Analysis of HelloFresh´s internationalization strategy (PDF)

Seminar paper from the year 2021 in the subject Business economics - Miscellaneous, grade: 1,7, Reutlingen University, course: Trends in International Management, language: English, abstract: Healthier living, more time for the family, the constant walk to the supermarket and the consideration of which dish to cook are thoughts that move people more and more. The German company HelloFresh promises to solve all these challenges. Three meals per week, meat dishes for 2 persons with start date next week, all that is missing now is to place the order and the meals are organized. This is just one of the many possibilities that the company offers the customer.
The aim of the following work is to present and critically examine HelloFresh's business model and the applied internationalization strategy. On the basis the restriction to the largest market in the USA and the recent expansion goal Sweden, is to be represented like the performance in view of the enterprise strategy is and whether the enterprise can grow on the basis this strategy further.
Starting with the company's history, its goals and values and the transition to financial development and situation, the company will be presented in general. The central international market will then be examined in an introductory section. Afterwards the work focuses on the interactions of the company in the USA and Sweden. For this purpose, the individual markets will be examined in more detail. In chapter 3 the business model is described based on its core competencies and critically examined in the relevant markets with the help of a SWOT analysis. The elaboration that has progressed up to this point of the paper serves as the final analysis of the internationalization strategy. The analysis procedure according to Porter is used to weigh up how the management deals with the individual factors and embeds them in the internationalization strategy.