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Where's the beef? Beyond Meat, Impossible Foods and the alternative meat industry
內容大綱
This case study follows the evolution of plant-based meat alternatives industry, focusing specifically on the major competitors namely Impossible Foods and Beyond Meat. It provides a good snapshot of the way in which the new industry has evolved and the manner in which key industry forces have begun to shape the competitiveness and profitability of this nascent industry. It builds on an analysis of the industry to explore the fortunes of the rising stars in the business and concludes with several key questions about the potential future trajectory of the Beyond Meat and Impossible Foods in the face of new competitors and the defensive strategies deployed by the established meat producers. The case sets up the backdrop for a spirited debate relating to the viability of the strategies of the established rivals versus the emerging new players in the midst of unclear consumer trends and preferences.