MKT 70504 MARKETING MAGEMENT
COURSEWORK QUESTION (60%)
June Semester 2024
1) Individual Written Assignment Instructions: In-depth Marketing Analysis for LUCKIN or Starbucks
In continuation of the group case study, you are tasked to develop a detailed marketing paper focusing on either LUCKIN or Starbucks, specifically targeting a market outside of China. Prior to selecting a foreign market for analysis, please ensure to obtain approval from the course supervisor.
Assignment Objectives and Structure:
1. Cross-Market Strategic Comparison (Environmental Analysis of the Host Country).
· Conduct a comparative analysis of the coffee industry between China and a selected international market (e.g., the United States or India). Highlight the key strategic differences and similarities in market entry, growth strategies, and competitive dynamics. Focus on aspects such as consumer preferences, cultural influences, marketing approaches, and the impact of local regulations on business operations.
2. Segmentation, Targeting, and Positioning (STP):
· Formulate a succinct STP strategy that clearly defines the target market and articulates the value proposition of either LUCKIN or Starbucks in the selected host country.
· Develop a comprehensive consumer persona to better understand and illustrate the characteristics, needs, and behaviours of your target customer
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3. Product Adaptation and Innovation:
· Considering the consumer preferences and cultural nuances in China, how should Starbucks and Luckin Coffee adapt or innovate their product offerings to better cater to the local market? Discuss specific examples of menu adaptations or new product introductions that could enhance market appeal and relevance.
4. Innovation and Technology Integration: Discuss how innovation and technology can be leveraged to gain a competitive advantage in the coffee industry in new markets. Evaluate how technological advancements in mobile apps, digital payments, and artificial intelligence could be utilised by either Luckin or Starbucks to enhance customer experiences and operational efficiencies.the marketing mix to enhance brand image and market acceptance.
Research and Documentation Guidelines:
· Comprehensive Research: Your analysis should be supported by at least 8 scholarly articles, providing a robust framework for your discussions. Utilise these sources to validate your arguments and provide depth to your analysis.
· Market Research Utilisation: Include data and insights from market research reports, specifically from Euromonitor Passport. Access to this resource is available at: Euromonitor Passport.
· Analytical Depth: Understand and articulate various marketing strategies and tactics, describing their application in satisfying customer needs within the host market.
· Synthesis of Theory and Practice: Seamlessly integrate empirical evidence with marketing concepts and theories to develop a comprehensive marketing plan for the real-world context of the selected company.
Formatting and Submission Requirements:
· The paper should be formatted using double spacing and 12-point Time News Roman font.
· The expected length of the document is approximately 3500 words (only the assignment content), excluding the cover/title page, table, figure, and references.
· Ensure that your report is organised according to the specified sections outlined above.
· Adherence to the provided marking rubrics will be strictly enforced during the grading of this assignment.
Language Requirement: It is imperative that all written work and communications are conducted in English to maintain academic integrity and clarity throughout the course.