Beyond Meat: Products, Target Market, and Competitive Advantage

Beyond Meat Case Analysis
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Beyond Meat Case Analysis
1. How do Beyond Meat (BM) products compare to animal meat?
Ethan Brown, Beyond Meat’s (BM) chief executive officer (CEO) and founder, established the company in 2009 (Rezk & Raut, 2019). His primary objective was to come up with solutions to perfectly replace animal meat with plant protein. In that light, BM products are different from animal meat. Brown was interested in substituting animal meat with healthier plant proteins to facilitate food sustainability. Besides, studies make it clear that diets with red meat had adverse impacts on people’s health since they contribute to hypertension and high cholesterol. As such, BM meat products resemble animal meat, but they contain plant proteins. The meat-like structures are formed using the extraction method, which was a scientific breakthrough developed by two Missouri University scientists, Dr. Fu-Hung Hsieh and Harold Huff (Rezk & Raut, 2019). Fibrous meats are formed by mixing plant proteins under high temperature and moisture conditions. The primary objective of BM was to introduce plant proteins that taste, feel, and look like real meat. On that note, BM products are not animal meat. Animal meat comes from chicken and pigs among other livestock. In contrast, BM products are made of plant proteins only that they are processed to mimic animal meat. For example, figure 1 in the appendix section shows BM beef crumbles and chicken strips. They have similar textures to meat products since Brown wanted people to have a healthier choice of food from plants. BM products have more plant proteins and less fat.
2. How is BM reaching its target market?
BM is reaching its target market using social media platforms. The company understands that meat products hold a vital role in American society and culture. Brown noted that younger individuals, usually aged from 18 to 35 years are becoming more health conscious. However, it does not mean that BM target only young people, but its primary objective is to provide healthier products that substitute animal meat. The company uses social media platforms, such as Twitter, to market its products so that it can reach its target market. Brown saw a niche that led him to start the firm. In particular, the number of vegetarians or vegans has been rising since individuals are becoming more environmentally sensitive. Despite animal meat products being loved by many Americans, they pose numerous health risks. However, the production of plant proteins that BM uses to make meat-like structures are healthy choice and do not contribute to pollution (Rezk & Raut, 2019). BM ensures that its target market can get its products by purchasing from online or physical stores. The company is likely to increase its target market in the United States of America (USA) and usually expand beyond borders. BM products come from plant proteins, and many consumers like them since they are healthy, resemble animal meat, and offer similar nutritional benefits.
3. Should BM target commercial enterprises and large food chain companies such as Chipotle Mexican Grill and Taco Bell, or shou...