Final Report Marketing

Submitted To: Professor Rajeev Sachdev Wednesday, April 9, 2 ! "ar#etin$ %%

Tim &sborne

TABLE OF CONTENTS

'( )*ecutive Summary and %ntroduction

2( +ompany Analysis ,( Situation Analysis -( +ustomer Analysis

.( +ompetitive Analysis and +limate

/( Analysis of the Problem 0aced 1y The &r$ani2ation 3( "ar#etin$ Strate$y Analysis !( Alternative "ar#etin$ Strate$ies 9( Recommendations ' ( 4ustification and %mplementation ''( "ethodolo$y and 5ata Analysis '2( +onclusions ',( Appendices '-( Wor#s +ited 6To indicate the "ar#etin$ Theories they are hi$hli$hted yello7 throu$hout the report(6

1. EXECUTIVE SUMMARY AN INTRO UCTION Executive Summary Tim 8ortons is a lar$e company that focuses on top 9uality, al7ays fresh products, value and $reat service( %t has become the lar$est 9uic# service restaurant chain in +anada speciali2in$ in al7ays fresh coffee, ba#ed $oods and home style lunches :Tim 8ortons: About ;s<( &ri$inally Tim 8ortons offered only coffee and donuts to its customers but has $reatly e*panded today to offer a full lunch menu as 7ell alon$ 7ith many more ba#ed $oods( The bi$$est attraction to Tim 8ortons is still their al7ays fresh coffee, it is also offered in a ta#e=home tin so customers can enjoy the $reat taste of Tim 8ortons> coffee at home( &ur team has e*plored the company>s information resources to learn about 7hat Tim 8orton>s needs to do in order to successfully e*pand into the ;nited States( This 7as achieved throu$h a number of $roup meetin$s, emails and discussions about the different 7ays of e*pandin$ successfully into the forei$n mar#et( A revie7 of the company>s history and timeline lead us to a $reater understandin$ of ho7 the company really 7or#s, and ho7 committed they are to improvin$ their ima$e in the consumers eye( We also conducted a SW&T analysis to determine the stren$ths and 7ea#nesses of Tim 8ortons and their major competitors: 5un#in> 5onuts and Starbuc#s( To deal 7ith the challen$es brou$ht about by these competin$ firms Tim 8orton>s 7ill have to ma#e the necessary chan$es that 7ill ultimately ma#e them a stron$ competitor in the ;nited States( These chan$es include addin$ ne7 items to the menu that 7ill appeal to the American customer? they can also have an endorsement deal 7ith American sports players to $ain a bi$$er tar$et mar#et( Another thin$ Tim 8ortons can do to $ain more

American customers is to continue their joint venture 7ith the American company Wendy>s into the ;nited States because it has proven to be successful in +anada( @astly Tim 8ortons can use a product and promotion strate$y to determine 7hich products they currently have or 7hich ones they have that need to be modified or invented to create a menu that 7ill appeal to the American consumer( &ur team concludes the report 7ith a brief analysis of the problems and the recommended solutions to further improve the company>s place in the American industry( Introduction Company Goals Tim 8ortons $uidin$ mission is to deliver superior 9uality products and services for our customers and communities throu$h leadership, innovation and partnerships( Their vision is to be the 9uality leader in everythin$ they do :Tim 8ortons: About ;s<( Tim 8ortons plans to ma#e a bi$$er push into the American mar#et in 2 Tim 8ortons e*pects operatin$ income to $ro7 ' A, 7hich repeats the 2 !( 0or 2 3 tar$et !

:Reuters<( Tim 8ortons 7ants to create more a7areness for their company in the ;nited States and compete more a$$ressively 7ith their competitors( Team Goals As a team, 7e are concerned 7ith $atherin$ $eneral company information includin$ future $oals for Tim 8ortons, and current operatin$ strate$ies so 7e can understand ho7 the company operates and ho7 they serve their customers( %n the be$innin$ 7e planned to survey people to find out their thou$hts on different aspects of Tim 8ortons but 7e reali2ed that this 7ould not let us return the results 7e 7anted because 7e 7ere not able to survey the American consumers( Therefore 7e had to rely on

secondary resources to $uide our report( ;sin$ the information 7e have collected from the company and our proposed conclusion, 7e can determine a recommendation for the company that describes ho7 Tim 8ortons can improve or maintain their effectiveness into the ;nited States( Methodology & Analysis of Steps &ur team>s research methodolo$y 7as almost primarily based on the company Web Site( 0indin$ old articles and usin$ the company 7ebsite provided us 7ith a lot useful information( &ur steps in finali2in$ an informational report included a number of team meetin$s, emails, and or$ani2ational divisions of 7or#(

!. COM"ANY ANALYSIS &ur $roup has chosen Tim 8ortons as our company to produce a mar#etin$ plan to e*pand operations into the ;nited States( Tim 8ortons is a coffee and donut chain that 7as founded in '9/- in 8amilton, &ntario :Tim 8ortons: About ;s<( The founder Tim 8orton 7as a 8oc#ey player for the Toronto "aple @eafs( To prepare for his retirement from hoc#ey he decided to open a coffee and donut business to support him( &nly offerin$ t7o basic types of donuts and coffee it has e*panded its menu to include a vast assortment of bevera$es, donuts, sand7iches, ba$els, soups and much more( Tim 8orton>s even has their o7n brand name coffee that is available for consumers to ta#e home( Tim 8orton>s has surpassed "ac5onald>s as +anada>s lar$est food service operator 7ith nearly t7ice as many +anadian outlets as "c5onaldBs :8arris<( CToday there are more than 2,3. stores across +anada, and over ,. locations in the ;nited States 7ith over 9.A of the stores in +anada o7ned by franchiseesD :Tim 8ortons:

About ;s<( Tim 8ortons> mission statement is C&ur $uidin$ mission is to deliver superior 9uality products and services for our customers and communities throu$h leadership, innovation and partnerships( &ur vision is to be the 9uality leader in everythin$ 7e doD :Tim 8ortons: 0AE<(

Four P-Analysis Product F 0rom only offerin$ t7o products bac# in '9/- to offerin$ over ' items on

their menu and in stores today Tim 8ortons products have become 7ell received by +anadians and Americans by offerin$ a vast assortment of products :Tim 8ortons: %n &ur Store<( Their products have come a lon$ 7ay not only offerin$ a bi$ menu but Tim 8ortons> even sells their products in +anadian and American retail stores( Tim 8ortons continues to loo# at ne7 possibilities for their menu as +anadian and Americans tastes chan$e( Tim 8ortons also offers some healthy choices on their menu such as sand7iches and subs to appeal to the health 7ise consumer(

Pricin$ F Tim 8ortons #eeps their prices inline 7ith the current competition and ta#es into account the $eo$raphical area they are in( They try to remain competitive by providin$ $ood 9uality at a fair price(

