Tim Horton’s has done exceptionally well since its first outlet opening in 1964. Canadians continue to stay loyal to their favorite coffee shop “timmies” as it exemplifies a made in Canada appeal with a small town persona. Ask any Canadian what a double double is, and majority of them will mention Tim Horton’s in their response. It has come to be apart of our history, our daily lives and generations forth.
Tim Horton’s is in a growing market. However it isn’t the only shark in the ocean, Starbucks and Mcdonalds are significant threats to Tim Horton’s future growth and market share. In order to strive forward, Tim Horton’s must expand overseas and open outlets in the BRIC countries. The BRIC nations are growing exponentially with the middle and upper class incomes increasing significantly, meaning it is also co-related with a higher amount of disposable income. This report will focus solely on the opportunity in China and the marketing strategy that will be implemented in order to proceed with developing an international presence.
The focus product will be tea. A great variety of quality tea will be offered, as this is what the citizens of China value and consume in their daily lives. We will continue to provide the value breakfast and the famous in house made sandwiches. McDonalds and Starbucks have locations in China already, and both have a great breakfast selection paired with a wide variety of gourmet coffees. Therefor breakfast will be key into acquiring a loyal customer base and becoming a successful competitor.
More research will be required in order to develop ways to satisfy our target markets needs. Students and businessmen are usually in a hurry, meaning employees must be quick and still able to provide a high standard of customer service. To attain such a standard, strong training will occur as well as training for making gourmet coffee will be required.
A few value strategies will continue as well as a few...