Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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Based on SWOT Analysis to Explore the Marketing Strategy of Sexy Tea’s Inconvenience

Authors
Yiwen Fu1, †, Xinghao Li2, †, Xusheng Liu3, †, *
1School of Economics, Fujian Normal University, 350000, Fuzhou, China
2School of Chemical and Process Engineering, University of Leeds, LS2 9JT, Leeds, United Kingdom
3King’s Business School, King’s College London, WC2R 2LS, London, United Kingdom
†

These authors contributed equally.

*Corresponding author. Email: k1815710@kcl.ac.uk
Corresponding Author
Xusheng Liu
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.210How to use a DOI?
Keywords
SWOT analysis; 4Ps; Hunger Marketing; Sexy Tea; Milk Tea; Sexy Tea
Abstract

With the rapid growth of Chinese society, different Milk Tea brands started to emerge and join the competitive market. Among them, Sexy Tea, with its unique marketing strategy and the idea of hunger marketing, has gradually become a landmark for Changsha, China. Yet, it brings inconvenience to customers while being very successful. The study aims to analyze what marketing strategies were used to overcome the inconvenience. This paper is built on using the Hunger Marketing theory and the marketing mix theory, which contains product, price, promotion, and place. In addition, SWOT analysis was performed by identifying and analysing the internal and external parameters of Sexy Tea Brand that impact the successful implementation. This research argues that the inconvenience of Sexy Tea is a form of hunger marketing for the brand. The internal strengths of the brand further minimize some of the negative effects of inconvenience. However, in the long term, inconvenience needs to be addressed by Sexy Tea. Although this research concludes that inconvenience positively affects the brand, it does not confirm the widespread use of inconvenience as a marketing strategy for brands other than Sexy Tea.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
10.2991/assehr.k.211209.210
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.210How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Yiwen Fu
AU  - Xinghao Li
AU  - Xusheng Liu
PY  - 2021
DA  - 2021/12/15
TI  - Based on SWOT Analysis to Explore the Marketing Strategy of Sexy Tea’s Inconvenience
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1294
EP  - 1301
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.210
DO  - 10.2991/assehr.k.211209.210
ID  - Fu2021
ER  -