Place F 0rom openin$ their first location bac# in '9/- Tim 8ortons has rapidly e*panded to havin$ more than 2,3. stores across +anada, and over ,. locations in the ;nited States( :Tim 8ortons: About ;s<( Today there is even a location in Gandahar, Af$hanistan to provide the troops 7ith the coffee they #no7 and love( Tim 8ortons also

has several stores in %reland>s Tesco supermar#ets :1reen<( Tim 8ortons not only has their re$ular locations 7ith drive throu$h but also has many satellite locations in shoppin$ malls, hi$h7ay outlets, universities and hospitals :Tim 8ortons: About ;s<( "ost of the locations are concentrated in &ntario and 1ritish +olumbia see Appendi* A for a map of all Tim 8ortons stores across Horth America(

Promotion F Tim 8ortons mainly promotes themselves throu$h the media( Tim 8ortons advertises on television, radio, ma$a2ines and outdoor methods includin$? billboards and transit shelters( Tim 8ortons may also utili2e ne7spaper advertisin$( :Tim 8ortons: 0AE<( Tim 8ortons also promotes their products and chain throu$h a lar$e mar#etin$ campai$n called CRoll up the Rim to WinD this is 7here customers can 7in various pri2es by loo#in$ under the rim of coffee cups( Tim 8ortons often runs this campai$n from early 0ebruary to "ay every year in the hei$ht of the H8@>s playoff season so that their ads can reach the most people possible( Tim 8ortons also promotes themselves throu$h local communities by fundin$ timbits hoc#ey and sponsorin$ various other teams( #. SITUATION ANALYSIS S$OT Anal%&i& Strengths Tim 8ortons> has many stren$ths? in +anada one is their brand name in +anada( Tim 8orton>s is synonymous 7ith 5un#in> 5onuts in the ;nited States in popularity and customer loyalty( 0or someone 7al#in$ do7n the street it is not uncommon in +anada that a stran$er may pull to the side of the road in their vehicle as#in$ 7here the nearest Tim 8ortons is( 8o7ever the name Tim 8ortons have very little impact as a brand to

consumers( So Tim 8ortons 7ill depend on product 9uality as a stren$th in the ;S( Their bi$$est stren$th in the ;nited States is their actual product and services their offer( Tim 8ortons formulates their o7n coffee and is able to sell it to their customers( 8avin$ a $ood 9uality product 7ill satisfy more customers, 7hich 7ill also s7ay customers to come bac# for more( Another stren$th that Tim 8ortons has is its corporate responsibility throu$h their charity or$ani2ation CTim 8ortons> 0oundationD( This foundation is able to contribute money, volunteers, camps, and such to children 7ho are unable to e*perience the many pleasures of life as compared to an avera$e child( The Tim 8ortons 0oundation also see#s to help disabled children and children under foster care( Weaknesses The bi$$est 7ea#ness for Tim 8ortons e*pandin$ to the ;nited States is that they have not created a7areness of the American mar#et( There are currently ,. stores south of the border and that number has such declined or slo7ed do7n e*pansion( Another problem is that Americans prefer blac# coffee, and most customers are satisfied 7ith 5un#in> 5onuts coffee( This has caused problems for Tim 8ortons as it has been unsuccessful 7ith mar#etin$ to $et customers to s7itch over( 5un#in> 5onuts offers a 7ide variety of donuts and coffee that Americans are very pleased 7ith( Tim 8ortons offers more types of coffee and a 7ider variety of food choices and yet Tim 8ortons is unable to reach American customers enou$h to brin$ them to try a coffee or donut(

Opportunities Tim 8ortons has filled +anada 7ith its stores and really can not e*pand much e*cept into ne7er communities as cities and to7ns $ro7( With Tim 8ortons enterin$ the

;S mar#et, it has a stron$ competition a$ainst the ever popular 5un#in> 5onuts( %f Tim 8ortons can come up 7ith a better mar#etin$ strate$y that 7ill focus on 7hat the customers li#e from 5un#in> 5onuts that Tim 8ortons also offers only better, then maybe Tim 8ortons 7ill have a fi$htin$ chance at e*pandin$ across the ;nited States and maybe overta#in$ 5un#in> 5onuts( Threats +urrent threats for Tim 8ortons include competition( 0or instance 5un#in> 5onuts and sand7ich shops li#e Sub7ay or "r( Sub( 5un#in 5onuts> is a threat because of their stron$ brand ima$e that they have in the ;nited States( "any customers are a7are of 7hat products and services they offer( The issue 7ith sand7ich shops bein$ a threat is only a$ainst Tim 8ortons> sand7iches that they offer( The problem is that Tim 8ortons> sand7iches are I.=I/ for a portion half the si2e of a sub7ay sub that costs I/= I9( So the threat here is that customers may see that Tim 8ortons> sand7iches are e*pensive and it is cheaper for them to $o to one of these bi$ chain sand7ich retailers( The hope is that Tim 8ortons 7ill reali2e this and lo7er the price to #eep these customers, as 7ell as to not be overta#en in its fi$ht to offer more( %f Tim 8ortons 7as to be overta#en then they 7ould not be able to offer these sand7iches and therefore 7ould be one less type of item to offer to its value customers( Internal En'iron(ent Anal%&i& As stated in the SW&T analysis, Tim 8ortons> stren$ths in America are its products mainly coffee, and its foundation( Tim 8ortons> 7ea#nesses are its sta$nated ability to e*pand in the ;nited States mar#et( The close competitors only offer or speciali2e in some of the areas that Tim 8orton>s does( 0or instance, Starbuc#s, a

premium coffee retailer compete a$ainst Tim 8orton>s specialty coffees li#e the iced cappuccino but the competition 7ith Starbuc#s ends there( With Tim 8ortons havin$ a major issue 7ith overcomin$ the competition a$ainst 5un#in> 5onuts, it 7ill ta#e the ri$ht mar#etin$ strate$y to overcome this feat( Tim 8ortons needs to focus on 7hat really attracts customers to 5un#in> 5onuts and 7hat they 7ant( Then they need to focus their mar#etin$ strate$y on those needs 7ith comparison to 5un#in> 5onuts( %f Tim 8ortons can attract customers from 5un#in> 5onuts as 7ell as other customers, there 7ill be much more room for e*pansion in the ;nited States mar#et( E)ternal En'iron(ent Anal%&i& Tim 8ortons has its opportunity #noc#in$ at the door inside the ;nited States and as stated above, a ne7 mar#etin$ strate$y is needed to tar$et customer 7ants and differences in 7ants compared to +anadian customers( "aybe even a fe7 menu chan$es or chan$e the focus of products in advertisin$ to products that appeal to Americans( When e*pandin$ into the states Tim 8ortons has developed competitors that they 7ill have to compete a$ainst( These competitors 7ill have advanta$es over Tim 8ortons( Some advanta$es are e*perience 7ith the tar$et mar#et and a7areness of their brand( &ther e*ternal factors that Tim 8ortons has to reco$ni2e are that the American mar#et 7ill be different than the +anadian mar#et( A fe7 differences that 7ill affect the company 7ould be political and re$ulatory issues, America has different business rules and re$ulations companies have to obli$e to( "ar#etin$ la7 also differ bet7een the countries( )conomic issues also need to be ta#en into consideration? the currency is different bet7een the t7o companies(

