MG628 International Marketing: Green Chef Expansion Strategy

This report assesses potential international markets for Hello Fresh's Green Chef brand, utilizing six key screening criteria: GDP growth rate, ease of starting a business, trade across borders, competitiveness index, logistics infrastructure quality, and availability of finance. Data from various countries, including Austria, Belgium, Denmark, Germany, Netherlands, Sweden, and Switzerland, were analyzed to determine the optimal market for expansion. The analysis reveals that the Netherlands and Denmark exhibit the most potential, with Denmark ultimately identified as the most promising country for introducing Green Chef based on its favorable business environment and overall score. The report concludes that a structured selection process is crucial for successful international market entry, providing a framework for Hello Fresh to make informed decisions regarding its Green Chef expansion strategy. Desklib provides similar solved assignments and past papers for students.

Hello Fresh

Table of
content
 Introduction
 Stage 1: Identifying screening criteria
 Stage 2: Data collection and creation of criteria
table
 Stage 3: Data analysis
 Conclusion
 References

Introduction
 An international market is one that allows
businesses to expand their operations into
other countries. It is critical to identify
potential clients and supply them with the
highest quality service or product possible.
The next presentation focuses on the Hello
Fresh company, which has a number of
nations into which it can grow its
operations.

Stage 1:
Identifying
screening
criteria
 Six screening criteria are listed below that a
corporation can use to examine possible nations in
order to launch Green Chef: Risks unique to each
country - Gross Domestic Product (GDP) Growth Rate
– When a firm attempts to expand into new foreign
markets, there are numerous dangers linked with
political, economic, and legal concerns. This implies
that political stability is required before business can
grow successfully. On the other hand, economic
considerations such as inflation, deflation, and, most
importantly, GDP are taken into consideration before
entering any different nation.

Continue…
 Trade across borders — When a company
attempts to enter a new overseas market, it
must manage trading across borders.
Analysis of competition – Competitiveness
Index – This entails controlling market
competition. It entails thoroughly analyzing
growth potential prior to joining any market.

Continue…
 Distribution channels - Logistics Performance
Index - Supply chain choices from origin to final
customer are included in distribution channels. It
is critical to acquire a clear understanding of the
most efficient method of obtaining products and
then delivering them.Finance or credit availability -
Every startup need sufficient funds and capital to
achieve its goals.

Stage 2: Data
collection and
creation of
criteria table
Austria Belgium Denmark Germany
Criteria Value Rank Value Rank Valu
e
Rank Value Ran
k
GDP growth
rate (2019)
1.42 4 1.7 2 2.8 1 0.6 7
Ease of starting
business
83.2 7 92.3 4 92.7 3 83.7 6
Trading across
borders
100 1 100 1 100 1 91.8 7
Competitivenes
s Index
76.6 6 76.4 7 81.2 4 81.8 3
Logistics
infrastructure
quality
4.18 4 3.98 6 3.96 7 4.37 1
Availability of
finance
55 6 65 3 70 1 70 1
Total 0

Continue…
The
Netherlands
Sweden Switzerland
Criteria Value Rank Value Rank Value Rank
GDP Growth rate 1.7 2 1.3 5 0.9 6
Ease of starting business 94.3 1 93.4 2 88.4 5
Trading across borders 100 1 98 5 96.1 6
Competitiveness index 82.4 1 81.2 4 82.3 2
Logistics infrastructure
quality
4.21 3 4.24 2 4.02 5
Availability of finance 45 7 60 5 65 3
Total

Six criteria
There are six criteria on the basis of which it is
decided that which country is the best for Hello fresh
to make profits. These six parameters and their
analysis are mentioned below:
 GDP Growth rate
 Ease of starting business
 Trading across borders
 Competitiveness index
 Logistics infrastructure quality
 Availability of finance

Continue…
 GDP Growth Rate - Using GDP Growth Rate as a
criterion, Hello Fresh will be able to determine the
average improvement in the country's economy. It
also reflects the country's Personal Disposable
Income (PDI). On comparison, data from the World
Bank for GDP growth rates in 2019 for seven
countries was used (GDP growth (annual percent) -
Austria, Belgium, Denmark, Germany,
Netherlands, Sweden, Switzerland, 2021). The
Netherlands, Denmark, and Belgium are the top
performers in this category.

Continue….
 Competitiveness index - To succeed in a new
country, you must first determine how
productively enterprises in that country use the
resources at their disposal. The World Economic
Forum's Global Competitiveness Index for 2019
has been used to compare which of these
countries provides the most possibilities for its
population to succeed and businesses to grow
(Global Competitiveness Index, 2021).

Stage 3:
Data
analysis
 From the above research, The Netherlands and
Denmark comes out to be the top two countries
where Hello Fresh board can introduce the Green
Chef. Denmark has more points for a better
operation of Green chef. It is concluded that Hello
fresh must consider Denmark as the country to
introduce Green chef.