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Internationalization of the Asian plant-based retailer green common: marketing strategy approaches for the entry into the German market
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Resumo(s)
The shift towards a meat-free, plant-based diet has been gaining momentum in Europe, driven
by ethical concerns and a growing political awareness of the climate impact of meat
consumption. However, individuals adhering to a plant-based diet often struggle to find a
comprehensive source for all their dietary needs. This thesis aims to bridge this market gap by
examining the potential for the Asian online grocer Green Common to expand into Europe,
with a focus on country selection, marketing mix adaptations, and operational strategies. The
analysis identifies Germany as the most viable market for expansion into the EU and highlights
the importance of localising the marketing mix while maintaining global brand integrity. The
thesis also emphasises a well-structured operations strategy, anchored by extensive
partnerships, in-house management of warehousing, e-commerce platforms, and a dedicated
local team, as key to Green Common's success.
Descrição
Palavras-chave
Internationalization Marketing strategy Operations E-commer