Based on SWOT Analysis to Explore the Marketing Strategy of Sexy Tea’s Inconvenience
These authors contributed equally.
- 10.2991/assehr.k.211209.210How to use a DOI?
- SWOT analysis; 4Ps; Hunger Marketing; Sexy Tea; Milk Tea; Sexy Tea
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.
- © 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
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 -