This report examines Hello Fresh's international marketing strategy, specifically focusing on the planned launch of Green Chef in Germany. It begins with an introduction to international marketing and the context of Hello Fresh's expansion. The main body of the report delves into market entry strategies, exploring options such as direct arrangements with retailers like Edeka and joint ventures with Amazon, ultimately recommending a direct arrangement with Edeka. The report then analyzes global trends, including eating-in, online ordering, and the rise of a cashless society, and discusses their application in the German market. Furthermore, the report examines country-specific communication strategies, emphasizing the use of social media marketing through platforms like YouTube and Instagram, and highlights the importance of concise and impactful messaging. The report concludes with a summary of findings and recommendations for Hello Fresh's international marketing efforts.
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