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Kāfēi: Feasibility study and strategic planning for a new coffee chain in Brussels inspired by Luckin Coffee

Vanderhoven, Louis ; Bianco, Inès
(2024)

Files

BIANCO_83842200_VANDERHOVEN_83892200_2024.pdf
  • UCLouvain restricted access
  • Adobe PDF
  • 2.16 MB

Details

Supervisors
Hermans, Julie
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
The thesis examines the feasibility and strategic planning of establishing a new coffee chain in Brussels inspired by the "Luckin Coffee" model. The concept aims to deliver high-quality, responsibly sourced coffee at affordable prices, catering to on-the-go customers. The study includes a thorough review of Luckin Coffee’s success pillars—quality, affordability, and convenience—and analyzes the Belgian coffee market using a PESTEL framework. A competitive analysis identifies primary competitors, and a survey validates the business model. Financial viability is verified through provisional cash flow statements, income statements, and balance sheets, concluding that the project is economically sound. An operational plan outlines the steps from pre-launch to the third year of operation, emphasizing key performance metrics and marketing strategies. The comprehensive study confirms the feasibility of the coffee shop, detailing a solid foundation for successful market entry and growth in Brussels' competitive coffee market.