Developing a Strategic Marketing Plan for Green Chef in [Country Name]

Background and Scenario for the Assignment

Your assignment should be based on ONE of the top two countries you identified in the group presentation. This choice is up to you.

Please make sure that you read the ‘Task Requirements’ section for more details of what is or is not included in the word count.

Background and Scenario for the Assignment

Hello Fresh have given the go-ahead to launch Green Chef in your chosen country, as a premium brand. In line with Hello Fresh’s multi brand strategy, which seeks both to capture new customers and provide a fresh appeal to lapsed users, the long term aim is for Green Chef to be developed as a global brand in its own right.

The development of a strategic marketing plan requires a substantial amount of research. The Marketing Director in your chosen country has asked you to focus on three areas in particular, to help inform that plan. These are explained in the section ‘The Assignment Tasks’ below.

Whilst Green Chef will not be overtly associated with Hello Fresh, it will broadly operate in the same way, in order to benefit from the cost efficiencies that come with economies of scale.

As with any international marketing plan, your work will need to recognise both the consumer needs and the marketing environment of the country you have chosen, as well as the business needs of Green Chef and its parent, Hello Fresh.

The balance of ‘global’ and ‘local’ is of particular interest to the company and its brands, and this is especially relevant in tasks two and three.

3 weeks after submission deadline

Use of various academic sources will be imperative throughout the work. This wider research will be needed to underpin – and justify your answers. The Assignment Tasks

1. Market Entry Strategy (25% of assignment marks)

The Board is looking to add a new channel of distribution (i.e. a route to market over and above their website), in the expectation that this will help to increase sales and thus meet their goals faster.

They would like you to evaluate BOTH the following options and recommend whether EITHER Option 1 OR Option 2 OR neither, would be appropriate, with a full justification. Hello Fresh/Green Chef want to see plenty of evidence for your points and clear links to your understanding of the consumer and the retail environment.

Both secondary research from Passport and academic research should be used.

Option 1

Green Chef would enter into a direct arrangement with a leading supermarket chain of your choice (i.e. without using an agent or distributor), in your chosen country, which would give that chain the exclusive rights to sell Green Chef meal kits in their physical stores. (The kits could also be ordered online via the supermarket’s website, but on a non-exclusive basis), as Green Chef would also be selling via their own website).

Option 2

Green Chef would enter into a joint venture with Amazon to expand the latter’s choice of dinner kits online,

and offer a fast same-day delivery service to Amazon Prime customers. (As above, Green Chef would also continue to sell via their own website).

TICK

Have you read and understood the assessment criteria?

Have you met the learning outcomes? You will lose marks and your work may even be failed if you have not.

Have you demonstrated you can think and write critically in the completed work? This means you have supported your arguments/explanations appropriately e.g. using relevant academic sources and you have offered discussion points which extends your own or others’ viewpoints to make reasoned conclusions/judgements.

Have you maintained an academic tone throughout your work? Is your work formal, focused, developed and clear?

Have you checked that the referencing in your assignment is in line with your programme requirements?

Have you proof-read your work and used spellcheck software to check your spelling and grammar?

Have you checked the presentation of your work is as specified by your tutor, for example, are font size, colour, style, line spacing and margins as the tutor specified?

Have you kept to the word count (or equivalent)? If you are not sure, check with your tutor. Can you confirm that the work submitted is your own and not plagiarised?