H O W

CAN EXPAND IN BEEF MARKET

Marketing Research Team2Xiangyu MENG, Dongqi WANG, Huiruo ZHANG, Yueqi MENG, Chante BARNES

C O N T E N TIntroduction

Problem DefinitionFindings

Conclusion & RecommendationLimitation

INTRODUCTION

INTRODUCTION

PROBLEM DEFINITION

DM want to catch the opportunity of emerging need for healthy food and expand in beef market.

MR should study customers’ preferences and behaviors towards beef (, especially grass-fed beef if it’s possible).

PROBLEM DEFINITION

WHO

WHERE

WHAT

What store they like? Requirements about beef & online service? Other service?

Where to obtain information?

Where to buy?

PROBLEM DEFINITION

HOW

WHEN

When to buy? How often to buy?

How much is the premium? How much to buy at one time? How to cook?

FINDINGS

75%

25%NO

YESWhether Cook Beef At Home?

60% of those respondents who cook beef purchase more than once every two weeks.

FINDINGS

10%

90%

OFFLINE

ONLINEPurchasingChannel

FINDINGS

FRESHNESS 88%TEXTURE 67%PRICE 56%NUTRITION 50%

are at least important for choosing beef.

What Customers Focus on ?

FINDINGSGender & Healthy Beef

MORENUTRITIOUSORGANICFRESH

GRASS-FED

FINDINGSGender & Price

25%

75%

How Male Satisfied With The Last Pur-

chase Price

49%

51%

How Female Sat-isfied With The Last Purchase

Price

AT LEAST SATISFIED

OTHER

AT LEAST SATISFIED

OTHER

FINDINGSGender & Price

36%

64%

Male’s Expected Premium For 100%

Grass-fed Beef

65%

35%

Female’s Expected Premium for 100%

Grass-fed Beef

≥ $1< $1 ≥ $1

< $1

FINDINGS

Males Target Market

Yeah! We Win!You men

pay too much

for beef…

FINDINGSDescription of Males

Buy 1~2.99 lbs beef at one time

Are willing to pay $1~1.5 per lbs more for grass-fed beef

50% of males believe cut is at least important

Prefer Stewed dishes and steak cuts

FINDINGSDescription of Males

Bad News

only 25% males know difference between grass-fed beef and organic beef. What’s worse, actually these males do not know core difference.

LIMITATION

Simple random sampling instead of

stratified random sampling

Unable to study most valuable high-income male customers

Lack of

&

Can be more

representative

CONCLUSION & RECOMMENDATION

First Challenge

CONCLUSION & RECOMMENDATION

TEXTUREFRESHNES

S

W H Y ?

CONCLUSION & RECOMMENDATION

Grass-fed

Second Challenge

CONCLUSION & RECOMMENDATION

Solution

Publicize

TASTYHEALTHY

WORTHY

CONCLUSION & RECOMMENDATION

Target market Referral

ProgramFriends & familySmaller Box8>3lbs; 5>2types

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Thank you!