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*. CUSTOMERS ANALYSIS Tim 8ortons has many customers throu$hout +anada and the ;nited States that come to the local nei$hborhood coffee shop( Tim 8ortons is a cultural fi* for +anadians as it is inter$raded into +anadian society :0ischer<( Tim 8ortons> customers ran$e from people of all races, $enders and a$es as they all come to$ether under their roof to enjoy Tim 8ortons $oods( Tim 8ortons tar$et mar#et is the 7or#in$ class and more to7ards the blue collar 7or#ers( Their main focus is on the mornin$ rush as +anadians often need their mornin$ fi* of coffee( Their focus in recent years has also shifted to the lunch hour as they are offerin$ more lunch menu choices( Their tar$et mar#et also includes business or social functions as they offer caterin$ to local businesses and customers( &verall Tim 8ortons> mar#et is vast as their mar#et is unlimited throu$hout +anada and the ;nited States( Tim 8ortons already has a 3 A mar#et share of the +anadian coffee and dou$hnut industry :+rane ,93<( Tim 8ortons> possible mar#et share can even $ro7 as they invade their competitor>s territory as they continue to open more locations in the ;nited States( +. COM"ETITIVE ANALYSIS AN CLIMATE )nterin$ into a developed mar#et can be tou$h for any company, but 7hen it comes to Tim 8ortons in the ;nited States, there are many obstacles to overcome( There are three lar$e coffee shops in the ;nited States( They are Grispy Greme, Starbuc#s and 5un#in 5onuts( Starbuc#s is thou$ht of as a more upscale coffee shop, 7ith the lar$e selection of specialty coffees( Grispy Greme is on the opposite end of the scale of coffee shops because they are havin$ difficulties competin$ a$ainst the others in the mar#et( They decided to e*pand into the +anadian mar#et 7ith the openin$ of '! stores :+1+<(

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After only four years, Grispy Greme closed '2 of their '! stores due to the hard times, 7hile filin$ for ban#ruptcy protection and tryin$ to salva$e their last si* stores :+1+<( Tim 8orton>s main competitor south of the border is 5un#in> 5onuts( 5un#in> 5onuts is a successful franchise in the ;nited States, just as much as Tim 8ortons is here in +anada( 5un#in 5onuts is seen as their main competitor in the ;nited States, because they are both tar$eted to the Cblue=collarD class :1oyle<( 1oth companies main focus is also coffee and donuts :1oyle<( Tim 8ortons offers a lar$e variety of soups and sand7iches, 7hereas 5un#in 5onuts have only recently introduced three types of sand7iches :1oyle<( 5un#in 5onuts> 7ea# spot in their business model is that 2J, of their sales are ac9uired before lunchtime :1oyle<( Tim 8ortons has ta#en advanta$e of that 7ea#ness so far, $eneratin$ '/A of their sales from their soup and sand7ich menu in their American stores :1oyle<( Their lunch menu is a major benefit to them because the more options that are offered to customers, the $reater chance that the company 7ill attract more people into the stores and ma#e more money( Another difference bet7een the t7o companies is that Tim 8ortons has a dine=in atmosphere? they encoura$e the customers to stay and eat :1oyle<( Tim 8ortons can use this as an advanta$e to those customers 7ho are loo#in$ for places to stay and eat rather than the C$rab=and=$oD atmosphere that 5un#in 5onuts offers :1oyle<( To some people, the ones that are al7ays in a rush to $et to their destination this is acceptable, but for others the feelin$ of the store $enerally is 7hat 7ill brin$ them bac#, aside from the products that are bein$ served( 5un#in 5onuts is very a7are of ho7 successful Tim 8ortons is in +anada, because 5un#in 5onuts have tried to e*pand to +anada and have stru$$led because Tim 8ortons is such a stron$ competitor :1oyle<(

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Since He7 )n$land is considered 5un#in 5onuts CterritoryD Tim 8ortons has introduced some stores in that area to increase competition :Whitman<( Althou$h 5un#in 5onuts has around 2,' stores in that re$ion Tim 8ortons only has -2 stores, customers

in that area have 2 5un#in> 5onuts that are closer to their houses than one Tim 8orton>s :Whitman<( Grispy Greme has already attempted to enter this mar#et but failed and it loo#s as if Tim 8ortons is on the same path, as they have recorded an annual I-(! million loss in that area( %n Tim 8ortons> other areas includin$ &hio, He7 Kor#, "aine and other states borderin$ +anada they have all been very successful :Whitman<( 0or Tim 8ortons their bi$$est obstacle a$ainst their competitor 5un#in 5onut is brand reco$nition :Whitman<( Tim 8ortons also has indirect competitors to #eep in mind( Some consumers rather have coffee at home in the mornin$, rather than $oin$ out and buyin$ one( Their indirect competitors 7ould include "a*7ell 8ouse, 0ol$ers etc( These brands can be found in $rocery stores( %n +anada, the usual location for a Tim 8ortons store is a stand alone buildin$ 7ith a drive thru( %n order to e*pand further into the American mar#et and $ain brand reco$nition, they are tryin$ somethin$ ne7 by puttin$ '. #ios#s in Shell $as stations :Whitman<( Available at these locations are the standard pots of coffee, as 7ell as cappuccinos, lattes 7ith fresh dou$hnuts and ba#ed $oods :Whitman<( Accordin$ to the chief e*ecutive of the company that o7ns the $as stations? coffee sales have doubled 7ithin the last year 7hen Tim 8ortons> products have been available :Whitman<( This is definitely a start for the lon$ uphill battle that Tim 8ortons faces 7hen tryin$ to compete 7ith the American chains( Simple ideas, li#e sellin$ coffee at local $as stations, are a

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$reat 7ay to $et noticed and introduce people to your brand 7ithout spendin$ a lot of money constructin$ stand alone buildin$s( ,. ANALYSIS OF T-E "ROBLEM FACE BY T-E OR.ANI/ATION Tim 8ortons has been very successful in re$ards to its mar#etin$ strate$y in Horth America( ;sin$ advertisements on TL, radios, billboards, and bus shelters, Tim 8ortons has opened more than 2,3. stores across +anada, and over ,. locations in the ;nited States :Tim 8ortons: About ;s<( 8o7ever, the company is e*periencin$ some problems e*pandin$ further south? they do not have customers that are a7are of their brand( Tim 8ortons is an international firm because it mar#ets its products in the ;nited States the same 7ay it does in +anada? the company is applyin$ the product e*tension strate$y, 7here they sell practically the same product in the ;nited States as they do in +anada( 8o7ever, this only 7or#s best 7hen the consumer tar$et mar#et for the product is ali#e across countries and cultures( This is not the case 7ith Tim 8ortons, and as a result, the company mi$ht not be able to attract enou$h customers to its current stores in the ;nited States to enable them to open more stores( 0or instance, American citi2ens prefer to have their coffee blac# instead of the famous Cdouble, doubleD preferred by +anadians( Tim 8ortons is competin$ 7ith various national, re$ional, and local companies in +anada and the ;nited States, major ones bein$ 5un#in 5onuts and Starbuc#s( The company believes that since the mar#etin$ strate$ies they use in +anada attract millions of customers, they are positive that the same mar#etin$ strate$ies 7ill produce the same results in the ;nited States( They are, ho7ever, for$ettin$ that Americans prefer their o7n coffee and donut franchises( 5un#in> 5onuts, the most popular coffee and donut

