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Case Analysis Question:
McDonald's has announced that it will introduce a line of plant-based meat alternatives called "McPlant" in key markets in 2021. It follows testing of a plant-based burger in some international markets. McDonald's said it would offer plant-based burgers, chicken substitutes and breakfast sandwiches. The move towards meat substitutes has been driven primarily by concerns over meat's effects on health, the environment and animal welfare. "We are excited about the opportunity because we believe we have a proven, delicious-tasting product," said Ian Borden, who heads McDonald's international operations(BBC, 2020).
Discuss and illustrate four major influential factors that would positively drive the diffusion of "McPlant" in Australian market.
Design an effective promotion activity (e.g., an advertisement) based on to promote "McPlant" in Australian market, and explain how it works with this type of learning.
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