BACKUP SLIDES- ELENA

EXTERNAL ANALYSIS- PORTERS FIVE FORCES

1. BARGAINING POWER OF SUPPLIERS:
High, as suppliers of sources used in plant-based products are limited (e.g. Beyond
Meat has few suppliers of pea protein, PURIS Proteins LLC and Roquette).
Furthermore, Beyond Meat relies on unique ingredients and specialized suppliers.
Therefore, the suppliers can exert great control over the price, terms, and quality of
products sold to Beyond Meat.
2. BARGAINING POWER OF BUYERS:
Relatively high. Availability of substitutes: the substitutes can increase the bargaining
power for buyers that can choose between different plant-based alternatives (e.g.
Impossible Foods, Beyond Meat…).
Increasing competition: The plant-based industry has witnessed growth; therefore, more
companies are entering the plant-based market, giving buyers more alternatives.
Price sensitivity: buyers can switch to alternative brands or products if the prices of
Beyond Meat are high.
INTERNAL ANALYSIS- CANVAS
1. KEY PARTNERS:
 Suppliers like suppliers of materials such as raw materials (PURIS, Roquette). Multi
year supply agreement in order to develop a stronger partnership [1]
• Strategic alliances with multiple fast food chains and food service operators:
Mc Donald’s  n 2019, McDonald's collaborated with Beyond Meat to introduce the
"P.L.T." (Plant, Lettuce, and Tomato) burger in select locations in Canada and tested
the Beyond Meat burger in some US markets [2]
Dunkin' Donuts: In 2020, Dunkin' Donuts (introduced the Beyond Sausage
Breakfast Sandwich, made with Beyond Meat's plant-based sausage, as a menu
option in the United States
KFC: In 2019, KFC tested Beyond Meat's plant-based chicken in one of their Atlanta
locations, offering Beyond Fried Chicken for a limited time. KFC Beyond Chicken
relaunched this year on Jan. 10 and is now offered at all US locations []
Del Taco: Beyond Meat collaborated with Del Taco to offer plant-based protein
options on their menu. In 2018, Del Taco introduced Beyond Meat's Beyond Avocado
Taco and Beyond Meat Burritos in select locations. (they stopped this collaboration
due to low sales) [3]
supTGI Fridays: Beyond Meat partnered with TGI Fridays in 2018 to launch the
Beyond Burger as part of their menu offerings in the United States.
 Joint ventures: they participated in joint ventures to develop new businesses and
expand their market presence. Joint ventures are collaborative efforts between two or
more companies (e.g. Beyond Meat and PepsiCo). Planet Partnership, LLC is a joint
 venture between Beyond Meat, Inc. and PepsiCo, Inc. to develop, produce and
market innovative snack and beverage products made from plant-based protein. The
joint venture leverages Beyond Meat's leading technology in plant-based protein
development and PepsiCo's world-class commercial capabilities to create and scale
new snack and beverage options. Planet Partnership was founded in 2021 and is
based in El Segundo, CA. [4]
• Retailers such as supermarkets (Target) and E-commerce platforms (Amazon)
• Research Institutions and Universities (Harward) [5]
2. KEY ACTIVITIES
Key activities for beyond meat involve research and development in order to
innovate and develop. They create new plant based products → purpose is to create
sustainable alternatives.
Production and manufacturing: large-scale production. Beyond meat uses a
process of heating, cooling, and pressure to create the fibrous texture of meat and
layer in plant-based fats, carbohydrates, flavors, minerals, and fruit- and vegetable-
based colors [6]
Distribution and supply chain management. The distribution involved both food
services like restaurants and retails like grocery chains (Walmart) or supermarkets. It
also includes e-commerce (e.g. e-commerce channel used in China JD.com) [7]
Marketing and promotions: They conducted several marketing campaigns with
people like Leonardo Di Caprio, Snoop Dogg
Leonardo DiCaprio: Beyond Meat has had a long-standing relationship with actor and
environmental activist Leonardo DiCaprio. DiCaprio has advocated for environmental
sustainability and plant-based diets, aligning with Beyond Meat's mission. He has
publicly supported Beyond Meat and invested in the company. DiCaprio has also
promoted Beyond Meat's products and initiatives through his social media platforms
and has raised awareness about animal agriculture's environmental impact [8,9].
3. KEY RESOURCES
Tangible resources:
Manufacturing facilities: United States:
Production of woven protein and dry blend flavor systems in Columbia, MO
Warehousing and dry blending production of finished goods in Columbia, MO
Corporate headquarters, lab, and innovation space in El Segundo, CA
International:
Production of woven protein and dry blend flavor systems in Columbia, MO
Production of woven protein and finished goods in Devault, PA
Research and development in El Segundo, CA
Production facility in Enschede, the Netherlands
Production facility in Jiaxing, China
Production facility in Shanghai, China
[10]
Intangible resources:
Brand and reputation beyond meat is known for its innovation in plant-basd meat
alternatives. They are leaders in the country. They are built around sustainability and ethics.

