Analysis of Management Strategy of MXBC

Abstract

Milk tea is a kind of tea beverage which originated in Taiwan Province and has been popular since 1990s. It combines the fragrance of tea and the sweetness of milk, and has become one of the choices of people's daily drinks. Nowadays, with the increase of milk tea shops, the competitive of milk tea market begins to become greater. If a milk tea shop wants to have its own position in the whole milk tea market, it must have it own unique strategies. This article studies the most self-featured milk tea shop in the Chinese milk tea market. This article is mainly used to analyze several business strategies and reasons for the success of one of the milk tea shop—MXBC. Besides, by comparing with other milk tea shops, the author discovered the unique marketing strategy of MXBC. Finally, these strategies, such as expanding customer base, building their own stores, make MXBC become very successful. However, these strategies also bring some problems such as healthy problem. This article is used to those who want to learn more about the milk tea industry, and get more knowledge about MXBC.