Market Analysis and Strategies of Luckin Coffee Chain in Jordan

This report discusses the market analysis and market strategies of Luckin Coffee Chain in Jordan. The report includes the role of the author in the group, theories used in the presentation, evaluation of complex issues faced, and strategies for effective utilization of organizational resources, systems, and processes.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

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Introduction
The Luckin coffee chain is referred to a highly popular coffee chain which had been
established in Beijing, China in October 2017. Within a very short period of time the
mentioned organization has gained popularity both in its origin country as well as other
countries of the world. Apart from establishing its business in majority of the developed
country, the management of Luckin has targeted the Middle Eastern countries to be one of the
most effective markets to establish its business. Especially when the organization arrived in
Jordan, it experienced massive growth, by managing to close a $200 million fund, which
helped its valuation to reach $1 billion. This efficient decision making was possible for
appropriate analysis of both the macro as well as micro environment of the Jordanian food
and beverage industry. My team mates and I had delivered a presentation on the market
analysis and market strategies of the mentioned brand. In this report, I will discuss about my
role in this process. Along with this, I will also reflect on the theories used in the presentation
made by our team
Discussion
My role in this group
I was one of the team members in the group. The role of all the team member of our team
was to act and perform in a way that can lead to the success of our project. Our team was
comprised of one team leader and 5 team members. The team leader used to ensure smooth
and effective operations of the team. My chief roles and responsibilities as a team member in
our group included:
Possessing a clear and concise understanding of the purpose as well as objective of the
project
To ensure an appropriate balance between the project as well as the non-project work

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To work up to timescales along with within the cost constraints
To deliver an regular report of progress against the plan
To produce the agreed specifications
Ito identify the issues faced by any off the team member
To maintain the unity o the team through group discussion and effective understanding
T contribute towards the successful communication
To contribute towards the positive motivation
To motivate other team members in order to enhance their performance
My contribution in this group
The whole project was divided by the assessor to each of the team members. In this
project my contribution was to conduct and present an effective analysis of the key
competitors and market share of the popular coffee shop chain present in Jordan. I was also
given the task of analyzing the strategies owned by the popular coffee chains. Through my
research, I listed the top five coffee shop chain in Jordan in terms of revenue. While
conducting the research I found that though Luckin is still not within the top 5 coffee shops,
its increasing revenue will soon lead it to enlist its name in the list. In my slide, I made a table
where I listed the name of the coffee shops and then the percentage of the respondents side by
side. In the second table, I picked up top 3 coffee shop chains and then added the chief
market strategies followed by the same by its side.
Reflection on theories
The chief theories used by us in order to analyze the market as well as the strategies
taken by the organization include the PESTLE Analysis theory for macro environmental

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analysis and the porters five theory for the micro environmental analysis. According to
Aithal, (2016), it is highly crucial for an organization to understand the political, economic,
social, technological, legal and environmental aspects of a country for determining its
potential of enhancing the revenue of the organization. It also helps the manners of a
company to understand potential benefits as well as drawbacks the company might face in the
country. From the PESTLE analysis, we concluded that in spite of increment in inflation by
3.7 percent, the country has high potential to enhance the profit of the Luckin organization by
a commendable amount in near future.
When it comes to the Porter’s five forces, it is considered to be simple yet powerful tool for
understanding the competitiveness of the business environment along with identifying the
potential profitability of the strategy. In prevent the company to take wrong step which can
hamper its productivity and revenue (Fuller et al., 2017). The micro environment of the
organization was found to quite competitive due to increasing emergence of number of local
as well as international brand in the mentioned nation.
Apart from this, our team also conducted a brief analysis of the key competitors and market
share of 5 top organizations in UK in order to understand the current market position of the
Luckin coffee shop in Jordan (Kalyanaraman, Anouncia & Balasubramanian, 2018). Along
with this, the strategies undertaken by the three top coffee shop chains in the mentioned
nation have also been analyzed. Strategies of its competitor will not only help the
management of the Luckin to delay with the high amount of competition but will also enable
the country to modify its own strategies so that competitive advantage can be gained (Fuller
et al., 2017).
In order to gain a more specific idea of the position of the organization in the food and
beverage industry of Jordan, we had conducted a positioning map. The competitive advantage

