Study On Marketing Strategy Optimization Of T Coffee

With the gradual development and maturity of China’s coffee market,consumers have a more open attitude towards coffee products,and consumer demand is also increasing year by year.As a country with a long tea culture,people in China are gradually changing their consumption habits and accepting refreshing drinks from the West.T Coffee Company is a foreign black horse racetrack player,the parent company Restaurant Brands International(RBI),in China has Descartes,Tencent,Sequoia,Zhong Ding huge capital increase,only three years of development is now on the market.It has a good competitive advantage in brand tonality,product advantage,capital support and other aspects.However,in the face of changeable market environment and strong competitors,T Coffee Company’s marketing is facing severe challenges.Since entering China,T Coffee Company attaches great importance to the marketing strategy,but there are still shortcomings in the implementation process.According to the main idea of research status,searching out problems,analyzing reasons and putting forward countermeasures,this paper adopts empirical analysis,literature research,questionnaire survey and interview survey,and PEST theory to analyze the macro environment of T Coffee Company.The details are P politics,E economy.S society,T technology,through the marketing research of T coffee company,the marketing theory of STP and 4Ps,market Segmentation,and corresponding market Targeting and Positioning are found.Product(Price),channel(Place),Promotion(Promotion),from the marketing strategy implementation process to find the existing problems,brand image is not clear,tonality is fuzzy,consumer insight is shallow;Blind rapid expansion,lack of high-quality 2B resources,heavy reliance on human judgment,supporting resources out of line;Marketing power is insufficient,new product research and development is backward,cross-border cooperation is conservative,IP linkage is out of file and other existing marketing strategy problems.Then it gives suggestions for optimization based on STP market segmentation,market target,market positioning and 4P products,prices,channels and promotion.