Different Marketing Strategies Between Starbucks and Luckin Coffee and the Impact of the Epidemic

DOI

10.2991/aebmr.k.210601.001How to use a DOI?

Keywords

Marketing Strategies, Starbucks, Luckin Coffee, COVID-19

Abstract

COVID-19 spreads and causes a significant negative impact on the global beverage industry. The global coffee market is estimated to be worth $102.02 billion in 2020 with a projected compound annual growth rate of 4.28% for the 2021-2026 forecast period. This paper studies the different marketing strategies of Starbucks and Luckin Coffee in the coffee industry and then discusses the impact of different periods of the epidemic on Starbucks to different degrees through data, as well as the countermeasures taken by Starbucks.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Siyu Wang
PY  - 2021
DA  - 2021/06/02
TI  - Different Marketing Strategies Between Starbucks and Luckin Coffee and the Impact of the Epidemic
BT  - Proceedings of the 2021 International Conference on Enterprise Management and Economic Development (ICEMED 2021)
PB  - Atlantis Press
SP  - 1
EP  - 5
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210601.001
DO  - 10.2991/aebmr.k.210601.001
ID  - Wang2021
ER  -