A Discussion on Value Proposition statements and identifying target markets PDF

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A Discussion on Value Proposition statements and identifying target markets.It features a discussion on target markets,and competitor's target market.It is a very comprehension discussion on target markets and value proposition...

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Discussion Forum Unit 1 For this assignment, I imagined that I have inherited a majority stake in Beyond Meat Inc, a public traded company that sells plant-based meat alternatives (Beyond Meat, Inc., 2021a). Traditionally, Beyond Meat Inc. has sold to commercial users such grocery stores and fast-food restaurants across North America, however, the company is looking to expand its customer base internationally, including direct to consumer (Beyond Meat, Inc., 2019). Currently, Beyond Meat Inc. only sells direct to consumer in the United States (Beyond Meat, Inc., 2021c). Identify the Product(s) That Your Company Manufactures and Sells Beyond Meat Inc. manufactures and sells a Beyond product line which includes burgers, ground meat, sausage, and meatballs (Beyond Meat, Inc., 2021b). Develop a Statement of Your Target Market(s) Our target market is women between the ages of 21-34, who live in Canada, have a university education, and are environmentally conscious. This statement was developed using Beyond Meat’s mission: “We believe there’s a better way to feed our future” (Beyond Meat, Inc., 2021a, para. 1). The target market was selected based on the following Canadian statistics: “Women are 1.6 times more likely to consider themselves vegetarian or vegan than men” (Charlebois, 2018, para. 9). “People with a university degree are three times more likely to consider themselves vegetarians or vegans than those with a high school diploma” (Charlebois, 2018, para. 10). “Those under 35 are three times more likely to consider themselves vegetarians or vegans than those 49 or older” (Charlebois, 2018, para. 14). “In 2018, 95% of Internet users 25 to 34 years of age shopped online, while only 64% of Internet users 65 years of age or older did so” (Statistics Canada, 2019, para. 3). “In Canada, women account for 60% of primary shoppers” (The Nielsen Company, 2016, para. 1). Develop a Statement of Your Competitor’s Target Market(s) Our target market is women between the ages of 21-34, who live in Canada, have a university education, and are environmentally conscious. This statement was developed using Impossible Foods’s mission: “Our mission is to make the global food system truly sustainable by eliminating the need to make food from animals” (Impossible Foods, Inc., 2021, para. 1). The target market was selected based on the previously listed Canadian statistics. A direct competitor offering an almost identical product would essentially have the same target market given the same geographical area and quality of product. Develop a Value Proposition Statement Beyond Meat offers an affordable and nutritious alternative to eating meat without sacrificing taste. Using a soy-free and GMO-free plant-based protein, our product helps fight climate change and preserves the natural environment. You can also enjoy free shipping and sustainable packaging when shopping online.

This statement was developed comparing Beyond Meat (Beyond Meat, Inc., 2021d; Beyond Meat, Inc., 2021c) to Impossible Foods (Brown, P., 2019), including Beyond Meat’s mission statement (Beyond Meat, Inc., 2021a). Discussion Word Count: 480 References Beyond Meat, Inc. (2019, July 31). Prospectus. https://www.sec.gov Beyond Meat, Inc. (2021a). Mission. https://www.beyondmeat.com/mission Beyond Meat, Inc. (2021b). Our products. https://www.beyondmeat.com/products Beyond Meat, Inc. (2021c). Shop online. https://www.beyondmeat.com/shop Beyond Meat, Inc. (2021d). Beyond Beef. https://www.beyondmeat.com/products/beyond-beef Brown, P. (2019, May 16). Our commitment to you and our planet led us to gm soy as plantbased protein. https://impossiblefoods.com/ca/blog Charlebois, S. (2018, March 14). Young Canadians lead the charge to a meatless Canada. The Conversation. https://theconversation.com Impossible Foods, Inc. (2021). Company. https://impossiblefoods.com/ca/company Statistics Canada. (2019, December 2). Online shopping in Canada, 2018. https://www150.statcan.gc.ca The Nielsen Company. (2016, August 18). Female connected consumer in Canada. Insights. https://www.nielsen.com...