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shop in the ;nited States, is the major competitor of Tim 8ortons, and the company has to $ain the trust of the American public in order to become as popular and successful as 5un#in> 5onuts( 5un#in> 5onuts is an established business in the ;nited States 7ith franchises in every sin$le state( As Tim 8ortons is startin$ up they only have ,. stores, so it is harder for them to create a7areness 7hen it is hard to find a store in the ;nited States( There may be some $overnment re$ulations preventin$ Tim 8ortons from usin$ the same advertisin$ techni9ues in some states as it does in +anada, forcin$ the company to chan$e its mar#etin$ strate$ies to achieve customer preference( )*pandin$ $lobally mi$ht cause problems for Tim 8ortons because they may have to chan$e the products that they sell because consumer>s preferences are different( This is a problem for them because the products they offer no7 are 7hat ma#e them so popular and they do not 7ant to chan$e that too much( 0. MAR1ETIN. STRATE.Y ANALYSIS The business 7orld is becomin$ increasin$ly innovative and conse9uently, or$ani2ations are becomin$ more and more multifaceted( The pricin$ strate$y is a vital aspect to the success of any or$ani2ation and for that reason it re9uires a $reat deal of attention( Any or$ani2ation>s $oals is to earn profit? upon $lancin$ at the profit e9uation, it becomes evident that price plays a bi$ role in the performance of an or$ani2ation( +urrently, Tim 8ortons is the prominent retailer of coffee and donuts in +anada and hold>s over 3 A of the +anadian mar#et share :+rane ,93<( 5ue to it>s dominance in +anada it is less sensitive to a price chan$e by its competitors despite the on$oin$ success and $ro7th north of the border( The increased level of competition 7hich has

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more so the characteristics of a pure competition mar#et, Tim 8ortons price strate$y must chan$e strate$ically in response to a major competitors price chan$e( Tim 8ortons aim should be on settin$ a price 7hich 7ould enable competition, primarily 7ith 5un#in> 5onuts( Price is a representative of value and therefore they should strive to appropriately set prices 7hich 7ill appeal to the American consumer 7hile maintainin$ a positive ima$e of 9uality( The bi$$est obstacles 7hen enterin$ a ne7 mar#et is to ma#e your brand #no7n and a $ood 7ay to $et people to become familiar 7ith Tim 8ortons is by offerin$ discounts as an efficient 7ay of easin$ people into the Tim 8orton>s familiarity( Perhaps the bi$$est mar#etin$ problem Tim 8ortons faces in their ;nited States debut is to dispel the customer loyalty 7hich is already present in other bi$ brand coffee and donut stores( A bi$ part of its success in +anada can be attributed to the culture influence it has built and ho7 +anadians have become accustomed to the Tim 8ortons e*perience( When enterin$ a ne7 mar#et, especially one as developed as the American restaurantJfast=food industry, researchin$ the present consumer needs and 7ants is imperative to helpin$ a company $ain some of the customers by tendin$ to unsatisfied yearnin$s( %t is important to note that outside of 1uffalo and He7 Kor#, 7here Tim 8orton played hoc#ey, the name 8orton is relatively un#no7n( %n addition 7ith the lac# of hoc#ey enthusiasts in the ;nited States, the brand value just does not have the sentimental value as it does for the +anadian people( Tim 8ortons set to differentiate itself and its ima$e from the present dominatin$ competitors by focusin$ it>s advertisin$ on the freshness of its products( Also, they noticed that 5un#in> 5onuts 7as merely a $rab=and=$o restaurant mean7hile Tim 8ortons provides a more meanin$ful e*perience

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7hereby people can $o sit do7n and spend time thus creatin$ a home a7ay from home type feel :Tim 8ortons: +ontact ;s<( %n +anada, Tim 8ortons distribution strate$y consisted of allocatin$ its stores in particular locations 7hich 7ere deprived of similar services( "ean7hile, in the ;nited States, there is already a stron$ e*istin$ presence of bi$ brand name coffee and donut stores as 7ell as competitors to the 7ide variety of products sold by Tim 8ortons( %n an attempt to enter the ;nited States mar#et 7ith a ban$, Tim 8ortons opened multiple stores includin$ stores in He7 )n$land, in 7hich 5un#in> 5onuts is #no7n to have a very stron$ dominance :Tim 8ortons: "edia'<( Alon$side the e*pansion of re$ular stand alone stores, for convenient access to consumers, they can also be located in shoppin$ malls, hi$h7ay outlets, universities and hospitals 7hich increase the convenient locations as 7ell as increases in visibility 7hich ultimately leads to more a7areness( The offerin$ of 2-=hour drive=thru is a 7elcome addition for consumers on a time schedule and it fits the current business model of 5un#in 5onuts( 0urther more, strate$ic combo unit locations 7ith Wendy>s, 7hich are already popular in the ;nited States, can further the convenience and further the a7areness for the American consumer :Tim 8ortons: +ontact ;S<( Tim 8ortons aims at potential tar$et mar#ets by providin$ locations near consumers? such as universities or shoppin$ malls for added convenience( Ho7adays it seems li#e everyone is in a rush to $et some7here and for that reason Tim 8ortons have implemented a 2-=hour drive=thru to accommodate that specific tar$et mar#et as 7ell as made an effort to provide healthier food in an attempt to be on par 7ith the health a7areness trend 7hereby people are distancin$ themselves from unhealthy jun# food and

