International Marketing Report: Hello Fresh's Scandinavian Expansion

This report delves into the international marketing strategies employed by Hello Fresh, a global food company, with a specific focus on its potential expansion into Scandinavia. The report examines the application of adaptation, standardization, and branding within the context of Hello Fresh's offerings, highlighting the importance of tailoring products to meet the unique needs and preferences of Scandinavian customers. It explores the advantages and disadvantages of product adaptation, considering market research, customer satisfaction, and the associated costs. The report further analyzes the marketing strategy, recommending an integrated approach that combines traditional and modern promotional methods, including television, print media, and digital platforms. The report also examines the Scandinavian countries' culture and digital marketing landscape, emphasizing the high internet connectivity and social media usage in the region. The report provides insights into the effectiveness of various marketing approaches, recommending a close-range marketing strategy for the Scandinavian market. The report concludes by summarizing the key findings and reiterating the importance of global marketing strategies for Hello Fresh's international success.

INTERNATIONAL
MARKETING
1

TABLE OF CONTENTS
Introduction .....................................................................................................................................3
TASK 1............................................................................................................................................3
1. Applying adaptation, standardization and branding to hello fresh..........................................3
2. Advantages and disadvantages of Adaptation to hello fresh ..................................................4
3. Marketing strategy ..................................................................................................................4
Task 2...............................................................................................................................................4
Scandinavian countries................................................................................................................4
“Pan-European” approach............................................................................................................5
Recommending to the company regarding the social media campaign.......................................5
Culture and use of digital marketing in Scandinavian countries? How wide is used the digital
marketing in Scandinavian countries?.........................................................................................5
What Scandinavian countries are using most for marketing.......................................................5
What approach will work for Scandinavian countries and why..................................................6
Conclusion.......................................................................................................................................6
2

INTRODUCTION
International marketing can be refereed as application of marketing principles to more
than one nation. It is important aspect that help entity in promoting its products and services
across the nations frontiers. It also help company in gaining global recognition which facilitate
sale of various products and services of organization in foreign market (Terpstra, Foley and
Sarathy, 2012). In this report, various aspects of international marketing will be studied n the
context of Hello Fresh. It is global food company that provide effective services. At present,
entity is planning to expand in Scandinavia. In this report, learning will be shown regarding
adaption, standardisation and branding that can be used by company.
TASK 1
1. Applying adaptation, standardization and branding to hello fresh
To assure, success in international market, it is important for Hello fresh to adopt global
marketing strategy. In this respect company can consider different strategy which are explained
as follows;
 Product Adaptation: It is important strategy that enable company to modify its product
as per the needs, taste and preference of customers of host country. It is important
strategy that will help Hello fresh in catering the needs of Scandinavian customers (Baud-
Lavigne, Agard and Penz, 2012).
 Product Standardization: This is effective approach that enable company to develop
identical product for all the market. It is based on the belief that same offering can be
provided to ll market without any changes.
 Product branding: This strategy will enable Hello Fresh in developing different image
in market as compared to its rivals using its brand name. It will also help in marketing
and promotion of company in new market (Maine, Lubik and Garnsey, 2012).
Further, it is important for company to adopt product adaptation marketing which help
company in designing the offerings as per needs of customers. Therefore, different types of
offerings can be provided to various nations. Such as, pork, meat, smoked apples, potatoes are
the major food products of Scandinavia which can be offered by Hello fresh. Initially, company
3

can keep moderate pricing to attract maximum customers. For promotion, company can give
advertisement in television, local newspapers etc (Viio and Grönroos, 2013).
2. Advantages and disadvantages of Adaptation to hello fresh
There are many benefits and disadvantages of Adaptation strategy. The major benefit is
that company will be able to cater the needs of customers. This will increase the satisfaction
level of buyer and build brand loyalty among them (Magnusson and et.al., 2013). Adaptation
strategy will require company to get detailed knowledge about the needs, preference of
customers etc. The sound market knowledge can also be considered while delivering services.
Also, company can react as per the changing taste and preference of buyers. On the contrast, it
have disadvantages like, it will involve significant cost to company as intense market research
has to be done.
3. Marketing strategy
With the help of effective marketing strategy, company can reach maximum number of
customers and inform them about the services that will be offered by business. Hello fresh can
use integrated marketing strategy which enable company to use both modern and traditional
methods of promotion (Turnbull and Valla, 2013). Therefore, advertisement can be done through
t.v commercial, ads during movies, billboards, newspapers and magazine advertisement etc.
Also, social media, online portals can also be used.
TASK 2
Scandinavian countries
Scandinavian is a group of countries in the Northern Europe. The countries are Norway,
Sweden and Denmark. It also refers to the area where Scandinavian language are spoken by
these countries people. The culture region is categorized by the common ethno cultural North
Germanic heritage. The people of the Scandinavian relates to the Viking of the middle age (Why
are Denmark, Norway and Sweden known as Scandinavian countries?, 2016). The Vikings from
the Sweden are best known as traders and in Norway they are best known as explorers. The
countries are sparsely populated and covered with large forests.
4

