The Ethical Leadership Of Warren Buffet Essay Example For College

Warren Buffet’s reputation as a leader is very legendary. Many current leaders still need to achieve the milestones he has achieved of failing to incorporate proper leadership techniques in their practice. According to Larcker & Tayan (2016), Warren Buffet worked with Bill Gates and Melinda French between 2006 and 2021 to help solve some of the world’s most significant inequalities. Therefore, Buffet is not only considered a businessman but also a philanthropist. He heads Berkshire Hathaway Inc. and has invested in many other companies, which makes him a successful businessman. Interestingly, many people prefer to look at his success rather than his management styles, which have played an integral part in his achievements. Warren Buffet has a management system that is different from that of other leaders in the corporate world. Berkshire Hathaway is, for instance, identified for its significant decentralization, where the company’s over 80 operating subsidiaries have their independence (Larcker & Tayan, 2016). As a result, there needs to be more oversight from the headquarters. Warren Buffet’s leadership style is based on high moral standards and integrity as central to leadership success. The following principles have enabled him to earn respect globally. The following essay will address the behavior practices at Berkshire Hathaway Inc. and Buffet’s key leadership strategies that have earned him such high respect globally (Cunningham, 2015).

Organization behavior and practices of Berkshire Hathaway Inc.

Warren is an ethical leader in how he has decentralized most of its operations, with each subsidiary operating independently without the headquarters’ influence. The organization only requires as little as the periodic financial statements and the returns of the excess cash, which is never required for a business’s sustainability and growth. Interestingly, Berkshire Hathaway Inc. never asks for budget or strategy documents which is pretty appalling (Cunningham, 2015). The company needs a central HR, sales, procumbent, IT, or legal department responsible for handling all the issues that may arise. Hence, many often question how these organizational behaviors serve the organization’s interest, which has ultimately helped in success. The following practice within the organization provides a mix of insurance and noninsurance subsidiaries of many dimensions (Larcker & Tayan, 2016).

Besides, Warren shows ethical leadership through the governance policy he has put in place at Berkshire and insists on having an organic structure. Warren Buffet trusts its managers, who are given considerable autonomy within the organization. The subsidiary CEOs can communicate directly with the CEO, uncommon in most modern organizations; communication is done monthly or quarterly. They are also not allowed to make regular calls or hold meetings with Buffet, which requires them to initiate any form of communication by themselves without the approval of Warren Buffet (Larcker & Taya, 2016). The following independence given to the managers is unparalleled, whereby all the CEOS within the organization strongly believe that no other owner of a corporate entity can give them the same amount of autonomy they are provided with at Berkshire Hathaway Inc. Berkshire does not in any way involve itself in business decisions because this responsibility is left solely at the hands of the managers (Cunningham, 2015). The managers are accorded too much freedom to the extent that they are responsible for engaging business in most decision-making processes. They get involved in making decisions on labor disruptions, management turnover, and the interruption in the supply or complaints from their customers. When making these decisions, Buffet needs to be consulted, even if the business experiences a significant decline in sales or impacts the company’s reputation. This demonstrates ethical leadership in him (Bock et al., 2018; Hock, Clauss & Schulz, 2016).

Moreover, Warren promotes ethical leadership by advocating for fair dealings by providing prompt instructions to the subsidiary CEOs to maintain transformational leadership. As a result, this allows employees to enjoy decision-making flexibility even though the leaders regularly monitor them to enhance accountability (Larcker & Tayan, 2016). The organization firmly opposes bureaucracy and sees it as a punishable action in case it presents itself within the management practices of the leaders in the organization. Therefore, it is easier for the employees to easily access the senior management in the organization and consult them about various issues affecting them at the workplace (Cunningham, 2015; Hock, Clauss & Schulz, 2016). The employees are also provided social support by their supervisors, which is critical to improving their performance. The company’s compliance with these policies is suitable for encouraging and supporting innovative ideas. Besides, it is also possible for the employees to report any form of non-compliance with the structured laws in the company. The following practice is focused on ensuring that the organizations support the practice of task governance and relational management to guarantee the optimum performance of the employees (Hock, Clauss & Schulz, 2016).

Also, Warren Buffet provides ethical leadership by instilling an organizational culture tied to the personal gains of the employees. The company believes that through ethically conducting the business, the company is well positioned to adhere to its culture. The company has a uniform ethical culture guided by integrity, honesty, prioritizing customer needs, and long-term orientation (Bock et al., 2018). The following culture is influenced by the tone set to them by Warren Buffet, who firmly believes the success of an organization relies on practicing ethical behaviors and showing integrity. Buffet believes that it is essential for a person to maintain their reputation, put on integrity, and always run the business as if it is the only asset that their family has got for the next fifty years. Berkshire offers good financial benefits to its employees to keep them motivated and committed within the workplace (Cunningham, 2015). However, the employees’ performance is highly influenced by the interdependent nature of their working environment built by the organizational culture. The employees within the company work as a team, and managers consider things like capital for human capital traits that may present themselves in the compensation system. The excellent relationship that the company tries to build with its employees is critical to establishing a strong ethical culture that, in the long run, positively impacts the firm’s performance (Hock, Clauss & Schulz, 2016).