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movin$ more to7ards more healthy food choices( "ar#et se$mentation is important because it allo7s for better analysis of consumer needs by $roupin$ similar needs and 7ants under the same se$mentation $roups to identify the best course of action to accommodate each se$mentation $roup( Tim 8ortons is e*pandin$ its tar$et mar#et by constantly addin$ ne7 foods to their menu ran$in$ from the li#es of soups to chili as to dra7 more customers other than just from their coffee and donuts mean7hile their competitors, for e*ample 5un#in 5onuts, is essentially only competin$ for the coffee and donuts mar#et( Tim 8ortons servicin$ of different mar#et se$mentations means more business throu$hout the day mean7hile the customary coffee and donut shops pea# durin$ the mornin$ hours and have fe7 customers after7ards( Tim 8ortons is #no7n for havin$ brilliant promotions 7hich have become so prominent in +anada that they have made an impact on the culture( They 7ere able to reach the +anadian people in a sentimental 7ay and therefore created a friendship 7ith their consumers( The Croll up the rim to 7inD promotion became an instant success in +anada as it 7as very 7ell communicated 7ith the help of television advertisements, billboards and radio( The simple phrase Croll up the rim to 7inD became a part of the +anadian national identity and it 7as ultimately brilliant advertisin$ because that is all people 7ere tal#in$ about( Ho7 Tim 8ortons is releasin$ the same Croll up the rim to 7inD promotion in the ;nited States in an attempt to create the same brand a7areness and build relationships 7ith the American consumers :Tim 8ortons: Roll ;p the Rim<( Tim 8ortons provides online information re$ardin$ their foods and bevera$es menu as 7ell as other nutritional facts and a nutritional calculator( They also have a store locator 7hich allo7s the user to locate the nearest Tim 8ortons to them and also $ives the

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phone number for added convenience( %n addition to company information and promotional deals, announcement and advertisements, their 7ebsite also provides the user 7ith upcomin$ ne7s as 7ell as tal#s about the community of consumers( Their 7ebsite uses the versatility and efficiency of the internet to $ather important data re$ardin$ their consumers 7hile also conveyin$ important data to the consumer in a pleasant and strai$htfor7ard manner( The 7ebsite is useful for mar#etin$ purposes as 7ell as it provides customer service in a fast and convenient manner :Tim 8ortons: +ontact ;s<( 2. ALTERNATIVE MAR1ETIN. STRATE.IES Introduction of a new product to the product mix The introduction of a ne7 product is often a $ood 7ay to penetrate a ne7 mar#et( To create a niche product that appeals to a ne7 $roup of tar$et customers 7ill enhance Tim 8ortons ima$e and open a ne7 field of customers to e*ploit( The product in 9uestion 7ill be Smoothies( This ne7 consumer $ood 7ill appeal to the health minded customer and 7ill add a cold bevera$e option to compliment the predominantly hot bevera$e menu( Specifically Tim 8orton>s 7ill use a fresh fruit $enre of smoothies( This 7ill ensure the hi$hest 9uality of smoothies( The fruit should be used in its prime condition and yo$urt 7ill also be a menu option to 7iden variety( Some fruit such as bananas and citrus fruits can also be added amon$ the typical berry fruits as they have virtually no seasonality( Pricin$ 7ill be particularly beneficial to this product as smoothies are often fairly pricy and considered a classy product 7ith re$ards to bevera$es( This 7ill establish a more presti$ious ima$e in the customers mind and 7ill open Tim 8ortons to a ne7 mar#et of consumers( 1enefits of this concept 7ill more li#ely be in a $roup atmosphere

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7here customers travel in a $roup to $rab a CTim>sD( Hot every customer ho7ever 7ill be interested in coffee, and a fruit smoothie 7ill be a healthy and enjoyable alternative product choice( 5istribution 7ill not be of much concern to this ne7 product( Since Tim 8ortons already carries most of the fruit and yo$urt in their Ko$urt and 1erries snac#s, the only fruit that 7ill need to be purchased are those 7ith $ood seasonality( Such fruits 7ill be bananas and citrus fruits and 7ill be included for variety and taste, as 7ell as lon$ product lifetime( Promotion 7ill not be out of the ordinary for the Tim 8ortons ne7 product( A typical mi* of television, radio, and billboard ads 7ill promote the product the same 7ay Tim 8ortons 7ould promote any of their ne7 products( %n terms of additional e9uipment that 7ill need to be purchased, only a blender 7ill be essential to this product( %n $eneral the introduction of the fruit smoothie seems li#e a lo$ical and profitable ne*t step to the Tim 8ortons product mi*( With most of the supplies already available and in use at Tim 8ortons the product 7ill be easy to introduce as 7ell as create a classy cold alternative to the typical coffee shop( %t is a niche mar#et that is 7ithin $rasp and should be considered 7hen enterin$ the ;SA( Endorsements )ndorsements are a nice addition to your mar#etin$ mi* 7hen tryin$ to infiltrate ne7 mar#ets :0ran#o7ia#<( The credibility of a CthirdD party is often beneficial and can promote your product in the ri$ht situations( This has been a successful social trend used by companies such as Hi#e and Matorade( Since Tim 8ortons 7as established by the $reat hoc#ey player, Tim 8orton it is only ri$ht to choose a hoc#ey player to endorse the

product( Also since Tim 8ortons is tryin$ to penetrate the American mar#et, particularly the He7 Kor# and northern states, an American hoc#ey player should be chosen from one of the near by teams( Althou$h hoc#ey is not such a bi$ sport in the ;nited States, they could ma#e endorsements seasonal( 0or instance they could have a hoc#ey player for the H8@ season and a football player for 7hen the H0@ season starts( This 7ill allo7 them to continue to represent Tim 8ortons as +anadian by implyin$ a hoc#ey player, but also promote the American sports( !roduct "ife Cycle A mar#etin$ strate$y that Tim 8ortons can use is the product life cycle( They can use this on their main product the coffee and donut( The product life cycle 7ill allo7 the company to analy2e the sta$es that a product $oes throu$h in the mar#etin$ place :+rane ,'3<( There are four sta$es? introduction, $ro7th, maturity and decline :+rane ,'3<( Ri$ht no7 Tim 8ortons is in the introduction sta$e in the ;nited States( The main part of the sta$e is to promote a7areness and reco$ni2e competitors( The product life cycle 7ill allo7 for Tim 8ortons to su$$est the company>s primary demand or selective demand of a product it also introduces the product class of the product( The first sta$e 7ill allo7 for the company to use a s#immin$ strate$y to determine if the price of the product is too hi$h or to lo7 based on the demand and mar#et :+rane ,'3<( Cross#Cultural Analysis When companies are loo#in$ to e*pand their services or products to a $lobal mar#et some companies apply a cross=cultural analysis( This is studyin$ similarities and differences amon$ consumers in t7o or more societies or nations :+rane '3.<( Tim 8ortons can apply the cross=cultural analysis bet7een +anada and ;nited States to help

