Competitive Positioning: Vegetables, Unleashed to the Masses

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Area of Study: 
North America
Competition, Customer Selection & Acquisition, Free Trial, SWOT Analysis, Total Addressable Market, Experiential Marketing, Consumer Perception, Customer Acquisition, Competitive Posit, Competitive Landscape, Competitive Strategies
Distributed by the Global Jesuit Case Series

Salvador discusses the challenge that diverse, culturally ingrained food perceptions present for targeting different markets. Many of her
observations are anecdotal, but they all speak to a larger stigma associated with the purpose of vegetables. Beefsteak has set out to change this
“purpose” and needs a strategy to convey the value of a new vegetable-centric culture to various segments of the market. What is the source of this stigma, and what steps can Beefsteak take to challenge it?

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