Case Studies Case 1: Beyond Meat: Changing Customer Behaviour in Food Consumption (This case study will be over Units 2 & 3) 1. Review the organization's mission statement. Is it a good and effective mission statement? Explain why or why not. What might need to change, if anything? 2. Conduct a Porter's Five Forces analysis on the meat and meat alternatives industry. Remember to evaluate all the relevant criteria for each of the five forces and provide a low, medium, or high rating for each factor 3. Conduct a PESTEL analysis. 4. What obstacles will Beyond Meat need to overcome in the meat alternatives industry? What would you recommend if you were a consultant to Beyond Meat? Remember to fully explain and justify your answer. 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Ioad to paternitam acceptance of mathematica MARKETING STRATEGY Beyond Mcat products were degned to challenge consumer perceptions and most What marketing action could Beyond Mest les product Whold the company de to change consumers perceptions of eat Si haddedcmeni perception Beyond Meat was well aware of Silk's success stemtema When we examine the different foods that revolution the industry, we can look say milk and stegy Soymilk adlang beses come up with a peoduct, Silk was so that for prior to any the time. They are between Silk and its competition was that a war old the mill the Only then did they will get market momentum. Now Silk shares about 5 percent of the market share if Beyond Micut could capture that much of the market share in the memory, we could call besition dollar company Beyond Moat's challenges, however, included with just product placement Evimental und health concem in the meat id Du Future com a notce as much about the why of product that we of maatBeyond Meat would have to consider these when designing and magnew product CONCLUSION Brown and his colleagues that the company and a strong prima petim.bu they needed to get Beyond Meat into the regled of US Sepended on comer perceptions and cherom. They seeded to know what matterned berupelet hade the US consumers wanted meat on the plates, but Beyond Meet the matte le plus bel The future of Beyond Meat w bright, but is de belle company wick with product like chicken or would be better to invest in RAD ! Should the company pursue a substitue product that would be indistinct from a taste Www marketing strategy limited to the poet's heregtegy incle ecological stages related to climate change in the ofte Dubla Page 1 98105 cache sally, which makes should Beyond MetarWould it be better the company to targa vector lockmg for beter plant-based to show me who might be convinced to try a different kind of eart Here might changed into this? Pere 8 of 11 EXHIBIT BEYOND MEAT LOGO noon BEYOND MEAT Com EXHIBIT 2: ECOLOGICAL FOOTPRINTS BY DIET TYPE ticoli per Pension Diet Type Vegetaran Description No meat or to Mediterraneo Focus on foods at the of the pyramid met fish wica per Mess-Based Melone per day ONA Seria Dacia Duster for Fender 2013 December 2012 Pepe 164 EXHIBIT PRODUCTION EFFICIENCIES OF ANIMAL FOOD PRODUCTS M Chicken Park Amount of grieved to produce the roundofarma prolifin pound 10 40 10 45 73 200 Amount of genered to produce one sound of the animal pri pod ceny plant to prin convention for dem 30 Decem . EXIBIT & EXTRUSION PROCESS FOR TRANSFORMING PLANT BASED PROTERS TO FIBROUS EXHIBITS: PRODUCTION EFFICIENCIES OF ANIMAL FOOD PRODUCTS MIS Chicken Pork Beat 10 25 40 95 55 11 45 Amount of grain required to produce one pound of animal protein in pound) Esbeweg) Amount of grain required to produce one pound of edible animal protein on pounds Enciency of plant to animal protein conversion (%) 0.453 Source Adapted from 2010 Dec 2015 73 239 20% 10% BOHIBIT 4 EXTRUSION PROCESS FOR TRANSFORMING PLANT-BASED PROTEINS TO PROUS MEAT ANALOGUES chuki tak sowe Algodon Kahun tuind Futung wirowing us For Me And Grey Morgan Araw and Food 2002 Page 10 NOTAS EXHIBITS BEYOND MEAT PRODUCTS AND PACKAGING 136 BEYOND MEAT BEYOND MEAT SETY REYOND 11 of 11 MEAT BEYOND MEAT WOTE Page 11 11SADS EXHIBIT & NUTRITIONAL COMPOSITION OF ANIMAL MEAT AND BEYOND MEAT PRODUCTS REPORTED IN GRAMS PER 100 GRAMS Protein Fibre Beel 253 176 Beyond Meat Beef Chicken 21 36 00 Beyond Meat Chicken 230 34 Sortet. Grunden entwedewertun Nuri 2014 December 2015. FB Mem. Celoten bepro002.Ch BFD 2016 Decent 2015 DROP pond December 2015 EXHIBIT T: MARKET SHARE OF ALTERNATIVE MEAT PRODUCTS (2013) Del Hot Dog Ground Bet Puty Burger 8 21 35 ow 15 11 Source: Boom Al-Us-200LGO