Analysis of profit earning after scandal for Luckin Coffee with the concept of marketing mix strategy 4Ps and SWOT

Ziqian Li; Jinghao Qian; Sheng Xie

doi:10.54691/bcpbm.v35i.3327

Authors

Ziqian Li
Jinghao Qian
Sheng Xie

DOI:

https://doi.org/10.54691/bcpbm.v35i.3327

Keywords:

Luckin Coffee, Marketing mix 4P model, SWOT analysis.

Abstract

This paper starts with an overview of Chinese coffee market. The rapid growth of Luckin coffee attract our attention so we further studied it. This paper used SWOT analysis, and studied the internal strengths and weaknesses, external opportunities, and threats of Luckin coffee with a thorough examination of internal and external situations. 4P method is also applied in the paper to analyze the weakness and strengths of Luckin coffee. Therefore, some suggestions are put forward for Luckin coffee and a prediction of the future Chinese coffee market is given. The paper also provides suggestions for Luckin coffee’s strategy and mentions potential risks.

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