Dr. Mark Post Case Analysis

Introduction

The focus of this assignment is on the challenges facing the idea by Dr. Mark Post. The case involves the strategies that should be adopted in getting the new product to market. Dr. Post’s new product of tissue-cultured beef is major leap in the direction of reducing the reliance of food industry on agriculture. Dr. Post has made significant steps in developing the tissue culture grown beef for the production of hamburgers using non-conventional means. However, Dr. Post faces many challenges including the question of how to distribute the products and the kind of partners that should be sought. Post faces some challenges such as the high production cost and the need to reduce the price from $330,000. The product is likely to introduce a major disruption in the status quo and may be received differently by established players in the industry. Post needs to determine the best way to communicate to the different players in the industry to enhance acceptance of the new product. This essay presents recommendations on the best

While customers have individual perceptions that may be based on their cultures, there is a higher level of openness towards other cultures and reflective distance from one’s own culture. As a result, the marketing strategies adopted have to consider the cultural aspects and the variations that may influence consumer choices. Some of the main issues that require consideration in this case include the skepticism of customers about the acceptability of tissue culture beef. Customers may view tissue culture beef as being significantly different from traditional beef. People may have varied views about tissue culture beef because it is grown in the lab. One of the main challenges would be associated with the view that eating tissue culture beef involves overt scientific involvement in the food production (Moon & Balasubramanian,