Analysis of the Products and Strategic Planning of Beyond Meat

BM Assignment Questions
Student's Name
Institutional Affiliation
Instructor
Course
Date
BM Assignment Questions
1 How do Beyond Meat (BM) products compare to animal meat?
BM products are considered an alternative to animal meat. The company primarily focuses on plant-based meat. According to Rezk and Raut (2020), meat has a considerable market share in the US food industry. In fact, the US society and culture, including barbeques, are drawn from meat, which implies that it is thriving in the food industry. BM opted to challenge the animal meat market by offering a similar alternative that does not only target vegans but the larger population. The author writes that the company's products are more nutritious compared to conventional meat. This is drawn from the fact that, unlike animal meat, that also includes high-fat content. Beyond Meat, products offer half the lipid profile, which attracts health-conscious consumers trying to limit reliance on red meat. The company's founder Ethan Brown indicated his motivation to establish BM was drawn from his colleagues' overreliance on animal protein, which he felt was energy-intensive and less likely to foster efficient energy conversion. The founder prioritized invention that had the texture and taste of meat, however, economical and healthier. His company was meant to address the concerns of more than 50% of consumers who questioned the safety of meat, food supply contamination, the impact of livestock on the environment, and multiple unethical practices (Rezk & Raut, 2020). The focus further extends to the fact that processing plant-based proteins took a shorter time compared to animal proteins. It was an alternative to animal protein that was facing the aforementioned challenges.
2 How is BM reaching its target market?
It extended its operations beyond Whole Foods Market to other different locations, which implies that customers could easily access its products (Rezk & Raut, 2020). Whole Foods Market is a supermarket that can easily be used to reach target audiences. One can argue that the other way BM is reaching its target market digitally via platforms such as Twitter, which currently has millions of users, hence a prime location for advertisement and product promotion. As a company that understands that young adults are more likely to embrace plant-based proteins, one can conclude that its presence on social media platforms such as Twitter is meant to increase its reach and successfully influence its purchase decisions. The focus was on business to consumer model where the company retails to consumers.
3 Should BM target commercial enterprises and large food chain companies such as Chipotle Mexican Grill and Taco Bell, or should it target retail consumers?
BM product distribution primarily entailed restaurants, among other non-retail segments and retail. It is important to note that the larger market segment was drawn from retail, which implies that commercial enterprises did not perform exceptionally as a target market (Rezk & Raut, 2020). However, the company can e...