Assignment Questions Note: You must explain in detail and provide the support and justification for your responses from the case, relevant readings, or any source you find online. You must properly cite your work - paraphrase any borrowed materials and quote in limited amounts (you should not be producing a response that is made up of more than 10% of direct, copy/paste quotes). Failure to follow these guidelines will result in significant deductions. 1. Why did plant-based meat takeoff so rapidly? Explain. 2. What types of customers are likely to buy plant-based meat? That is, what do we know about the customers that plant-based meats target? Who is buying plant-based meat? (Hint: there's not just one type of customer). Describe and explain each one. 3. What is the duty of the courts to protect consumers from misunderstanding the nature of products that are sold to them? Explain. 4. Discuss the marketing strategy of the firms (Impossible Burger and Beyond Meat) producing plant-based meat. 5. Explain how the marketing strategies differ between Impossible Burger and Beyond Meat. 1. Describe the target audience that each company is targeting. 2. How is each of the companies selling to their respective target audience? 6. Tyson Foods is investigating blended burgers that combine both animal-based meat and plant-based meat. Explain why this is a good or bad idea. 7. The case outlines three broad categories of claims from plant-based meats: respect for animal welfare, support for sustainability, and promotion of human health (what is "healthy"?, is it really healthy?). Are the producers of plant-based meats making valid claims? Explain and justify your answers. 8. Should companies be banned from using the term plant-based meat? Explain and justify your answers. 9. Should Maya invest in Beyond Meat? Explain and justify your answers. Evaluation Case Summary In 2019, a small investor was reviewing her portfolio mix, which included quick-service restaurants. During her research, she learned of new-product launches by two companies: Impossible Foods and Beyond Meat. Both companies produced plant-based products that simulated meat, and both were distributing their products not only in grocery stores but also in quick-service restaurants. Both also used innovative marketing, such as insisting that their products be placed in the meat aisle and not in a separate aisle for plant-based food. The companies suggested their products were better for animals, human health, and the environment than animal-based meat, but faced pushback and regulation. Would plant-based meat be a good investment? Learning Objectives Understand the marketing strategies of new.companies launching new products. What did the plant base meat manufacturers do right? Understand companies' targeting strategies in the need for all company decisions to support these strategies Delve into the claims made by these new products. Do these products equally fulfill the reins of promoting sustainability, human health, and animal welfare? Discuss the role of government in alleviating consumer confusion and ensuring fair competition Assignment Questions Note: You must explain in detail and provide the support and justification for your responses from the case, relevant readings, or any source you find online. You must properly cite your work - paraphrase any borrowed materials and quote in limited amounts (you should not be producing a response that is made up of more than 10% of direct, copy/paste quotes). Failure to follow these guidelines will result in significant deductions. 1. Why did plant-based meat takeoff so rapidly? Explain. 2. What types of customers are likely to buy plant-based meat? That is, what do we know about the customers that plant-based meats target? Who is buying plant-based meat? (Hint: there's not just one type of customer). Describe and explain each one. 3. What is the duty of the courts to protect consumers from misunderstanding the nature of products that are sold to them? Explain. 4. Discuss the marketing strategy of the firms (Impossible Burger and Beyond Meat) producing plant-based meat. 5. Explain how the marketing strategies differ between Impossible Burger and Beyond Meat. 1. Describe the target audience that each company is targeting. 2. How is each of the companies selling to their respective target audience? 6. Tyson Foods is investigating blended burgers that combine both animal-based meat and plant-based meat. Explain why this is a good or bad idea. 7. The case outlines three broad categories of claims from plant-based meats: respect for animal welfare, support for sustainability, and promotion of human health (what is "healthy"?, is it really healthy?). Are the producers of plant-based meats making valid claims? Explain and justify your answers. 8. Should companies be banned from using the term plant-based meat? Explain and justify your answers. 9. Should Maya invest in Beyond Meat? Explain and justify your answers. Evaluation Case Summary In 2019, a small investor was reviewing her portfolio mix, which included quick-service restaurants. During her research, she learned of new-product launches by two companies: Impossible Foods and Beyond Meat. Both companies produced plant-based products that simulated meat, and both were distributing their products not only in grocery stores but also in quick-service restaurants. Both also used innovative marketing, such as insisting that their products be placed in the meat aisle and not in a separate aisle for plant-based food. The companies suggested their products were better for animals, human health, and the environment than animal-based meat, but faced pushback and regulation. Would plant-based meat be a good investment? Learning Objectives Understand the marketing strategies of new.companies launching new products. What did the plant base meat manufacturers do right? Understand companies' targeting strategies in the need for all company decisions to support these strategies Delve into the claims made by these new products. Do these products equally fulfill the reins of promoting sustainability, human health, and animal welfare? Discuss the role of government in alleviating consumer confusion and ensuring fair competition