
Global trends and their application in local environment
The Global trends are basically the changes in the situation or general development that
directly affect many countries all over the globe. For the business enterprises the growth in the
bank wealth management is being considered as a globe trends for them (Zyma and Afanasieva,
2019). With the help of these trends the organisation are able to face the challenges and
uncertainties which came in future and along with this companies are able to enjoy the
advantages which develops from the opportunities due to the changes in the trends for the
business organisation. The global trends in context to the Green Chef company has been
discussed below:-
 From Sustainability to Purpose: Refocus on the Planet:- the packaging which are
used by the organisation should be environmental friendly. This trend is being
considered as one of the most important trend in which company have to focus to
improve their sustainability in the market(Poulis, 2020) . The process of packaging and
the material which is used for packaging the product should be recycle so that the
problem of landfill can be resolved. Nowadays the human beings are very conscious
about their health as well as they concerned for the environment. So from the people
point of view, it is very important for the company to use those packing method in their
delivery process which is environment friendly.
 The Corona Virus – The New Normal – after the arisen of pandemic the major
changes has been seen in the food industry. Avoiding the packaged and outside food has
become a global trend. People start avoiding the packaged and outside food because of
concerning more about their health and hygiene. So the Covid 19 may affect the Green
chef product of Hello Fresh company in some or other way. As the peoples of the
Germany accepting this new normal and start consuming the packaged food, this food
product is considered by the global consumer as a good option. To deal with this
situation in Sweden, the management of the company is going to focus on the dry food .
This help the company deal with trend in a very effective manner(Schultz, 2017) .

 The Corona Virus – The Future of Where and How Consumers Shop:- after the
arisen of Covid 19 the people are scared to go outside and purchase the product. As the
with the help of online marketing platform like Amazon which is used by the company
in order to enter into the market of Sweden. This helps the Hello fresh company to deal
with this trend. Along with this the future of the market is online because it requires less
investment.
Social Media, Standardisation and Adaptation
Social media may be define as those application an websites through which companies
are able to share their content on social network(Spivakovskyy and et. al., 2018). The Hello
fresh company is going to introduce the new product name “ Green Chef” in the supermarket and
hypermarkets of the Sweden. With the help of social media network company is going to spread
the information of their product in the target market or in the minds of consumer. Hello Fresh
must have to use social media platform like Twitter, Linked in, Instagram, Facebook and many
more. Hence this method is being considered as best way for reaching to their consumer with
less time and money.
Standardisation is the process of maintaining the quality of the product and introduce
the new product and services in the market. The product which have been launch by the
company in the market must have to pass all the quality test which ultimately helps the
organisation in order to attract more consumer towards them. In relation to food items they prefer
high quality of food(Tien, 2019).
Product Adaptation is the process of evolving the product or making changes in the
existing product so that company attract more customer towards their product. It is very
important for the respective company to adopt a effective adoption strategy in order to expand
their business all over the globe (Vadana and et. al., 2019).

APPENDICE
Country specific communication
Segmentation and buyer behaviour
From the business point of view market segmentation is the process of dividing or
categorising large base of consumer on the basis of potential and interest. The marketers of the
company segment their target market on the basis of needs of the consumer, demand of the
product in the market, desire and wants of the product and most importantly the buying
behaviour of the consumer.
It is very important for the Hello Fresh company to effectively analyse the market of the
Sweden. The company not only have to focus on the targetting the market but also have to focus
on the lifestyle, behaviour, values and beliefs of the consumer. With the help of this analyses
they can work according to the customer needs and wants. It is very important for the
organisation to segment their market according to the audience. With the help of segmentation
company is able to focus directly on a specific market or on specific consumer. This not only
save their crucial time but also save their money. Company can divided their market on the basis
of geographical area in which marketer have to focus on the people and societies who are ready
to shop the product from the supermarkets. Company can also target the housewife and people
from the age group of 25 to 40 because they are more responsible towards their home.
In addition to this the company also have to focus on the adoption of the new
technologies within their business. After the arisen of the Covid 19 the online platform are more
preferred by people rather then purchasing from supermarket. The company must have to make
available their product on online platform like Amazon or nay other website.
Cultural insights
This element refer to the determining the culture of the people of specific nation. With
the help of this element the business organisation are able to expand their business or make
changes in their business in a very effective manner. As the Hello Fresh company is going to
launch a new product “Green Chef” in the market of Sweden. So it is very important for the
respective company to effectively analyse the culture of the people, buying behaviour of the
people. Along with this the marketer of the company have to do the proper market research. So
the culture of the nation matter allot for the organisation this not only help the Hello Fresh

company in order to make the product according to the need and demand of the consumer but
also help them in making the decision which is effective for the Green Chef product.
TASK
CONCLUSION
From the above report it has been concluded that international marketing is the process of
promoting the company's product all across the globe. If company wants to expand their business
they must have to follow the international market process. The above report concluded that Hello
Fresh company is going to follow the online through Amazon platform in order to enter in to the
market of Sweden. This report also concluded that company is going to launch Green Chef
product in the market of Sweden and this report also concluded the global trend and their
applications in the respective market. After words this report concluded that company is going to
target the market between the age group of 25 to 40 and housewives because they are more
responsible towards their family.

REFERENCES:
Books and Journals:
Agwu, M.E. and Onwuegbuzie, H.N., 2018. Effects of international marketing environments on
entrepreneurship development. Journal of Innovation and Entrepreneurship, 7(1), pp.1-
14.
Cantoni, A.D and et. al., 2019. International marketing strategies adopted in the franchise
internationalization process: a multiple case study in the apparel
industry. REMark. 18(2). p.19.
Kowalik, I. ed., 2020. Entrepreneurial Marketing and International New Ventures: Antecedents,
Elements and Outcomes. Routledge.
Naudé, P. and Sutton-Brady, C., 2019. Relationships and networks as examined in Industrial
Marketing Management. Industrial Marketing Management. 79. pp.27-35.
Poulis, K., 2020. Punctuated epistemology in international marketing strategy: A Whiteheadian
remedy. Marketing Theory. 20(3). pp.363-384.
Schultz, D.E., 2017. International marketing communication as the global marketing change
agent. Strategic International Marketing: An Advanced Perspective, p.117.
Spivakovskyy, S and et. al., 2018. Marketing strategies of companies in internationalization
process. Journal of Advanced Research in Law and Economics, 9(6 (36)), pp.2155-
2162.
Tien, N.H., 2019. International distribution policy comparative analysis between samsung and
apple. International journal of research in marketing management and sales, 2020(1),
p.2.
Vadana, I.I and et. al., 2019. Digitalization of companies in international entrepreneurship and
marketing. International Marketing Review.
Zyma, O. and Afanasieva, O.M., 2019. International marketing and marketing audit in the
context of European integration and globalization.