International Marketing Management Report: Hello Fresh Strategy

This report examines the international marketing management strategies of Hello Fresh, focusing on the market entry of Green Chef, a premium brand, into new global markets. The analysis covers market entry strategies, including direct online selling and opening shops, considering the target consumer base and market research. It also investigates global trends, such as rethinking sustainability and consumer consciousness, and their application in local environments like Australia and London. Furthermore, the report explores the impact of social media, standardisation, and adaptation on Hello Fresh's marketing efforts. The report draws on secondary research and relevant industry insights to evaluate the company's approach to entering new markets and adapting to changing consumer behaviors and global trends, particularly considering the effects of the COVID-19 pandemic on the packaged food industry.

International
marketing
management

Table of Contents
International marketing management..............................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Market entry strategy................................................................................................................3
Global trends as well as application in the local environment..............................................4
Social media, standardisation and adaptation........................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The marketing management is one of the important aspect that covers discipline to provide
focus direction in respect of organisational discipline that aims towards practical application with
the techniques as well as methods to accomplish marketing orientation. This will assist internal
operational of enterprise to form the organised manner of management for optimum utilisation of
resources as well as activity (Asseraf, 2019). The chosen organisation in this report is Hello fresh
that is associated with the green chef in German company. This is one the leading organisation in
Food industry that cover delivering and meal kit dealing across the country. The company wants
to enlarging its business activity in many parts of the world. In modern competitive world
company expand its business almost 12 countries along with proper planning of providing 280
million kits of meal. That is why company keep on modifying its strategy for sustainable growth.
This will strengthen while determining its marketing strategy for entering at global entry. The
global trends as well as application in respect of Australia and London.
MAIN BODY
Market entry strategy
The strategy of marketing entry is one of the beneficial for company progress. While entry
with the top most name fame of company, so it is essential for them to develop effective
marketing strategy for their chosen company like Australia and London. While entering into the
global market company has established strong marketing strategy so that in new market of
country they can easily expand its business operation (Bagozzi and et.al., 2018). The marketing
strategy for company while entering is aim towards planned distribution along with the
application of the delivery system in respect of goods and services. This will discover several
ways of marketing to recognising effective target market. This will determine clear picture of
import and export in the business activity. It will cover clear generation as well as establishment
of the contract management within the boundaries of foreign country that set almost outside.

Market research- The type of strategy aim towards large area of target population. This
will leads to detail explanation within group of people that are totally associated with the
company. It will also recognise the interest of target consumer associated with company goods
and services of the Hello Fresh that deal in meal kit. The target consumer of Hello Fresh are
more satisfied with its services and product. This will contribute ultimate benefit to the company
like Green chef. As per the market research it expand its market up to 6 million of consumer
using its meal lit services and product. They successfully maintain fresh food and maintain the
level of hygiene. These are some specific points that needs to be cover in the marketing research
of organisation.
Direct online selling- Through this strategy Green chef can easily direct sale it products
and services online through the use of internet. Here company can utilise direct use of marketing
while promoting its product online. This will established clear contact or relationship for this
type of Retail Company (Deepak, 2019). Here company can made its effort to tie up with leading
company like Amazon for selling goods and services through online platform. This is most
beneficial move as now most of the target consumer prefers online selling. Now in modern era,
services of delivering online grocery that serve the food item in respect of countries like
Australia and England that is successfully operated by the Amazon in more effective way. The
Hello Fresh has need to implemented simple strategy for online advertisement through effective
site such as website and goggle. This will cover all advertisement along with wide coverage of
social media advertisement.
By opening shops- This is leads to direct selling way of good and services like Food to
target consumer. This leading company is most famous in the parts of Germany, Switzerland,
Netherland. So it become more easier for them to expanding its market business into new
country. The company can also adopt this strategy as this will create more personalised
experience with their target audience through appealing physical experience. This the main
reason through which company want to established physical shopping of food. The target
consumer can also see the quality of food freshness and they can easily decided whether to
purchase the product or not (Farrell, 2020). This will also help them in selling products through
channel of the online mode.

Global trends as well as application in the local environment
The trends of the global are specially design to deliver view point of analytic framework,
in the form of policy maker so that each company can relate with the environment. The global
level of management trend design into national security so that it will recognise uncertain level
of risk associated with the future. Sometime objective and aim does not specify prediction with
future decision. It is beneficial for policy maker along with the citizen that lay down under the
horizon in order to prepare for the future condition. The pandemic effect the business operation
almost every sector as most the people died and it is hard for the community to run business and
cover business expenses.
Mega trends-The mega trends are associated with macroeconomic along with the
geostrategic forces that aids in designing strategy around the world that share value of future.
This will ultimate aid is association with global economic power to prepare demographic change
so that rapid growth will arise with the use of technology so that it will so that it will improve
quality to overcome the climate change due to advance use of technology. Megatrends to leads to
specific while focusing troublemaking through the use megatrend through the protection in
respect of security of company (Hollensen, 2018). The overall testing of mega trend while
covering substantial challenge which is only happen with the aid of mega trend. Mega trend
deliver most knowledge so that current situation of the pandemic can be easily define to
understand the region. It will act as a feasible analysis before entering into the new market. This
will increase the scope of future growth that combines of future trends in respect of green chef
company. The company is planning to enlarge its market through mega trend and achieve goals
that are already established.
Rethinking sustainability-Trend of rethinking sustainability is directly linked with the
economic, cultural, political and technological in respect of nature. The sustainability increase
the scope so that it will reduce effect of political, technological which is linked with the
economy. The situation of pandemic leads to effect of period of reflection, it also has great
impact upon the change of climate (İpek, 2020). This will create foundation for the green chef
business so that they can consider different types of country in order to understanding the culture
taste and preference in the pandemic situation. Most of the target consumer afraid to purchase
new product as the virus is spreading all over. This will build new expansion of re thinking in

