International Marketing Management Report: Green Chef in Germany

This report examines the international marketing management of Green Chef, a premium brand launching in Germany under Hello Fresh's multi-brand strategy. The report analyzes market entry strategies, comparing direct distribution and joint ventures, with a recommendation for a venture distribution model. It then explores global trends like empowering the workforce, smarter business practices, and digitalization, and their application in the local German environment. The report further delves into country-specific communications, including segmentation, buyer behavior, cultural insights, and the use of social media. The conclusion summarizes the key findings, emphasizing the importance of adaptability and strategic implementation for Green Chef's success in the global market. The report is a detailed analysis of the marketing strategies required for Green Chef to establish itself as a brand in the competitive market.

INTERNATIONAL MARKETING MANAGEMENT

Table of Contents
INTERNATIONAL MARKETING MANAGEMENT..................................................................1
INTRODUCTION...........................................................................................................................3
MARKET ENTRY STRATEGY....................................................................................................3
Object 1.......................................................................................................................................3
Object 2.......................................................................................................................................3
GLOBAL TRENDS AND THEIR APPLICATION IN LOCAL ENVIRONMENT.....................4
Empowering the workforce......................................................................................................4
Smarter business........................................................................................................................5
Digitalisation..............................................................................................................................5
COUNTRY-SPECIFIC COMMUNICATIONS.............................................................................6
Segmentation and buyer behaviour.........................................................................................6
Cultural insights.........................................................................................................................6
Social media, standardisation and adaptation........................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is defined as the soul of every initiation that is in a hustle to keep up its pace in the
world. An organisation or a business, an industry or a retailer, everybody aims at being the best
in the marketing world by providing better strategies that will enhance their trade to a very next
level (Parola and et.al, 2018). The marketing strategies will determine the position of the
company and that with the retailers is said to be a boon to their existence. The entire report deals
with the marketing strategies that makes the company Green chef inherit the essentials that are
required for it to become a brand in the sector, that the company is now operating.
MARKET ENTRY STRATEGY
When the company is in need of the distributors with regards to the management and the carry
forwarded products, then the firm will have to ensure the means and modes of the things that are
done by the distributors. The following are the objects:
Object 1
The retailing sector is considered to be one of the vast environment that main subtle means of
trade and transactions. The Green chef company is said to be the retailer whose parent company
is the Hello fresh which was launched in the year 2014. This is particularly launched in Germany
and is said to provide all the kitchen accessories with the fresh items and products. The direct
agreement of the trade that the Green chef do is said to be one of the means that include people
to involve with each other on a physical basis and that which will provide a clear understanding
of the trade (Liu and et.al, 2019). Since the company is in Germany and the people of Germany
and the neighbouring states will be benefitted by this particular trade. There are number of other
countries that are aiming to use the products of Green chef and they may not be benefitted with
the direct agree of the sale. Customers will not be efficiently focusing upon buying the products
of the firm if there is a lack in the availability. Being a direct selling agent will require a contract
that is followed by a set of terms and conditions. The money that is payable during this is the
accurate one without taxes and that will make the person develop an interest in the purchase. The
distributor’s performance cannot be relied upon and that might sometimes affect the trade.
Object 2
On the other hand, a joint venture retailer involves a medium in the trade. The one that the
company Green chef jointly ventures with is Amazon. The company made the products
displayed in the online shopping portal and sells them at a cost that is of the original with a little

