Developing a Strategic Marketing Plan for Green Chef as a Premium Brand in Your Chosen Country

The Assignment Tasks

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.

The Marketing Director would like you to give clear advice on how far social media communications such as these, need to be standardised or adapted in your chosen country.

The overall aim is to engage appropriately with the consumers that you have profiled in the Appendices and ensure that any culturally-specific needs and requirements, are taken into account.

Be specific – apart from language, what might need to change and why, both in terms of message and choice of social media channels? What could stay the same?

Within your arguments and defence, you should demonstrate clear linkages to the consumer profile (Appendix One) and the cultural insights you have identified .

It is fine to use screen shots from Green Chef’s YouTube or social media to illustrate your points (these will not be counted in the word count) and to provide other relevant examples of your choice

(Note: The 35% of assignment marks will be allocated as follows; 15% for research and appendices, 20% for the discussion and insight building on these, in the body of the report. Please see the assessment grid). Report Writing, Citing and Referencing (15% of assignment marks)

The final 15% of marks will be given for this, taking into account the whole report.

Your report should include a contents page, introduction, conclusions and list of references as well as your responses to the tasks above. All pages should be numbered.

Use line and a half spacing in the body of the report

This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:

1. Assess, analyse and conceptually apply the key concepts of international marketing including the critical evaluation and application of key tools, models and theories.

2. Critically evaluate the concept of globalisation within given situations and how it may or may not be applicable and why

4. Devise and critically substantiate a strategic marketing plan building on [market selection], for an initial launch and follow up strategy, applying a range of management skills and tools

In accordance with the university’s ‘No Detriment Policy’, late submissions (up to 10 working days after the submission deadline) are allowed, for an uncapped mark. There will be no further “late” period beyond this point: work submitted beyond the 10 working day late period will not be accepted.

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?