Analysis of NAYUKI Operation and Development Suggestions based on SWOT

Abstract

With the advent of the "Z" era, new tea has replaced traditional tea as a beverage preferred by consumers. This paper mainly starts from the development of new tea beverages in China and analyzes the current situation of China's new tea industry through the PSET model, to analyze the external conditions affecting the development of Starbucks. In addition, through the SWOT model, this paper analyzes NAYUKI's current situation and its market strategy and explores NAYUKI own strengths and weaknesses, the opportunities and threats facing its development, and the main problems faced by its marketing strategy. Finally, this paper makes a series of targeted recommendations for NAYUKI. This paper found that although NAYUKI has not yet reached the stage of sustained profitability, it can be expected that the epidemic will weaken its offline consumption interference, as well as the supply chain and store upgrading of enterprises, NAYUKI through the mining of potential consumers in low-tier cities, with the help of industry digital transformation, make full use of the advantages of "third space" stores, innovative marketing to strengthen brand value, and gradually increase the proportion of future Pro stores to reduce costs, the company's profitability is expected to improve in the future.