International Marketing Report: Market Entry for Green Chef, Germany

This report provides an in-depth analysis of international marketing management, focusing on the case of Green Chef, a German firm aiming to expand its brand. The report delves into various aspects of international marketing, including market entry strategies, such as direct market entry and joint ventures with Amazon. It further explores the application of global trends like online ordering, eating in, and cashless payment transactions to enhance customer engagement and sales. Additionally, the report examines country-specific communication strategies, particularly the use of social media platforms like blogs and videos, to effectively reach and interact with the target audience. The report concludes by summarizing the key findings and emphasizing the importance of a comprehensive international marketing approach for business success. References and appendices with segmentation, behavior, and cultural insights are also included.

International Marketing
Management
Table of Contents

INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Market entry strategy...............................................................................................................................3
Global trends with their application.........................................................................................................5
Country specific communication.............................................................................................................6
CONCLUSION...........................................................................................................................................8
REFERENCES............................................................................................................................................9
APPENDIX...............................................................................................................................................10

INTRODUCTION
The term international marketing management is multinational procedure for designing,
execution, pricing and promotion for their distribution of goods and services (Bamberger,
Bronshtein and Yemini, 2020). It is important to understand their concept of international
marketing management for success of organization. For this assessment, Green Chef is a
Germany firm which is give fresh meal to attract more customers and the main goal is to develop
their Green Chef brand. It is based on Hello Fresh which is largest meal that is provided by
United States. In this report, various topics are to be covered such as market entry strategy,
global trends with their application, country specific communication which is appendices to
segmentation and behavior and cultural insights.
MAIN BODY
Market entry strategy
It is a method which is distribution of planned and delivery of goods and services to
target their new market. For the export and import of goods and services are establishment in
foreign country. It is significant for firm that they should be follows all these principles of
marketing and operate in an effective and efficient manner. With context to Hello Fresh, this
firm has designing to started Green Fresh firm which has maintained their strong market
position. This will help to increase or attract more and more customers to serve their target
market audience (Bondarenko, Kalieva and Pisareva, 2018). There is planning distribution of
goods and services to add new channel of distribution and main purpose is to increase in sales in
business enterprise to accomplish their goals and objectives. Green Fresh firm give organic food
to various clients and there are many ways to help to serve their target market with audience. It is
significant to know about this firm has best possible option that will be helpful for firm to work
in efficient manner. Main target is more about customers and establish a brand image or brand
awareness in an organization to attract more customers. Many options are should be available
with that firm to enter their market which is as follows:

Option 1
They can directly enter into market and set out their arrangement with Edeka is the one of
largest retail super market store in German (Durand, 2018). This firm sells their products to
Green Fresh in their most exclusive stores which will become benefit for business. But
nowadays, they should visit their retails stores for purchases any product or services. It would be
beneficial that all these products are should be sold that will be shown to customers and customer
are also attracted to these products and firm for looking their goods. It will be increase sales as
well as profit making organization are also there. Benefits of Green Chef are as follows:
 It will be located that if there is heavy rush so that it will be easy to attract more
customers in these areas only. These sales are generally in high so it will be promote their
brand effectively and efficiently.
 If they have already existing firm in market so there is no need to recognize other firm an
purchase their product in that firm only and already easy to attract customers.
Option 2
In case of this option which will be avail to enter into market and joint venture Amazon
so it will be easy for customer to purchase online products. Joint venture is where two parties are
agreed to ready for pool their resources to main goal is to achieve their particular task or it can be
a new business activity (Feng, Huang and Avgerinos, 2018). They are ready to share all losses
and profits in business and if firm has doing with joint venture with Amazon then it will able to
give those services to customer which are beneficial in online and shorter duration of time should
be completed. It is an effective method to selling their more product or services to a particular
customers and also purchase online through their own websites. It can be determine or analyzed
that Green Chef are enter into direct arrangement of business with Edeka which is leading a
supermarket which will be helpful to sell more products at physical stores. It will be helpful to
earn more profit that will be bale to a large number of customers and sell their products online as
well as offline also at stores. They must be selling their product at own websites will be easy for
customer to purchase physically. In case of joint venture it will be an appropriate which will be
give delivery of products not good for offline purchasing.

Global trends with their application
Trends will be important to introduce to attract more customers and serve them best in
global markets which are described below:
Order online: This trend face a lot of challenge due to this pandemic situation which
decrease their sales in firm and rise in online ordering food more and more. But this time people
had seen that they should stay home and stay safe all the time (Ferraro, 2021). It plays a vital
role for firm to stat order online food and food is deliver at the door so it will be easy for
customer and firm has increase sales in business. Green Chef has an option to delivering their
food to customers at door without going anywhere this will be helpful to save time and stay safe
at home. Various benefits for online delivery such as this firm provide advantages to customers
over competitors due to provide food at doorstep to customers and understand the needs of
customer properly well manner. It provide many product or services online in delivery package
so that goods and services are safe and secure for all those customers who are ordered online
food.
Eating In: In that case eating food is one of the most popular trend in today generation
due to changes a certain circumstances people are afraid for food due to pandemic situation for
go out their spread disease. Many times government has restrictions for food only for customer
to safe and secure and it has to be created many opportunity for firm that Green Chef should give
a home delivery for customers. They can also allow for take away so it will be easy for customer
that they should take away food and enjoy eating with family and friends. Due to this Covid19
there is increment in online order food across the globe and would like to order restaurant many
dishes because they are providing home delivery (Handriana, Yulianti and Kurniawati, 2019). It
is suggested that Green Chef give take away food and if they enhance their home delivery system
they should increased sales in business enterprise. But firm had adopted many of these services
which will negative impact of business only for food items.
Cashless payments transaction: When pandemic situation are arise government has
decided to go for cashless transaction or payment online through Google pay, phone pe, pay tm
and so on. People are avoiding physical contact with other people and using various technologies
to avoid physical touches with each other. In case of online shopping, people are always use
online hopping with online payments systems which will be helpful to avoid physical distancing.

