Hello Fresh: International Marketing Strategies and Analysis

This report analyzes the international marketing strategy of Hello Fresh, a German meal-kit company, focusing on its expansion into the Swedish market with its Green Chef product. The report explores market entry strategies, specifically recommending online distribution through Amazon to reach a wider audience and leverage same-day delivery. It examines global trends, including the impact of the COVID-19 pandemic and the growing emphasis on sustainable packaging, and their influence on the Green Chef product. The report also addresses country-specific communication, including segmentation based on age (25-45) and income, and cultural insights, highlighting the importance of adapting to local preferences and overcoming language barriers. The report concludes that Hello Fresh's target market is health-conscious individuals who prefer high-quality, organic food, and that adapting to global trends and utilizing online platforms are crucial for successful international marketing.

BUSINESS

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
Market entry strategy..................................................................................................................3
Global trends and their application in local environment...........................................................4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6
APPENDICE....................................................................................................................................7
Country specific communication................................................................................................7

INTRODUCTION
International marketing is a multinational process which involves planning and execution
of the pricing, conception, promotion and the distribution of the goods, services and ideas. Its
purpose is to create the exchange which would satisfy the organisational and individual
objectives by selling in more than one country. In simple words it is marketing the goods and
services across the national border. The companies which usually operate in more than one
country opt for this management as it as to manage its marketing activities outside its home
country in order to expand its business (Asseraf, Lages and Shoham, 2019). The organisation of
this report is Hello Fresh which is a German company established in Berlin. This report shall
deal with the international marketing involving market entry strategy, global trends and their
application and the country specific communication for the Hello Fresh country.
TASK 1
Market entry strategy
Market entry strategy can be defined as the planned distribution and the delivery method
which a company can use for the goods and services in the new target market. In context to Hello
Fresh, the company is launching its product Green Chef (Festa and et. al., 2020). In order to
expand the distribution of its product, the organisation is expanding the distribution of this
product in Sweden. The company has the following option to enter the market of Sweden which
is discussed below-
 Direct arrangement with supermarket- In order to distribute its product Green Chef,
the company can contact the local supermarket chain so that the product can be made
available to the public easily. Hello Fresh can contact the supermarket chain of Sweden
which is ICA Sweden which is a leading retailer in the country dealing in groceries in
order to make it available in physical stores of the company. ICA has 1300 stores which
will help Hello Fresh to make the product easily reachable.

 Online through Amazon- It is the platform where the products can be made available
online for the customers. Through this medium, the company can reach large audience
and the same day delivery will help Hello Fresh to make the product easily reachable and
available.
The company is suggested to opt for second option which is Online through Amazon as it will
help Hello fresh to distribute its new product Green Chef to large audience in short span and the
same day fast delivery adds an extra benefit for the company to capture the international market
easily (Jiménez-Asenjo and Filipescu, 2019). In the Covid- 19 pandemic, people tend to get
scared of going out and shop for the product, so this option is currently being used by the people
and will help company in easy market entry.
Global trends and their application in local environment
Global trends are basically the change or the development in a situation that may affect
countries of the world (Moon and Oh, 2017). In context to the product Green chef, the following
global trends have been discussed below-
 The corona virus- The new normal- As this pandemic have changed everything
especially the good industry as people tend to avoid the outside food or packaged food
(Zeneli, Czinkota and Knight, 2018). So this pandemic may affect the Green Chef in
some or other way. As in Germany, the people are accepting this new normal and opting
for the package food so globally, this food product be a good option for the customers.
While dealing in Sweden, the company may focus on dry food in order to deal with this
trend as a new normal.
 Rethinking sustainability- No purpose No gain- The company must focus on packing
the food which is environment friendly and also is easily recyclable so that ther
problems of landfill is prevented. Nowadays people have become conscious with
environment so it is important for the companies to use sustainable packaging of their
food.
 Covid 19- effect on packed food- It is also one of the global trend as people have
become more conscious in consuming the packaged food due to many reasons like
hygiene, etc. The green chef is packaged meal which need to get affected by the Covid
pandemic as people have changed their preference and shifted to home made food.

CONCLUSION
It is concluded from this report that international marketing is an activity which involves
marketing the product across the national borders. The Hello Fresh company can enter the
market of Sweden through Amazon in order to serve large customers through one medium which
will save cost and efforts of the company in entering the new market. The global trends of Covid
19 pandemic have a major impact on the green chef as people have changed their food habits due
to it and may or may not prefer the packaged meal. Further it is concluded that the target market
of Green chef is people who may prefer high quality organic food which are mainly high income
people and the people aged between 25- 45 years of age.

REFERENCES
Books and Journals
Asseraf, Y., Lages, L.F. and Shoham, A., 2019. Assessing the drivers and impact of international
marketing agility. International Marketing Review.\
Festa and et. al., 2020. Territory-based knowledge management in international marketing
processes–the case of “Made in Italy” SMEs. European Business Review.
Jiménez-Asenjo, N. and Filipescu, D.A., 2019. Cheers in China! International marketing
strategies of Spanish wine exporters. International Business Review. 28(4). pp.647-659.
Moon, B.J. and Oh, H.M., 2017. Country of origin effects in international marketing
channels. International Marketing Review.
Zeneli, V., Czinkota, M.R. and Knight, G., 2018. Terrorism, competitiveness, and international
marketing: an empirical investigation. International Journal of Emerging Markets.

APPENDICE
Country specific communication
Segmentation and buyer behaviour
segmentation is the process which involves dividing the target market into defined and
short categories. It normally segments the customers from the group who have similar
characteristics like demographic, income, etc. in context to Hello Fresh, the Green chef product
has the target market which are segmented on the basis of age which involves youth and office
going people aged between 25- 45.
This target market have limited time for cooking and have become more health conscious
so they prefer organic food the most so this meal best for them. The company is also focusing on
the people who prefer high quality organic food.
On the basis of income, the high income people are target market for the Green chef as it
is organic food which involves high price.
Cultural insight
it includes the culture differences which might arise while dealing with the target
audience in the country. In context to Hello Fresh, while delivering the product Green fresh. Th
cultural difference may lies in product preference as eating habit vary country to country.
The language can be major barrier in communicating the product to Sweden target
market as Germany and Sweden has different cultures and languages. The company must
communicate with the target audience through online mode so that communication barrier can be
removed and easy communication to large people can be established easily.