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Discussion

The aim of this paper is to examine the process that will be adopted b Hello Fresh in order to employ Green Chef as a quality label segment in the emerging Netherland economy. In the continuation of this discussion, the paper also aims to make different evaluations of the Hello Fresh multi-brand approach towards effective expansion. Green Chef's aims to become a well-developed firm with an international name on its terms, in the longer run. While Green Chef will not be explicitly affiliated with Hello Fresh, it will perform the same functions to capitalize on the cost advantages that come with financial systems of magnitude in the new nation. Both firms' processes were identical, which gave them an edge in terms of expansion potential in new areas. 

Hello Fresh 

Figure 1: Hello Fresh

Source: (businesswire.com 2021)

Green Chef will focus on establishing strong partnership with Amazon for enhancing the latter's digital assortment of meal kits and offer same-day shipping to Amazon Prime users. Green Chef has introduced the benefit of using their webpage to distribute their services due to significant technology improvement in the Netherlands, which would keep and retain more clients in the business. Growing ecological challenges have compelled businesses to revise their worldwide partnerships to maintain greater growth and efficiency in their operations (Yan and Luo 2016). Businesses that operate at several tiers of provider will be allowed to employ techniques that will provide them a competitive edge and much larger revenues. This is demonstrated by Green Chef's commercial collaboration with Amazon. 

Benefits of Joint Venture 

Figure 2: Benefits of Joint Venture

Source: (enterslice.com 2022)

Amazon is a well-known and commonly utilized online purchasing site. The presence of Amazon in the Netherlands will provide Green Chef with additional benefits in its by enabling it to travel to different regions to meet new clients and businesses. By collaborating, the company will get several benefits with the Amazon portal, which provides online retailers with a variety of options, as mentioned below:

Online retailer Amazon has a reputation for targeting a big number of customers. Customers who are already familiar with Green Chef's products are more likely to buy their products if they see them advertised on Amazon(Nuhoff-Isakhanyan, Wubben and Omta 2016).There are over 2 million suppliers on Amazon according to a spokesperson for the online retailer. Green Chef's services will generate $1 million in revenue as a result of this. Because the firm has a wide range of prospective clients, employing the Amazon channel will significantly enhance revenue(Alzahrani, Ghazali, and Kaur 2017).

Green Chef, like other e-commerce platforms, may face the problem of having to invest a lot of revenue on marketing to help their clientele understand how they function. Because Amazon now has a built-in existing customers that is extremely consistent and that no other platform will ever be able to match (Alzahrani, Ghazali and Kaur 2017). By promoting on Amazon, the company will draw repeat customers while also establishing the notion of giving an exceptional client experience. Because of the partner, Green Chef's globalisation plan as a Hello Fresh subsidiary will have a competitive edge in the overseas market.

Market Entry Strategy

This will make it easier for the Green Chef to avoid having to bother about food packing and transportation. Amazon has a great operation that will save the company both time and money. Amazon is well-known for managing all inventory management, packing, and shipping. It also includes free shipping offers for Amazon Prime members.Amazon is also recognized for facilitating global exports and client support. Using reliable delivery techniques, the firm has received accolades for its client care(Katte 2019).

Amazon employs the concept of allowing buyers to browse a variety of Green Chef-recommended items. Clients are more likely to be drawn to the firm's items even if their intention is not to acquire that thing(Katte 2019). Clients may be discouraged from buying at their enterprises due to the attractive and eye-catching merchandise. Furthermore, Amazon is recognized to have a strong system of associates that may direct buyers to Green Chef items via Amazon adverts on other webpages. The advertisements might potentially show on the Green Chef webpage. Clients will have a reliable digital purchasing encounter that is known to all clients as a result of this.

Amazon is a well-known brand in the global economy. Green Chef is going to benefit more from the organization by utilizing skills such as advanced technologies as well as other promotional tools. Given that the globe is evolving into the contemporary period and that technologies are rapidly supplanting most commercial activities, Green Chef will benefit from technological advancements as well. Aside from its original business concepts, the firm's joint venture emphasizes the strategic advantage of digital dealers and customers(Alzahrani, Ghazali, and Kaur 2017).