Furthermore, Buffet advocates for an ethical organizational practice believing that managers have all they need to perform at a higher level when given a higher autonomy. The following trait or practice is quite elusive in most modern-day corporations whereby the CEOs are responsible for guiding the managers about how they need to undertake certain decisions or actions in the company (Hock, Clauss & Schulz, 2016). The managers will benefit from this culture by determining what they will gain from resisting short-term pressures if they need more autonomy in their practice.

Moreover, Buffet’s ethical leadership believes it is typical for companies and management to have conflicts. Organizations are supposed to bring in different techniques and practices to resolve the conflicts that may arise in the company. For instance, an organization may create a conflict management team to oversee all the issues likely to occur (Bock et al., 2018). Buffet’s company has a conflict management policy that is very supportive because of its rigid ethical orientation. The company engages in practices like providing the employees with clear guidance on reacting whenever there is a conflict of interest. The managers also provide clear instructions for resolving conflicts between parties (Crippen, 2016). The company has further managed to empower different teams by fostering knowledge-sharing culture, resulting in an average increase in employee performance within the organization.

Warren Buffets’ leadership style

Warren Buffet is a critical believer in ethical leadership who thinks modern-day leaders must demonstrate high levels of integrity and moral standards to earn respect and admiration as leaders (Crippen, 2016). He believes that the core of any business lies in the long-term investment perspective, which is the key driving factor that has helped Berkshire to withstand all economic challenges all these years under his leadership. Buffet’s leadership philosophy is one that highly values value investing. The following leadership philosophy is straightforward because Buffet has only placed one objective on Berkshire Hathaway to ensure that it only buys well-managed organizations with favorable and durable economic characteristics (Schmaltz, 2018). Through the following philosophy, Buffet’s leadership pinpointed some undervalued companies with high potential and bought them before turning things around. He achieves this by dividing his portfolio into five macro levels. He sets his min such that he often thinks about losing capital because of a stupid transaction, backing good and diligent managers, and analyzing the intrinsic value of a particular transaction (Engelbrecht, Heine & Mahembe, 2017). However, he still insists that such instances should not cause alarm. He insists on the value of staying calm while facing volatility. The fluctuations in earnings within organizations should never be an issue.

Moreover, as ethical leaders, Warren believes that leaders are supposed to keep good company, as demonstrated by Buffet’s leadership. In any case, if the leader feels they do not share the same interest with a particular company, it is appropriate to cut them off immediately, as demonstrated by Buffet’s leadership. For instance, Berkshire Hathaway has kept its Class A shares over the years, which has resultantly made each share very expensive to many retail investors (Crippen, 2016). The following leadership style has helped promote integrity within the business and discourage people from quickly mobbing in and out of stock. The objective of this strategy is to enable Buffet to ensure he only works with those who share his long-term views within the company. Besides, allowing people with short-term views always seems deceptive and contravenes Buffet’s philosophy that requires individuals to reintegrate high moral standards and integrity into the company (Schmaltz, 2018; Washington State University, 2020). Buffets’ leadership style insists on focus as a critical ingredient to the success of accompany. According to him, many great companies are likely to stagnate in their value during times of hubris or boredom, which distracts the manager’s attention, making them wander and forget about the key objectives they are supposed to achieve within the organization. Buffets warns leaders against inactivity, terming it as a recipe for diminishing their intelligent behavior (Crippen, 2016).

Moreover, Warren Buffet is demonstrated as an ethical leader at Berkshire Hathaway by applying the 3Ps (Principle, purpose, and people) in his management practices. Buffet recognizes that people are the most critical resource in the company (Schmaltz, 2018). Therefore, whenever the organization embarks on analyzing this particular component, they need to demonstrate honesty about both the positive and the negative impacts the organization has on people outside the organization, as in the case of Berkshire, which works with people internally and externally. Buffet’s leadership has, over the years, managed to build a strong reputation for its employees and the surrounding community, which in the long run, has benefited the organization. As a leader, Buffet has effectively realized the importance of satisfying the current generation of people within the company without compromising the future. Berkshire puts much ethical attention into safeguarding safety and health, enhancing equality, and ensuring people within the company have established positive relationships. Besides, there is no doubt that Buffet is geared towards ensuring the company profits from its activities (Crippen, 2016).

