Tim hortons - Business Level Strategy (DAP) PDF

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Summary

Tim hortons - Business Level Strategy (DAP)...

Description

Diploma In Accounting Program – Strategic Management (BUSI 493) – Business Level Strategy Product/Service Strategy What’s offered

Pricing Strategy Price level high/ low

Promotional Strategy Message to market

Place (Distribution/Chanel) Strategy

Target Market Strategy

How is the product/service better or different?

What is the unit price of the product / service?

What is the key message to customers?

Where and how do customers purchase & obtain the product / service?

Who is the typical customer? What are his/her wants & needs?

Iconic products : double double/ timbits

Value brand Main competitor: mcdonalds/subway/café Affordable

Canadian brand -> hard to expand to other countries Culture Promotes hockey sponsorship

Drive-through (big impact)

Blue collar

Low price -> meets the need of the target market

Roll up to win Community Sponsor kids sports Canadian troops

Diverse access Restaurant/kiosk/deliver y

Coffee / donuts/ breakfast / lunch (sandwich/ soup) Expanding menu Healthier fast food ? 24 hr service Consistency (same taste in different location)

Coverage in Canada

Affordability Hockey parents Small town Canada Seniors Geography (urban vs rural) Life style/democratics

“Always Fresh!” slogan for coffee

Diploma In Accounting Program – Strategic Management (BUSI 493) – Business Level Strategy a) Briefly describe TIM HORTONS' business level strategy. Commitment to food and beverage quality, planet earth, people, and communities. Tim Horton’s has a very strong Canadian brand image. Their vision is to provide excellent quality food and beverages to their customers, to support healthy planet, and to continuously give back to the people and communities. Their mission is to strive to be quality leader in everything they do. Tim Horton’s is committed to provide consistent and remarkable product quality. Their price is on the low level compared to McDonalds, Subway or any other traditional café. Their target markets are working class, families, and young people in middle- or low-income class. As their market size grow, they also expanded their range of products to suit customer’s tastes. Tim horton’s also supported and sponsored kids, troops, hockey, and people who need help with, which meet their vision to give back to communities. And lastly to help reducing waste and protecting the planet, they carefully designed and chose their packaging by using more environmentally friendly materials. In my opinion, their greatest strength of their business strategy is the message it signals to the public that the company not only want to do the best in quality of food and services, but also can create a better environment for everyone and to support people who need help. This conveys positive corporate image to the market. On the opposite, because of its iconic Canadian brand image for middle and low class, it might face difficulties in business expansion in urban and in other countries. Issues?...