Tim Horton Proposal , Rationale , Features , Indian Coffee Industry - Project of entering Strategy into India , Starbucks , CCD , Barista ,Costa Coffee , Dunkin Donutsmain competitors

1. Tim Hortons
Introduction:
Tim Hortons is one of the leading fast casual restaurant brands in Canada and the US majorly
known for its coffee and donuts. The chain was founded in 1964 in Hamilton, Ontario. It
specializes in coffee, baked goods and home-style lunch varieties like soups, cheesecakes,
sandwiches etc. At present Tim Hortons have 3453 restaurants in Canada, around 800 in the US
and 27 in the Gulf cooperation council. Its major expansion strategy is franchisee based. In 1995,
it was merged with Wendy’s International Inc. but later in 2009 it was made a separate company.
Rationale:
As per their tagline “Always fresh”, Tim Horton focuses on serving fresh and quality products
and in order to ensure the quality, 100% Arabica beans are used which are roasted under the eyes
of company’s coffee masters who taste around 75,000 cups a year just to make sure every cup of
coffee has the same taste. Also on every coffee pot there is an expiry time mentioned which
shows that the coffee is served within 20 minutes or not. Even the coffee has no additives and
artificial flavors. And this finest coffee and other servings from Tim Hortons costs very less in
comparison to other players in the industry. Their pricing strategy is one of the major competitive
advantage. They also strive for high quality customer service and to ensure that, they practice
innovations in the menu on a regular basis so that the consumer doesn’t get bored of same
products. Also they have dine-in, take away and drive thru facilities so that the consumer can
avail any of these according to his convenience.
Scope:
In international market coffee is the most likely beverage in the world. The demand for coffee
and fast food items has increased a lot in the Indian market within past few years due to change
in the consumer’s tastes and purchasing power. This provides Tim Hortons with the opportunity
to grow in the emerging market like India. Nowadays, consumers in the Indian market are more
influenced towards the international brands so there is scope of large footfall for a brnad like Tim
Hortons. And due to change in the lifestyle of people, demand for fast food like donuts,
sandwiches etc. is also increasing. According to the United States Dept. of Agriculture, coffee
consumption in India is 1.1 million bags (66000 tonnes ) consumed in India.

2. Responsibilities:
Product- Anam Iqbal
Price- Pallavi Narula
Place- Yash Menhdiratta
Promotion- Ashish Batra
STP(Segmentation, Targeting & Positioning)- Jatin Kaushik