Warren Buffet’s ethical leadership insists on the importance of Berkshire as a company to ensure that it invests in whatever it does understand rather than taking chances in a much more volatile market environment. For instance, because Buffet needs to understand technology, the company rarely invests in tech stocks, and they are notably absent in Berkshire Hathaway’s portfolio (Washington State University, 2020). Buffet further provides explanations of the risks companies face while chasing novelties. For instance, Buffet provides an example of Google approaching him before its IPO (Washington State University, 2020). However, Buffet ignored them because he needed to be in a position to determine if the company would maintain its profitability and maintain a competitive advantage in the market. Therefore, in as much as Warren missed out on a potentially rewarding stock, it is essential to note that his decisions were founded on tangible reasons because he never wanted to take the risk. Similarly, leaders in other organizations should invest time in ventures they do not understand better. They may adequately understudy the investment before putting in the cash. However lucrative a deal is, Warren demonstrates the need for the investors to show mindfulness of the risk and the opportunities resulting from chasing things they need help understanding. An investor should never go into a business for money alone, but the investment must be driven by a passion for developing a great idea. Leaders must focus on creating and delivering value to the people (Engelbrecht, Heine & Mahembe, 2017). Leaders must also embrace failure by acknowledging that not all startups are usually successful. However, instead, they should make an effort to learn from the mistakes they have committed to turn things around in the business. Leaders and investors must work to ensure they quickly recognize the red flags and try to avoid the adverse outcomes that may result from them (Schmaltz, 2018). The following demonstrates how Buffet is ethically upright in his leadership by not getting dissuaded into investing in a venture he needs help understanding. As a leader, he quickly opens up and declines the offer, which is different from other organizational leaders if they see the deal as lucrative (Crippen, 2016; Washington State University, 2020)).

Moreover, Buffet leadership guides other leaders to ensure they buy quality the moment it is marked down. Warren feels that the best way a company may acquire a quality company is by buying the whole business that the company runs or at least 80% of the business if the management of the business is a partner. Therefore, as Buffet suggests, whenever investors see the business is selling below the marketing value, this is usually the appropriate time for investors to invest (Washington State University, 2020). As a result, this demonstrates the level of integrity Buffet has in ensuring he conducts shrewd business to create profits for his company and allow it to grow.

Conclusively, ethical leadership is essential for the success and growth of any organization, as seen in the case of Warren Buffet. Warren Buffet’s reputation as a leader is seen as legendary. He heads Berkshire Hathaway Inc. and has also invested in many other companies, which makes him a successful businessman. Berkshire has heavily invested in organizational culture and practices that enhance ethical behaviors and integrity within the organization, which has resultantly helped the organization build a strong relationship with people within the company and the community. The whole point of ethical leadership and integrity is that organizations must strive to keep their reputation. Maintaining a good reputation of honesty and integrity is essential for attracting more people into the company and thus building a brand image. Organizations must understand any investment they engage in instead of taking chances on risky novelties. Buffet also demonstrates that leaders must be ready to face market difficulties and that there is no guaranteed success. Nonetheless, he finds human resources as the most crucial resource in doing business through the application of ethical leadership.


Bock, A. J., Opsahl, T., George, G., & Gann, D. M. (2012). The effects of culture and structure on strategic flexibility during business model innovation. Journal of Management Studies49(2), 279-305.

Cunningham, L. A. (2015, June 17). Buffett’s and Berkshire’s anti-bureaucracy. CLS Blue Sky Blog. Retrieved March 27, 2023, from

Crippen, A. (2016, November 21). Warren Buffett’s 9 Essential Rules for Running a Business. CNBC. Retrieved March 27, 2023, from

Engelbrecht, A. S., Heine, G., & Mahembe, B. (2017). Integrity, ethical leadership, trust and work engagement. Leadership & Organization Development Journal38(3), 368-379.

Hock, M., Clauss, T., & Schulz, E. (2016). The impact of organizational culture on a firm’s capability to innovate the business model. R&d Management46(3), 433-450.

Larcker, D., & Taya, B. (2016, April 20). What it is like to be owned by Berkshire Hathaway. Harvard Business Review. Retrieved March 27, 2023, from

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Schmaltz, M. C. (2018). Common-ownership concentration and corporate conduct. Annual Review of Financial Economics10, 413-448.

The Potential Market For Quorn In Canada Free Essay

Executive Summary:

This report examines the potential market for Quorn in Canada and recommends marketing strategies to achieve the company’s objectives. The report proposes that Quorn should focus on increasing brand awareness, differentiating from competitors, expanding its product line, and increasing distribution. To achieve this, Quorn should leverage social media marketing, in-store promotions, and product demos and consider partnering with social media influencers and environmental organizations. The report also recommends a competitive marketing mix that includes pricing, product, place, and promotion strategies. The recommendations aim to help Quorn successfully launch and grow its market share in Canada.


This report aims to evaluate the potential market for Quorn in Canada and develop a comprehensive international marketing strategy to launch and grow its market share in the country successfully. The report examines Canada’s growing demand for plant-based protein products, Quorn’s unique selling propositions, and competitive advantages. The report also recommends effective strategies and a competitive marketing mix that align with Quorn’s marketing objectives. Kotler et al. (2017) state that thorough market analysis is crucial to developing an effective marketing strategy. This report aims to provide an analysis of Quorn’s expansion into Canada.

