Beyond Meat Globalization (1).pdf

While some of these will be accomplished within the

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Canada, Mexico, Korea, Chile, Israel, Taiwan, and South Africa (Byrd, 2018). While some of these will be accomplished within the coming months, others will take longer to set root. Beyond Meat’s first expansion out of the United States was to Canada in July 2018. They strategized this expansion by partnering with the fast food chain A&W, notable in the Canadian market. This partner was the largest restaurant chain to add this uniquely delicious plant-based burger. A&W is the second largest burger chain in Canada. Canadian A&W is a separate entity from its’ United States counterpart and does much better overall as a leading chain in Canada. Pricing at the fast food chain was modified to be more budget friendly, at only $6.99 you can get a ready to eat plant-based burger. While at restaurants in the states that carry the Beyond
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GLOBALIZATION OF BEYOND MEAT 3 Burger price their food at $8-$9 for the burger alone. Beyond Meat has adjusted their products price point to sell and have a successful launch into the Canadian fast food market. This successful launch allows Beyond Meat to set their sights overseas. Additionally, they have entered the China into major cities such as Hong Kong. There the product has been sold in food malls such as the “green common” (Byrd, 2018) as early as 2017. This product is creating a name for itself as a competitor with real meat products. This is exceptionally notable in a place like Hong Kong, known as “one of the top meat consumption capitals of the world” (Lor, 2017). The company has reached across the Atlantic to Europe as of November. They have already signed a contract to partner with Tesco, the UK’s largest retailer (Beyond Meat, 2018). Tesco will sell the burger in the chilled meat aisle alongside animal-based proteins. This strategy
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GLOBALIZATION OF BEYOND MEAT 4 has been extremely successful in the US, allowing those who normally would not come across a plant-based product to see the similarity in the texture of the two. In addition to releasing the burger to Tesco the burger will also be available “on menus in all Honest Burgers and All Bar One locations in the UK” (Beyond Meat, 2018). As the company continues to revolutionize the future of protein they intend to reach out to broad consumer audiences. Not only achieving popularity with the vegan/vegetarian market but also reaching out to a demographic known as “flexitarians”, consumers who have both meat and non-meat products in their diet.
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GLOBALIZATION OF BEYOND MEAT 5 Global Marketing Strategy Beyond Meat uses a standardized marketing strategy, using mainly English on packaging throughout the globe. This allows consumers to see the product and know their origins. Beyond meat is trying to communicate that they are an environmentally conscious company that cares about their environmental footprint.
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  • Summer '12
  • Saegert
  • Hamburger, Veganism

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