Tim Hortons Executive Summary

Final Report Marketing
Submitted To: Professor Rajeev Sachdev
Wednesday, April 9, 2008
Marketing II

Tim Osborne

TABLE OF CONTENTS

1. Executive Summary and Introduction
2. Company Analysis
3. Situation Analysis
4. Customer Analysis

5. Competitive Analysis and Climate
6. Analysis of the Problem Faced By The Organization
7. Marketing Strategy Analysis
8. Alternative Marketing Strategies
9. Recommendations
10. Justification and Implementation
11. Methodology and Data Analysis
12. Conclusions
13. Appendices
14. Works Cited
*To indicate the Marketing Theories they are highlighted yellow throughout the report.*

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1. EXECUTIVE SUMMARY AND INTRODUCTION
Executive Summary
Tim Hortons is a large company that focuses
The biggest attraction to Tim Hortons is still their always fresh coffee, it is also offered in a take-home tin so customers can enjoy the great taste of Tim
Hortons’ coffee at home. Our team has explored the company’s information resources to learn about what Tim Horton’s needs to do in order to successfully expand into the
United States. This was achieved through a number of group meetings, emails and discussions about the different ways of expanding successfully into the foreign market. A review of the company’s history and timeline lead us to a greater understanding of how the company really works, and how committed they are to improving their image in the consumers eye. We also conducted a SWOT analysis to determine the strengths and weaknesses of Tim Hortons and their major competitors: Dunkin’ Donuts and Starbucks.
To deal with the challenges brought about by these competing firms Tim Horton’s will have to make the necessary changes that will ultimately make them a strong competitor in the United States. These changes include adding new items to the menu that will appeal to the American customer; they can also have an endorsement deal with American
Promotion – Tim Hortons mainly promotes themselves through the media. Tim Hortons advertises on television, radio, magazines and outdoor methods including; billboards and transit shelters. Tim Hortons may also utilize newspaper advertising. (Tim Hortons:
FAQ). Tim Hortons also promotes their products and chain through a large marketing campaign called “Roll up the Rim to Win” this is where customers can win various prizes by looking under the rim of coffee cups. Tim Hortons often runs this campaign from early February to May every year in the height of the NHL’s playoff season so that their ads can reach the most people possible. Tim Hortons also promotes themselves through local communities by funding timbits hockey and sponsoring various other teams.
3. SITUATION ANALYSIS
SWOT Analysis
Strengths
Tim Hortons’ has many strengths; in Canada one is their brand name in Canada.
Tim Horton’s is synonymous with Dunkin’ Donuts in the United States in popularity and customer loyalty. For someone walking down the street it is not uncommon in Canada that a stranger may pull to the side of the road in their vehicle asking where the