Beyond Meat: Changing Customer Behaviour in Food Consumption
商品編號：9B19A053
出版日期：2020/02/28
再版日期：
商品來源：
商品主題：Entrepreneurship; Marketing
商品類型：Case (Field)
涵蓋議題：strategy, grocery, disruptive technology, consumer behaviour
難易度：4 - Undergraduate/MBA
內容長度：10 頁
地域：United States
產業：Accommodation & Food Services
事件年度：2014
In 2014, the founder and chief executive officer of Beyond Meat, Ethan Brown, reflected on the question that had led him to start the company: “How difficult can it be to change what you eat for dinner?” The small start up based in Los Angeles, California, had faced considerable challenges in changing customer perceptions and attitudes since it was founded in 2009. Its intention was to address both health and environmental problems related to meat consumption by creating plant-based meat. The company had successfully developed plant-based meats that were similar in taste, texture, and composition to regular animal meat. However, Beyond Meat needed to change customer perceptions and behaviours to persuade US consumers to switch from animal- to plant-based protein. What strategies could Beyond Meat use to market its disruptive innovation and become a game changer in the meat industry? Should the company invest in aggressive research and development to make its product taste and feel more like real meat, or should it focus on marketing the product based on its nutritional, health, and environmental benefits? Should it target vegetarians or meat eaters, and what demographic changes should it consider?
教學手冊：Beyond Meat: Changing Customer Behaviour in Food Consumption - Teaching Note
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