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Challenger Brand

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NOTE: The "Challenger Brand" is the brand you are using for your Brand Audit. This brand and the data resulting from this discussion are also used for this week's written assignment.

Select one industry and name the brand category leader and a 'Challenger Brand' in that industry. Put the 'challenger' brand's name in the subject line. You should:

clearly define the industry,
name and profile the leading competitor,
name and profile the 'Challenger Brand',
briefly profile the primary target market and
specify several Points-of-Parity and Points-of-Differences between the 'challenger' brand and the category leader relative to the target market's wants / needs.

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Solution Summary

The challenges brand in the food processing industry is discussed in a structured manner in this response. The related references are also provided.

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In compliance with BrainMass rules, this is not a hand in the ready assignment but is only guidance. Please do not copy and paste any part of my response

The industry:
It is the food processing industry. Specifically, it is the meat and poultry processing industry.
The leading competitor:
The leading competitor is JBS USA Holdings Inc. The company has headquarters in Greeley Colorado, has a revenue of $27.8 billion according to 2017 figures, and its parent is JBS S.A. JBS has 78,000 employees, is the largest processor of fresh pork and beef in the world, and operates the most modern and largest meat processing plants in the US.

The Challenger Brand
The challenger brand is Impossible Foods Inc which is a company that develops plant-based substitutes for meat products. The purpose is to provide the taste and nutritional benefits of meat without its negative environmental and health effects. The strategy of Impossible Foods is to carry out research of animal products at the molecular level and then choose proteins and nutrients from trees and plants to recreate the taste and nourishment of meat ...

Solution provided by:
Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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