Question

Argentina's beef cattle herd has dropped to under 50 million from 57 million ten years ago in 1990. The animals are worth less, too: prices fell by over a third last year, before recovering slightly. Most local meat packers and processors are in Financial trouble, and recent years have seen a string of plant closures. The Beef Producers' Association has now come up with a massive advertisement campaign calling upon Argentines to eat more beef - their "juicy, healthy, round, plate-Filling" steaks. Which one of the following, if true, would contribute most to a failure of the campaign?

• A. There has been a change in consumer preference towards eating leaner meats like chicken and fish.
• B. The price of imported beef has been increasing, thus making locally grown beef more competitive in terms of pricing.
• C. The inability to cross breed native cattle with foreign breeds has not increased production to adequate levels.
• D. Animal prices pressure the producers to supply more beef at a higher cost, lowering their profit margins.

Hint:

When analyzing market campaigns, always consider changes in consumer preferences as they can often outweigh promotional efforts.

Answer 1

The Correct Option is A

The campaign for more beef consumption would likely fail if there has been a significant change in consumer preferences toward leaner meats like chicken and fish. Option (1) suggests such a shift in consumer behavior, which would directly undermine the success of a beef consumption campaign.