Beyond Meat Case Study
Assignment- Beyond Meat Case StudyObjective:The objective of this assignment is to apply your knowledge of lifestyles and values, aswell as attitudes and attitude change to create a segmentation strategy and attitudechange strategies for Beyond Meat.Relate with these two-course content: Lifestyles and Values, Attitudes and Attitude ChangeInstructions:Read the case study “Beyond Meat: Changing Consumers’ Meat Preferences”. You can buythe case study from this link: https://hbsp.harvard.edu/import/786677. Use external sourcesto further explore the market of plant-based substitutes then assume the role of a BeyondMeat marketing manager and answer the following questions:1. Develop a segmentation strategy for Beyond Meat:a) Create psychographic typologies (present them in a table)b) Identify the lifestyles of each segment, as well as the values they strive to uphold.2. In light of your knowledge of the Hierarchy of Effects, explain how the attitudestowards plant-based substitutes are formed. And following the Fishbein AttitudeModel, list some product attributes that can be important in shaping consumers’attitude toward the product.3. Recommend a strategy to influence consumers’ attitudes towards eating plant-basedsubstitutes:a) Consider the Elaboration Likelihood Model of Persuasion and choose the suitableroute of persuasion.b) Expand on which strategy you would choose to apply, as well as relevantdecisions related to that strategy. Don’t forget to justify.Deliverables:A 6-10 pages report (excluding the cover page), double spaced, font 12, Times NewRomans:First question should be at least 1 page. Second question should be at least 2 pages. Thirdquestion should be at least 3 pagesDon’t forget to cite your external sources.Please use headings and subheadings where relevant.