SHS Web Conf.
Volume 163, 20232023 8th International Conference on Social Sciences and Economic Development (ICSSED 2023)
|Number of page(s)
|Marketing and Organizational Behavior Management
|28 April 2023
A Comparative Study of Starbucks and Luckin Coffee’s Market in China
Shanghai United International School, Shanghai, 200000, China
Due to the rising popularity of coffee drinks in China’s market, the two brands, Starbucks and Luckin Coffee, gradually appear in people’s daily life. Both brands have provided similar products but different services and targeted customer groups, thereby differentiating their positions in the market. Since coffee is becoming one of the most popular drinks nowadays, many people are concerned about the competitiveness of these two brands and their further development in China’s market. This research focuses on different strategies the two brands used to enlarge their customer groups and differentiate themselves from other brands, as well as the customer feedback on their services. The research suggests that, in China’s market, Starbucks has more competitiveness in the recognition of the brand compared to Luckin Coffee, but both brands have succeeded in offering good-taste products. According to the survey, Starbucks received negative feedback on its price and taste of new products, while Luckin Coffee received negative feedback on its environment.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0 (https://creativecommons.org/licenses/by/4.0/).
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