The Rise and Fall of Luckin Coffee
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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 |
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 cafés 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....
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