Part 1: Market Analysis


The market for meat substitutes is projected to experience substantial growth in the future as more consumers seek healthier and more sustainable food choices. Quorn, a leading producer of meat substitutes, is keen on expanding into new international markets. This report aims to identify a suitable new need for Quorn and conduct a comprehensive market analysis to support the selection. The information will evaluate the potential market critically, considering the country’s historical developments, national business environment, market size potential, and infrastructure. Furthermore, the report will offer suggestions for conducting relevant market research. With this information, Quorn can make informed decisions about the viability of entering a new market and develop a robust marketing strategy that aligns with the country’s unique characteristics and consumer preferences.

Country’s Relevant Historical Developments:

Canada’s unique historical development has significantly impacted its economy and business environment. The country’s agricultural sector has played a vital role in its history and is a significant contributor to its economy. Canada is one of the world’s top five agricultural exporters, focusing on exporting natural resources such as wheat, canola, and beef. However, the country’s economy has diversified, with significant contributions from other sectors such as services, manufacturing, and technology. The services sector, for instance, accounts for about 70% of Canada’s GDP and employs around 80% of the population (Statistics Canada, 2022).

Canada’s current commitment to sustainability and environmental protection presents an opportunity for Quorn, a leading producer of meat substitutes, to expand its market in the country. The Canadian government has implemented various policies and programs to reduce greenhouse gas emissions, improve energy efficiency, and promote sustainable practices in multiple sectors of the economy, aligning with Quorn’s mission to provide healthy and sustainable food products to consumers (Government of Canada, 2021).

Moreover, Canada’s strong trading relationship with the United States and favorable business environment present an ideal market for Quorn’s market entry. Canada has a highly skilled and educated workforce and a stable political environment (World Bank, 2022). Thus, Quorn must conduct a comprehensive market analysis to evaluate the potential of the Canadian market and develop an effective international marketing strategy that aligns with the Canadian market’s needs and demands.

The National Business Environment:

Canada’s robust business environment, supportive government policies, and highly skilled workforce make it a desirable destination for foreign investment (Global Affairs Canada, 2021). Quorn, a company that provides healthy and sustainable food products, can benefit from Canada’s commitment to sustainable food production and environmental protection. The Canadian government’s regulations and initiatives to reduce greenhouse gas emissions and promote sustainable agriculture align with Quorn’s mission, providing the company with a competitive edge in the Canadian market (Government of Canada, 2019). Furthermore, Canada’s diverse population, including a growing number of health-conscious consumers interested in plant-based diets, presents a potentially lucrative market for Quorn to tap into (Nestle, 2019).

With a GDP of over $1.5 trillion and a population of approximately 38 million, Canada’s market potential for Quorn is substantial (Euromonitor International, 2020). According to Euromonitor International, the retail sales of meat substitutes in Canada reached CAD 200 million in 2019 and are projected to continue growing in the coming years. The Canadian government’s commitment to supporting small and medium-sized enterprises with tax credits and grants further facilitates Quorn’s market entry into Canada (Government of Canada, 2021). Additionally, Canada’s membership in international organizations, such as the Comprehensive and Progressive Agreement for Trans-Pacific Partnership, provides access to a vast trading network, aiding Quorn’s expansion plans (Global Affairs Canada, 2021).

Finally, Canada’s proximity to the United States allows Quorn to expand its reach even further. The US market for meat substitutes is one of the largest globally, and Canada can serve as a gateway for Quorn to enter the US market (The Business Research Company, 2020). With a favorable regulatory environment, a diverse population, and significant market potential, Canada offers an ideal market for Quorn’s expansion plans.

Market and Size Potential:

Quorn, a company that produces meat substitutes, has an opportunity to take advantage of the growing demand for sustainable and healthy food products in Canada. The retail sales of meat substitutes in Canada reached CAD 200 million in 2019 and are expected to grow in the coming years. This growth trend presents significant market potential for Quorn to expand its customer base in Canada. Additionally, the Canadian government has set ambitious targets for reducing greenhouse gas emissions and promoting sustainable agriculture, which aligns with Quorn’s mission. It provides a favorable regulatory environment for its products.

Canada’s shift towards plant-based diets and meat alternatives is significant, driven by millennials and Gen Z consumers who prioritize health, animal welfare, and the environment. Moreover, a survey showed that 32% of Canadians plan to reduce their meat consumption in the next six months, indicating a potential market for substitutes like Quorn.

To successfully enter the Canadian market, Quorn must develop a marketing strategy that aligns with the country’s values and consumer preferences. A study shows that a brand’s sustainability claims, product taste, and nutritional value are the most critical factors influencing consumers’ purchase decisions in Canada. Therefore, Quorn must highlight its product’s nutritional value, taste, and sustainability in its marketing campaigns to appeal to health-conscious Canadian consumers.

In conclusion, Quorn has significant market potential in Canada, with a thriving economy, a growing demand for healthy and sustainable food products, and favorable regulatory environments. By developing a marketing strategy that appeals to Canadian values and consumer preferences, Quorn can expand its customer base and establish a competitive edge in the Canadian market.

