Please refer to the attached documents below for the Question.

1. Discuss TWO (2) latest trends in the marketing environments that are creating the opportunities for Beyond Meat to offer its plant-based products. Support your argument with examples. 2. Mcdonald's introduces plant-based menu in the same restaurants as alternatives to its existing meat-based menu. Do you think this strategy will cannibalize the sales of its meat- based products? Justify ONE (1) reason based on factors affecting consumer behaviour. 3. Referring to the ANSOFF matrix, design ONE (1) tactical market penetration strategy to market Mcdonald's plant-based menu. Be specific in terms of when, where, and how, for the strategy. Article 1 Beyond Meat signs 3-year global contract with Mcdonald's and other fast-food chains 26th February 2021 Beyond Meat has signed a 3-year global contract with Mcdonald's and Yum! Brands companies including Pizza Hut, Taco Bell and KFC. It's official. The future of meat is plant-based! Vegan meat giant Beyond Meat has just signed a 3- year global contract with fast-food chain Mcdonald's, indicating big changes on the horizon. The brand has also signed a deal with Yum! Brands, the corporation behind KFC, Pizza Hut and Taco Bell, spanning over 50,000 outlets across the globe. It is undeniable that these chains make up the majority of fast-food consumption, so the long- term addition of plant-based alternative Beyond Meat to their menus will hopefully drive flexitarian attitudes. This news comes shortly after the exciting announcement of the Mcdonald's McPlant burger using a Beyond Meat patty, currently trialling across Scandinavia. Founder and CEO of Beyond Meat Ethan Brown commented: "We will combine the power of Beyond Meat's rapid and relentless approach to innovation with the strength of Mcdonald'sglobal brand to introduce craveable, new plant-based menu items that consumers will love." In a statement sent to Vegan Food and Living, The Good Food Institute executive director and food industry expert Bruce Friedrich explained: "Today marks an exciting "With these two deals, the world's largest restaurant milestone for Beyond Meat chains are placing plant-based meat directly on the plates as we continue working of millions of customers around the world. Mcdonald's and with Mcdonald's to Yum Brands have doubled down on plant-based meat and introduce craveable have demonstrated the long-term potential they see in the plant-based menu items that consumers will love." category. Ethan Brown "Progress happens when a more sustainable choice is the default choice. This agreement between Beyond Meat, Mcdonald's, and Yum Brands gets plant-based meats a giant step closer to becoming standard fare and the M BEYOND MEAT default choice. "This is the clearest sign yet that the future of meat will be plant-based." Specific details about the dishes that the collaborations will produce are yet to be revealed, but we can only assume that they will be targeted at flexitarians and demonstrate the undeniable power of plant-based protein. Source: https://www.veganfoodandliving.comews/beyond-meat-contract-mcdonalds-fast-food- chains/ as of 3d May 2021 Illustration 1 BEYOND MEAT ABOUT PRODUCTS RECIPES INGREDIENTS SHOP WHERE TO FIND BEYOND BURGER NEW TASHER BEYOND MEAT THE LATEST AND GREATEST BEYOND BURGER. IT'S EVERYTHING A BURGER IS. IT'S EVERYTHING BEYOND A BURGER HAS ALWAYS BEEN. FOR YOUR HEALTH, FOR YOUR PLANET, FOR YOUR BBQ BURGER PLANT-BASED PATTIES 20G PERINO NO GLUTEN 20G PLANT NO SOY OR KOSHER PROTEIN GMOS GLUTEN 2-1/4LB PATTIES FIND BEYOND BURGER* GO NET WT. BOZ (226G) GMOS Source: https://www.beyondmeat.com/products/the-beyond-burger/ as of 5th May 2021