Business Model of a Vegan Food Company in Germany

Abstract

In the context of the global vegan trend, Germany stands out as a significant contributor to the international vegan food market. This study investigates the business models of German vegan companies, aiming to identify the factors that drive their success, the marketing strategies they employ, and the challenges they face. The research begins by clarifying fundamental concepts, including the definition of business models, and outlines analytical tools such as the Business Model Canvas, which encompasses nine dimensions: customer segments, customer relationships, channels, revenue streams, key activities, key resources, key partners, cost structure, and value proposition, as well as the magic triangle, which considers cost, performance, and time. In addition, a SWOT analysis is employed to provide a comprehensive evaluation of strategic positioning. The study then analyzes the contemporary German vegan market, revealing rapid growth in both consumer numbers and the production and sales of vegan products. The Business Model Canvas is applied to conduct external analyses, including an examination of customer segments and partnerships, and internal analyses of cost structures and revenue streams. It also serves as a framework for exploring strategic and operational marketing approaches adopted by vegan companies. Using Rügenwalder Mühle, Germany's leading vegan company by sales, as a case study, the paper applies a SWOT analysis to assess its strengths, such as product innovation and brand recognition; weaknesses, including logistics overload and outdated marketing practices; opportunities, including market expansion and policy support; and threats, such as rising costs and competitive pressure in the retail sector. Based on this analysis, the study proposes targeted recommendations for enhancing company performance. In conclusion, the paper summarizes the key findings, acknowledges the limitations of the research due to incomplete reference data, and provides suggestions for future studies.