Mg628 Cw1 International Marketing Management

International MarketingManagement(A Case Study of the Launching of the Green Chef Brand of Hello Fresh in France )Name: George Adrian TarbaStudent id: 21902590Tutor: Dr. Divya GuptaWords: 21381Table of ContentsIntroduction ................................................................................................................................ 3Market Entry Strategy ................................................................................................................ 3Evaluation of Option 1: Direct Arrangement with a Leading Supermarket Chain in France 4Evaluation of Option 2: Joint Venture with Amazon ............................................................. 5Global Trends and Respective Application in Local Environment ............................................ 5Trend 1: Online Shopping ...................................................................................................... 5Trend 2: Natural and Healthy Food Consumption ................................................................. 6Trend 3: Reduction in Buying Capacity due to Higher Inflation Rate ................................... 7Country Specific Communications ............................................................................................ 7Comment on the Adaptation of Social Media Communication in the Market ....................... 7Changes to be Done in Terms of Social Media Marketing Approach as per Cultural Needs 8Conclusion .................................................................................................................................. 8References ................................................................................................................................ 10Appendix .................................................................................................................................. 122IntroductionInternational marketing management is a managerial approach in which the administration ofan organisation strategically frames and executes promotional and marketing strategies toexploit a foreign market opportunity using its innovative products or services [ CITATIONBah20 \l 16393 ] . The research work is carried out based on a case study of Hello Fresh,which is planning to launch one of the best meal kit premium brands, Green Chef, in Franceso that it might increase its