Infrastructure, Media, and Technology

According to Kotler et al. (2022), a well-developed infrastructure is crucial for the efficient distribution and market entry of a company’s products. Quorn, a company dedicated to providing healthy and sustainable food products, can benefit from Canada’s robust infrastructure, which includes a reliable power supply and an efficient transportation system. Additionally, Canada’s vital media landscape presents various opportunities for Quorn to reach consumers through different marketing and advertising channels. As stated by Chaffey and Ellis-Chadwick (2019), effective communication with the target audience is critical for the success of any marketing strategy. Finally, the presence of a highly developed technology sector in Canada provides potential partnership opportunities for Quorn to enhance its market entry strategy. Berman and Thelen (2019) state that partnerships with technology companies can lead to innovation and improved product offerings. Therefore, Quorn can leverage Canada’s infrastructure, media landscape, and technology sector to develop an effective marketing strategy and establish a competitive edge in the Canadian market.

Recommendation on How to Undertake Relevant Market Research:

Quorn’s success in the Canadian market hinges on its ability to conduct relevant market research. Combining primary and secondary research methods can provide valuable insights into Canadian consumer preferences and the retail food landscape. Prior research, such as surveys and focus groups, will help Quorn gain insights into Canadian consumers’ dietary habits and preferences, enabling the company to tailor its products to meet their needs. Market visits will provide Quorn with information on the Canadian food retail landscape and competitor analysis, which will be essential in developing a market entry strategy that aligns with the local market needs. Secondary research methods such as industry reports, market research databases, and government publications will provide Quorn with information on market trends, consumer demographics, and regulatory requirements. These will help the company better understand the Canadian market environment and identify opportunities and challenges that may arise during market entry. By combining these research methods, Quorn can comprehensively understand the Canadian market and develop an effective market entry strategy that aligns with the local market needs and regulations. (Adapted from author’s work, year).

Hair et al. (2019) suggest that conducting market research is crucial in developing an effective marketing strategy. The study further indicates that combining primary and secondary research methods is critical in understanding the market environment comprehensively. Therefore, Quorn’s combination of primary and secondary research methods is essential in ensuring the success of its market entry into Canada.


In conclusion, the analysis suggests Canada is a promising Quorn expansion market. The supportive business environment, growing demand for sustainable food products, and favorable regulatory policies provide a conducive environment for Quorn’s success in the Canadian market. Canada’s developed infrastructure, media landscape, and technology sector also offer opportunities for Quorn’s successful market entry. Quorn must undertake relevant market research using primary and secondary research methods to ensure a successful launch. The study should involve surveys and focus groups with Canadian consumers, market visits to observe the Canadian food retail landscape, competitor analysis, and the use of industry reports, market research databases, and government publications. Therefore, Quorn should expand into Canada and undertake the necessary steps to establish a successful market entry. As Kotler et al. (2019) suggest, market research is critical in determining market viability and developing effective market entry strategies.

Part 2: Business Report


According to market projections, the demand for healthier and more sustainable food products is rising. Quorn, a leading producer of meat substitutes, is looking to expand its international presence. This report assesses the potential of Canada as a viable market for Quorn and provides recommendations on the entry mode, target market, marketing objectives, and strategies. The report offers a comprehensive analysis of the Canadian market to identify factors that make it a suitable destination for Quorn’s expansion. The study considers Canada’s supportive business environment, growing demand for sustainable food products, and favorable regulatory policies. The report also explores Canada’s infrastructure, media landscape, and technology sector, which create opportunities for Quorn’s successful market entry. Considering these factors, the report offers insights that can guide Quorn in making informed decisions on market entry and market penetration strategies. (Source: Global Meat Substitutes Market Report 2021-2026 by IMARC Group).

Entry Mode Selection:

The success of expanding into a new international market largely depends on the entry mode choice. Quorn, a leading producer of meat substitutes, is looking to expand its business into Canada and must evaluate different entry modes to determine the most suitable one. The entry modes include exporting, licensing, joint venture, and wholly owned subsidiary. Exporting allows Quorn to penetrate the Canadian market with minimal financial risk, although it limits the control that Quorn will have over its operations in Canada. On the other hand, licensing can help Quorn quickly penetrate the market but results in limited control over the marketing and distribution of its products in Canada. A joint venture can provide Quorn with a better understanding of the local market by partnering with a Canadian company to share risks and resources. Meanwhile, a wholly-owned subsidiary offers complete control over its operations but involves high costs and risks.

Based on Quorn’s capabilities and Canadian market conditions, exporting is the most suitable entry mode for its expansion into Canada. Quorn can gradually expand its presence while establishing relationships with Canadian distributors and retailers to ensure a smooth supply chain. However, Quorn should consider other entry modes, such as joint ventures or wholly owned subsidiaries, to gain greater control over its operations and expand its presence in Canada in the long term.

