Meat is an important source of protein. However, there are problems with meat—particularly beef. It can be a source of unhealthy cholesterol. Cows are a major source of methane, which contributes to global warming. As people in developing countries income rises, their demand for meat has steadily grown. In these trends, some companies see opportunity. Impossible Meat and Beyond Meat are two companies working on plant-based burgers which they claim taste like beef without many of the drawbacks. Despite their similar product, the two companies are using different marketing strategies to generate sales. You can learn more in this article and short video, “Where’s the beef? Not in these new plant-based burgers,” USA Today, May 23, 2017, which provides insight into the latest developments in artificial meat.
Look for examples of elements from the model in Exhibit 2-9, The Marketing Strategy Planning Process Model in your textbook. For example, the article quotes the “Price” of the burgers to end consumers. What other examples can you find?