Marketing Plan for Luckin Coffee in Jordan

MARKETING
& MANAGEMENT

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Executive Summary
Marketing plans for any company has a very essential role in the success of business. This
report analyses the marketing environment of Jordan. The political and economic
environment in Jordan has not been positive but in the last few years, the situation has
become better. The competition in the coffee industry is high and the consumer behaviour of
Jordan suggests that people likes to spend money on different products. Company aims to
target the growing population of youngsters in Jordan. The industry condition is highly
competitive hence the threats are on higher side. This report suggests that prices needs to be
on the lower side and there must use of technologies in promotions.
Contents

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INTRODUCTION.................................................................................................................................2
Situational Analysis...............................................................................................................................2
Target Market/Segmentation.................................................................................................................4
Marketing mix strategy..........................................................................................................................5
Implementation and control...................................................................................................................6
Budget/Sales projections.......................................................................................................................7
Conclusion.............................................................................................................................................8
REFERENCES......................................................................................................................................9

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INTRODUCTION
Several advancements in the technology and the changing global business environment have
facilitated the companies to cross borders for operations. Companies that are doing well in
any particular nation are planning to expand their business in other parts of the world. This
expansion is planned through both online and offline mode of business. In such expansions
the role of marketing becomes very much crucial (Cnbc, 2019). Marketing plans for any
company must be designed as per the marketing situation in the country and the behaviour of
the consumers in that nation. Companies must target their customers based on the
segmentation that is done on the basis of different variables. Placing all the elements of
marketing mix at appropriate position can help company in making the expansion successful.
It is also crucial to properly implement the marketing plan at the same time enforce the
controls that helps in achieving success. For this proper budget allocation and sales
projections is very much necessary. This report highlights the marketing plan of Luckin
Coffee from China as it aims to enter into Jordan Market, which will help them in achieving
their objectives appropriately.
Situational Analysis
Before entering into Jordan market, it is crucial for the company to analyse the situation
present in that country. This is very much necessary for developing an effective marketing
plan. There are various factors which needs to be critically analysed for make their entry into
the Jordan market successful. Some of the factors that need to be focused are:
 Political: The government policies are also supporting any kind of investments made
in the country. The stability of the political environment is still under concern. They
have made a strong political relation with all the Asian and European countries and so
are with China. This bi-lateral relationship with China will help Luckin Coffee in
expanding their business in Jordan market. Since this country is still under the
kingship hence the political reforms have been slow which will have effect on the
growth of Luckin. With the increasing in stability in the political condition of Middle-
East region, it is getting difficult for the companies to expand their business in this
area.
 Economic: This country is highly affected by the global economic crisis. In spite of
the fact that this nation has a financial background and high per capita income still
there is weak business climate. This is having an effect on the GDP growth rate and