respect of sustainability through the help of political leader. It will ensure more seriousness
towards sustainability before in the business.
Consumers discovered their consciousness- This leads to increase large number of
consumer base due effect of pandemic situation. Most of the target consumer not does much
interaction with product offering. That is why it is high time for the company green chef to
determine both perspective like ethical as well as sustainable. This one kind of Awakening to
their business as it greatly influence consumer base along with sale of company. In this scenario
most of the consumer does not gets highly satisfied with its business operation and services and
looking for different alternative.
Employee care about values-Green chef company employee mainly concern with finding
appropriate place of affirmation with the rule as well as regulation of the company through
which it can easily implementing easily work with the specific different country.
Sustainability for business requirement not just the differentiator-With the growing
years of passing, most of the business has to implemented host in the view of new environment
while taking social risk in respect of governance while entering business into new market. That is
why Green chef also decided to introduce product range and offering in different parts of country
such as Australia and London (Moon, 2017). Now days sustainability leads to cover the new
business in reality as it is formulated by the government in the company to serving services of
food so that their business will maintain all standard of food regulation as well as hygiene
towards other goods and services.
Pandemic on the packaged food –The situation of the pandemic it has great influence upon
the food packaging industry at the global level. Green chef company mainly deals in the food
packaging. They mainly provide variety of foods with full protection with appropriate safety as
well as security to maintain the level of hygiene through appropriate property in respect fulfilling
physical and biological form of presentation (Park, 2020). As per the research it is clearly
mention that no evidence has been found out that prove the fact of transmission or infection
while packaging food material in suitable manner. It also discover number of precaution while
delivering food so that it will ensure safety and hygiene level with the proper food packaging
while fulfilling all aspect of protective view. Green chef involve protection consideration that is
mentioned bellow-

 Green chef aim towards washing of overall food packaging at very fast rate so that it will
tap in order to influence several household of company that make both the apply of water
and soap.
 Food packaged industry leads to the form of transfer food packaging that ensure full
cleaned combines of container in respect of storage of full packages services.
 The food package items will be stored in the quarantine form that contribute large
quantity at least three days after dispatch before using the people of their household.
The period of pandemic situation mainly impact whole operation of business at global level.
This will generate more potential opportunity in order towards food package industry. It has
been seen recent years along with changing taste and preferences. It will cover high degree of
storage as well as shelf that underline high rate of attractiveness to ensure availability in respect
of business.
Social media, standardisation and adaptation
The Social media is one the great platform that covers the aspect of standardisation and
adaptation through effective communication strategy. This will recognise consumer Attitude
with the proper investigation strategy by applying approach of qualitative to attract consumer.
Through this type of research it will leads to provide proper finding of Green chef company nin
order to implementation of local strategy that aims towards fulfilling campaign while fulfilling
overall consideration (Pencarelli, 2018). This will switch into cultural difference in respect of
two companies so that they can easily enlarge its business operation. Then problem raise in the
international marketing focus upon solving many issue through proper implementation of social
media strategy in the business process and operation. On the other hand it will lead to decide
product aspect with the label through standardization. It will lead to support marketing mix
through aspect of standardisation in business activity (Yang, 2018). The inclusive comes under
social media with optimum promotional mix that change with the circumstances so that it will
reach to maximum promotion in respect of goods and services. This will improve brand image in
front of global audience and enhance relationship with them. This comes under user to regulate
emotional attachment within organisation and public. This will leads to personalised
communication form of effective strategy that discover long lasting consumer base of the
company. Through effective campaign this will result to positive aspect of standardise.

CONCLUSION
From the above report it has been concluded that management of international marketing aid
in analyse the essential concept that evolve around several application through applying model
or strategy of entering into the global market. While entering into market of international
business must plan to examine global trends and aims towards planning of strategic marketing
before introducing any product into the new markets.

REFERENCES
Books and Journals
Asseraf, Y., Lages, L.F. and Shoham, A., 2019. Assessing the drivers and impact of international
marketing agility. International Marketing Review.
Bagozzi, R.P and et.al., 2018. Marketing-Management. Walter de Gruyter GmbH & Co KG.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Farrell, C., 2020. Do international marketing simulations provide an authentic assessment of
learning? A student perspective. The International Journal of Management Education, 18(1),
p.100362.
Hollensen, S., 2018. Marketing management. Pearson UK.
İpek, İ., 2020. The relevance of international marketing strategy to emerging-market exporting
firms: from a systematic review towards a conceptual framework. International Marketing
Review.
Moon, B.J. and Oh, H.M., 2017. Country of origin effects in international marketing
channels. International Marketing Review.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Pencarelli, T. and Forlani, F., 2018. The Experience Logic as a New Perspective for Marketing
Management. International Series In Advanced.
Yang, M. and Gabrielsson, P., 2018. The interface of international marketing and
entrepreneurship research: Review, synthesis, and future directions. Journal of International
Marketing, 26(4), pp.18-37.