According to the report, the majority of the corporations have gained major positions as a result of the corona-virus epidemic. It investigates how organisations and enterprises have been persuaded to adopt new changes in order to react to changing external demands in communities by moving their attention from short-term income growth to long-term and global branding (Nah and Siau 2020). This is also highly significant to Green Chef Firm's concentration on foreign business growth while still retaining their aim from the typical regional business throughout this epidemic period. Several firms have shifted their focus from traditional regional marketing tactics to global marketing strategies, with e-commerce acting as the principal global commercial approach for each. As a result, both the foundation and growing economies have seen more concentrated and long-term growth.Because of the epidemic, several businesses have had to change their business model by teaming with e-commerce platforms to advertise their services(Ranka 2020). As a way to ensure that Green Chef's business in the Netherlands will continue to thrive, they must work with digital purchasing platforms like Amazon to increase revenue and recruit new customers in other countries. With Amazon's help, Green Chef Firm's joint efforts in the Netherlands will benefit not just local enterprises, but also worldwide economic sectors(Ranka 2020).

COVID-19, as per this report, has significantly altered the customer environment and the international financial system. Everyone's working and shopping habits have shifted. As an example, the firm previously functioned through real storefronts, and this pattern is important to Green Chef. The paper concentrates on analyzing how internet techniques have shifted from the periphery to the center, where several individuals rely on digital shopping and e-commerce(Nah and Siau 2020). As meal service facilities have been closed in order to impose social isolation, more people are focusing on moving from the communal to the domestic. Green Chef would benefit from the medical regulatory framework has been enforced by the Dutch government on preventative measures in order to ensure the cleanliness as well as the distribution of immunity-boosting foods and beverages. Considering the patterns that appear to be developing, Green Chef Label's stance may concentrate on health and nutritional items where take-away meal-kits and delivery services are used(Nah and Siau 2020). Food may be used as medication, which would be a major revenue engine for the corporation. The usage of Amazon services will allow for the expansion of regionalism in shortened distribution networks for Green Chef goods in the Netherlands. E-commerce has significantly enhanced shopping center awareness. Every organisation is seeking for innovative methods to increase its consumer base through convenience and the urge to mimic the unique performance(Ranka 2020). 

Benefits of Joint Venture

Keto Plan of Green Chef 

Figure 3: Keto Plan of Green Chef

Source: (newfoodmagazine.com 2021)

Individuals' living standards have altered as a result of the COVID-19 epidemic. This article examines the impact of processed food as an outcome of safeguards put in place to avoid the epidemic from spreading. Because Green Chef also sells pre-packaged foods, the practice is important to the firm's branding positioning. Individual's living standards have altered as a result of the latest pattern such as innovative preventive care wellness initiatives to personal care goods, new network transitions on client engagement, stashing of food ingredients both digitally and from physical stores, and residential isolation, which has caused clients to depend on emerging technologies for an improved way of life(Boumphrey 2020). As packaged meal supply door to door became the dominant purchasing habit for customers, this has resulted in a tremendous shift in numerous client patterns.The shutdown of many eateries and lodgings has prepared the path for the fast growth of digital packaged meal services.Customers were urged to rely on digital purchasing to maintain virus-control measures due to expanding company necessities. Customers are increasingly relying on internet food purchases as a result of the sociological isolation of modern human beings. For the best operation of Green Chef's business positioning, partnering with Amazon would add additional locations for buying, a digital advertising approach, and enhanced technologies in the Netherlands, this will enhance their development(Charoensukmongkol and Sasatanun 2017).

Businesses have lately expressed a strong involvement in digital media. Marketers have started to use uniform conceptual techniques while tailoring the brand experience components to regional requirements (Ashley and Tuten 2015). In this approach, they create a worldwide image for the offered items while still taking into consideration cultural peculiarities. During the previous years, social media has grown in popularity, and its utilization and valuation have surpassed those of websites and online services (Copuš and ?arnogurský 2017). The primary incentives for using social media include amusement, incorporation, social contact, individuality, compensation, and independence. Social media shifts authority away from the organization and toward the consumer, while worldwide unified advertising communications take the precise reverse path (Zhang and Mao 2016).

