Beyond Meat: Changing consumers’ meat preference (Case Study Sample)

Beyond Meat: Changing consumers’ meat preference CASE STUDY Name University April 4, 2022 Introduction Beyond Meat is one of America's fastest-growing food companies, featuring a wide range of notable plant-based meats. The company manufactures meat entirely from plants, which allows customers to appreciate the flavor, texture, and other tactile qualities of traditional animal-based meats while reaping the nutritional benefits of eating their plant-based meat alternatives. The company's brand states that "Eat What You Love ." This statement reflects the firm belief that by burning through their plant-based meats, customers will want to eat more of their favorite foods while also helping to resolve concerns such as human health, changes in the environment, asset insurance, and animal government support (He, Evans, Liu, & Shao, 2020). The company created three main plant-based food stages that correspond to the world's three most common meat classifications: hamburger, pork, and poultry, to take advantage of this massive market opportunity (Newman, 2022). They have plant-based goods manufactured with safe, logical methods that start with the plan of the animal-based Meat they have trying to replicate, then combine it with plant-based amino acids, lipids, minor elements, and water. Beyond Meat, the brand is always working to develop our products to the point where they are indistinguishable from their animal-based counterparts in terms of human tactile perception. According to reports, the Beyond Burger has been designed to resemble a standard ground hamburger in appearance, cooking time, and flavor. Their products are currently available in around 30,000 points of sale, primarily in the United According to Cole, States but also in a few other countries, in the traditional grocery store, mass vendor, and overall retailer networks, as well as other food-away-from-home networks such as restaurants, food service industry shops, and universities (2003). The company suffered a heart attack and developed a list of important retail and foodservice clients. Problem identification Background of the company Beyond Meat is a plant-based Meat substitute company founded in 2009 (He, Evans, Liu, & Shao, 2020). According to the organization's vision, consumers will want to experience a flesh-like taste and texture in their favorite recipes while avoiding the multiple chemicals found in processed meat and reducing the number of animals killed each year. The organization is attempting to educate clients about the unmatched benefits that burning-through veggie products may benefit the consumers, the planet, and the creatures they dwell with to halve global meat usage by 2020. Each Harvard Business Review case study features a central issue that the character addresses. This problem mostly affects integrated business management and essential functions. Readers and understudies of HBR case studies should be aware of the problem that "Beyond Meat Changing Consumers Meat Preference" faces (2015). This problem is frequently mentioned in the show and worsens as the case progresses. To address the Beyond Meat Changing Consumers Meat Preference case, it is necessary to read the case study thoroughly. It is essential to accurately identify the issue to properly break it down and prepare for the Beyond Meat Changing Consumers Meat Preference Case Study's reason for changing consumers' behaviors. It is also crucial to identify all relevant parties impacted by the issue and the decision. If the issue is correctly recognized, the overall structure supplied throughout the "Beyond Meat Changing Consumers Meat Preference" Case Study inquiry would be relevant and realistic (2015). Beyond Meat is considered one of the fastest-growing food organizations in the United States, with a wide selection of historic plant-based meats. They make meat directly from plants. It is an advance that allows customers to see the value of the flavor, texture, and other specific attributes of regular creature-based meat products while gaining the nutritional value of burning by selecting plant-based Meat (Miller, 2002). It found that there is a growing tendency to consume alternatives to real meat. Beyond Meat needs to continue its efforts in product development. The current market age group is 18 to 24 years old. This is because they consumed these products from an early age and were also interested in health and the environment. However, as we grow older, the taste of meat becomes more modest, and even after extensive research and development, Beyond Meat does not effectively imitate real meat. The range of products is narrow and many consumers use different types and types of meat to cook food. It is now considered a health alternative for vegans and vegetarians, this is only 7% of the market share (Miller, 2002). It is certainly recognized for its health benefits, but it is not considered a real meat substitute. Beyond Meat was founded with the goal of bringing energy efficient and healthy alternatives to the market. We were unable to reach our original goals because we were unable to reach most of our originally intended consumer base. In order for Beyond Meat to be included in the food of meat eaters, it must establish and sell itself as a meat substitute, a lifestyle, health and environmental choice. You need to expand your customer base and position yourself in certain key areas that are more pervasive in the market. Beyond Meat is a fairly new for-profit company and cannot be a cost leader. We need to expand our product offerings and effectively position them as meat substitutes. Consumer behavior or psychological reaction Consumer buying behavior reveals how a customer thinks about a product before acquiring it. For example, imagine a customer's buying behavior reveals that he or she prefers international brand products that are more expensive and widely publicized. It implies purchases in the commercial core and the underlying objectives behind those activities. Advertisers hope that learning what motivates people to buy certain labor and products will determine which products are necessary for the commercial center, which are outdated, and how best to offer the stuff to consumers (Schivinski & Dabrowski, 2014). The main goal of market interaction is to successfully convert their thoughts into customer behavior. Sports influence many people in generation Y; therefore, making effective use of celebrities to endorse the brand will be a brilliant way to increase customer propensity for the business. According to Voracek, Kossmeier, & Tran (2019), the employment of game VIPs in altering patterns may be beneficial because it aids in creating awareness and attraction of the six brands or items to the client. Because games have such a strong influence on Generation Y, they will feel compelled to try a product in the lead position that their role models and VIPs are promoting in the ad, despite whether it's fresh and exciting (Voracek, Kossmeier, & Tran, 2019). Making a company page and having engaging advertising via social media networks is essential these days; if no one knows about the new business, no one wants to discover it. A company must be conscious of engaging with more customers, and there is no better stage than social networking sites like Facebook (Schivinski & Dabrowski, 2014). Clients are evolving and innovating every day. An individual between the age of 15 to 24 is extremely technologically savvy and Googles everything before making a purchasing decision, whether through online media or the company's website (Anderson & Rainie, 2012). The most important thing for the company is to have positive feedback when people search for it on the internet. To build a good brand reputation and dependability, the company needs to create a good first impression. The better option is to demonstrate that beyond Meat is reliable, knowledgeable, and responsive (Dandu, 2015). The current generation, known as Generation Y, is more interested in thinking. Thus, it is a brilliant idea that goes beyond meets demonstrates why their product is popular and why people should consume it, for example, to do something beneficial for their well-being and something admirable for the general population. Security people are not fond of anything organizational style and dry distributing. The advertisements should be innovative and energetic, but people need to understand the actual article they are following, so Beyond Meat must be clear about what they are looking for and why they are better than others in the competition. As a result, in the case of the Beyond Meat brand, the identified consumer behavior change is the "consumers' dietary behavior." Through company advertisements, the consumer may observe how their products are manufactured and decide to purchase or not if it meets their dietary pattern. Critical analysis Sustainability and green consumption As people become increasingly aware of the negative effects of increased meat consumption on their health and the environment, many people are reducing or eliminating meat from their diets (Ahmad, Imran, & Hussain, 2018). We used an inclination to do multiple things with 600 UK participants to explore the worth of seven sustainability-related criteria for three customer groups (meat-eaters, meat reducers, and vegans) to cover gaps in the wording (200 meat eaters, 200 meat reducers, 200 veggie lovers). The type of Meat, price, and fat ingredient names impact buyer decisions most. Depending on the client group, the influence of carbon footprint, manufacturing cycle, cause, and brand marks differs. Then, based on their preferences, we use dormant class analysis to organize various intra-bunch market sections and highlight the socio-segment inconsistencies. Three main market classes have been established ("engaged, conventional and cost cognizant meat eaters"). Meat redu...