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of the Luckin organization has also been evaluated through our presentation. Finally a brief
recommendation for the enhancement of market position as well as market value of the
organization has been provided.
From the feedback obtained from the research, our team was able to understand which points
needs more definition and which sections of the report has been done effectively. For
instance, lack of citation can be considered as one of the chief issues that we will definitely
keep in mind onwards. Along with this, it was also crucial for us to enhance the porter’s five
forces section so that a more detailed understanding of the treats and benefits faced by the
company can be gained. Another thing that we have missed includes justification of the
chosen area for development. Lack of justification of the chosen area has reduced the validity
of our report. This section is particularly need to make the reader aware of the benefits an
organization has obtained by selecting the area for establishment and expansion. In future, I
as a team member will defiantly keep the mentioned factors in mind.
Evaluation of the complex issues faced
While conducting the research, we had faced quite a few issues that have hampered
out potential to develop a more appropriate and well structured power point. Lack of
experience and a limited amount of time can be considered as two of the major factors. When
it comes to me, while conducting the research, I had to go though a good number of
documents and scholarly articles. Lack of experience along with excessive time taken on
each document had made it difficult foe me to go through a good number of documents. Not
only this, I latter discovered that inclusion of other marketing theories like Ansoff Matrix,
SWOT analysis an stakeholder mapping could have enhanced the quality of the report.

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Strategies for orchestrate the effective utilisation of organisational resources, systems
and processes
Data collection was the most essential part of the development process of the
presentation. Our first priority was to ensure that the resources of the data used in the
presentation are authentic and evident. In order to do so, we have initially chosen a huge
number of online resources including online official websites of Luckin Jordon, the market
research report of beverage and retail industry, articles of current competitive market and
similar informative resources. With this regards it has to be also mentioned that both
qualitative and quantitative data has been collected from the chosen resources. From the
declared data collection method it is also clear that the data collection method was completely
dependent on the secondary data collection. After the data collection formulating the
structure of the presentation was another challenge, where the collected data had to be
presented in very specific, measurable, realistic and authentic way (Cameron & Green, 2015).
Coordination and cooperation is the key of the making the presentation more comprehensive
and flawless. For these I have came to a decision that we should fist segregate the
information regarding certain discussion points such as strength of the organisation,
opportunity, Market competition, product mapping and others.
In order to segregate the information into different part we have decided that each
member of our group would take the responsibility to develop the content for certain slides of
the presentation. It has to be mentioned that, the team work and cooperative behaviour was
our only strength to make the most effective decisions in various phase of the presentation
development period. Another systematic data presentation method were proposed by me,
where I proposed that after developing each slides by individual group member, we have to
discuss the progress within ourselves. The purpose of this system is, it can make the content
of the presentation more synchronised with rational flow of information. Forming the

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boundaries was another crucial part where, we had to exclude some of the information to
maintain the relevancy and integrity within the information flow. For this a list of exclusion
criteria was developed by group discussion. It had been decided that each member had to
consider that list of exclusion criteria while developing the respective slides. Apart from that,
to test the clarity and acceptability of the developed slides, each slide was reviewed by
another team member for finding further scope of improvement, in terms of authenticity,
attractiveness, relevancy and others.
What could have been better?
Every group-work has three major features to consider namely the strength, weakness
and opportunities to improve (Fuller et al., 2017). The purpose of the presentation was to
present a report on the market analysis and recommendation for Luckin for the market of
Jordon. However, after collecting the feedback from the assessor regarding the presentation,
it can be said there are some major and minor issues in the presentation, that will need some
sincere alteration. As per the assessor feedback, it has been found that the executive summary
was not informative enough. As per the definition, the executive summary should have all the
necessary part of a report considering background, purpose, method and findings. However,
the presentation currently does not have any executive summary. Apart from that, it has been
also mentioned in the feedback that the PESTEL could be more specific to the coffee industry
and could be more informative. It has been also mentioned that the pestle should reflect the
impact of the components of the purchasing behaviour of the potential buyers. The porters
five force should be linked with the pastel analysis when possible. The feedback of the
assessor also indicates that the presentation does not have any proper justification for
choosing a particular target market. Another major issue that has been found by the assessor
is the lack of references. References make a research more authentic and evident
(Kalyanaraman, Anouncia & Balasubramanian, 2018). However, lack of reference has made

