A Systematical Method to Evaluate Beyond Meat's Business Model and Strategy in China

Abstract

As heat waves scorch Europe, North Africa, the Middle East, and Asia, extreme heat warnings have been issued in many European countries this summer, leaving thousands dead and roads sticky with melted asphalt. The greenhouse gases from human activity are exacerbating the extreme weather we live in. The biggest source of greenhouse gases is livestock. Planted-based meat can be a great substitute for traditional meat because it has environmental properties which could promote the sustainable development of the earth’s ecology. However, the development of plant-based meat in China is rarely studied by existing articles and research. Beyond Meat is a plant-based meat company in the United States. This paper will introduce the company and evaluate its business model and strategy in the Chinese market. This research firstly conducts the SWOT analysis of the internal environment and then the PEST analysis to identify the mega-trends in the general external environment. The result indicates the company has both opportunities and challenges in the Chinese market, there are some recommendations provided to play their strength whilst circumventing weaknesses. The objective of this paper is to provide a creditable analysis of Beyond Meat’s operation in China.