Strategic Management of Tim Hortons : Assignment

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Strategic marketing
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Executive summary
Strategic marketing is all about identifying needs of consumers so that a marketing plan
can be created for attainment of customer satisfaction; profitability and increased performance.
The process is carried out by providing valued products and service offering to consumers in
comparison to competitors
The present study is about strategic marketing of Tim Hortons wherein it is making an
attempt to enter in London by opening its outlet. Hence a PESLTE analysis of the UK coffee
market has been carried out followed by assessing market entry strategy, segmentation, targeting
as well as porters generic strategy.
It has been found out that start up business is the best market entry option for Tim
Hortons in the nation. This is followed by utilizing differentiation as porter’s generic strategy. It
can then make use of demographic, geographic as well as psychographic segmentation and
differentiation targeting strategy for the consumers.
It has further been recommended that the company must be aware about Brexit issue;
environmental sustainability norms; decreasing purchasing power of people while making an
entry to London. Thus value for money offerings must be provided to the consumers for gaining
a greater market share.
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Table of Contents
1.0 Introduction...............................................................................................5
2.0 PESTLE analysis of UK coffee market so as to assess the opportunities
and threats to be faced by Tim Hortons and providing solutions for the same
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2.1 Pestle analysis..............................................................................................5
2.2 opportunities for Tim Hortons in UK market.........................................................8
2.3 Recommendations.........................................................................................8
3.0 Describe the modes of market entry for Tim Hortons in UK and
recommend the most appropriate one............................................................8
4.0 The concept of market segmentation and targeting for Tim Hortons in UK
market...........................................................................................................10
4.1 Segmentation..............................................................................................10
4.2 Targeting...................................................................................................11
5.0 Explain porter’s generic strategies and apply the one that is suitable for
Tim Hortons in UK market..............................................................................12
5.1 porter’s generic strategies....................................................................12
5.2 Recommendation.........................................................................................14
6.0 Conclusion...............................................................................................14
References.....................................................................................................16
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1.0 Introduction
Strategic Marketing is a technique by which a company is effectively able to differentiate itself
from the rival firms. This is done by focusing on provision of better value to the consumers in
comparison to competitors (Richelieu and Korai, 2014). The present study has made an attempt
to study the strategic marketing of Tim Hortons which is a Canadian based coffee shop and is the
largest quick service restaurant in the nation. The coffee shop is not just about serving great
coffee but also delivering highest quality services so as to become a leader in everything that is
being done by the company (Tim Hortons, 2018). The firm is making an attempt to bring the
coffee shop from Scotland to London and that is why Ashanti marketing Solution has compiled
this report. This report emphasis of the study is thus on assessing the internal and external
environment to be faced by the company in London. Emphasis will be given on carrying out a
Pestle analysis, market entry points, segmentation and targeting strategy for the company
followed by Porters generic strategy.
2.0 PESTLE analysis of UK coffee market so as to assess the opportunities and threats to
be faced by Tim Hortons and providing solutions for the same
2.1 Pestle analysis
This section has given an emphasis on carrying out macro environmental analysis for Tim
Hortons coffee shop in London. This will assist in analyzing the likely opportunities and threats
to be faced by company followed by providing solutions for it.
Figure 1 Pestle analysis diagram
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