Expansion of Tim Horton's to India: Market Analysis and Entry Strategy

[Date]

International Business 1
Contents
Introduction......................................................................................................................................2
Expansion to India...........................................................................................................................2
Target Market..................................................................................................................................2
Competitors......................................................................................................................................2
Competitive advantage.................................................................................................................3
Entry strategy...................................................................................................................................3
Joint Venture with Reliance.........................................................................................................4
Recommendations and conclusion..................................................................................................4
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

International Business 2
Introduction
Tim Horton’s is a Canadian multinational fast food restaurant which is present across 9
countries. The restaurant chain is renowned for its sundry range of coffee and doughnuts. The
company was founded by hockey players Tim Horton and Jim Charade and is today Canada’s
largest quick service restaurant. Tim Horton’s was founded in 1964 and since then has created a
significant mark in the fast food industry. This report highlights upon the brand’s expansion to
the Indian Subcontinent which is a crucial aspect of the company’s geographical expansion in the
coming years.
Expansion to India
India is one of the largest countries of the Asian subcontinent. It has a mammoth population of
over 1.32billion with an average age of 29. India is a developing economy and hence a grand
market for Tim Horton’s expansion. India ranks 100 in the ease of doing business index released
by the World Bank (World Bank, 2018). India has been the expansion ground for various fast
food chains from across the globe. The country has already accepted Burger King which is the
owner of Tim Horton’s. The large population of the country will also provide the brand with a
relatively cheaper labor force.
India is predominantly a Hindu dominated market and hence a majority of general public is
vegetarian in their food choices. People of India do not have as high a disposable income as that
of people in Canada.
Target Market
Target market for Tim Horton’s includes youth between the ages of 15 to 35. College going
students can also be targeted by the brand by offering quick ready to eat snacks and coffee to go.
Office going crowd of the country can also benefit from the quick service of the brand. Families
with children can also create an optimistic target market for the brand owing to their assorted
variety of doughnuts offered.