Luckin Coffee Marketing Plan: Expanding Business in Jordan

Running Head: Marketing 0
LUCKIN COFFEE
Marketing
(Student Name)
2/13/2019

Marketing 1
Executive Summary
The marketing strategies play a prominent role in the expansion of business in the new
market. one of the leading shops in China, Luckin serve a variety of products to their
consumers with the innovative manner that enhances the goodwill of Luckin in such a
competitive market. Luckin has a target to compete Starbucks for which they are planning to
expand their business in Jordan. In the report, there is a detailed analysis of the market that
would help Luckin to target in such market according to the taste and preference of
consumers. Moreover, strengthen and opportunities are also recognized to cope up with the
challenges of weaknesses and threat faced by Luckin. There are certain strategies that can be
adopted by Luckin to target their consumers in a more effective and efficient manner

Marketing 2
Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Internal Analysis........................................................................................................................3
SWOT Analysis......................................................................................................................3
External Analysis.......................................................................................................................4
PEST Analysis........................................................................................................................4
Situational Analysis...................................................................................................................4
Competitor’s analysis.............................................................................................................4
Consumer behaviour...............................................................................................................5
SMART Objectives....................................................................................................................5
Target Market.............................................................................................................................5
Marketing Mix...........................................................................................................................6
Implementation & Control.........................................................................................................7
Marketing Implementation Plan.............................................................................................7
Evaluation and Control...........................................................................................................8
Budget/Sale projection...............................................................................................................8

Marketing 3
Sales Forecast.........................................................................................................................8
Break-Even Point....................................................................................................................9
Conclusion..................................................................................................................................9
References................................................................................................................................10