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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.
Use of various academic sources will be imperative throughout the work. This wider research will be needed to underpin – and justify your answers.
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.
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).
Euromonitor has published – and continues to publish – a range of reports considering the impact of the Corona Virus. These include:
The Marketing Director has asked you to identify THREE key global trends (one from each of these reports), which you find particularly relevant to Green Chef’s brand proposition.
For each, you need to;
Using no more than one side (page) of the Appendices and a range of segmentation criteria, identify and profile one segment of consumers who Green Chef should target in your chosen country, using appropriate data from Passport and sources of your choice.
Ensure that you show a full understanding of your target customers’ interests, values, lifestyles, perceptions and attitudes, and usage of technology. You should seek to provide additional consumer insights over and above your comments in Task Two.
This part of the work is asking you to get to grips with cultural specifics and differences that might affect how you communicate with the target audience that you have identified in your specific country, so… Using no more than one side (page) of the Appendices, what advice has been given by leading academics and other highly authoritative sources, regarding how best to communicate in terms of messages and execution style, in your chosen country?
You must use authoritative sources (for example, Hofstede, Hall, Usunier, de Mooij, articles from WARC or ABI Inform/Proquest) for this section and should aim to provide at least six key insights, citing all sources.
1.Assess, analyse and conceptually apply the key concepts of international marketing including the critical evaluation and application of key tools, models and theories.
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?
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?
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