Project by Caitlin Yeung
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This is my capstone marketing research case study for the class MKT 300 Marketing Management. The prompt was to “Analyze the marketing challenges and opportunities facing a brand”, and below is my exploration and solution, featuring Beyond Meat.
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Market Research
Wireframes
Product Research
I’ve always been curious about trying Beyond Meat, having many vegan friends and going through my gym phase, I’ve never been in a more health-conscious state of mindset. After doing a bit of research and walking through the aisles of Target, I noticed that their competitor Impossible Burger was almost often sold out while Beyond Meat was piled up. I wanted to explore and question the difference between both of the products from a marketing standpoint.
Beyond Meat's stock has plummeted 63% over the past year, trading at $17.26 as of February 23, 2023. Major investors like Tyson Foods have exited, raising concerns about the company's $4 billion valuation and its ability to sustain its market position.
In terms of popularity, 37% of U.S. meat substitutes say they like Beyond Meat.
Market Research also shows that US sales of refrigerated meat alternatives fell by 15% in 2022
As a weightlifting enthusiast and avid meat-eater, I've always been curious about Beyond Meat. Interestingly, I never felt compelled to try the product, despite many of my vegan and vegetarian friends raving about it. However, there were times when I craved a lighter alternative to meat—particularly to avoid the strong smell.
Beyond Meat Burger
Focused on the plant-based meat market, particularly Beyond Meat’s position
