The Rise and Fall of Luckin Coffee

The Rise and Fall of Luckin Coffee
Case Code: BSTR611
Case Length: 19 Pages
Period: 2019-2020
Pub Date: 2020
Teaching Note: Available
Price: Rs.500
Organization : Luckin Coffee Inc.
Industry : Food & Beverage
Countries : China
Themes: Ethical Decision Making, Digital Marketing, RetailTech
The Rise and Fall of Luckin Coffee
Abstract Case Intro 1 Case Intro 2 Excerpts

Origin and Growth

As of 2018, though coffee was growing popular in the predominantly tea-drinking China, it was still beyond the reach of most of the Chinese. Not many could afford to have a Starbucks, the most popular coffee in the country, every day, as it was priced rather high. Another problem was availability. Though Starbucks had several stores, office goers or students, who faced time pressure, preferred to just grab a coffee on the move, or have a cup of coffee delivered to them. Neither Starbucks nor other companies like Costa Coffee and Dunkin Donuts, or the small local caf├ęs could provide them with the convenience they were looking for. The existing coffee houses considered coffee more as a socializing activity over which people spent lot of time....

Buy this case study (Please select any one of the payment options)

Price: Rs.500
Price: Rs.500
PayPal (11 USD)

Custom Search