Marketing Plan on Luckin Coffee

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Marketing Plan on Luckin Coffee
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Marketing Plan on Luckin Coffee 1
Table of Contents
Introduction......................................................................................................................................2
Objective......................................................................................................................................2
Analysis Through Theories and Models..........................................................................................2
Porter Five forces.........................................................................................................................2
Ansoff Matrix...............................................................................................................................3
TOWS Analysis...........................................................................................................................4
Pest Analysis................................................................................................................................5
Role of other approaches and skills for utilizing resources.............................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

Marketing Plan on Luckin Coffee 2
Introduction
Marketing strategy play a vital role in the growth and success of any business. Most of the
companies has adopted effective marketing strategies and focus on their strategies to attract
maximum consumers and add competitive advantage in their business. It is one of the effective
key towards the success story of the business (Abdallah and Jaleel, 2015). Lucking Coffee is one
of our internet companies that are situated in China. We lead in the market of China due to our
outstanding performance in the competitive market. We offer American style coffee to our
consumers with a variety of bakery items. It make out coffee shop unique from other coffee shop
in the market. We are Beijing based coffee shop and make consumption of coffee seamless
across the online and the world of online. We make emphasizes it carefully selected Arabica
beans that are blended by our team of World Barista Competition Champion from Italy. We have
already achieved great success in China and now planning to expand our business in new market
which is Jordan to make our existence in the global market. It will make our company more
competitive in the world.
In the following part there will be detailed analysis of the market with the help of marketing
theories as well as models to analyses the market more efficiently and effectively
Objective
The main objective of our coffee shop is to:
 Competing Starbucks.
 Increase market share in the global market
 Satisfying consumers from our services

Marketing Plan on Luckin Coffee 3
 Lead in the global market
Analysis Through Theories and Models
Porter Five forces
The analysis of Porter Five forces is of the essential tools for analyzing the structure of
organization industry in strategic process. It supports the marketer to contract a competitive
environment (Mohammad, 2015). Porter has identified five competitive forces that shape every
industry as well as every market such as:
Threat of Entry
The threat of entry includes the high or low cost of entry, economies of scale, cost of advantage
as well as ease of access to distribution channels. The regulation set by the government of Jordan
to open new business represents high barriers of entry to the local industry. It directly affects the
cost to our company at greater level. Therefore there is high level of threat for my business to
expand in such country (Patil and Bach, 2017).
Bargaining Power of Buyers
The buyers play a vital role in the success of business. The power of the consumers is likely to be
high if a number of conditions are in place. The consumers of Jordan are attracted towards the
low prices products that would affect our business towards the profit margin. The bargaining
power of the buyers is high due to the reason that consumers have huge options to purchase in
the same market that create threat for our business.
Threat of Substitute