differentiating pay since they go with registration charges and that will be imposed upon the
product on a subtle basis. There are boons and banes when coming to this particular venture
trading. The retailer’s main target is the customer and how far they are being able to satisfy their
demands is what they actually care about. For the retailers this venturing will be a boon in
reaching many people since the products are displayed on the online shopping portal and many
people around the world will go through the famous online shopping application in order to get
their needs fulfilled (Bradlow and et.al, 2017). This particular method though is using a medium
for its sale will gain profits based on the number of customers. The distribution is done through
the medium called Amazon which is one of the more reliable entity to gain profits that are
required by the company.
Based on the above analysis the more opting object would be the second one that is the venturing
trade. The retailing industry is all about the links and through them the company will have travel
across benefits. Without customers there will not be sales though there is a capital investment
and the profit gained through direct distribution will be useful if the company is working upon
the small-scale environment. Since the Green chef is focusing upon extending its product service
globally, the option of venture distribution will be very much effective in carrying the trade.
There will be enormous growth with regular customer approach and that will fetch the expected
results.
GLOBAL TRENDS AND THEIR APPLICATION IN LOCAL
ENVIRONMENT
Global trend as concerned with the UNHCR every year is to analyse the aspects of the
customers. There will be a change in the adaptation policy of the customer interests that change
on an yearly basis. This is because of the new inventions and the implementations that come in
their way because of the other companies and challenges in the same field. There are many
global trends in the retailing sector out of which the three key global trends are as follows:
Empowering the workforce
In any industry the major concern is the workforce. Whatever output that is to be generated will
have to start from inside and that can only be done through the input that is given by the
employees. Operating a business in a country like Germany where people use their smart moves
in depicting their ideas, will probably be a hectic task to accomplish. Yet there are means to

incorporate them on a subtle means. The trading in Germany is nowhere considered to be
defective since there are not many retailers and the ones that are there are those that are extended
overseas. The government of Germany will not impose any harsh restriction on the workforce
such that the pay that is to be given to the employee will not be negotiated. The firm can opt to
recruit any number of employees processing key skills that will enlighten the company’s growth
by all the means (Bertuccio and et.al, 2017). When the workforce is smart, then there will be
means that will enrich the retailer in the ways they will have to present. This with respect to the
company lies in how far and in how smart manner the workforce is working digitally and in the
promotions. The retailers main concern lies in its promotion and that is where the full work lies.
The firm will have to look after the better side of the workforce which will help the company
reach the crest.
Smarter business
Business cannot be considered as a way to escape from the normality. Taking up a business and
that with regards to the retailing is a choice that can never be opted by few companies. In a
country like Germany, where the trade is at its crest and people focus upon the innovations and
inventions, running a business is never a small thing and that which cannot be neglected on any
basis. The country Germany is known for its trade and commerce and to excel in an country of
this kind requires lot of skill and effort that which cannot be directly inherited. There are many
retailers globally and that which is a parent company of the company Green chef is the Hello
fresh provides good amount of fresh food on a delivery basis. Smarter business objectives that
will mainly concentrate on the customer improvement will enhance the business locally. There
are many choices that are related to draw the ideologies that are related to the customers. When
there is scope of drawing the attention of the customer then there probably is a scope to work
smarter (Wang and et.al, 2019). Improving the online trade will help the business grow globally
and that will be the priority of many. It is the duty and the responsibility of the management of
the firm to improve the business and their smart moves will imprint the business on a long run.
Digitalisation
The era of digitalisation is a pace that is entirely different from being normal. People are in a
hustle to capture and to such things that will make their work accomplish in no time. When there
are choices to opt for, there will be no negotiations in the stream of competency and that is when
the potential lies. The retailing sector is said to possess these traits on a long run. The need of

