International Marketing Management: Green Chef Analysis Report

This report provides an analysis of Green Chef's international marketing strategy, focusing on market selection criteria to support its growth. The report evaluates seven countries based on six key criteria: GDP, tax rate, ease of doing business, online shopping rate, organic farming, and population. It highlights the importance of these factors in determining potential markets for Hello Fresh's meal kit brand, with a specific focus on Austria, Denmark, Germany, and Sweden. The report details the screening process, including preliminary screening and shortlisting of markets, emphasizing the significance of economic and political factors. The conclusion summarizes the analysis, emphasizing how international marketing has benefited the Green Chef brand through Hello Fresh. References include relevant academic publications on international marketing and market analysis.

International Marketing
Management

Screening Criteria to evaluate the seven countries -
Criteria’s why different countries support Green Chef’s market
selection because it has been seeking growth in number of ways. And one of
these is through its brand Green Chef, a meal kit company which focused on
healthy and organic eating plans.
Criteria Information
International Marketing Selection will help the Hello Fresh brand to
seek more growth and development in the products and services of the company
to provide it to the customers. And for profitable business the countries which
will benefit the business are Austria, Denmark, Germany and Sweden.
International marketing patterns of these countries will help the brand prosper in
many ways the business is already seeking growth for future and so that the
services and products which the company is making available to the customers
is largely benefitted from the sources which are taken as important aspects for
the business to acknowledge the external market structure.
The six screening criteria for to help evaluate the seven countries are
as follows –

GDP – Gross Domestic Product is defined as the total market value or the
monetary value of the finished services and goods which is produced
within country boarders. GDP helps in identifying the countries product
and services which they deliver.
Tax Rate – Tax rate is defined as the percentage at which tax is being
incurred by the country.
Ease of Doing Business – Ease of doing business is specified as the
country’s rules and regulations which allows the business to proper and
initiate its growth through the expansion and diversification in the
business.
Online Shopping Rate – Online shopping rate is done through the
process in which analyses the criteria of doing shopping online and
identifies the current shopping rate that is depicted in the market.

Organic Farming – Organic farming is the best way through which
the business can grow on an exponential basis. Organic farming also
initiates the process in the countries which will help in analyzing the
best ways through which the countries can grow variety of foods and
vegetables. Substantial growth has been seen in the organic farming
process. There has been an increase in the effectiveness of the organic
farming.
Population – Population is depicted as the number of people residing
in the country. Through population many factors are assessed such as
resources are identified.

Population – Population is depicted as the number of people residing in the
country. The current population of Africa is 1,363,093,356. Africa is
considered as the most populated continent.
Language – Language is the main criteria. Different countries speak
different languages. On this basis, they are differentiated. Languages play
and important part in identifying the culture and the systems which these
seven countries follow. Through this, the languages which are spoken are
identified and the individuals represent their culture by speaking those
languages.

Stage 2 – Criteria Table is depicted on the next slide.

Countri
es
GDP Tax
Rate
Online
Shoppi
ng Rate
Organic
Farmin
g
Populat
ion
Langua
ge
Austria 1.4% 25% 62.4% 22.1% 88.6
Lakhs
German
Belgium 1.7% 50% 57% 6.9% 1.15
Crore
Dutch,
French
and
German
Denmar
k
2.8% 42% 39% 8% 58.1
Lakhs
Danish
German
y
3.86% 42% 29% 6.6% 8.3
Crores
German
The
Netherla
nds
1.7% 51,75% 93% 1.17% 1.73
Crore
Dutch
Sweden 1.3% 57.1% 66% 8.5% 1.02
Crore
Swedish
Switzerl
and
0.9% 51% 89% 11.7% 85.4
Lakh
German,
French,
Italian

Stage 3 – Denmark and Germany have similar tax rates which depicts
that these countries will be better in the areas where there will be tax
rate management.
International Marketing Objectives – The first step in screening the
market and making available the products of Hello Fresh to the
consumers. The market is selected to serve the international
marketing objectives which serve the purpose that the company
which has initiated and made available the products and services
which Hello Fresh has to offer.

Preliminary Screening – Elimination of the markets is very
necessary for the Hello Fresh to identify the strengths of the potential
markets in the business. This will also help the business to flourish on
the scales of growth and development in the products and services
will be seen on large scale. This includes parameters like per capita
income, infrastructure factors, structure of the economy, size of the
population and political conditions.
Short Listing of Markets – Hello Fresh should sort list the markets
which will provide them with massive customer base as the business
is seeking new ways of growth in the range of organic, gluten free
and Keto – friendly meals. Therefore countries which prosper in the
food supplies should be considered on the prior list. After the
preliminary screening stage, more information needs to be gathered
which will enhance the process of the products and services which are
being rendered in the business.

The countries chosen will help in demonstrating the business in
the larger parts which will make sure that the products and services reach
large customer base and the company seeks growth through these
countries as the economy of these countries is beneficial for both
business and the products and services which are being rendered to them.
The international marketing criteria for the companies are based on the
scale that economic and political factors of these countries are strong
which will help the business run effectively and efficiently.
Therefore, International marketing has helped the business to
improve its methods and tactics which are to groom and the perspective
of the business is to grow on large scale.
The quality of the type of meals and food the company provides
focuses on what are the major areas in which the company can further
grow its business and create more varieties of food in the market.

Conclusion
Thus, it is concluded from the above report that the company
international marketing has helped the brand Green Chef through Hello
Fresh food types. It is also analyzed that how international marketing
within Austria, Denmark, Germany and Sweden is done. Furthermore,
the market selection criteria was evaluated and analyzed. Screening
criteria for international Marketing was evaluated and elaborated on
the scale of what are the major steps while expanding and introducing
the product in the market as Hello Fresh wished to grow and expand its
market.

References
Martínez-López, F.J., Merigó, J.M., Valenzuela-Fernández, L. and
Nicolás, C., 2018. Fifty years of the European Journal of
Marketing: a bibliometric analysis. European Journal of
Marketing.
Cateora, P.R., Meyer, R.B.M.F., Gilly, M.C. and Graham, J.L.,
2020. International marketing. McGraw-Hill Education.
Punzo, G., Panarello, D., Pagliuca, M.M., Castellano, R. and
Aprile, M.C., 2019. Assessing the role of perceived values and
felt responsibility on pro-environmental behaviours: A
comparison across four EU countries. Environmental Science &
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Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing
capabilities in international marketing. Journal of International
Marketing.26(1).pp.61-95.