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美国MBA项目作业:Case Analysis for Luckin Coffee

时间:2019-09-03 11:06来源:未知 作者:anne 点击:
摘要:卢金咖啡自2018年初开始成为名人,在很多方面融入了我们的生活。每天乘电梯上下班,我们可以看到Luckin咖啡的广告,也可以看到微信上的免费咖啡分享链接,人们把它比作星巴克,虽
摘要:卢金咖啡自2018年初开始成为名人,在很多方面融入了我们的生活。每天乘电梯上下班,我们可以看到Luckin咖啡的广告,也可以看到微信上的免费咖啡分享链接,人们把它比作星巴克,虽然在定位和商业模式上存在很大的差异。作为星巴克的表面竞争对手,Luckin咖啡展示了它的成功。在比较的背后,我们将看到他们如何在以下内容中“竞争”,并最终确定他们是否是真正的竞争对手。
Abstract:Luckin Coffee becomes a celebrity since beginning of 2018.It has been integrated into our life in many ways. When we take the elevator to and from work every day, we could see the advertisement of Luckin Coffee as well as the link from Wechat of sharing free coffee.People are comparing it to Starbucks, and although differences abound in positioning and business models. As superficial competitor of Starbucks, Luckin Coffee shows it success. Behind the comparing, we shall see how they “compete” in the following content and to finalize if they are real competitors. 
1. Analyze a Luckin coffee shopXiaoqi. Zheng (Mike) ID:8301262571。分析一家乐金咖啡店小七。郑(迈克)身份证:830126257
Taylor和Francis(2005)说,“作为消费者,我们不断地受到不同的体验和影响。我们中的一些人比其他人更容易受到变化和影响,但没有人能像他们出生时一样经历人生。我们对环境的一些反应是因为我们的心理构成。当我们的情况发生变化时,机会就会出现,当我们受到更广泛的影响时,我们可能会以积极或消极的方式作出反应。环境的变化可能会引起我们内在的需求,或者在我们的消费模式中促进新的需求和需求。他们设法将线上和线下的营销工作和零售渠道融为一体。卢金咖啡正在以一种新的方式进入市场。
Taylor and Francis (2005) said that “As consumers, we are continually exposed to different experiences and influences. Some of us are more susceptible to change and influences than others, but nobody goes through life remaining the same as they were at birth. Some of our responses to the environment are because of our psychological makeup. As our situations change, opportunities emerge as we become subject to a wider range of influences to which we might respond in a positive or negative manner. Changes in circumstances may arouse innate needs or promote new needs and wants in our consumption patterns.”Luckin Coffee embrace the new retail concept. They managed to blend in their online and offline marketing efforts and retail channels. Luckin Coffee is entering the market in a new way.
1.1 Luckin coffeeExperience Map1.1 Luckin咖啡体验图
作为一个消费者,我真正体验了Luckin咖啡的消费过程。正如你在经验地图下看到的。
As a consumer, I truly experienced the consumption process of Luckin Coffee. As you see under experience map.
Conclusions:
During the experience, the overall experience was good, but there were still lower-than-expected parts. There are several advices:
There is a business problem. Once the coffee is made or finished, it cannot be cancelled or modified for delivery. Suggest improvements.
There are no complaints and suggestions of function, and it is recommended to increase user feedback.
APP is not smooth enough,Luckin Coffee should create a WeChat mini- program, and they’re so convenient and even easier to share.
Fewer stores, suggested to increase offline stores
There is a problem with the packaging. When the coffee is delivered, the coffee is not hot. It is suggested to improve the packaging
Luckin Coffee should not only rely on online marketing, but also improve the quality of our products
The target group should cover more age groups
1.2The target group of Luckin Coffee
Now the domestic Coffee market is highly competitive. Luckin Coffee's ideais "product + service + culture" experience mode, use APP to complete reservation, self-deliver and other consumption methods. This not only reduces the possibility of queuing, but also saves users' waiting time. It can be seen that the target group of Luckin Coffee is a group of professionals with certain professional requirements on Coffee -- urban white-collar workers
1.3 The Price level of Luckin Coffee
Starbucks, Costa, Luckin Coffee, three coffee comparison, and the same latte has different capacity, beans, flavor and price. Starbucks has high quality and price (30RMB), Costa medium quality and price (28RMB), and Luckin coffee high quality and low price (24RMB).as you can see under “Price / Quality Strategies”
The price level of Luckin Coffee is Super Value
1.4 Luckin Coffee positioning level in the Maslow pyramid of needs
In fact, today's instant coffee (such as Nestle) meets only the first level of physiological needs; the high - grade self - living coffee machine can meet the physiological needs and at the same time give consideration to certain emotional needs. The coffee shop can meet the needs of the first, second and third levels at the same time. Only consumption at a higher level of Maslow demand is the direction of the future.Luckin coffee abandons the third-level social needs, focuses on the "physiological + emotional" needs, cancels the on-site food and turns it into a takeaway, and maximizes the cost.
2. Analyzing Starbucks
2.1 Starbucks Experience Map
From the analysis, we can see this Starbucks coffee taste good, but in the morning the line is too long and moves slowly, it will affect the time of office worker. They need adding barista or improve process in the morning management. Otherwise, they could divide into relax zone and chatting zoo to improve customer experience satisfaction.
2.2 The target group of Starbucks
The target market for Starbucks in China is the first-class city, developed cities in coastal region and relatively developed secondary cities. So their target group is the people who have advanced education, higher income, coffee lover and random coffee consumers. This group people belongs to the upper class pursuit of taste and the middle class pursuit of fashion. 
2.3 The Price level of Starbucks
 
2.4 Starbucks positioning level in the Maslow pyramid of needs
Starbucks aim to build a space with leisure oriented, and let customer have anElegant and comfortable experience. Their slogan is the top quality coffee shape unique humanistic spirit and make customer feel coffee aroma and spiritual literation.Starbucks coffee isn’t just coffee, it is sensory experience, emotional experience and action experience. So Starbucks positioning level belongs to social needs in the Maslow pyramid
3. Comparing Starbucks and Luckin Coffee Shop
3.1 Product Competitiveness
To compare between Luckin Coffee and Starbucks Coffee, we went to both stores to make an evaluation for the competitiveness. Based on the Competitive table below, we can see the strength of Luckin is the price and convenience. Many Starbucks stores are located at expensive, high-traffic CBD buildings which make the rivals cannot survive. But most Luckin outlets are not in such spots, they put their outlets near the CBD or shopping malls which are cheaper to rent. This reflects their marketing strategy is different.
Competitive table
Coffee Brand Taste Quality Price Convenience Location Total
Luckin Coffee 6 7 9 8 8 38
Starbucks Coffee 10 9 7


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