Tim Hortons Case Analysis .docx

On their integration into the american market where

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on their integration into the American market, where there are already many similar companies that have been successful at securing their market share. A. Option 1 Tim Hortons management should focus on building their brand to appeal more to a global audience instead of being seen solely as a Canadian brand. This should help the markets in other countries identify more with the Tim Hortons brand name and be more willing to visit their location instead of a competitor’s. This could be done in a variety of ways. Tim Hortons could offer location specific food or drink choices based on their popularity. They could release commercials that would appeal to the population in the area they are trying to expand into. They could also try and emulate certain features that popular American restaurants feature such as being open 24/7 or having drive-thru windows available for customers who are in a rush. Proving that Tim Hortons is better than other restaurants will also be crucial in their battle for market share. Reducing wait time to a minimum, having the lowest prices, the best tasting product, or offering seasonal products that customers love (Shamrock Shake at McDonalds, Apple Pie doughnuts at Dunkin) are all factors that can sway customers to visit one location or another. Pros: Cons: -Chance to draw in more customers -Could lose their identity -Greater customer satisfaction -Increased costs -More food / drink choices -More employee training -Shorter wait times -Seasonal sales variances B. Option 2 One popular marketing promotion was Tim Hortons’ ‘Roll up the Rim to Win’ prize giveaway which was extremely successful. This could be compared to McDonald’s Monopoly, and Tim Hortons should heavily advertise this event in the US while it is active. These giveaways generate goodwill from the customer base and the benefits can far outweigh the cost of the prizes offered. Even a coupon for a free cup of coffee would likely result in a customer coming back at a later date and making more purchases. 10
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Pros: Cons: -Add incentive to purchase products -Cost of prizes -Free marketing from prize winners -Infrastructure required to implement -Encourages repeat customers -Could have low participation C. Option 3: Tim Hortons needs to be extremely careful when expanding and choosing potential locations. We would recommend that they opt to expand more slowly in order to guarantee the success of new locations. It is terrible for a company’s brand image when people see that a location has been shut down. Management needs to be careful and should scout out areas that can sustain an additional restaurant, and where they are not in direct competition with another restaurant that may be better established than them. If a Tim Hortons is built across the street from a Dunkin Donuts or a McDonalds, they are unlikely to be profitable at all. Tim Hortons needs to build their reputation in America before trying to compete directly with other brands, as they did with Dunkin Donuts in New England.
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  • Spring '18
  • Felski
  • Brand, BURGER KING, Fast food restaurant

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