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them become a7are of American customs, values, cultural symbols and lan$ua$e that differ from +anadian ones( %t 7ill also help them to find out any similarities in the American mar#et compared 7ith their current strate$y that they use for their +anadian stores( %n +anada the cultural symbol for sports is hoc#ey, 7hich differs from the American>s sport of football( 8oc#ey is 7ell=#no7n and li#ed in the States as 7ell, but the sport just is not as bi$ south of the border( Another difference Tim 8ortons has to #eep in mind is that +anada>s second lan$ua$e is 0rench althou$h they cannot mar#et li#e that in the States because their second lan$ua$e is Spanish( Tim 8ortons can isolate mar#etin$ strate$ies that are used in +anada that can help them $ain a7areness in their American mar#et and also determine differences in the t7o mar#ets as 7ell( This 7ill help them 7hen implementin$ a mar#etin$ strate$y for the ;nited States( !roduct and !romotion Strategies A company>s $oods can be sold $lobally in three different 7ays, in the same form as the home mar#et, adaptations to the products or a totally ne7 product :+rane '!/<( Tim 8ortons can use this strate$y to find out 7hich items on their menu are popular in +anada that mi$ht be popular in the ;nited States and use the same product( They can also find out 7hich flavours American>s do prefer, and if they do not offer those products if they can add those items to their menu( 1y havin$ a product and promotion strate$y Tim 8ortons can create a menu that is tar$eted mainly to their American mar#et, and find out 7hich current menu items can be used in their American stores( Tim 8ortons also has seasonal flavours in their +anadian stores, and can also invent ne7 ones for their American Stores( They can use the same product, but of course mar#et it differently to better suit the $lobal mar#et( 0or e*ample Tim 8ortons uses +anadian sports to help

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promote their products by mar#etin$ durin$ 8oc#ey Hi$ht in +anada and the 1rier +up( They can use the same approach but 7ith a fe7 adaptations usin$ football or baseball to help them mar#et and create a7areness of their product( Tim 8ortons can ta#e advanta$e of American broadcast stations to promote to both +anadian and American consumers( About ! A of +anadian has access to American major television net7or#s, and American companies can mar#et to both +anadian and American consumers :1oucher<( $oint %enture A joint venture can be a smart investment for any company as lon$ as the t7o companies are able to successfully 7or# to$ether( This has been the case for Tim 8ortons and Wendy>s in +anada( %n 5ecember '99. Wendy>s and Tim 8orton>s mer$ed to start offerin$ stores 7ith half bein$ a Wendy>s restaurant and half of it bein$ Tim 8ortons :Wendy>s: About ;s<( Their shared mission is to deliver 9uality food, value and unparalleled service to customers :Wendy>s: About ;s<( The joint venture has proved to be beneficial for both companies 7hich 7e believe this could also be a successful mar#etin$ strate$y to use in the ;nited States( 1ecause Wendy>s is such a popular fast food spot in the ;nited States 7e thin# that if Tim 8ortons continues to be lin#ed 7ith it then they 7ill $ain a ne7 $roup of customers( The people 7ho are $oin$ to eat at fast food restaurants, such as Wendy>s, mi$ht appreciate that there is a coffee shop ri$ht ne*t door because a lot of people li#e to have a coffee or donut for dessert( This could be a $reat 7ay for Tim 8ortons to e*pand even more into the ;nited States? by partnerin$ 7ith an already trusted American company(

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3. RECOMMEN ATIONS ;pon revie7in$ the alternative mar#etin$ solutions, three have been chosen to further promote and enhance the ima$e of Tim 8ortons in the ;nited States( The three that 7ere decided upon 7ere the joint venture 7ith parent company Wendy>s, the endorsement of Tim 8ortons> by American athletes and distribution of Tim 8ortons products to $rocery and convenience stores( With these three strate$ies in place Tim 8ortons can increase the a7areness of the company in the ;nited States( Since Tim 8ortons already has joint locations 7ith Wendy>s in +anada they can create places similar to those in the ;nited States( Tim 8ortons can ta#e the advanta$e of the benefits of 7or#in$ 7ith Wendy>s by teamin$ up 7ith them in the ;nited States( Since Wendy>s is already a 7ell=#no7n and trusted franchise in the ;nited States they can help throu$h their customers to promote Tim 8ortons( ;sin$ athletes to endorse the Tim 8ortons> brand name 7ill also prove to be beneficial 7ell beyond its lar$e cost( Tim 8ortons uses popular sports, for e*ample hoc#ey and curlin$ to help promote their company in +anada( They can also do this in the ;nited States? they can use familiar American athletes in hoc#ey and football to promote to those consumers( Also 7ith local talent promotin$ the brand name, it 7ill have a closer to home appeal and 7ill stic# in the minds of the consumer( @astly 7e 7ant to focus on the product and promotion strate$y for Tim 8ortons so that any products that are currently bein$ sold in +anada can be e*tended to the American stores( Also it 7ill be helpful for Tim 8ortons to adjust their product so that they are more appropriate for the American customer>s preferences, for instance different flavours that American>s mi$ht prefer that 7ere unsuccessful in +anada( We also 7ant to

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reco$ni2e any product inventions that can occur to increase the satisfaction in American consumers( This mi$ht mean ne7 donut flavours, or ne7 ba#ed $oods, sand7iches or soups( 14. 5USTIFICATIONS AN IM"LENTATION Endorsements Tim 8ortons has sponsored +anadian sports to promote a7areness of the brand in +anada( %n +anada Tim 8ortons sponsors minor sports teams in local communities :Tim 8orton>s: +ommunity and Mood7ill<( They have ads around the ice rin#s of the +anadian 8oc#ey teams( Tim 8ortons also has endorsement deals 7ith +anadian H8@ superstar Sydney +rosby and Wayne Mret2#y :+olello<( They also have sponsored major sportin$ events, for e*ample the 1riers cup a major +anadian curlin$ event 7as sponsored in 2 !( Throu$h the sports events they can promote the brand and also Tim 8ortons li#es

to promote products as CmonthlyD features( The Tim 8ortons in the ;nited States can also use sports to promote their brand and interest the consumers( Since hoc#ey is the #no7n sport to Tim 8ortons, they can promote their brand throu$h American hoc#ey teams and athletes( Tim 8orton 7as a former member of 1uffalo Sabers and the history of the o7ner may attract more customers in the 1uffalo area :"aloney<( We have chosen a hoc#ey player that is reco$ni2ed in the states, and in the area 7here most of the Tim 8orton>s franchises are located( The player 7e chose 7ould be Ric# 5iPietro( Ric# 5iPietro is an American $oalie that plays for the He7 Kor# %slanders( 8e is a fan favorite in that area and has been 7ith the team since the '999=2 seasons( 8e has also just si$ned a lon$ term contract and 7ill not be leavin$ the city any time soon( We also 7ant to put ads in some H8@ areas 7hich Tim 8ortons has done in

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+anada( They can put ads in the 1uffalo Sables and +olumbus 1lue 4ac#ets arenas, both of these areas have a Tim 8ortons close by( We also could plan an endorsement deal 7ith a football player, since that is a popular sport in the States( Since hoc#ey and football are both seasonal sports, 7e can cover more mar#et share almost all year around throu$h these t7o sports( )ndorsements ho7ever are e*pensive especially 7hen you 7ant a very reco$ni2able athlete so you can $ain a 7ide audience( We also have to #eep in mind that some athletes already have endorsement deals 7ith competitors and so they may not be available( When creatin$ the television and radio ads there are mar#etin$ la7s and company ethicsJmorals to consider( 0or +anada there is the competition act that Tim 8ortons> has to follo7( There are also 0ederal Trade +ommission la7s that are similar to the competition act for the ;nited States( These la7s help protect the consumers( We can use e*tensive technolo$y to $ain information from American customers to see 7hich athletes and sports are popular in America( Also in certain areas, athletes can differ and Tim 8ortons can create ads 7ith specific athletes that 7ill be effective in certain areas( !roduct and !romotion Strategy This strate$y 7ill help determine 7hich products Tim 8ortons can carry over from their +anadian stores( This 7ill be very useful for the ne7 American franchises because this 7ill help establish 7hat product customers prefer and the overall menu the Tim 8ortons stores 7ill carry( 5ependin$ on the location in the ;nited State the product preferences probably 7ill differ as 7ell( To start Tim 8ortons should do some research on donut flavours, sand7iches and ba#ed $oods that American customers li#e( They can loo# at their competitor 5un#in

