[Solution]Product Development – the Beyond Burger Analysis for Whole Foods – 60 pts Max

A revolutionary new product has been developed, a ground beef substitute manufactured entirely from plant-based foods. It is now available in retail markets including supermarkets…

A revolutionary new product has been
developed, a ground beef substitute manufactured entirely from plant-based
foods. It is now available in retail markets including supermarkets (Safeway
carries it) and some restaurants (Umami Burger on King St near AT&T Park
now has it on the menu).

 For this assignment I am asking you to
purchase a package of The Beyond Burger ($6 for a package of 2 patties), cook
it and try it.  I then want you to write a memo – you will have the role
of a food sourcing specialist for Whole Foods – to the CEO of Whole Foods
answering and explaining any or all of the following points:

http://beyondmeat.com/products/view/beyond-burger

What
this new food product is;

How,
where & why it was developed;

3.The impact of
substituting plant-based artificial beef for real beef (there are many positive
effects economically, environmentally, nutritionally, solving world hunger, or
any of others you research;

4.Describe your
impressions of the product – a detailed comparison of the taste experience
compared to beef;

5.Which target market(s)
will this appeal to;

6.How & where in the
store the product should be merchandised;

7.and any other
suggestions or thoughts would be relevant to the executive team helpful in
deciding whether to sign a contract with the manufacturer of Beyond Burger.

Word minimum is 500 words (exclusive of title,
quoted passages and bibliography), most of you will need to write more than
that.  Grading will be on the basis of complete answers to all of the
above topics.

 Grading will be based on the following
weighted criteria:

·       30
pts – Quality of analysis, persuasiveness and secondary research (please list
bibliography after the formal document;

·       20
pts – Quality of communication – clarity, accuracy of written English
(punctuation, grammar and spelling); and

·       10
pts – Professionalism of presentation and adherence to required format.
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