Two Giants of the Chinese Coffee Market Different Marketing Paths of Starbucks and Luckin Coffee

Abstract

Different coffee brands have joined the Chinese market in the last decade as the market has grown and the number of users has risen. The global coffee brand Starbucks and the regional Chinese coffee brands have always been able to occupy a higher market share against the context of a steadily growing number of competitors. This study uses a questionnaire survey to explore the causes behind this and applies 4Ps to compare and contrast the two coffee brands' marketing approaches as well as their advantages and disadvantages. Starbucks and Luckin Coffee shouldn't relax and take it easy on the Chinese coffee market; instead, they should innovate and improve their marketing strategies to keep hold of their current clients and continue exploring potential customers.