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5onuts to see 7hich donut flavours are their best sellers and even their coffee flavours( They can do taste tests throu$h samplin$ of their products and try to $ain feedbac# from the customers( Also havin$ potential consumers try their products 7ill allo7 for them to $ain a7areness of the Tim 8ortons brand and their products( The +anadian Store applies a featured ba#ed $ood for the month, usually a ne7 product that actually $ets tested to see ho7 7ell it does on the mar#et( The American companies can do this too, it is a very useful 7ay to determine if the product is li#ed or not( The second thin$ that Tim 8ortons can do 7ith their research is to alter some of their product and promotion strate$ies to 7or# for the American mar#et( %n +anada Tim 8ortons is mostly #no7n for their double=double( %f Tim 8ortons can determine 7hich bevera$e American>s prefer they can mar#et that product a lot more and ma#e it the specialty bevera$e li#e the double=double is in +anada( They can also alter their products to combine 7ith their mar#etin$ strate$ies( 0or instance for the Superbo7l they could have donuts that are decorated differently to loo# li#e a football or have soup and sand7ich combos called the CSuper5eal(D They can do the same for 8oc#ey 7hen it $ets close to playoffs and use the Stanley cup and the athletes that are used as endorsers( This 7ay they can create productsJpromotions that are sli$htly altered from the ori$inal product to ma#e uni9ue $oods and ideas that $rab the customer>s attention( The third option Tim 8ortons has is to invent ne7 products 7ith the data they have collected from surveys( +anada is #no7n for their +anadian "aple syrup and Tim 8ortons used that to create the C+anadian "aple 5onut(D The +anadian Tim 8ortons have many seasonal flavours for certain holidays( %n America one of their bi$$est holidays is Than#s$ivin$( They can create seasonal flavours for that time of year, for

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e*ample Tim 8ortons can invent pump#in flavour donuts, and candy corn flavoured coo#ies( They can invent products that 7ill better suit the 7ant of customer preferences( The use of the company>s 7ebsite to $ather feedbac# from customers 7ill be very useful for the company( %t 7ill help mana$e the company and save paper( An incentive that the company can use to $et people to fill out the survey is have coupons or pri2es( Tim 8ortons has done surveys in the past in +anada, bet7een September ',th and &ctober 2-th 2 - Tim 8ortons had surveys available for customer and had C0ree +offee

for a KearD as a pri2e to those 7ho participated :Tim 8ortons: "edia<( Tim 8ortons should have consent forms and $uidelines re$ardin$ their surveys( %f personal information is collected they should disclose 7hat the information should be used for and the privacy policy( $oint %enture Tim 8ortons can be found around +anada as an independent franchise or a joint venture 7ith its parent company Wendy>s( The joint ventures are usually placed in food court areas to offer customers a variety of products and $ive the customers a choice in 7hat they 7ant to eat( Wendy>s is an American o7ned company that 7as established in &hio :Wendy>s: About ;s<( %t is a very established fast food chain in +anada and the ;nited States( %t has a loyal customer base and is a 7ell=trusted company( Tim 8ortons can use Wendy>s to its advanta$e to $ain a7areness for customers( Tim 8ortons should start joint venture locations 7ith Wendy>s in the ;nited States( This 7ill allo7 for the company to e*pand customer a7areness throu$h the Wendy>s consumers( When Wendy>s customers $o to a joint location, they 7ill see the Tim 8ortons restaurant as 7ell( This first step allo7s for customers to ac#no7led$e the company Tim 8ortons( They may even see the Tim 8ortons menu, and opt for somethin$

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a little healthier than the bur$er and 0rench fries( This 7ill allo7 them to at least try somethin$ on the Tim 8ortons menu, it even allo7s for the customers to just simply vie7 the menu to see 7hat Tim 8ortons has to offer( Allo7in$ for potential customers to vie7 7hat products Tim 8ortons offers 7ill allo7 them to $ain a7areness of the company( +ustomers 7ill no7 #no7 Tim 8ortons sells coffee and donuts and associate it 7ill that( They can even create a7areness by $ivin$ out coupons for a free donut or coffee 7hen a customer from Wendy>s purchases a meal( That 7ay they the customer 7ill try their products and learn more about the menu( There are la7s that Tim 8ortons 7ill have to follo7 re$ardin$ establishin$ joint ventures( Also mar#etin$ la7s for the coupons that Tim 8ortons plans to distribute throu$h Wendy>s( They should include an e*piry date and terms of conditions of the coupon( %t is important that Tim 8ortons includes this information because it 7ill lo7er any le$al issues to the coupon and customers are a7are of the terms of the coupon( Tim 8ortons can $ive a7ay a coupon that says free donut or free coffee and see 7hich customers prefer the coffee or donuts at Tim 8ortons( They can use that data and an information data base to compute statistics to see 7hich is more popular( Also the use of technolo$y to produce print ads inside Wendy>s to advertise the coupons, also use of technolo$y to create the coupons 7ith SG;s that are compatible 7ith Tim 8ortons> cash re$isters to #eep trac# of the coupons( 11. MET-O OLO.Y AN ATA ANALYSIS

When doin$ the research for our company, 7e had ori$inally planned on completin$ surveys and handin$ them out to students around campus( We discussed the purpose of this and it 7as decided that this 7ould not really help to analy2e 7hat needs to

29

be done in the American mar#et so 7e did not carry out 7ith the surveys( 5ue to the $eo$raphical distance, 7e 7ere not able to $ain feedbac# first hand from American consumers( +onse9uently, all of the research that 7as done 7as usin$ secondary sources, mainly 7ebsites and articles, to see a list of all secondary research $o to our Wor#s +ited pa$e( With our lac# of first hand communication 7ith the tar$et mar#et 7e 7ere focusin$ on, 7e 7ere forced to rely heavily on outside material includin$ surveys done by other companies and reports 7ritten by outside sources( 1ecause Tim 8ortons only 7ent public last year it 7as difficult for us to $ather information that is usually easily found on financial statements( Therefore 7e could not find current strate$ies used by Tim 8ortons and 7ere not able to access any feedbac# the company may have had from their American customers( 1!. CONLCUSION Tim 8ortons is the lar$est 9uic#=time service restaurant chain in +anada( %t stared out as a small coffee and donut shop, and has rapidly e*panded its menu to include a vast assortment of bevera$es, donuts, sand7iches, ba$els, soups and much more( Tim 8ortons has over 2,3. stores in +anada, and over ,. locations in the ;nited States, beatin$ "c5onalds as +anada>s lar$est food service operator( Tim 8ortons has been e*periencin$ problems openin$ more stores in the ;nited States because they have not created enou$h a7areness of their brand in the American mar#et, and also because of their major competitor, 5un#in> 5onuts( To attract customers from 5un#in> 5onuts as 7ell as other customers, Tim 8ortons needs a strate$y that 7ill allo7 them to tar$et customer needs and 7ants that appeal to the American public(

