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Tim Hortons

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Tim Hortons is a large company that focuses on top quality, always fresh products, value and great service. It has become the largest quick service restaurant chainin Canada specializing in always fresh coffee, baked goods and home style lunches (TimHortons: About Us). Originally Tim Hortons offered only coffee and donuts to itscustomers but has greatly expanded today to offer a full lunch menu as well along withmany more baked goods. The biggest attraction to Tim Hortons is still their always freshcoffee, it is also offered in a take-home tin so customers can enjoy the great taste of TimHortons’ coffee at home. Our team has explored the company’s information resources tolearn about what Tim Horton’s needs to do in order to successfully expand into theUnited States. This was achieved through a number of group meetings, emails anddiscussions about the different ways of expanding successfully into the foreign market. Areview of the company’s history and timeline lead us to a greater understanding of howthe company really works, and how committed they are to improving their image in theconsumers eye. We also conducted a SWOT analysis to determine the strengths andweaknesses of Tim Hortons and their major competitors: Dunkin’ Donuts and Starbucks.To deal with the challenges brought about by these competing firms Tim Horton’s willhave to make the necessary changes that will ultimately make them a strong competitor inthe United States. These changes include adding new items to the menu that will appealto the American customer; they can also have an endorsement deal with American sports players to gain a bigger target market. Another thing Tim Hortons can do to gain more American customers is to continue their joint venture with the American companyWendy’s into the United States because it has proven to be successful in Canada. LastlyTim Hortons can use a product and promotion strategy to determine which products.

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