every customer will never cease since there are numerous innovation all over the world and
people will never be in a discrepancy to not opt for things that will make their means possible.
The green chef company provides the utilities of the kitchen and that when technology is added
to it, wonders will be on its way. The digitalisation is incorporated in almost all the sectors and
that has brought about great change in the lifestyle of the people. In a country like Germany
where people work and hustle will opt for things that will make their house hold task simpler.
Opting for a greater promotional ideas and techniques will enhance the trade and will make the
product available to almost all the countries (Groysberg and et.al, 2018). this will in return
improve the sales and will bring profits.
COUNTRY-SPECIFIC COMMUNICATIONS
Segmentation and buyer behaviour
The company deals with the products that are almost used by the kitchen households and that
which are essential to freshly bake and have. Every product is segmented into its kind and that
will make it stand unique. The store as of now operates on a manual base and the consumer
buying behaviour is identified and based on that the items will be displayed and reduced. Each
segment of the store will contain a manager to carry out the trade and the customer feed back is
taken to further reference criteria.
Cultural insights
Culture is the main criteria in carrying operation in a trade. The company will be bound by a set
of principles and the trading will be done in an efficient manner. There will be different
commodities in a company and group of people with different ideologies. Working under the
same culture will develop a sense of unique feeling that they belong to one work space and that
they have to show their extensive dedication (Klochkov and et.al, 2017). The culture of the
company is such that they give freedom to work upon the wish of the consumer and will not
impose a kind of stress on the employees. Every now and the they keep encouraging the
employees by rewarding them at regular intervals of time.
Social media, standardisation and adaptation
The social media usage is almost seen everywhere. Any idea that is to be implemented will have
to first focus upon the social media since people of all the categories will be there on the social
media and the concept of the retailing will incorporate inro as many as possible. The company is
also following the. It has its own website their social media accounts where the trade is

eventually done other than direct and venturing distributions. The standardisation of the
company is particularly achieved through the parent company hello fresh for its incredible
service that is rendered in the years. The adaptation is based on the region where the company is
operating and that is in Germany. The people, place and the climatic conditions are as
cooperative as possible that will enrich the trade to be adaptable to the situations (You and et.al,
2019). Though there are short comings in the trade, the entire potential of the company lies in its
implementations. They are required for the company to overcome failures at all the times.
CONCLUSION
The report deals with the marketing management and that which is requirement to the company
in order to sustain in the global trade. The points that are related to the direct distribution and the
media venturing distribution were brought about in a clear perspective with respect to the
company green chef that is in Germany. The retailing industry being one of the most fantabulous
sources of trading will have to be properly taken care of in order to be perfectly sustained. Points
related to global policies, standardisation, adaptation and culture were discussed and put forth in
the report.

REFERENCES
Books and journals
Bertuccio and et.al, 2017. Global trends and predictions in hepatocellular carcinoma mortality.
Journal of hepatology. 67(2). pp.302-309.
Bradlow and et.al, 2017. The role of big data and predictive analytics in retailing. Journal of
Retailing. 93(1). pp.79-95.
Groysberg and et.al, 2018. The leader’s guide to corporate culture. Harvard Business Review.
96(1). pp.44-52.
Klochkov and et.al, 2017. Development of the Standardization System in an Organization.
International Journal of Reliability, Quality and Safety Engineering. 24(06). p.1740004.
Liu and et.al, 2019. Analytical modeling and experimental validation of powder stream
distribution during direct energy deposition. Additive Manufacturing. 30. p.100848.
Parola and et.al, 2018. Marketing strategies of Port Authorities: A multi-dimensional
theorisation. Transportation Research Part A: Policy and Practice. 111. pp.199-212.
Wang and et.al, 2019. Fast online object tracking and segmentation: A unifying approach. In
Proceedings of the IEEE conference on computer vision and pattern recognition (pp. 1328-
1338).
You and et.al, 2019. Universal domain adaptation. In Proceedings of the IEEE Conference on
Computer Vision and Pattern Recognition (pp. 2720-2729).
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Adaptation: [ONLINE] Available through:< https://www.thefreedictionary.com/adaptation>
Global trends: [ONLINE] Available through:<
https://home.kpmg/xx/en/home/insights/2019/02/retail-trends-2019.html#:~:text=Global
%20Retail%20Trends%202019%201%20Consumers%20get%20price,...%206%20From
%20transaction%20to%20service%20provider.%20>
Marketing strategy: [ONLINE] Available through:<
https://www.entrepreneur.com/article/299335#:~:text=1%20Use%20social%20media.%20You
%20can%27t%20ignore%20social,marketing.%20Affiliates%20can%20provide%20massive
%20fuel%20for%20growth.>
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Segmentation: [ONLINE] Available through:<
https://economictimes.indiatimes.com/definition/segmentation>
Standardisation: [ONLINE] Available through:<
https://www.thefreedictionary.com/standardisation>
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