· Tim Hortons is Canada’s largest quick service restaurant chain; it is seen as embodying canadian values as family, hockey and affordable coffee (despite having change ownership a few times);
· In terms of location, the company also counts 5,352 restaurants in 15 countries and benefits from strong distribution network (to facilitate distribution, the company uses regional warehouses and “three-channel” distribution);
· As we mentioned earlier, the company has quite an expertise in internationalizing its activities, making it easier to keep on entering new markets.
· Due to the size of the company founded in 1964 but also to its ability to develop customer loyalty, Tim Hortons enjoys a strong brand image that should, for instance, facilitate
…show more content…
Weaknesses:
· In the marketplace, Tim Hortons places itself pretty much midway: it is not a leader nor a follower, which can affect its growth in the long term. In fact, even if Tim Hortons is undeniably successful in the Canadian market and managed to enter several foreign markets, it still failed to reach the same level of “leadership” everywhere
· The company has the tendency of relying on its customers’ loyalty and base and thus, does not invest a lot of resources in advertising
· Tim Hortons also struggled with brand confusion, due to different aspects:
1/To face competition especially, the brand tried to introduce new products (poutines, veggie meals and so on) that were taken off the market after all, affecting the brand familiarity (based on their original offer, known by customers)
2/The company also tried to adapt their offer depending on the country it was implemented in, which can be confusing for customers.