Indledning
For this assignment, I have used the different sources provided in the appendixes.
I have used both qualitative method, which would be the different articles available, and quantitative method, which would be the different statistics and commercials provided.
It has been very helpful to have both methods available, as they are both very relevant to conduct an in-depth assignment.
Other than that, I have worked with different relevant models for the subject marketing.
Indholdsfortegnelse
1.0 Methodology 3
2.0 Account for the US-market of meat-substitute products. Your answer may have no more than 2400 keystrokes. 4
3.0 Beyond Meat's business is growing quite rapidly. Analyze some of Beyond Meat's growth strategies. 6
3.1 Ansoff Matrix – 6
4.0 Short questions and short answers - your answer may have no more than 2400 keystrokes altogether - assess the following statements: 7
- 4.1 Beyond meat is operating with a customer value based pricing strategy. 7
- 4.2 Beyond meat's core competencies are found in distribution and marketing. 7
- 4.3 The US-consumers are considering to switch to plant-based food products primarily due to environmental concerns. 7
5.0 Identify one of Beyond Meat's major challenges, and discuss possible solutions for the chosen challenge. 8
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Uddrag
The United States is the country with the biggest animal-based meat consumption per person, globally. This shows that the overall demand for meat is great in the US, which is essential for the future of Beyond Meat.
Beyond meat is a company based in the US, which produces substitutes for meat protein, made of plants. They are the largest plant-based meat distributor in the US.
The US-market for meat is very large, which gives Beyond Meat a great opportunity to penetrate the market, as they enter it, well aware of the high demand for the product they are substituting.
When we look at the narrower market for meat-substitute products, Beyond Meat has 2% of household penetration in the US, according to appendix 2. Other than their penetration in households, Beyond Meat have also entered the fast-food market, establishing many different partnerships with, for example, Dunkin’ Donuts introducing the Beyond Sausage Sandwich, Subway introducing the Beyond Meatball Marinara and McDonalds introducing the P.L.T.
This has had a positive influence on the creation of brand recognition for Beyond Meat, as these different fast-food chains are very well known in the US.
In appendix 5, we see an overview over the largest plant-based meat contributors in the US.
Beyond Meat is the largest and most successful with a revenue of $269M. on a second place, is the company Impossible, which would be Beyond Meats biggest competitor, with a revenue over twice as low as Beyond Meat of $87.9M.
The Table shows about 8 other companies providing the same products. This also shows that Beyond Meat has the largest market share in the US market.
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