Tim Hortons Marketing Strategy

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The corporate structure for Tim Hortons consists of the following: Paul House – President, CEO and Executive Chairman; Roland Walton – President of Tim Hortons Canada; Jill Aebker – Executive VP & Corporate Secretary; John Heneon – Executive VP Supply Chain; Steve Wuthmann – Executive VP of Human Resources; Mike Meilleur – Executive VP of Tim Hortons USA; Marc Caira – Chief Executive Officer; Cynthia Devine – Chief Financial Officer; William Moir – Chief Brand & Marketing Officer; David Clanachan – Chief Operations Officer. There are 11 directors who sit on the Board of Directors. Tim Hortons product lines consist of: original blend coffee, dark roast coffee, decaf coffee, specialty hot beverages, take home packaged coffee (beans & ground),…show more content…
Foreign operations represent 1% of their locations. Tim Hortons is a successful company domestically as it is the largest quick service restaurant chain in Canada with annual revenue of $4.1 billion (USD) with a net income of $511 million (USD). Tim Hortons is one of the most successful restaurant chains in Canada. It is one of the most known brands in Canada and is synonymous with being Canadian. Marketing Mix: Product: Tim Hortons Take Home premium blend 100% Arabica coffees are available in original, dark and decaf. The coffee is sold in either 300 g bags or 930 g canisters. Price: The bags of coffee sell for $7.50 and the canisters sell for…show more content…
Our initial forecast would be to get distribution in 1000 stores at one case of 12 bags per store and have inventory needs to support 2 re-orders. This would be a total of 3000 cases of each flavor (original, dark, decaf). There is a tariff on coffee importation to the Philippines to 30-40%. Sale of coffee in the Philippines are subject to a 12% VAT. Product labeling should be in both English and Tagalog. Labeling guidelines according to the Republic of the Philippines Department of Health must be followed. The size of the coffee bag will be measured in grams as per the metric system. Tim Hortons will offer customer support through a toll free

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