Q3b-Means-End Chain development
docx
keyboard_arrow_up
School
Henry Ford College *
*We aren’t endorsed by this school
Course
210B
Subject
Health Science
Date
Nov 24, 2024
Type
docx
Pages
2
Uploaded by JusticeProtonHawk419
Q3b. Means-End Chain development
Clearly describe the components (i.e., a short explanation rather than a single word), and add the “theoretical MEC labels” for the components so we can properly interpret your chain. Component: Concrete
This component represents the concrete attribute of Beyond Meat's product, highlighting the uniqueness of its plant-based meat snacks. It emphasizes the distinctive quality that distinguishes these snacks from traditional choices.
Component:
Functional
Taste satisfaction is
a functional consequence of choosing Beyond Meat's snacks. It represents customers' happiness and pleasure from indulging in these foods.
Component:
Psychological
Sustainability commitment is a psychological consequence of choosing Beyond Meat's snacks. It highlights the benefit to the environment and represents the ideals and principles of the customers.
Component: Instrumental
Instrumental Value represents the benefits that consumers derive
from a product or
choice. In this instance, it highlights the practical need to choose wholesome, plant-based Beyond Meat snacks to maintain a healthy lifestyle.
Label: Attribute(A)
Label:
Consequence(C)
Label:
Consequence(C)
Label:
Value (V)
Explain how you derived this MEC from your previous analyses and why you think this is the “best” MEC to communicate for BM AND your chosen target audience.
Connection to previous analyses: The chosen MEC components are derived from the value proposition developed earlier, capturing
the core of what makes the target market particularly attractive to Beyond Meat's inventive plant-
based meat snacks. These components emphasize the concrete attribute of invention, highlighting
how ground-breaking the snack is. They also explore the psychological and functional consequences of a sustainability commitment, which are highly appealing to environmentally and
health-conscious consumers and align with their beliefs and desires for a satisfying and responsible snacking experience.
Argumentation chosen MEC:
This MEC is the "best" choice for Beyond Meat because it effectively communicates the unique
selling points of their product to the target audience. It uses the snacks' innovativeness, which is a
crucial competitive advantage. By emphasizing its sustainability commitment, Beyond Meat resonates with the ideals of environmentally sensitive customers, strengthening the brand's appeal
and relevance. Emphasizing a healthy lifestyle and taste satisfaction caters to health-conscious people's emotional and practical demands, further improving appeal.
This MEC speaks directly to the target audience's values and priorities, making it relevant to that group. Customers who want quick, sustainable snack alternatives without sacrificing flavor or nutrition will identify with the ingredients. It successfully conveys the advantages of Beyond Meat's goods in a manner that aligns with the target market's tastes.
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
- Access to all documents
- Unlimited textbook solutions
- 24/7 expert homework help