It’s that time of the year…Yes that’s right! Tim Hortons’ Roll Up The Rim To Win contest is back for the 26th year. Roll Up The Rim To Win has become an icon of Canadian consumerism and one of the most closely followed promotions in the country’s history, with 88 per cent of prizes typically redeemed. Mr. Tim Horton opened his first store in 1964 in Hamilton Ontario. Today there are over 4400 outlets around the world in countries such as Canada, U.S., United Arab Emirates & Europe. Outside of Canada, the company’s prime focus in terms of expansion is the U.S. In March 2010, Tim Hortons announced an expansion which is to be completed by 2013. The plan calls for 300 new stores in the U.S. (primarily in its existing markets of Michigan, New York, and Ohio). With Tim Hortons having great success in Canada, the brand feels confident that they can keep this streak going across the border. Since its first store in Buffalo, New York in 1984, Tim Hortons has opened 563 outlets. When taking in to consideration that Tim Hortons has 28 years of presence in the U.S., 563 stores seem rather low as a company. The issue is the company must take a more researched approach in figuring out what is the best possible way to dominate in the U.S. markets. There are several challenges that Tim Hortons must face in order to make an educated decision on which approach to adapt. One disadvantage Tim Hortons has versus its competitors is that major brands such as Dunkin’ Donuts & McDonald’s have a much stronger marketing advantage, the same advantage that Tim Hortons has in Canada. There are several possibilities when choosing which business model works best in the U.S. The first option would be Co-Branding. In February 2009, Tim Hortons partnered with Cold Stone Creamery. While this is a positive way to gain exposure in the U.S. market, it is also a weak approach as the company can only Co-Brand with a partner that will not create competition between the two. An...
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