The Netherlands is well-known for being an industrialized nation with cutting-edge technology relevant to a wide range of fields. Because digital networking and the online world are contemporary technological advances, Green Chef Business will find it easy to standardize and implement (Charoensukmongkol and Sasatanun 2017). Online behavior in the Netherlands on the firm has more benefits, but it may also contribute to the chain's collapse if not effectively controlled. Green Chef Business, which is expanding into the Netherlands, will need to make the most of its digital networking channels and YouTube account for advice and interaction. Digital networking accounts must provide crucial details about their services aimed at their primary clients and must emphasize women-oriented interaction(Ashley and Tuten 2015).In particular, the corporation can provide marketing offers including extra items, free delivery and elite reductions on commodity pricing structure. It can also introduce numerous interaction ideas those can help in inspiring effective social media interaction (Copuš and ?arnogurský 2017). Clients are expected to submit a review after every publication, transaction, or service provided. Green Chef may have a linguistic problem, but the addition of multilingual classification on their webpage will be a tremendous aid in prospering in a multicultural environment. Using multilingual interpreters would also be beneficial for offline promotion as well as digital network postings and administration (Copuš and ?arnogurský 2017).

Conclusion

To conclude, the COVID-19 epidemic has resulted in several modifications in societal attitudes, including alterations in how they reside, operate, and buy. As a result, some firms, like Green Chef, have been forced to alter their marketing strategies to meet the growing trends. Because of its well-established customer base and marketing strategies,An alliance with Amazon will have a significant impact on Green Chef's expansion in the Netherlands.There is also a potential to enter additional markets and gain new clients by utilizing breakthrough technology developed in the Netherlands. International influences have proposed fresh conversion approaches for businesses to adapt to the current competitive environment. In the upcoming nation, social networks and YouTube would be widely used for quick marketing and collaboration. 

References

Alzahrani, S.K., Ghazali, Z.B. and Kaur, S., 2017. Learning organization as a moderator of the relationship between knowledge creation and adaptability in international joint venture. International Journal of Applied Business and Economic Research, 15(18), pp.387-395.

Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), pp.15-27.

Boumphrey, S., 2020. How will consumer markets evolve after Coronavirus. Euromonitor International.

businesswire.com, 2021. HelloFresh Launches in Italy. Businesswire.com.

Charoensukmongkol, P. and Sasatanun, P., 2017. Social media use for CRM and business performance satisfaction: The moderating roles of social skills and social media sales intensity. Asia Pacific Management Review, 22(1), pp.25-34.

Copuš, L. and ?arnogurský, K., 2017. Intercultural marketing: Culture and its influence on the efficiency of Facebook marketing communication. Management & Marketing, 12(2), p.189.

enterslice.com, 2022. Joint Venture Agreement - Benefits, Types - Enterslice. [online] Enterslice Private Limited.

Hamilton, R., 2021. Scarcity and coronavirus. Journal of Public Policy & Marketing, 40(1), pp.99-100.

Katte, L.M.V., 2019. HelloFresh: a recipe for sustainable market leadership? (Doctoral dissertation).

Nah, F.F.H. and Siau, K., 2020, July. Covid-19 pandemic–role of technology in transforming business to the new normal. In International Conference on Human-Computer Interaction (pp. 585-600). Springer, Cham.

newfoodmagazine.com, 2021. How to stay competitive in the meal kit market.

Nuhoff-Isakhanyan, G., Wubben, E.F. and Omta, S.W.F., 2016. Sustainability benefits and challenges of inter-organizational collaboration in Bio-Based business: A systematic literature review. Sustainability, 8(4), p.307.

Ranka, S., 2020. How corona virus could affect the culture of eating special reference to street Food: The new normal. IOSR Journal of Business and Management, 22(6), pp.1-7.

Yan, A. and Luo, Y., 2016. International Joint Ventures: Theory and Practice: Theory and Practice. Routledge.

Zhang, J. and Mao, E., 2016. From online motivations to ad clicks and to behavioral intentions: An empirical study of consumer response to social media advertising. Psychology & Marketing, 33(3), pp.155-164.

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