The choice of entry mode is a critical decision, and it is essential to consider various factors such as market conditions, organizational capabilities, and level of control when making a decision. As noted by Hollensen (2019), companies must consider factors such as resource availability, competitive environment, and risk status when selecting a new market entry mode. Additionally, the study by Luo and Shenkar (2020) highlights the importance of strategic flexibility when selecting an entry mode and the need to evaluate and adapt the entry mode over time continually.

Target Market:

Selecting an appropriate target market is crucial for the success of any business, especially in a foreign market. In Canada, Quorn’s target market should be health-conscious consumers seeking healthier, more sustainable food options. According to a survey conducted by Dalhousie University, 43% of Canadians are considering reducing their meat consumption, and 6% of Canadians identify as vegetarians or vegans (Langlois, 2019). This presents a significant opportunity for Quorn to target this growing population segment.

Additionally, Quorn should target Canada’s growing millennial and Gen Z population. These generations are more environmentally conscious and health-focused than previous generations and are willing to pay a premium for sustainable and healthier food options (Laberge, 2021). Quorn’s products align with these values and preferences, making them an attractive option for this target market.

Quorn should also consider targeting Canadians with dietary restrictions or allergies, such as lactose intolerance, gluten intolerance, or soy allergy. Quorn’s products are soy-free, gluten-free, and low in lactose, making them a suitable option for consumers with these dietary restrictions.

Furthermore, Quorn should target urban areas in Canada, with higher demand for healthier and more sustainable food options. According to Statistics Canada, 81% of Canadians live in urban areas with higher concentrations of health-conscious consumers (Statistics Canada, 2021). Therefore, Quorn should focus its marketing efforts on major cities such as Toronto, Vancouver, and Montreal.

In summary, Quorn’s target market in Canada should be health-conscious consumers, particularly millennials and Gen Z, with a focus on urban areas. Quorn should also target Canadians with dietary restrictions or allergies, such as soy allergy, gluten intolerance, or lactose intolerance. These segments present a significant opportunity for Quorn to establish a strong presence in the Canadian market.

Market Analysis

The Canadian market for meat substitutes has been steadily growing in recent years, driven primarily by the increasing popularity of plant-based diets and concerns about the environmental impact of meat production. According to a report by Grand View Research, the Canadian meat substitutes market was valued at USD 102.5 million in 2019 and is expected to grow at a CAGR of 10.2% from 2020 to 2027. these present a significant opportunity for Quorn to expand its market share in Canada.

However, it is essential to note that the Canadian market for meat substitutes is highly competitive, with several established brands, such as Beyond Meat and Gardein, already having a solid presence in the market. To successfully penetrate the market, Quorn must differentiate itself from its competitors and establish a strong brand image.

Marketing Objectives

To successfully tap into the Canadian market, Quorn must set clear marketing objectives. The following are some potential marketing objectives that Quorn could pursue:

  1. Increase Brand Awareness: Given the highly competitive nature of the Canadian market, Quorn needs to establish strong brand recognition and awareness. These will be achieved through various marketing initiatives, such as social media campaigns, influencer partnerships, and in-store promotions.
  2. Differentiate from Competitors: As mentioned earlier, the Canadian market for meat substitutes is highly competitive, and Quorn would need to differentiate itself from its competitors to succeed. One potential way to do this is by highlighting the health benefits of mycoprotein, which is high in protein and low in saturated fat. Quorn could also focus on its sustainability credentials, as mycoprotein production is significantly less resource-intensive than traditional meat production.
  3. Expand Product Line: Quorn currently offers a limited range of products in Canada, with its most popular products being meat-free mince and chicken-style pieces. Quorn could consider expanding its product line to include new and innovative products, such as meat-free bacon or plant-based seafood substitutes, to appeal to a broader range of consumers.
  4. Increase Distribution: Quorn products are primarily available in specialty health food stores and select mainstream grocery stores. Quorn must expand its distribution channels to include more mainstream grocery stores and online retailers to increase its market share.


In conclusion, the Canadian market for meat substitutes presents a significant opportunity for Quorn to expand its market share. However, to successfully penetrate the market, Quorn must differentiate itself from its competitors and establish a strong brand image. By setting clear marketing objectives, such as increasing brand awareness, differentiating from competitors, expanding its product line, and growing distribution, Quorn can position itself as a leading Canadian Meat substitutes market player.

Marketing Strategies to Reach Marketing Objectives: marketing mix recommendations

This report is a continuation of the analysis of the potential market for Quorn in Canada. In this section, we will explore marketing strategies that can be used to reach the marketing objectives previously discussed. The report will also provide marketing mix recommendations for Quorn in Canada.

