Abstract
The tide of the Internet age is quietly changing the habit of consumers and the mode of market. Coconut Know takes health and sugar-free as its core selling points and applies internet innovative thinking to open up the situation in the coconut beverage industry. With the fiercer competition in this newborn market, the future of Coconut Know might not be as bright as it is now. The purpose of this paper was to discover the correct way for sustainable development. This paper applied Marketing Mix Theory to analyze the current situation of Coconut Know, meanwhile combining it with the SWOT analysis to evaluate the condition comprehensively, focusing on the long-term development and the challenges faced by the ever-expanding market. This research concluded that high-quality products, effective pro-motions, rising consumer power, positive policies, and the industry outlook are the strength, and strong opponent, single placements, and substitutability is the weakness. Thus, Coconut Know should seize the opportunity, meanwhile, watch out for the threats that opponents may bring.
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