International Marketing Management Report: Hello Fresh Analysis

This report provides a comprehensive analysis of the international marketing strategies employed by Hello Fresh, with a specific focus on the launch of its premium brand, Green Chef, in a chosen country. The report begins with an introduction to international marketing, highlighting the importance of adapting strategies to global markets. The main body of the report delves into the market entry strategy for Green Chef, evaluating options such as direct arrangements with supermarket chains and direct online selling. It examines the impact of global trends, including mega trends, rethinking sustainability, and consumer consciousness, on the business. Furthermore, it discusses the role of social media, standardisation, and adaptation in international marketing campaigns. The report concludes by summarizing the key findings and emphasizing the need for tailored strategies to achieve success in the global market. It draws on concepts from the provided assignment brief, including market segmentation, consumer needs, and the retail environment, to support its analysis.

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....................................................5
Social media, standardisation and adaptation..............................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8
Appendices....................................................................................................................................10

INTRODUCTION
The market of international is most integral concept that leads to combines of all types of
discipline so that proper focus on the direction will be organisational disciple. This will ensure
practical application that involves technique along with the method to fulfil concept of market
orientation (Akrout, 2017). It will help internal operational of company as to manage proper
layout in structured way so that maximum utilisation with optimum resources will take place.
The report covers organisation is Hello fresh which is attached with green chef, it is German
based company. It is largest organisation in respect of Food industry which mainly deals meal kit
as well as delivering services around the globe. The organisation expanding its business
operation in different parts of countries. With the increase in high level of competition company
delivering its services almost 12 country. This will facilitates appropriate planning that cover
meal kit of 280 million. This is the main reason why company is keep in evolving and
improvised strategy for log period of sustainability so that it will make its position more strong
for introducing its marketing strategy at global level.
MAIN BODY
Market entry strategy
Market entry strategy at global level is essential concept for success of company. During
the entry face in the international market, with its establish brand name, company must ensure
influencing marketing strategy to operate successfully in country such as Australia and London.
The strong strategy of marketing needs to be developed by the company during entry into global
market so that business operation will operate in more effective way. The effective marketing
strategy of business during entry into global market cover planned distribution and proper
application in respect of delivery system of product and services. It will count as more clear
vision through entering into global business market (Arora, 2018). It will ensure proper
generation will full contact establishment so that boundaries of the several country aids in
international business management.

Market research- The market research strategy accomplish large coverage area of its
target audience. It will facilitates proper knowledge of several group that is linked with
organisation. This will identify appropriate interest in respect of target market those are actually
interest in the product and services of Hello Fresh kit of meal. The potential audience in respect
of Hello Fresh are fully satisfied towards its brand name. This will comes under company
benefit that determine more revenue of Green Chef. The detail analysis of market research will
leads to cover upto 6 million of potential consumer that prefer and consume the product of meal
kit of Hello Fresh. The company give much attention to established freshness in Food along with
factor of hygiene. It will cover more optimum point to accomplish optimum demand of market
during the research of company.
Direct online selling- The company Green chef has ability to sale its goods and services in
the form of direct online selling with effective utilisation of internet. The Hello fresh and Green
chef utilise the optimum direct chain of marketing throughout advertising of goods and services
in online platform (Capehart, 2020). The will determine clear relationship for this retail and food
industry. Here the company gets partnership and tie up with foremost company like Amazon to
deliver its services from online platform. It will count as effective move as modern consumer
would like to purchase through online platform. In competitive market, online food delivery
service as well as grocery in most of the country like Australia and England. In these country
Amazon is effectively operated. Hello Fresh must focus upon applying effective strategy in the
online for example Website and Goggle. It will determine overall coverage network in the form
of advertisement with the help of social media.
By opening shops- The company must aim towards direct selling method of its product of
food in order to target its potential consumer (Charter, 2017). this company deals in many top
most company like Germany, Switzerland and Netherland etc. That is why it become easy in
order to enlarging its market expansion in most of the country. With the help of opening shops
company will provide customised as well as personalised experience so that they can attract
more potential audience into their own physical experience. That is why company is much
concern to promote its physical food shops. Here target audience can directly judge the quality of
food freshness and hygiene to purchase respective goods and services. This will also develop
base for the selling goods and services on online platform.