Marketing Strategies to Reach Marketing Objectives

Increase Brand Awareness

To increase brand awareness in the Canadian market, Quorn can employ various marketing strategies. One practical approach is social media marketing, which can help the company reach a large audience quickly and cost-effectively. By creating engaging content and partnering with social media influencers who have a substantial following in Canada, Quorn can effectively promote its brand and products to health-conscious consumers. According to a study by Statista, 44% of Canadians use Instagram, and 71% of Canadian businesses use social media for marketing purposes (Statista, 2021). Therefore, social media marketing is vital to Quorn’s overall marketing strategy.

Another strategy that Quorn can use to increase brand awareness is in-store promotions. By working with retailers to set up in-store displays and offering promotional discounts, Quorn can attract consumers to try their products. In-store product demos are also an effective way to educate consumers about the benefits of Quorn’s products and increase brand awareness. This approach is consistent with the experiential marketing theory, which suggests that consumers are more likely to develop a connection with a brand when they have a personal experience with it (Schmitt, 2019). By offering product demos, Quorn can create a memorable experience for consumers and increase the likelihood of choosing Quorn’s products.

In conclusion, Quorn can use social media marketing and in-store promotions to increase brand awareness in the Canadian market. By leveraging these marketing strategies, Quorn can effectively reach health-conscious consumers and educate them about the benefits of its products.

Differentiate from Competitors

To differentiate from competitors, Quorn can utilize a positioning strategy that emphasizes its products’ unique qualities and benefits. According to Keller and Kotler (2019), a brand’s positioning strategy should be based on its target audience, competitive environment, and brand identity. Quorn’s unique selling proposition of mycoprotein’s health benefits and sustainability credentials can be leveraged to position the brand as a healthy and sustainable food industry leader. These can be done through various marketing communications, such as advertising, public relations, and social media campaigns, emphasizing Quorn’s distinctive features and benefits. Quorn can also use comparative advertising to highlight the differences between its products and competitors, demonstrating its superiority regarding health benefits and sustainability credentials (Keller and Kotler, 2019). Using a solid positioning strategy, Quorn can differentiate itself from competitors and establish a distinctive brand identity in the Canadian market.

Expand Product Line

To expand its product line, Quorn can conduct market research to identify new and innovative products that will appeal to Canadian consumers. According to Kotler et al. (2021), conducting market research is essential to remember consumer needs and preferences and can help companies to tailor their products and services to meet these needs. In addition, Quorn can look at trends in the Canadian food industry to identify potential underserved product categories. According to a report by Dalhousie University, plant-based meat alternatives are a growing trend in Canada, and there is an increasing demand for sustainable and healthy products (Langlois, 2019). Therefore, Quorn can develop and launch unique products and offer a point of differentiation from competitors to meet this demand.

Increase Distribution

Quorn can leverage its existing relationships with major grocery store chains in Canada to increase distribution and negotiate for better shelf space and promotional opportunities (Eroglu & Ho, 2020). Quorn can also expand its reach by exploring new distribution channels, such as online grocery platforms and meal delivery services (Kumar & Bhaskaran, 2019). By increasing its distribution channels, Quorn can improve its accessibility to customers and increase the chances of product trial and repeat purchases.

Marketing Mix Recommendations


To differentiate from competitors, Quorn should develop innovative products catering to the Canadian market. According to Kotler et al. (2022), a product’s unique selling proposition can be leveraged to differentiate it from competitors. By highlighting the health benefits of mycoprotein, Quorn can differentiate its products and communicate its value to consumers. Additionally, Quorn should ensure that its products are competitively priced and offer good value for money to appeal to cost-conscious consumers.


According to Kotler and Keller (2019), pricing strategy is an essential element of the marketing mix that can affect a company’s profitability and competitiveness. Quorn should adopt a competitive pricing strategy with other meat substitute brands in Canada to increase its market share. Furthermore, the company should offer promotional discounts and price incentives to encourage consumers to try its products. This strategy will help Quorn to attract new customers and retain existing ones by providing better value for money.


Talukdar and Sudhir (2019) suggest that expanding distribution channels is crucial for increasing the availability of products and reaching a wider audience. Quorn can leverage significant grocery store chains in Canada to improve its product reach and ensure easy access to its products for consumers. In addition, Quorn can launch an e-commerce platform that enables consumers to purchase its products online, further expanding its reach and accessibility.


Promotion is a crucial element of the marketing mix, and social media has become an increasingly important channel for companies to connect with consumers. According to Winer and Neslin (2021), social media marketing can help companies build brand awareness, engage with customers, and increase sales. By partnering with social media influencers and environmental organizations, Quorn can reach a wider audience and build credibility with consumers who prioritize sustainability and health. In-store promotions and product demos can also provide an opportunity for Quorn to educate consumers about the unique benefits of their products, which can increase purchase intention and drive sales (Kotler et al., 2021).


According to Kotler et al. (2021), the marketing mix is a crucial element in a company’s marketing strategy, including product, price, place, and promotion. Quorn needs to implement a compelling marketing mix to achieve its marketing objectives. Additionally, in a study by Technavio (2021), the global meat substitutes market is expected to grow by $3.04 billion between 2020-2024, indicating a positive trend for Quorn’s expansion efforts. By implementing the recommended marketing mix and leveraging market trends, Quorn can capture a larger share of the Canadian market for meat substitutes.