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Furthermore, they formed strategic partnerships and collaborations with notable companies,
foodservice chains and retailers worldwide.
Distribution networks like E-commerce, Foodservice partnerships, retail stores
Partnerships and collaborations with various fast food chains previously mentioned
Human capital: Beyond Meat's team of employees and experts is a valuable resource.
Their knowledge, skills, and dedication play a vital role in various areas such as research
and development, manufacturing, marketing, sales, and operations. Research team that
does a very well done job. Beyond Meat, as of today, counts 880 employees [10]

SWOT ANALYSIS- STRENGHTS

• Market leaders in the sector [11]
• Strong brand image strong brand image associated with high-quality plant-based
meat alternatives. Their branding emphasizes sustainability, health consciousness,
and a commitment to reducing environmental impact.
• Product differentiation and innovation diverse range of plant-based meat
alternatives
• Environmentally friendly significantly lower carbon footprint compared to traditional
meat production [13]
• Broad distribution network: products can be found in supermarkets, but also in fast
food chains or online (e-commerce).
• R&D Beyond Meat has high investments in R&D
• Global Expansion: Beyond meat has successfully expanded in Europe and in China
[12]

REFERENCES:
[1] Cckean, & Cckean. (2021). Getting to Know About Beyond Meat Business Model |
Fundamental Data And Statistics For
Stocks. StockDividendScreener.com. https://stockdividendscreener.com/packaged-
foods/beyond-meat-business-model/
[2] Beyond Meat® Announces Strategic Global Agreement with McDonald’s | Beyond Meat,
Inc. (n.d.). Beyond Meat, Inc. https://investors.beyondmeat.com/news-releases/news-
release-details/beyond-meatr-announces-strategic-global-agreement-mcdonalds/
[3] Veggl. (2023, May 12). What Happened To Del Taco’s Beyond
Meat? VeggL. https://veggl.com/what-happened-to-del-tacos-beyond-meat/
[4] press release. (n.d.). PepsicoUpgrade. https://www.pepsico.com/our-stories/press-
release/beyond-meat-and-pepsicos-planet-partnership-debuts-beyond-meat-jerky-the-
joint-v03232022

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[5] Beyond Meat. (n.d.). Beyond Meat Establishes Groundbreaking Plant-Based Diet
Initiative at the Stanford University School of Medicine.
https://www.beyondmeat.com/en-US/press/beyond-meat-establishes-groundbreaking-
plant-based-diet-initiative-at-the-stanford-university-school-of-medicine
[6] Frequently Asked Questions - Beyond Meat - Go Beyond®.
(n.d.). https://www.beyondmeat.com/de-DE/faqs#:~:text=We%20use%20a%20simple
%20process,meat%20made%20directly%20from%20plants.
[7] Beyond Meat. (2021, July 15). Beyond Meat Launches New E-Commerce Site on
JD.com, Making Its Products More Widely Accessible Across China.
https://www.beyondmeat.com/en-US/press/beyond-meat-launches-new-e-commerce-
site-on-jd-com-making-its-products-more-widely-accessible-across-china
[8] Leonardo DiCaprio Joins the Beyond Meat Family. (2017, October
17). https://www.beyondmeat.com/de-DE/whats-new/leonardo-dicaprio-joins-the-
beyond-meat-family
[9] Beyond Meat. (2020, May 29). Go Beyond | Snoop Dogg [Video].
YouTube. https://www.youtube.com/watch?v=QbWWHy0J6EU
[10] Vegan Burger Meat, Crumbles, & Sausages | Beyond Meat.
(n.d.). https://www.beyondmeat.com/de-DE/
[11] Topic: Beyond Meat Inc. (2022, December 5).
Statista. https://www.statista.com/topics/6016/beyond-meat-inc/#:~:text=Beyond
%20Meat%20in%20profile,almost%20465%20million%20U.S.%20dollars.
[12] Beyond Meat® Continues to Strengthen its Global Innovation Capabilities with New
Plans for a State-of-the-Art R&D Center in Shanghai | Beyond Meat, Inc. (n.d.). Beyond
Meat, Inc. https://investors.beyondmeat.com/news-releases/news-release-details/beyond-
meatr-continues-strengthen-its-global-innovation/
[13] Environmental benefits of plant-based meat products | GFI. (n.d.). The Good Food
Institute. https://gfi.org/resource/environmental-impact-of-meat-vs-plant-based-meat/
#:~:text=Plant%2Dbased%20meat%20emits%2030,eq%2Fkg%2Dmeat).