Beyond Meat: Changing Customer Behavior in Food Consumption

Assessment questions
After you have read and analysed the case study above, answer the following questions and submit your responses in the assessment submission inbox below.
1. What strategies could Beyond Meat use to market its disruptive innovation and become a game-changer in the meat industry?
2. Should the company invest in aggressive research and development to make its product taste and feel more like real meat, or should it focus on marketing the product based on its nutritional, health, and environmental benefits?
3. Should it target vegetarians or meat-eaters, and what demographic changes should it consider?

Instructions
The purpose of the case study analysis is to prepare you to make time sensitive decisions in positions of leadership. Ensure you are reflective in your response and remember that you are being assessed on your ability to solve a problem with the limited information you are provided and drawing on a wide range of perspectives. Be sure to utilise course theories and concepts to frame your solutions.
Read the case study for each week and then discuss it with your peers in the dedicated discussion forum. Be sure to ONLY discuss the case study and not the assessment questions.
Once you have reflected on each other's input, write your solutions to the case study questions and submit it for marking.
Presentation style/format
Your case study solution should specifically address the assessment questions and be no more than 2 pages plus an additional 1 page appendix (if needed). This appendix should only include workings, such as tables, figures, diagrams and charts. The case study solution should be submitted as a PDF.
General guidance on case study writing is available.
Assessment length
What is included in the page count?
All text, tables, figures, diagrams and charts in the introduction, body, conclusion, recommendations and appendix. An executive summary and table of contents is not required in this assessment.
What is excluded from the word count? Title page, reference list or bibliography
Any text that goes beyond the page count will not be read in grading the assignment.
Assessment format
For consistency across all assessments, students are required to supply assessments in a standard format, which is detailed below. Assessments should always be submitted in PDF format.