Assignment

McDonald's Has a New Vegan Sandwich By Fortune Staff

Forget about the McRib, how about the McVegan?

McDonald's has created a new veggie burger option for vegans and vegetarians made from soy rather than meat.

The Big Think reports that the McVegan (yes, that's it's real name), a soy burger, is being sold by the chain. The burger reportedly has the same standard toppings as the other sandwiches but doesn't contain any meat. McDonald's fries are also fried in vegetable oil, so it's entirely possible for you to buy a full vegan meal.

For now, the burger is only available in Finland. Sales are being done on a trial basis until mid-November. That said, from social media it looks like the burger is a success so we might see it pop up in other countries (hopefully the United States) in the future.

Don Thompson, former CEO of recently joined the board of directors at plant-based burger company Beyond Meat. McDonald's is not currently using Beyond Meat's burgers.

Reference

McDonald's Has a New Vegan Sandwich (2017, October 30). Fortune.

Questions

You have been hired as a marketing manager for McDonald's and you have been tasked with helping to identify the best way to market the McVegan in the United States. Provide answers to the following questions that your boss has asked.

1. Market research.

1. What specific internal data would you want to collect that may be helpful in determining how well or how poorly McVegan sales may perform in the US? Explain why you have selected this data and why it can be useful.

2. What specific external data would you want to collect that may be helpful in determining how well or how poorly McVegan sales may perform in the US? Explain why you have selected this data and why it can be useful, and be sure to identify whether this external data is from a primary source or a secondary source.

2. Target market. Identify at least five specific characteristics you would use to segment the overall U.S. market in coming up with a target market for the McVegan. Explain why you have chosen each of these characteristics and why each one would be relevant.

3. Marketing mix. Assuming you cannot change the product itself and that the McVegan will be available nationwide in the US, make the following suggestions to your boss:

1. Promotion: choosing from the five elements in the promotion mix, identify the three methods you recommend to promote the McVegan to consumers in the U.S. and what you would communicate via each method. Explain why you believe that each of these three methods can be effective, along with noting at least one advantage and one disadvantage for each method that you recommend.

2. Price: Which major pricing strategy would you recommend for the McVegan in the U.S. knowing that this will be a new product in the U.S. Explain your reasoning for this recommendation based on what it can accomplish.