“Pan-European” approach
The social media campaign can be run by the mentioned countries. By using of the pan-
European approach, they can make aware about social media campaign to all over the Europe.
According to this approach, they can create awareness of the social media campaign.
Recommending to the company regarding the social media campaign
As hello Fresh is planning a social media campaign, for this the mentioned company have
to be aware about the Scandinavian languages. They can provide the information to these
countries people, according to the home country language like Icelandic and Faroese. They can
prepare pamphlets or also provide information to the people by giving information in the
newspaper. By using the Pan-European approach, they can provide information related to the
brand awareness (Viio and Grönroos, 2013). On the basis of the ethno cultural North Germanic
heritage, they can achieve the social marketing campaign. As, all the Scandinavian countries
people have a high percentage of internet connectivity.
Culture and use of digital marketing in Scandinavian countries? How wide is used the digital
marketing in Scandinavian countries?
A common cultural heritage is shared by the Scandinavian countries. The Scandinavian
countries is the most connected region in the world. As, over 97% of the people are connected to
the Internet. Denmark is the ninth most connected nation. By use of the mobile, social sites they
can use the digital marketing in the Scandinavian countries. The Sweden is the most active
online of the Scandinavian nations. In Norway, almost 3,310,000 people were online, spending
an average of 29 hours online (Scandinavia Social Media, 2016). The use of the internet is very
effective in these countries. Hence, mentioned company can use the digital marketing through
giving information on the internet or on the social sites.
What Scandinavian countries are using most for marketing
The Scandinavian countries use social media for marketing the reason is it is the most
connected regions in the world. The second most popular site used by these countries for
marketing is the Facebook. It is noted that about 53% of the Denmark people are on the
Facebook. Hence, this is also the best method for marketing, which can be adopted by the Hello
Fresh.
5

What approach will work for Scandinavian countries and why
Social media is a modern approach of marketing. Close range marketing approach will
work for the Scandinavian countries (Maine, Lubik and Garnsey, 2012). By use of the WiFi or
Bluetooth, the-mentioned company can send the promotional message to the people of these
countries.
CONCLUSION
The aforementioned report explains to assure, success in international market, it is
important for Hello fresh to adopt global marketing strategy. It also concludes that the major
benefit is that company will be able to cater the needs of customers. Furthermore, with the help
of effective marketing strategy, company can reach maximum number of customers and inform
them about the services that will be offered by business. It also examined that a common cultural
heritage is shared by the Scandinavian countries.
6

REFERENCES
Books and Journal
Baud-Lavigne, B., Agard, B. and Penz, B., 2012. Mutual impacts of product standardization and
supply chain design. International Journal of Production Economics. 135(1). pp.50-60.
Magnusson, P. and et.al., 2013. The role of cultural intelligence in marketing adaptation and
export performance. Journal of Marketing Research. 21(4). pp.44-61.
Maine, E., Lubik, S. and Garnsey, E., 2012. Process-based vs. product-based innovation: Value
creation by nanotech ventures. Technovation. 32(3). pp.179-192.
Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press.
Turnbull, P.W. and Valla, J.P. eds., 2013. Strategies for international industrial marketing.
Routledge.
Viio, P. and Grönroos, C., 2013. Value-based sales process adaptation: a relationship marketing
approach.
Online
Scandinavia Social Media. 2016. [Online]. Availabe through:
<https://www.translatemedia.com/translation-services/social-media/scandinavia-social-
media/>. [Accessed on 10th May 2016].
Why are Denmark, Norway and Sweden known as Scandinavian countries?. 2016. [Online].
Availabe through: <https://www.quora.com/Why-are-Denmark-Norway-and-Sweden-
known-as-Scandinavian-countries>. [Accessed on 10th May 2016].
7