ABSTRACT

This study aimed to assess the current marketing strategies and customer satisfaction at Luckin Coffee, with the goal of developing an actionable plan to improve the implementation of its marketing initiatives. A mixed-methods approach was employed, focusing primarily on the 4Ps framework: Product, Promotion, Price, and Place. The findings reveal that Luckin Coffee has successfully implemented its marketing strategies across the 4Ps, achieving high levels of success. Participants expressed high satisfaction with these strategies, highlighting the brand’s strong product offerings, promotional efforts, competitive pricing, and convenient access through store locations and delivery services. However, several challenges were identified, including difficulty in controlling costs due to rising raw material prices, issues with quality control leading to reduced customer loyalty, inadequate service quality, increasing consumer demand for diversified and personalized products, and inefficiencies in marketing strategy execution. To address these challenges and enhance customer satisfaction and loyalty, the study proposes several strategies: optimizing supply chain management and improving operational efficiency to control expansion speed and costs; strengthening quality control measures, improving service standards, and actively fulfilling corporate social responsibilities to restore the brand’s image; introducing personalized and health-focused products to meet diverse consumer needs; and enhancing promotional activities, integrating marketing channels, and refining the execution of marketing strategies. These initiatives are expected to enable Luckin Coffee to thrive in a highly competitive market.

Keywords: Competitive pricing, customer satisfaction, marketing strategies