Tim Horton's Expansion Strategy: Recommendations for Success

This report examines Tim Horton's expansion strategy outside of Canada, aiming to identify key factors for success in international markets. The paper begins with an introduction outlining the goal of the research and its relevance to Tim Horton's marketers. It then delves into a PESTLE analysis, evaluating the political, economic, social, and technological factors that impact the company's expansion efforts. The report further explores the importance of understanding the target audience and market requirements, suggesting marketing strategies like social media marketing to attract customers. The conclusion summarizes the findings, emphasizing the importance of a well-defined expansion strategy for Tim Horton's global growth. The report provides recommendations based on market analysis, PESTLE analysis, and marketing strategies.

Running head: Tim Horton’s expansion strategy
Tim Horton’s expansion strategy
Name of the student
Name of the University
Author note

1Tim Horton’s expansion strategy
What does Tim Horton’s need to do to be successful outside of Canada?
Audience and purpose
The research paper would be helpful for the organization named Tim Horton’s in terms of
its expansion strategy outside Canada. Hence, the research paper would be highly beneficial for
the marketers of Tim Horton along with the marketers of other similar companies like Tim
Horton.
Introduction
The aim of the paper is to focus on the idea of expansion strategy of Tim Horton so that
the company will be able to successful in expanding outside the Canada (Ayal & Zif, 2016). The
whole paper will give a brief overview of its target audience as well as target market. The paper
will further give a PEST analysis which will give an idea of the environmental condition of the
markets in which the company aims to expand. The further discussion will shed light on the
marketing strategy which the company will undertake in order to reach out the target customers
in the markets other than Canada.
Body
The discussion will begin with the PEST analysis through which an idea of the
environment of the markets.
Pestle analysis
Political factors

2Tim Horton’s expansion strategy
The company before expansion needs to focus on the political conditions of the markets
so that it can plan its strategy accordingly. The main idea of the company should be on the
analysis of the whole idea of the company is to focus on the idea of the whole paper needs to
done in such a way through which the political conditions would be clearly understood. For
example, the company needs to gain knowledge regarding the GDP rate, government structure,
tax rates, governing bodies and other factors in order to identify whether the targeted market or
not (Lu & Tung, 2017). On the other hand, the company also needs to understand the influence
of political factors of the trade sector of the concerned country. The organization before
extension needs to concentrate on the political states of the business sectors with the goal that it
can design its system likewise. The principle thought of the organization ought to be on the
examination of the entire thought of the organization is to concentrate on the possibility of the
entire paper needs to done in such a path through which the political conditions would be
obviously comprehended (Hill, Jones & Schilling, 2014). For instance, the organization needs to
pick up learning with respect to the GDP rate, government structure, impose rates, overseeing
bodies and different factors with the end goal to recognize whether the focused on market or not.
Then again, the organization likewise needs to comprehend the impact of political elements of
the exchange area of the concerned nation.
Economic factors
Along the political factors, the company also needs to understand the economic factors
and their influence on the business environment of the country. The company needs to analyze
the economic stability of the country which is important to understand since the economic
stability determines the growth rate of the company (Hitt & Duane Ireland, 2017). The economic
condition includes several aspects like the trade policy, tax system, trade acts and so on. The

3Tim Horton’s expansion strategy
more the country’s economic condition will be better, the more it will be beneficial for the
company to achieve the expected success level. Along the political elements, the organization
additionally needs to comprehend the financial variables and their effect on the business
condition of the nation (Wheelen et al., 2017). The organization needs to dissect the financial
soundness of the nation which is vital to comprehend since the monetary steadiness decides the
development rate of the organization. The monetary condition incorporates a few angles like the
exchange strategy, impose framework, exchange acts, etc. The more the nation's financial
condition will be better, the more it will be advantageous for the organization to make the normal
progress level.
Social factors
The social factors what's more another vital factor which should be talked about in
connection with the extension technique. The social variables incorporate the instructive
dimension of the general population of the nation in which the organization means to target. The
general thought viewpoint which the organization needs to concentrate on under the social
components is talented works, the prerequisite of the general public, etc (Lasserre, 2017).
The social factors in addition another crucial factor which needs to be discussed in relation with
the expansion strategy. The social factors include the educational level of the people of the
country in which the company aims to target. The overall idea aspect which the company needs
to focus on under the social factors is skilled labors, the requirement of the society and so on.
Technological factors
The one of the main factors that the company needs to focus on is the technological
factors since the company uses all modern technological machineries in its business process from

4Tim Horton’s expansion strategy
product generating to accounts keeping and billing process (Wheelen et al., 2017). The one of the
fundamental factors that the organization needs to concentrate on is the innovative variables
since the organization utilizes all advanced mechanical hardware in its business procedure from
item creating to accounts keeping and charging process.
Marketing strategy
The marketing plays a very crucial part in relation with marketing strategy in case of
expansion, the company needs to understand what are the market requirements in the market and
then plan accordingly in order to attract the customers’ attention (Menon, Aet al., 2015). For
example, the company can use social media marketing strategy as per the recent market trend in
order to reach out to maximum customer within minimum time.
Conclusion
Thus, in order to conclude, it can be stated that the aim of the paper was to concentrate on
the possibility of development system of Tim Horton so the organization will have the capacity
to effective in growing outside the Canada. The entire paper has given a short diagram of its
intended interest group and in addition target audience.

5Tim Horton’s expansion strategy
References
Ayal, I., & Zif, J. (2016). Market expansion strategies in multinational marketing. The Journal of
Marketing, 84-94.
Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an
integrated approach. Cengage Learning.
Hitt, M., & Duane Ireland, R. (2017). The intersection of entrepreneurship and strategic
management research. The Blackwell handbook of entrepreneurship, 45-63.
Lasserre, P. (2017). Global strategic management. Macmillan International Higher Education.
Luo, Y., & Tung, R. L. (2017). International expansion of emerging market enterprises: A
springboard perspective.
Menon, A., Bharadwaj, S. G., Adidam, P. T., & Edison, S. W. (2015). Effective Marketing
Strategy-Making: Antecedents and Consequences. In Proceedings of the 1997 Academy
of Marketing Science (AMS) Annual Conference (pp. 224-224). Springer, Cham.
Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2017). Strategic management
and business policy. pearson.