Global trends as well as application in the local environment
Global trends are typically design for optimum utilisation view point with respect of
analytic framework so that all types of policy will formulate within organisation environment.
The global trends covers designing to facilitate national security so that uncertain risk will be
identify on the early stage for fulfilling future perspective of company (Geldes, 2017). The
company aims or objective are not much capable to take future decision. Policy maker of the
company have to structured all possible outcome in order to accomplish long term objective. The
effect of pandemic influence operation of business as it affect major portion of the community.
Mega trends- The company mega trends are linked with two perspective that is
macroeconomic and geostrategic forces that determine strategy to share value for completion of
future vision. It will support association to form global economic power so that company gets
prepared for the demographic change. This will ensure company growth through proper use of
technology in order to update the quality level and eliminate the climate change (Kohtamäki,
2018). Megatrend covers proper focusing towards troublemaking through optimum mega trends
while protecting overall security of company. Testing of mega trends combines of some
substantial challenge with the aid of mega trends. This will result into optimum knowledge so
that existing circumstances of pandemic explore proper understanding of region. It will convert
into feasible analysis during entering into exclusive market so that opportunity of future
development aids in full in depth knowledge about trends in Green chef. The proper planning to
fit expansion of market sentiments covers trends of mega for the fulfilment of objective
establishment.
Rethinking sustainability- This type of trend is associated with cultural, economic,
technological and political towards perspective of nature. The sustainability update the scope in
order to reduce overall effect of economy. Here the circumstances of pandemic situation is
reflect upon towards greater change in climate context. It will develop base of Green chef
business with concerning in depth knowledge of different perspective that will understand propr
sentiment in respect of culture, preference and taste. During this time target audience afraid to
buy exclusive product due to threat of virus. It will leads to cover proper expansion and re think
of sustainability with appropriate guidance. It concerned with more seriousness towards
sustainable business.
Consumers discovered their consciousness-The consumer base gets decrease during

this pandemic circumstances. Here target audience not that much aware about brand offerings.
That is why this is crucial time where Green chef must shift its operation by involving concept of
ethical and sustainability (Mandler, 2019). The more of awareness in the business process will
covers optimum sale of organisation. In this situation consumer into position of satisfied so that
perfect alternative perspective will determine.
Employee care about values-Company Green chef are focus in identify suitable place for
the fulfilment in respect of affirmation regarding rules and policy of company so that proper
functioning and easily implantation of work place in different country.
Sustainability for business requirement not just the differentiator- During the passing
year here company business look towards view point of environmental business class. The social
risk of the government has been tackle while entering into the market with exclusive offerings.
Green chef company expand its business activity with new product offerings in Australia and
London. Sustainability capture business reality with optimum utilisation standard towards food
regulation and well maintain factor of hygiene of product offerings within country specific
government guidelines.
Pandemic on the packaged food –The circumstances of pandemic has major influence in
food industry. The Green chef company aims to accomplish full purpose of packaging food. It
will deliver various form of Food offerings in respect of protection by following guidelines
towards food safety and security along with maintenance of hygiene factor so that company will
form full property of physical as well as biological presentation. During this research, it is
clearly define of no evidence as well as proof that is associated with transmission or spreading
any type of infection in its product offerings (Sinha, 2018). It will recognise optimum precaution
so that each product range gets deliver on time with proper application of safety and hygiene
factor during its food packaging process. It will ensure all perspective of safety view point. The
optimum protection coverage must be determine by Green chef are as follows-
 Green chef focus on washing each type of food packaging with fast rate so that they can
maximise its order rate that has major influenced upon household company that
accelerate supply of water as well as soap.
 The organisation of food industry has to ensure proper transfer of product food packaging
services so that they can apply utilisation of appropriate storage food services package.