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this presentation less evident and less valid. The assessor suggested that breaking up the
content and adding more relevant diagrams into it could make the presentation more
informative and attractive.
Recommendation for improvement
From the above discussion regarding the major and minor faults in the presentation on
the marketing strategy of Luckin, it has been found some strategic improvement of data
analysis and presentation can enhance the total quality of the presentation in terms of
authenticity, viability, visibility and specificity. The major changes that are required in this
presentation are insertion of a slide named executive summary and incorporation of in-text
citation from various authentic resources. To develop the executive summary the content of
the whole paper should be summarised while keeping all the necessary points and outline of
the structure within it. As per the definition, the executive summary should have all the
necessary part of a report considering background, purpose, method and findings
(Kalyanaraman, Anouncia & Balasubramanian, 2018). Incorporation of executive summary
should be done by group discussion. The in-text citation can be added by any of our member
who is aware of all the resources and their implications. We have to analyse the PESTEL and
find the impact of those points of the consumer choice and purchasing behaviour. To align
the points in porters five force with the PESTEL we have to research the cause an effect
properties of market competition and its components. We have to incorporate some additional
slides to present the content more clearly and separately. Among these slides, the
justifications of choosing the particular marketing strategies have to be incorporated with
proper in-text citation. After making changes, we should review the whole paper by ourselves
to ensure that all the feedback points are successfully utilised to make the alteration in the
presentation. Coordination and cooperation is the key of the making the presentation more
comprehensive and flawless.

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Conclusion
From the above discussion, it can be concluded that group-work is a major attribute of
developing any quality presentation with specific, authentic, understandable presentation.
This presentation was developed by the peer group, where each of the members had some
significant roles and responsibilities. Similar to the other group members, I also had some
major contribution, in terms of choosing strategies for coordination and presenting the
content in an attractive way. Furthermore, it can be said that both porters five force and
PESTEL were very helpful to analyse the market and to formulate the optimum strategy for
Luckin in Jordon market. It has been also found that this group-work has three major features
to consider namely the strength, weakness and opportunities to improve. after collecting the
feedback from the assessor regarding the presentation, it can be said there are some major and
minor issues in the presentation, that will need some sincere alteration. Incorporating
citations, informative alignment, incorporation of diagrams, distribution of content are the
major areas where the changes will be required as per the assessor’s feedback. Moreover, it
can be concluded that some strategic improvement of data analysis and presentation can
enhance the total quality of the presentation in terms of authenticity, viability, visibility and
specificity. Besides, the changes required for the final solution should be done by group
discussion.
Reference:
Aithal, P. S. (2016). Study on ABCD analysis technique for business models, business
strategies, operating concepts & business systems. International Journal in
Management and Social Science, 4(1).

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Cameron, E., & Green, M. (2015). Making sense of change management: A complete guide to
the models, tools and techniques of organizational change. Kogan Page Publishers.
Fuller, M. A., Valacich, J. S., George, J. F., & Schneider, C. (2017). Information Systems
Project Management: A Process and Team Approach, Edition 1.1. Prospect Press.
Kalyanaraman, P., Anouncia, S. M., & Balasubramanian, V. (2018). An Investigation on E-
Learning Tools and Techniques Towards Effective Knowledge Management.
In Knowledge Computing and its Applications (pp. 335-346). Springer, Singapore.