MG628: International Marketing Report on Green Chef in Austria

This report provides a comprehensive analysis of Green Chef's international marketing strategy, specifically focusing on its potential entry into the Austrian market. The report begins with an introduction outlining the objectives and scope, followed by a detailed examination of market entry strategies, including potential partnerships with Austrian supermarket chains like Billa and online distribution through platforms like Amazon. It then explores the impact of global trends, such as economic slowdown, sustainability concerns, and the influence of COVID-19 on the packaged food industry, and how these trends apply to the Austrian context. The report also investigates country-specific communications strategies, including the use of social media platforms like YouTube, and the importance of standardization and adaptation to meet the needs of the Austrian consumer. The conclusion summarizes the key findings and recommendations for Green Chef's successful market entry and long-term performance in Austria, as well as the application of the marketing strategies. The report is a response to the assignment brief provided by the university and is designed to fulfill the requirements set for the MG628 International Marketing Management module.

International Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Market Entry Strategy..................................................................................................................1
Global Trends and their application in the local environment.....................................................2
Country-Specific Communications..............................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
International Marketing Management refers to making the use of specific approaches and
techniques in the field of marketing so that the marketing goals and objectives can be attained
effectively and efficiently (Adams, Freitas and Fontana, 2019). In this report, there will be
specific focus on Green Chef. It is an American Company which provides organic meal kits to
the different types of customers in the market. It is aiming to enter into the Austrian market for
the purpose of ensuring that it can achieve its international goals and objectives. In this report,
there will be specific focus on Market Entry Strategy, Global Trends and their application in the
local environment. Additionally, analysis will be made on Country-Service Communications as a
part of this project.
MAIN BODY
Market Entry Strategy
Market Entry Strategy is quite an useful strategy which can be helpful in ensuring that the
company can specifically enter into a new market and target the different types of customers
(Eteokleous, Leonidou and Katsikeas, 2016). For entering the market of Austria, Green Chef has
the following options which are present with it. These options can be explained as follows-
Option 1- Green Chef can consider tying up with Billa. It is an Austrian Supermarket
Chain which has multiple stores in the country as well as Europe. For this it will be required that
the managers are able to ensure that the rights are given to them for providing the Green Chef
Meal Kits in the supermarket stores of Billa. This can be a highly useful strategy for the purpose
of penetrating the market because Billa is the main supermarket in the country and thus is visited
by a lot of customers in the country.
If the management of the company decides to make the use of this strategy then the
company will be able to enhance the overall revenues and sales effectively and efficiently. For it,
it is quite crucial because in this way the Green Meal Kits will be sold in the higher numbers.
This will be helpful in ensuring that a large number of customers are targeted by the company for
its Green Meal Kits.
The Distribution pattern in this particular option will be as follows-
 Providing of Green Meal Kits in the Supermarket Stores- The Green Meal Kits of
Green Chef will be provided in the Supermarket Stores of Billa which can help in
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attracting potential customers effectively and efficiently without facing problems and
issues.
 Online order- Green Chef will also provide its Green Meal Kits to the customers by
taking online orders (Jiménez-Asenjo and Filipescu, 2019). The customers can visit the
website of Billa and thus can order these kits online which will be delivered straight at
doorstep.
Option 2- Green Chef can also consider making the use of Amazon so that its Dinner kits can be
ordered online and fast same-day service will be provided to Amazon Prime Customers. This can
be a very useful option for the customers because it will offer them a higher-level of convenience
because they can order the meal kits of the company online and can get them at their doorstep.
This will help the company a lot in penetrating the market of Austria in an effective manner to
make sure that the higher-level of profits can be earned. Thus in this option the distribution can
be done in the following manner-
 Taking orders online- The customers will visit Amazon's website and thus will put their
order on the website for the Green Meal Kits of the company (Sharafi and et.al., 2017).
Thus in this way the company will make sure that the different orders can be fulfilled
without problems and issues.
 Delivery of the goods- The different types of meal kits can be offered to the customers
by delivering them at their doorstep (Souchon and et.al., 2016). Faster delivery will be
made available to the Amazon Prime Customers to make sure that they can get these
meal kits faster than the other customers.
Recommendations for the management- The management of Green Chef is recommended to
make the use of Option 1. In the Option 1, the supermarket stores of Billa will be used so that the
Green Meal Kits are made available for the customers. Thus in this way the various types of
customers can be targeted. As the supermarket chain has a large presence in the country it can be
very useful for the purpose of ensuring that the proper marketing of the different types of
products of the company can be done and thus the short-term, medium-term and long-term goals
and objectives are attained.
Global Trends and their application in the local environment
There are different types of trends which are there all over the world (Ibeh, Crick and
Etemad, 2019). An overall analysis of these trends is explained as follows-
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Slowdown of Global Economy-
 Relevance of trend to Green Chef- Due to the impact of COVID-19 pandemic there has
been an overall slowdown in the global economy. Thus because of this reason the brand
proposition of Green Chef in Austria will be affected. This is so because it will be
required to make the use of specific approaches and strategies through which it is able to
gain an entry in the market. Thus this particular trend is of high relevance to Green Chef.
The reason for this is that it needs to consider the economic slowdown which has been
created because of the pandemic so that it is able to set an image of the brand in the
market.
 Importance of trend in the country- The impact of COVID-19 pandemic has been felt
all over the world. Thus its influence has also been felt in Austria and this will affect the
way Green Chef conducts its operations in the country. This trend is important to be
considered by the company because it will need to reframe its strategy to suit the new
needs and requirements.
 Recommendation- As a result of the COVID-19 pandemic the recommendation of the
company is that it needs to bring a change in the actions which bring an improvement in
its Brand Image. Thus for Green Chef it is crucial that it offers discounts and uses
aggressive strategies for attaining goals and targets.
