Analysis on the Marketing Strategy of MXBC MilkTea

Abstract

This paper studies the reasons for the success of MXBC marketing strategy. With the early background information of the MXBC and Industry, this article adopted the secondary research method to collect essential data and information. The purpose of conducting this research is to reveal the marketing strategy secret of MXBC, analyze its franchise model by discussing its pros and cons. In this model, because the supply chain of MXBC supports all of its opening franchised stores from raw materials to finished products, MXBC can gain a high amount of revenue through supporting them. But at the meantime, the franchise model also harms its future growth. For example, saturation of franchised stores will lead to fiercer competition, even the same brand. Thus, MXBC should consider changing its marketing method to avoid these problems.