Beyond Meats brand commitment, Eat What You Love, reflected a belief that by eating its plant-based meat offerings, consumers could enjoy more of their favorite protein dishes while helping address concerns related to human health, animal welfare, resource conservation, and climate change. However, as 2020 unfolded, Beyond Meat was confronted with mounting competition from a growing number of new plant-based protein brands, plus new and existing vegetarian meat substitute products.

Before completing these exercises, be sure to read the Beyond Meat case.

What are the key success factors for Beyond Meat and the other makers of plant-based meat substitutes?

Select yes for those statements below that are accurate and choose no for those that are not.

The capability to create and produce products with such an appealing taste, texture, and flavor that an attractively large number of individuals will switch some of their animal meat consumption over to plant-based meat products.

Good R&D and product development capabilities.

The capability to produce plant-based meat at a lesser cost.

Adequate marketing capabilities.

Marketing and advertising should only target health-conscious consumers.

Place meat substitutes in the vegetable section of grocery stores.

Focus on entering grocery stores first before entering the restaurant market.