Based on SWOT Analysis to Explore the Marketing Strategy of Sexy Tea’s Inconvenience

Yiwen Fu; Xinghao Li; Xusheng Liu

doi:10.2991/assehr.k.211209.210

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Based on SWOT Analysis to Explore the Marketing Strategy of Sexy Tea’s Inconvenience

Authors

Yiwen Fu¹^{, †}, Xinghao Li²^{, †}, Xusheng Liu³^{, †}^{, *}

¹School of Economics, Fujian Normal University, 350000, Fuzhou, China

²School of Chemical and Process Engineering, University of Leeds, LS2 9JT, Leeds, United Kingdom

³King’s Business School, King’s College London, WC2R 2LS, London, United Kingdom

^†

These authors contributed equally.

^*Corresponding author. Email: k1815710@kcl.ac.uk

Corresponding Author

Xusheng Liu

Available Online 15 December 2021.

DOI: 10.2991/assehr.k.211209.210 How to use a DOI?
Keywords: SWOT analysis; 4Ps; Hunger Marketing; Sexy Tea; Milk Tea; Sexy Tea
Abstract: With the rapid growth of Chinese society, different Milk Tea brands started to emerge and join the competitive market. Among them, Sexy Tea, with its unique marketing strategy and the idea of hunger marketing, has gradually become a landmark for Changsha, China. Yet, it brings inconvenience to customers while being very successful. The study aims to analyze what marketing strategies were used to overcome the inconvenience. This paper is built on using the Hunger Marketing theory and the marketing mix theory, which contains product, price, promotion, and place. In addition, SWOT analysis was performed by identifying and analysing the internal and external parameters of Sexy Tea Brand that impact the successful implementation. This research argues that the inconvenience of Sexy Tea is a form of hunger marketing for the brand. The internal strengths of the brand further minimize some of the negative effects of inconvenience. However, in the long term, inconvenience needs to be addressed by Sexy Tea. Although this research concludes that inconvenience positively affects the brand, it does not confirm the widespread use of inconvenience as a marketing strategy for brands other than Sexy Tea.
Open Access: This is an open access article under the CC BY-NC license.

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Volume Title: Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series: Advances in Economics, Business and Management Research
Publication Date: 15 December 2021
ISBN: 978-94-6239-483-4
ISSN: 2352-5428
DOI: 10.2991/assehr.k.211209.210 How to use a DOI?
Open Access: This is an open access article under the CC BY-NC license.

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ris enw bib

TY  - CONF
AU  - Yiwen Fu
AU  - Xinghao Li
AU  - Xusheng Liu
PY  - 2021
DA  - 2021/12/15
TI  - Based on SWOT Analysis to Explore the Marketing Strategy of Sexy Tea’s Inconvenience
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1294
EP  - 1301
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.210
DO  - 10.2991/assehr.k.211209.210
ID  - Fu2021
ER  -

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