Beyond Meat's Business Models and Generic Strategy

Business Plan > Beyond Meat's Business Models and Generic Strategy

San Jose State University BUS2 130 Beyond Meat pursues competitive advantage within the meat industry with its innovative product line of plant-based meats that aim to deliver the same feel, taste, and texture as animalbased meats. Their products are marketed towards vegan, vegetarians, and meat-lovers alike who look for meat alternatives to address climate ...[Show More]

San Jose State University
BUS2 130
Beyond Meat pursues competitive advantage within the meat industry with its innovative

product line of plant-based meats that aim to deliver the same feel, taste, and texture as animalbased meats. Their products are marketed towards vegan, vegetarians, and meat-lovers alike who

look for meat alternatives to address climate change, human health, and the well-being of

animals. Beyond Meat uses a mixed business model of Wholesaler/Retailer and Manufacturer

then has a focused differentiation strategy which has proven successful for the company.

Beyond Meat uses a Manufacturer business model selling directly to other

Wholesaler/Retailers. Currently, Beyond Meat outsources their raw ingredients and then

assembles them at their manufacturing plants which are located throughout the world. The

manufactured products are then sold to a multitude of restaurants which include TGI Fridays,

VeggieGrill, Carl’s Jr., Del Taco, and Dunkin’. Beyond Meat also sells its products to stores like

Safeway, Sprouts, Target, and Walmart. Beyond Meat also acts as a Wholesaler/Retailer selling

its product directly to consumers via e-commerce.

Beyond Meat’s product pipeline currently matches those found in “Wholesaler (Retail)”

and “Manufacturer” business models. One of the main characteristics that describe a

“Wholesaler (Retail)” business model would include a company that sells its products in bulk

directly to businesses (B2B). To qualify as a retailer, this means that the company should be able

to sell directly to its customers (B2C) in smaller quantities but at a higher price than the

wholesale price. In order for a business to have a “Manufacturer” business model, the business

would have to assemble the actual product by outsourcing the raw materials or ingredients.

It is typical for business models to evolve dynamically. Since Beyond Meat has adopted

both business models in their company, the type of business model that Beyond Meat is

classified as is a Wholesaler (Retail)/Manufacturer business model.

Beyond Meat’s generic strategy is focused differentiation. While Beyond Meat’s products

can be purchased from its website, Beyond Meat mostly sells to other retailers. Another as