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Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 4.0: Moving from Traditional to Digital. John Wiley & Sons.

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Hollensen, S. (2019). Marketing management: A relationship approach. Pearson Education Limited.

Women In Falconry Essay Example

The artwork of women in falconry brings about essential arguments that help to understand the role of women in ‘society and their involvement in the artwork. The artwork explores essential issues that remain critical to society and humanity because they are connected with spirituality, gender equality, the place of women, and many others. The visual artwork shows a woman with falconry, which depicts much information about women and their position in society. There are many ways in which women are depicted, and as the title suggests, the view of women in society can be different from what other people view them. The connection between women and falconry has different implications, and it is significant for the audiences to understand several societal issues. This essay analyzes the artwork “Women in Falconry,” which will encompass several elements such as interpretation, depiction of the women, debate or arguments, and the significance to the society. The artwork plays a crucial role in understanding various aspects of culture that discriminate against women from equal opportunities.

Analysis of the artwork (Women in Falconry).


There is various interpretation that can fit the artwork. The women in falconry include the imagination of society and the natural world. The artwork induces excellent thoughts on human operations, roles, and understanding of ourselves within the community. It further induces gender roles in society such that women were assigned different roles not the same as men, which is still carried on to the present society and leaves most women unrecognized even if they possess abilities of the falconry. The issue of gender inequality is highly presented in the image, as analyzed by Linda Nochlin. Linda investigates why no great women artists have been linked to societal roles from the historical era.

It brings about different perspectives of women. As the artwork depicts, the woman is beautiful with earrings and bangles on the handle and well-dressed with manners. This is why society viewed women as people that existed to impress men, they needed to look beautiful in the eyes of men, and therefore their central role was to impress the man. However, using the falconry brings about a different perspective of the women that goes unrecognized. The use of falconry and women in the same picture connects the abilities of the women to focus far just like the falcon, with the characters, such as the long tails, superior speed, and hunting techniques. The skills of the women can be likened to those of the falcon.

Consequently, based on the given pictures of the imaginary orient by Linda, it is linked with the interpretation of the women in falconry such that their position in society remains unrecognized. The images used by Linda show the paintings of women that are naked in the face of the man, which interprets that women are viewed as weak objects that can submit to men. Men are given power, but women are subject to the man’s needs. The presence of the woman in the image is expressed based on their attitude, voice, clothes, surroundings, and physical appearance, which places them under the subjects of a man (Linda 1). It shows that the only way a woman can further impress a man is by offering their nakedness. As this, the artwork intends to change the woman’s view in society through falconry. It implies that women can serve the essential parts of society, and their abilities are likened to those of the falcon.

Additionally, the picture brings about the ideas of feminism. It expands on the topic that the woman exhibits strength and the capabilities to compete with men in various fields rather than the delicate or modest woman. It induces the need for women to wake up and stand firm to become competent under harsh conditions like the falcon. It disproves the notion that women must be submissive; instead, they are skilled in male-dominated fields.

Depiction of Women on the Artwork

Based on the artwork and in connection with Nochlin and Chapter 3 of the female nude, it explains how women are depicted in society. The depiction, in this case, involves the role and how the male gender percepts the woman. In the artwork, the woman’s physical appearance and dress indicate that a woman needs to show great respect to society and the people around them. This is linked with keeping themselves beautiful to impress the man. Women remain the subject of a man, and therefore they are not obligated to hold any position. Based on the readings, Linda shows various images expressing women. They are naked in the face of the man, as this is the only best way the woman can impress the man. They are depicted as sexual objects whose capabilities cannot match a man’s. Therefore it brings the idea that women need to be given the opportunity to show their skills in various fields and contribute to society’s development.

Consequently, the artwork emphasizes the difficulties women undergo within the male-dominated field. The use of the falcon can be seen as a metaphor for the women’s resistance that can be experienced by women when they try to engage in activities dominated by males. The women in the picture can also depict the woman’s strength to stand firm within the discriminative society and under the oppression of men. It shows that women can overcome such challenges within the based community and stand firm against gender inequality.

Works Cited

Berger, John, and Michael Dibb. Ways of seeing. na, 2003.

Jyoti, K. “ Arts and Culture: Tracing the visual history of falconry in the UAE.” Art plus culture (2020). Available at:

Nochlin, Linda. “The imaginary orient.” Art in America 71.5 (1983): 118-131.

Nochlin, Linda. Why have there been no great women artists? Thames & Hudson, 2021.

Petrosillo, Sara. “Flying, Hunting, Reading: Rethinking Falcon-Woman Comparisons.” Medieval Feminist Forum: A Journal of Gender and Sexuality. Vol. 54. No. 1. Society for Medieval Feminist Scholarship, 2018. Available at:

Rupert, H. “What falconry can teach us about diplomacy and feminism.” Art history (2019). Available at: