Tim hortons - Business Level Strategy (DAP)
Topics In Business Iii - Busi Ethcs Ldshp (COMM 386A)
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?
2 out of 2
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