Miller's Super Valu Meats (Miller's Meats) is a Winnipeg specialty retail store. The chain has decades of experience and has four (4) stores around the city. As the name states, Miller's is known as a fine local butcher shop. They also stock some basic groceries and other fresh fruits and vegetables.

Plant-based meat products are growing in awareness across North America. While this product is not meat, it is being positioned as a meat alternative. In this way, the product is a competitor to Miller Meats' core butcher/meats business.

1. Please help explain where the butcher shop category is on the industry life cycle and the key factors that support your assessment.

2. Please assess the competitive environment that Miller's operates in. Who are the main competitors? What does Miller's need to know about its current customers and potential target market relative to plant-based products? What is the impact of plant-based meat products on customers who currently buy meats?

Kindly help provide your recommendation about Miller's adding a plant-based meat product to their product offering.

Please also include why they should provide these products or why they should not. Please help provide your answer in terms of the importance to Miller's strategic positioning.

Answer rating: 100% (QA)

Industry Life Cycle for Butcher Shop Category The butcher shop category is likely in the maturity or possibly decline stage of the industry life cycle ... View the full answer