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Starbucks Report

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Submitted By javy786
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Analysis Report on Starbucks & Tim Hortons
Prof. W. D. Walls
Javer Badruddin
Due: June 26th 2014

The coffee and baked goods service industry has seen much competition and continues to be a promising industry in Canada. Two specifically known companies are Tim Hortons and Starbucks. Both coffee companies are popular and are able to keep up with Canadian and Global Trends.
Tim Horton’s is well known across Canada and the franchise is slowly expanding into the US. The company holds a strong brand image as it is known as an iconic store amongst all Canadian consumers. As Tim Horton’s strategy is to target all Canadians, they successfully use marketing campaigns to cater to all demographics. Starbucks has established an exquisite brand and the company’s financial success is based upon how consumers value the brand reputation. The coffee company has created a unique brand identity and uses its diverse product differentiation strategies to lure consumers in.
Both coffee companies grasp a product line which includes fresh brewed coffee, hot and iced espresso beverages, coffee and non-coffee blended beverages, Tazo tea, baked pastries, sandwiches and salads. As well, the coffee companies are able to accommodate seasonal products to adjust for the changing Demands. Starbucks is also slowly making way into the grocery industry as well.
Both companies also have experienced both success and failure. This project will aim to analyze the similarities and differences between Tim Hortons and Starbucks. Both company’s strategic policies will be examined and discussed. Lastly, this report will conclude suggesting how both Companies can adjust their policies.

Literature Review:
Economic & Institutions. Starbucks Coffee
Pitek, constructed a report on Starbucks during the time of the global economic crisis. At the time, Starbucks was...

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