MISSION: Our mission is to make delicious feel good moments easy for everyone.LinkPRODUCT/SERVICE: McDonald’s new plant-based burger – The McPlantWe decided to tackle this market opportunity because McDonald’s is primarily known for its meat-based products, and our group wanted to tackle the challenge of marketing & promoting a product that extends outside of the commonly sold items.McDonald’s has currently shifted their marketing efforts from their previous family target audience, to young adults, evident in the ideal users featured in their commercials, collaborations with music artists such as Travis Scott, and focus on their McCafe coffee products. This young adult target audience demonstrates the socio-cultural trend, which establishes an interest in plant-based diets, either for dietary or ethical reasons. This external trend provides a wonderful opportunity to introduce this new plant-based burger. SUSTAINABLE COMPETITIVE ADVANTAGE: The introduction of this plant-based burger is most likely in response to the efforts of McDonald’s competitors to do the same. Burger King’s “Impossible Whopper” has seen success in the past year. Rather than merely responding to the efforts of their competitors, McDonald’s could utilize the introduction of this product to pursue a blue ocean strategy, through creating an additional fast food restaurant under the McDonald’s brand, that exclusively sells plant-based options, much like how the brand has developed some McCafe establishments separate from the McDonald’s restaurant. Basic market segmentation criteria; customer/prospectTARGET MARKET: WHY HAVE YOU CHOSEN THIS MARKET OPPORTUNITY? (What are the Macro-trends (economics, demographics, social-cultural, technological, geo-political/legal) that have a favorable impact on your decision?)