a speech draft, power point, and an Individual Synopsis and Evaluation( 3 - 5 pages)
Lucyya
step1-3.pptx01
PART
Luckin coffee profile
Brand mission of "creating a world-class coffee
brand from China
Brand profile
Makes full use of the new retail mode of mobile Internet and big data technology
committed to providing customers with high-quality, cost-effective and convenient products
Brand profile
Since the establishment of the first store in October 2017, luckin coffee has opened stores in major cities
As of July 16, 2019, luckin coffee has successfully opened its 3000th store in China
Brand profile
in January 2019 that its cup production reached 100 million,
Strive to catch up with Starbucks in the number of stores and cup production in this year
luckin coffee was successfully listed on NASDAQ in May 2019.
Brand profile
Luckin coffee was successfully listed on NASDAQ in May 2019.
Brand profile
Organization Profile
Founder of Luckin Coffee: Jenny Qian Zhiya
Luckin Coffee was established in 2017, and stores in Beijing and Shanghai were opened in 2018.
Luckin Coffee is the first chain coffee shop in China
Target market: for the Chinese market and young people
Competitor: Starbucks
The organization differs from its competitors in terms of price and innovative unmanned retail strategy.
Service Profile
A Service Profile can be seen as a service plan in that it specifies forms and restrictions that can be assigned to an end-user who connects to a service venue to to use the service.
The common venues of Luckin Coffee is through its kitchen windows or small stores embedded in residential and office buildings
End-user are Luckin coffee drinkers
Major Challenges
Pricy Cost: The price of a cup of coffee on the Chinese market is about 30 yuan, which is higher than other drinks
Inconvenience of Purchase: coffee shops are not as common in foreign countries, and the purchase is still not convenient.
Product Quality and Price (Cost-Effectivness)
Convenience and Service Mode
7,000 coffee shops in China.
Ambitious Exapansion of 2,000 new coffee shops per year.
Intensive network and online order system.
less than 30 minutes delivery and overtime ompensation policy.
SF（顺丰快递）as the chartered coffee distribution supplier for Luckin.
Customer Opinion and Consumer Mentality
Convenient purchase apps
Efficient pick-ups and deliveries
Online customer groups
Coupons
Customer portraits
Reference
Yang, Z. . (2019). Analysis on the Business Risks of the Coffee Industry in China under the New Retail Model——Taking Luckin Coffee as an Example. Journal of Jiangsu University of Technology.
Xiong, W. . (2018). An Analysis of luckin coffee's Marketing Mix under the New Network Retail. Value Engineering.
Meloy, Guy, & S. (2004). Leadership in five seconds. Army Magazine, 54(5), 16-18.
https://images.app.goo.gl/T5mMGwaXJnYcjFvdA
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