Focus on Sustainability-
 Relevance of trend to Green Chef- For Green Chef, the trend is relevant because as a
result of the COVID-19 pandemic the companies have to make sure that they focus on
sustainability. This will be quite helpful in ensuring that the use of sustainable practices
can be made so that the value can be created for the customers for the money paid by
them for purchasing Green Meal Kits.
 Importance of trend in the country- In Austria there have been a lot of changes which
have been felt after COVID-19 pandemic. Thus, In the context of Green Chef it is quite
important that it is able to ensure that by delivering sustainability it can achieve the goals
and objectives without problems and issues.
 Recommendation- After the COVID-19 pandemic, the recommendation for the
management of Green Chef is that it should provide more sustainable products for the
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customers by providing them the desired value effectively and efficiently. This will help
it in ensuring that it is able to create a good brand image in the market.
Impact of COVID-19 on packaged food-
 Relevance of trend to Green Chef- For Green Chef, this trend is quite relevant because
COVID-19 has hit the packaged food industry quite hard. Therefore in this way an
impact has been created on this industry because certain segments of the customers are
not preferring to purchase packaged food. Thus in this way the overall level of revenues
and sales of the company has been hit hard.
 Importance of trend in the country- In Austria some of the customers are not interested
in making the purchase of packaged food and thus it has hit the industry very hard. Thus
the industry has to come up with innovative ways because this is the only way it will be
able to ensure sustainability for the customers.
 Recommendation- The recommendation for the managers of Green Chef is that they
must be able to ensure that their packaged food sales go up because in this way the
company will enhance the overall sales. This will ensure that the profitability of the
company can be enhanced in the right manner without facing problems and issues.
Country-Specific Communications
Social Media, Standardisation and Adaptation-
The use of Social Media is quite important nowadays because it is helpful in ensuring
that the different types of customers can be targeted in the right manner (Kasemsap, 2016).
Standardisation is crucial because the various standards are required to be set which will be quite
helpful in attainment of the specific goals and objectives. Also the use of Adaptation can be
made which will help a lot in the ensuring that the goals and objectives can be attained in the
right manner by adapting to the different types of new needs and requirements of the customers
(Paul and Mas, 2019). Thus the use of all of them is important for Green Chef.
The company makes the use of following social media channels for the purpose of
ensuring that it can target the different types of customers-
YouTube- YouTube is a popular social media platform on which the different types of
videos are shared by people (Rana and et.al., 2020). Its use can be made by Green Chef in
Austria by standardising its different meal kits which it offers to the customers. Also the
marketing of the meal kits can be done by using it. Also the adaptation of this platform is quite
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necessary because by adapting to its use the managers of the company will be able to attain the
relevant goals and objectives. It will be able to share the videos related to the usage of its Green
Meal Kits by the customers.
In Austria there is a presence of different types of customers in the market. Some of these
customers may have a specific need or requirement regarding the food which can be fulfilled by
Green Chef by ensuring that it provides cultural-specific food to these customers. The marketing
of such meal kits can be done by making the use of YouTube Channel of the company.
Social Media- Social Media websites are quite useful for the purpose of ensuring that the
marketing of the different types of products and services of the company can be done in the right
way (Samiee, 2020). They offer a good way of expanding reach towards the different types of
customers. Green Chef makes the use of Social Media Websites like Facebook, Twitter,
Instagram for expanding its reach towards its customers. Thus this will be very useful for the
company in Austria if it standardises its products and services according to the needs and
requirements of the target customers. The adaptation of these websites is quite essential because
this will help a lot in ensuring that the marketing of the company's products can be done
properly. The adaptation can be done as per the needs and requirements of the company as well
as of the various target customers.
The need for Green Chef is to ensure that the use of both YouTube as well as Social
Media is made. There is a need for bringing of relevant improvements here which will help in
enhancing the presence of the company among its customers.
CONCLUSION
From the above report, it can be concluded that International Marketing Management
refers to preparing of marketing strategies to be used in the future. The Market Entry Strategy
can be evaluated by the company by assessing the different types of options which are present
with it. There are different types of global trends which have come up recently all over the world
and their application in the local environment can be ensured. The use of Social Media,
Standardisation and Adaptation can be made by the company so that the assessment of the
various types of needs and requirements of the target group of customers can be made.
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REFERENCES
Books and Journals:
Adams, P., Freitas, I. M. B. and Fontana, R., 2019. Strategic orientation, innovation performance
and the moderating influence of marketing management. Journal of Business Research.
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international marketing: review, assessment, and future research. International
Marketing Review. 33(4). pp.580-624.
Ibeh, K., Crick, D. and Etemad, H., 2019. International marketing knowledge and international
entrepreneurship in the contemporary multi speed global economy. International
Marketing 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.
Kasemsap, K., 2016. Role of social media in brand promotion: An international marketing
perspective. In Managing public relations and brand image through social media (pp.
62-88). IGI Global.
Paul, J. and Mas, E., 2019. Toward a 7-P framework for international marketing. Journal of
Strategic Marketing, pp.1-21.
Rana, S. and et.al., 2020. Determinants of international marketing strategy for emerging market
multinationals. International Journal of Emerging Markets.
Samiee, S., 2020. International marketing and the internet: a research overview and the path
forward. International Marketing Review.
Sharafi, V. and et.al., 2017. Identification and Classification of Entrepreneurial Thinking to the
Issue of International Marketing Ecosystem Using Q Method. Journal of Business
Management. 9(3). pp.551-572.
Souchon, A. L. and et.al., 2016. Spontaneity and international marketing performance.
International Marketing Review.
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