 The product packaging item of food combines of full storage in form of quarantine so
that maximum contribution will take place in order to dispatch offerings to the household
people.
The pandemic circumstances has own major influence upon operation business at global
context. It will develop more scope for optimum potential growth in food package industry. As
taste, situation, preferences of markets getting keep on changing (Spurrell, 2019). It will count as
full storage coverage that will underline optimum rate of attractiveness to facilitate business
operations.
Social media, standardisation and adaptation
Social media is leading platform that consist concept of standardisation and adaptation with
proper effective strategy. It will ensure consumer attitude identification of the proper style of
investigation strategy that adopted qualitative approach to attract potential consumer. In this
research proper finding has been examine of Green chef so that they can implement proper and
appropriate local strategy with the accomplishment of campaign purpose with consideration.
This will cover full cultural difference in perspective of company who are operating business
activity. The issue arise in the international marketing tends to resolve all types of issues in
proper execution of social media with the context of business progress. Whereas it has been
dedicated to the product offerings among optimum label with proper form of standardisation. It
will promote concept of marketing mix with standardisation operation of business (Swani and
et.al., 2017). It will reflect as aspect of social media with inclusive and promotional mix situation
towards generation of lead. This will ultimately help to reach out maximum audience reach while
promoting goods and services. This will enhance brand image of company along with its full
strong establishment at maintain global relationship with target audience. This will ensure sense
of emotional concept with the full attachment through company lifecycle (Valtakoski, 2017).
This is mainly ensure with the full social media strategy to strategy with ensuring move of
customisation and personalisation state of communication in the form of effective move to
identify large number of consumer towards brand of company. This will cover overall positive
aspect for complete layout throughout influencing campaign of company with evolving concept
of standardisation and adaptation across the globe.

CONCLUSION
From the above report it has been concluded that international marketing covers all the
aspect related with full completion of the business expansion across the globe. It has been
analyse it capture essential part for various application model so that company can successfully
maintain its brand at global level during entry into exclusive international market. For this
optimum structured planned must be prepared that analyse trends of the global with proper
completion in planning and formulate strategic marketing so that it will determine business
feasibility idea. Appropriate market entry strategy also ensure standardisation as well as
adaptation while marketing international products across the globe and contribute more revenue.
REFERENCES
Books and Journals
Akrout, H. and Diallo, M.F., 2017. Fundamental transformations of trust and its drivers: A multi-
stage approach of business-to-business relationships. Industrial Marketing Management, 66,
pp.159-171.
Arora, P. and Narula, S., 2018. Linkages between service quality, customer satisfaction and
customer loyalty: A literature review. IUP Journal of Marketing Management, 17(4).
Capehart, B.L., Kennedy, W.J. and Turner, W.C., 2020. Guide to energy management:
International Version. River Publishers.
Charter, M. ed., 2017. Greener marketing: A responsible approach to business. Routledge.
Geldes, C., Felzensztein, C. and Palacios-Fenech, J., 2017. Technological and non-technological
innovations, performance and propensity to innovate across industries: The case of an emerging
economy. Industrial Marketing Management, 61, pp.55-66.
Kohtamäki, M., Rabetino, R. and Möller, K., 2018. Alliance capabilities: A systematic review
and future research directions. Industrial Marketing Management, 68, pp.188-201.
Mandler, T., 2019. Beyond reach: an extended model of global brand effects. International
Marketing Review.
Sinha, M. and Sheth, J., 2018. Growing the pie in emerging markets: Marketing strategies for
increasing the ratio of non-users to users. Journal of Business Research, 86, pp.217-224.

Spurrell, M., Araujo, L. and Proudlove, N., 2019. Capturing context: An exploration of service
delivery networks in complex case management. Industrial Marketing Management, 76, pp.1-11.
Swani, K and et.al., 2017. What messages to post? Evaluating the popularity of social media
communications in business versus consumer markets. Industrial Marketing Management, 62,
pp.77-87.
Valtakoski, A., 2017. Explaining servitization failure and deservitization: A knowledge-based
perspective. Industrial Marketing Management, 60, pp.138-150.

Appendices
Buying behaviour
Here the company need to be focus upon social as well as other influences that affect buying
behaviour of consumer so that company can taker maximum advantage and highlight social
along with cultural beliefs of its target audience.
Cultural insight