Some consumers today are consciously choosing what they eat to achieve various
sustainability and health goals such as losing weight. This has resulted in trends such as
flexitarianism (where consumers aspire to eat little or no meat), as well as preferences for
novel food (e.g. cell-based, plant-based).
Your client, FoodMac is a diversified food company looking to capture this emerging
opportunity. You have been asked to assess if the trend for consumers to eat fresher, healthier
food is sustainable. How widespread is the trend? What obstacles are there in the market
today? What are the different market segments when it comes to food consumption? You are
to come up with an executive summary, introduction and literature review on cell-cultivated
You will need to be specific about the product/service attributes and assumptions made on
price, place, promotion, people, process and physical evidence. The information should be
included in the Appendix.
Content to include:
1) Executive Summary
• Research Background – research aim and 3 research objectives
• Research Problem / Research Objectives
• Literature Review (Review of relevant secondary literature from academic (e.g.
journal articles and/or conference papers) and/or non-academic sources (e.g. industrial
reports, trade magazines and/or newspapers)
• Information Needs