Cashless means they should be using digital method for their payments and this trend gives an
opportunity for many people who offer products which are accepted by online transactions.
Green Chef are also using digital technologies payments doe satisfying their customer needs and
wants and it will become a cashless society (Kuster-Boluda, Vila and Kuster, 2020). This is
always focusing on payment method for their customer so it will be helpful to pay online
transaction not using cash or card payments. These changes in business are helpful for all
customers and there will be generation for cashless and avoid physical distance and avoid people
close to each other.
Country specific communication
This social media communication defines that interactions of many people which they
should be create or share any information in virtually and many communication strategies such
as twitter, face book, Instagram LinkedIn. It is one of best marketing method which is helpful to
increase more and more users to user to use their social media. Organization adopts this
opportunity to interact most of customers through these communication strategies which are
described below:
 It helps to solve various problems of customers so that it will be easy to interact and
attract more customers through comments on some social media platforms (Storbacka,
2019).
 It helps to increase their brand awareness of products and services for firm which will be
helpful to enhance sales of goods and services in marketplace.
 To interact more customers there is an opportunity which will be helpful for customers to
build and maintained their relationship with other clients.
To adapt some changes in this firm are beneficial for customers through social media marketing
and some firms are provide various platforms for customers which are named as twitter,
LinkedIn, Face book and so on. If they should use this social media they have to upload their
content and require making a account post on some videos and posts so that customer are attract
more with this firm and more likes are there. This will helpful to increase their brand image and
brand awareness which they can accomplish their goals and objectives. For use of these tool
organizations have a clear message that they want to share some things to customers about their

goods and services. This is different method to use social media marketing which are described
below:
Blogs: It is one of most social media which include some articles that a person writes
down there on blog which can be in form of texts, photos and videos (Wang and Zhang, 2017).
It should always impact on customers and it will be easier to understand for people recognize
some image or videos instead of texts. Green Chef should be adopting some post related to blog
systems to increase their awareness of products or services in Germany. They should also upload
on social media platform that will be helpful for organization as well as target audience also.
Videos: This is one of most important tool for social media platforms if any firm can
upload their videos of any restaurant or any food center then customer can view and they can go
through this websites and purchase order. It should always crate a interest to customers and have
a important impact on customers. Green Chef is a Germany firm can create their videos on
Instagram, twitter and so on platforms are there. It is significant for business because through
this they can directly target those customers who are interest in these firm products and include
more information which should be focus on particular video is shift from another video.
There are various platforms which should be used in Instagram is most famous target
audience of this firm in Germany (Yamin and Kurt, 2018). This firm has give premium product
for customers who are using Face book as well as other platforms for social media marketing to
their new products or service. It will be simple and create a important targets segments for
customers also give some information related to different product or service which are available
in this firm also. It is always focus only to enhance their satisfaction of clients related to food and
nutrition.

CONCLUSION
As per above information, it has been understood that international marketing which will
helpful to increase their awareness of brand towards various products or services. It can also
define to performance of business activities which are designed to promote their product, price,
place or promotion. This report covers market entry strategy, global trends such as order online,
cashless payments, eating in and country specific communication through social media
communication.

REFERENCES
Books and Journals
Bamberger, A., Bronshtein, Y. and Yemini, M., 2020. Marketing universities and targeting
international students: a comparative analysis of social media data trails. Teaching in
Higher Education. 25(4). pp.476-492.
Bondarenko, V. A., Kalieva, O. M. and Pisareva, E. V., 2018. Marketing management of the
territory in the aspect of the regional brand formation.
Durand, A., 2018. Marketing and globalization. Routledge.
Feng, T., Huang, Y. and Avgerinos, E., 2018. When marketing and manufacturing departments
integrate: The influences of market newness and competitive intensity. Industrial
Marketing Management. 75. pp.218-231.
Ferraro, G. P., 2021. The cultural dimension of international business. Prentice Hall.
Handriana, T., Yulianti, P. and Kurniawati, M., 2019. Exploration of pilgrimage tourism in
Indonesia. Journal of Islamic Marketing.
Kuster-Boluda, A., Vila, N. V. and Kuster, I., 2020. Managing international distributors’
complaints: an exploratory study. Journal of Business & Industrial Marketing.
Storbacka, K., 2019. Actor engagement, value creation and market innovation. Industrial
Marketing Management. 80. pp.4-10.
Wang, J. J. and Zhang, C., 2017. The impact of value congruence on marketing channel
relationship. Industrial Marketing Management. 62. pp.118-127.
Yamin, M. and Kurt, Y., 2018. Revisiting the Uppsala internationalization model. International
Marketing Review.

APPENDIX
Appendix 1: Segmentation and Behavior
Segmentation means that dividing the customer into various different groups and it is
helpful to know that customers are available and firm has to serve them efficiently and
effectively.
 With context to Green Chef they used demographic segmentation because in this they
have to decide age group between 30-40 years.
 They have also used geographic segmentation as they have used selected customers in
Germany.
Appendix 2: Cultural insights
Many firms have offer different culture and different part of world product or service to
target new customers that will need to understand their culture. Communication strategies is
useful to understand cultural and managers are helpful to ensure that message are should not
affect their feelings that will impact on negative in business enterprise.