The project emphasizes how to develop an international marketing model, strategy and plan; how to analyze externally and internally. Moreover, the project aims to develop the terms, theory and tools learned in Marketing, and especially now applied in an international context, as well as increase analytic capacity that will further be explored in later courses, e.g. Strategic Management, Marketing Research, Contextual Decision Making and Entrepreneurship. Course: Marketing Strategy and Implementation | Metropolia University of Applied Sciences

1. Sooah Yoo
Tram Nguyen
Nhi Nguyen
Nadja Camenzind
Marketing Plan
for Tim Hortons in Finland
Marketing Strategy and Implementation
William Simcoe
18 November 2019

2. CONTENTS

3. 01
- Tim Hortons and Products
- Situation Analysis
- Market Summary
Introduction
3

4. 01 INTRODUCTION – Tim Hortons and Products
- Tim Hortons is a fast food restaurant chain, specializing in coffee and doughnuts
items
- It is Canada's largest quick service restaurant chain
- Tim Hortons have 4014 outlets, 99.6% of which are franchised
- The company has its headquarters in Toronto, Ontario

5. 01 INTRODUCTION – Situation analysis
Many businesses, especially restaurants, open late and close too early
in Helsinki to continue to meet the needs of hungry customers.

6. 01 INTRODUCTION – Market Summary
1. Consumer market
- Tim Hortons mass markets across all
demographics
- The demographics can be broken down per
percentage of sales. This includes 18% ages 25-
34, 20% ages 35-44 and 18% 45-54.
- Generation Y and Generation X demographics
tend to spend more money per meal at quick-
serve restaurants

7. 01 INTRODUCTION - Finland
2. Market Trends and Target Market Growth
- People are looking for ways to make the food-preparing processes easier and there is
a consistent demand all over Finland for solutions that make everyday life easier and
quicker.
- Finnish favor the domestic products and are strongly concerned of the food origin.
- We expect to attract a group of people from 16 to 44 to try our products
- The growth option we are pursuing is diversification and vertical integration with
high risks

8. 02
8
S W O
Strength Weakness Opportunity
T
Threat

9. 02 SWOT ANALYSIS – Tim Hortons
SWOT
S W
TO
Strength
- High brand reputation
- Strong loyalty
- High reachable
- High level of customer satisfaction
- High quality but affordable price
- Great promotion
Opportunity
- Increase in customer spending
- Decreasing cost of transportation
- Capture new customers through
internet
- International expansion
- A subsidy of the government
Threat
Weakness
- Vulnerable to new product
- Failure to succeed outside of
core market
- Failed to get high-end image
- High attrition rate
- Strong competitors
- Growing health concerns

10. 03
Business Model
10

11. 03 BUSINESS MODEL – Competitive Advantage

12. 04
- 4P
- Value Chain
- Asset Assessment Tool
- Financial
Marketing Mix
12

13. 04 MARKETING MIX -4P
- Product strategy
Convenience product, main goal is to “deliver high quality products and services for
their guests and communities through leadership, innovation and partnerships”
Staff ’s training -> employees are well-mannered and very efficient
Numerous product lines -> diverse menu
- Promotion strategy
Multiple media channels, various trade exhibitions and events

14. 04 MARKETING MIX -4P
- Place (channel) strategy
Selling directly to its customers through its online website.
Selling to wholesalers who then sell to different retailers located all over the country
- Pricing strategy
A value-oriented pricing strategy. In 2017, the corporation earned $2.23 billion,
worldwide (Statista, 2018)

15. 04 MARKETING MIX –Value Chain

16. 04 MARKETING MIX –Asset Assessment Tool

17. 04
Revenue of Tim Hortons
from 2015 to 2018, by segment (in billion U.S. dollars)
MARKETING MIX –Financial

18. 04
Break – even point
Revenue/per product: 2.75€
Variable such as raw materials or packaging are estimated: 1.5€
Total fixed costs estimated: 396,750€
=> The break-even calculation: 396,750/(2.75-1.5) = 317,400 units
MARKETING MIX –Financial

19. 04
Target Unit sales
Adults 123,800
Old people 115,000
Middle-aged 69,200
Students 6,200
Children 3,200
Total 317,400
MARKETING MIX –Target Unit Sales

20. REFERENCE
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24. THANK YOU

25. Q&A