After considerin$ all the problems and issues that Tim 8ortons is e*periencin$, our $roup recommended three effective mar#etin$ strate$ies that mi$ht enable Tim 8ortons to reach its $oals of openin$ ne7 locations in the ;nited States, and remain competitive 7ith 5un#in> 5onuts( Since Tim 8ortons has joint locations 7ith Wendy>s in +anada, similar joint ventures can be made in the ;nited States( Wendy>s is already a 7ell=#no7n franchise in the ;nited States and they can help promote Tim 8ortons throu$h their customers( ;sin$ famous athletes such as Ric# 5iPietro of the He7 Kor# %slanders to endorse Tim 8ortons> brand name 7ill also be beneficial 7ell beyond its lar$e costs( With local athletes promotin$ the company>s brand name, it 7ill $ive customers a closer to home feelin$( %t 7ill benefit Tim 8ortons if they adjust some of their products to satisfy the American customers> preferences( We also 7ant to reco$ni2e any product inventions that can occur to increase customer satisfaction in Americas( We believe that if Tim 8ortons is able to successfully implement these chan$es then they 7ill become a fierce competitor in the ;nited States as 7ell as +anada(

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1#. A""EN ICES Appen6i) A

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1*. $OR1S CITE 1oucher, +hristian( C+anada=;S Lalues(D Movernment of +anada( 2 Research %nitiative( ,' "arch 2 !( -JAu$ust' =canadaN;SNvalues(pdf http:JJ777(9ueensu(caJcoraJpollsJ2 - 4une( Policy

1oyle, "atthe7( C5un#in>s 5oppel$an$erOD +able He7s Het7or#( A Time Warner +ompay( 2 m 1reen, 5ermot( CThe %mportance of the +onsumer(D Tesco %reland( 2- 4anuary 2 Tesco %reland( 2- "arch 2 !( http:JJ777(tesco(ieJaboutJ2 !( / September /( 0ortune( "arch 2! 2 !( http:JJmoney(cnn(comJ2 /J 9J .Jne7sJcompaniesJplu$$edinNboyle(fortuneJinde*(ht

/ '2-Nconference(html

+1+( CGrispy Greme do7n to a half=do2en stores in +anada(D +1+ He7s( 3 September 2 .( +1+He7s(ca( 2! "arch 2 !( .J 9J 3J#rispy#remeN2 . 9 3(html http:JJ777(cbc(caJmoneyJstoryJ2

+olello, T(4( CSydney native to man$e Tim 8ortons hoc#ey 5evelopment(D Transcontinental "edia Het7or#( ,' 4uly 2 3( The +anadian Press( . April 2 !( http:JJ777(capebretonpost(comJinde*(cfmOsidP-9',/QscP'-/ +rane, 0rederic# M(, Gerin, Ro$er A(, 8artley, Steven W(, 1er#o7it2, )ric H(, Redelius, William( "ar#etin$: /th +anadian )dition( Toronto: "cMra7=8ill Ryerson( 2 0ind1y+lic#( CTim 8ortons Stores by ProvinceJSate(D 0in1y+lic# +ommunity( 2 Wi#ipedia( ,' "arch 2 !( http:JJupload(7i#imedia(or$J7i#ipediaJenJ'J'/JTimNstoresN7i#i(pn$ /( !(

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0ischer, 5ou$h( C%nvestin$ in an icon: Why everyone 7ants a piece of Tim 8ortons(D +an7est Publishin$ %nc( 2- "arch 2 d3c'ab3f9/-aQ#P!9,/9 0ran#o7ia#, 4ames R( RKour Third Party= an )ndorsment Kou can use(R Public Relations Euarterly 2'(' :'93/<: ''( Shttp:JJupro*y(library(dc=uoit(caJlo$inO urlPhttp:JJsearch(ebscohost(com(upro*y(library(dc=uoit(caJlo$in(asp*O directPtrueQdbPbthQAHP--3..'3QsitePbsi=liveT( 8arris, Rebecca( C5o7n=8ome Smarts(D Ro$ers "edia %nc( 3 0ebruary 2 "a$a2ine( ,' "arch 2 contentP2 !( 3( "ar#etin$ /( &tta7a +iti2en( 2 April 2 !( http:JJ777(canada(comJotta7aciti2enJne7sJstory(htmlOidPf/9.c., =,3cd=-b3f=9!!c=

http:JJ777(mar#etin$ma$(caJma$a2ineJcurrentJmar#eterNyearJarticle(jspO . 2 3N//- .N//- .

"aloney, Ric#( CSuccess bre7s success for Tim 8ortons &7ners(D American +ity 1usiness 4ournals( ' 5ecember 2 -( ,' "arch 2 !( http:JJ777(bi2journals(comJbuffaloJstoriesJ2 -J'2J',Jstory,(html

Reuters( CTim 8ortons plans bi$$er push into ;(S(D +an7est Publishin$ %nc( 2 0ebruary 2 !( 0inancial Post( - April 2 !( http:JJ777(financialpost(comJstory(htmlO idP,2'322 Tim 8ortons: About ;s( CThe Story of Tim 8ortons( The T5@ Mroup +orp( 2 !(Wedny>s %nternational %nc( 2- "arch 2 !( http:JJ777(timhortons(comJenJaboutJinde*(html Tim 8ortons: +ommunity and Mood7ill( C@ocal Pro$rams(D The T5@ Mroup +orp( 2 Wedny>s %nternational %nc( 2! "arch 2 !( Tim 8ortons( http:JJ777(timhortons(comJenJ$ood7illJlocal=pro$rams(html Tim 8ortons: +ontact ;s( C+ontact ;s(D The T5@ Mroup +orp( 2 ,!( Wendy>s !(

%nternational %nc( ' April 2

!( http:JJ777(timhortons(comJenJcontact(html

Tim 8ortons: 0AE( C0re9uently As#ed Euestions(D The T5@ Mroup +orp( 2 Wendy>s %nternational %nc( ,' "arch 2 !( http:JJ777(timhortons(comJenJaboutJfa9(html Tim 8ortons: %n &ur Store( C&n &ur "enu(D The T5@ Mroup +orp( 2 %nternational %nc( ,' "arch 2

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