Marketing report for plantbased products in the UK

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For this task you must imagine that you are starting up a new business that will offer plant-based meat (meat replacements). In other words, you are becoming a new competitor for companies like Beyond Meat, Impossible Foods, Hungry Planet, etc.

Specifically, your new business will produce 2 big groups of products in the UK. On the one hand, you will produce plant-based products that look like meat products: hamburgers, sausages, chicken, etc. On the other hand, you will offer ready-made meals in which the plant-based meat is used: taco’s, lasagna, beef stew, etc.

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Plant-based meats have a lot of positive characteristics and potential advantages for consumers, all of which you can easily find online via a desk research. Also, information about your competitors can be easily found via desk research (website, newspapers, annual reports, etc.).

For this case, please answer the following questions (word count 2.500-3.000 words):

Marketing Environment

Describe the sector of plant-based meat products, in which you will become active, using the 5 Forces model of Porter. Give arguments for each of the 5 forces why you consider the force very high, high, medium, low or very low. Reach an overall conclusion on the basis of this analysis: will your new company be entering a difficult or an easy marketing environment?

Segmentation and Targeting

Make a relevant segmentation of the entire market of (potential) customers of plant-based meat products based on the possible needs of the (potential) customers. Describe each of the resulting segments in detail. Ideally you can give each of the segments a suitable name.

Now you have segmented the market of (potential) users, you need to select one or several segments that you would like to target. How many and which segments do you choose? Clearly indicate and explain what type of targeting you are using: focused marketing, differentiated marketing, undifferentiated marketing or customized marketing. Explain why you use this type of targeting.

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