Marketing strategies Tim Hortons can adopt entering a new market

Abstract

This paper provides a comprehensive analysis on Tim Horton as a company entering a new market i.e India. It analyses the company’s current stage in the market and its environment against its competitors. It also identifies various problems, threats, opportunities, and strengths Tim Horton can work on and enhance upon. This study focuses on what strategies can Tim Horton uses and/ or implement to enter the Indian market. The purpose of this study is to identify various marketing strategies which can be used based on the company’s values and brand identity. The study involves several analytical tools such as SWOT analysis, Marketing Ps, Promotional strategies (AIDA), and more. At the end of the paper, it suggests several marketing strategies Tim Hortons can adapt and focus further on such as the use of celebrity endorsements, digital marketing, connecting with the local community, and more. It is found in the results that it is important to understand the Indian market and provide testers, sample products, and sufficient marketing research to develop the ideal menu and cater to the right service and experience in order to sustain the Indian market. It is found that Tim yet needs to enter more than half of the targetted audience.