學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
OmniFoods: Plant-Based Pork from Hong Kong to the Rest of China
內容大綱
Green Monday Group (GMG) was founded in 2012 with a mission to “construct a multi-faceted global ecosystem of future food that combats climate change, food insecurity, public health crisis, planetary devastation, and animal suffering.” In 2020, GMG partnered with McDonald’s in Hong Kong and launched six dishes featuring OmniPork Luncheon Meat, a plant-based meat substitute that GMG had developed. In February 2021, the chief executive officer and co-founder of GMG had to figure out how GMG could expand its partnership with McDonald’s in Hong Kong to the rest of China. McDonald’s size and potential in the rest of China far exceeded that of McDonald’s Hong Kong, and while GMG had the resources and the determination to expand, it had to decide which marketing strategy to use.
學習目標
This case is suitable for senior undergraduate- and graduate-level courses on marketing. Students should have taken an introductory marketing management course and should be familiar with 4Ps (product, price, place, promotion) analysis, brand management, segmentation, targeting, and positioning.<br><br>This case examines how marketers can communicate a product’s benefits and lack of negative attributes. After working through the case and assignment questions, students will be able to<ul><li>understand how food innovation can create health benefits for consumers and reduce harm to the environment;</li><li>apply one of two frameworks for product marketing, based on different customer mindsets: emphasize reduction of negative attributes or emphasize positive attributes; and</li><li>understand the challenges of creating messages about reducing negative attributes in a product.</li></ul>