In Wesley’s Blog: Tim Goes Global, it mentions that Canada’s coffee giant, Tim Horton, is looking into expansion in its marketing field all over North America by first starting in the States and the Middle East. After the completion on market research, the CEO, Marc Caira, identifies the problems and admitted to the lack of competitiveness in technology comparing to company like StarBucks, where apps provide services for customers to pay online. Moreover, he notices that a wider variety of coffee drinks and food selections could hold on to more younger customers. In conclusion, the company is planing to take actions on expanding the market field, servicing through technologies, and inventing new products.

Tim Horton is heavily embedded in our daily living that it has become part of the Canadian culture. Such approaches for the company will create shared values and sustainability, that there will be more interested customers. In addition, they would benefit the firm on competing with other coffee industries because of globalization that makes it more powerful in the market. As long as cost of production remains low, Tim Horton’s new marketing strategy in a cost leadership position will help the firm to gain some competitive advantage.