Tim Hortons plans to expand its operations internationally. Its short-term goal is to continually learn and grow in the Middle East before furthering its international expansion in the long run. This expansion is an opportunity, as analyzed by SWOT.

Its target is clear. As stated, “this is not about plastering the Tim Hortons brand everywhere, this is about taking the brand where it makes sense and where we can further build.” Seemingly, Tim Hortons has a step-by-step plan to conquer the world coffee market. And the way to do so is to open up more chain stores or franchising, while knowing exactly who its target consumers are, which are the concepts mentioned in class.

However, the biggest challenge, the threat in SWOT analysis, is the fierce competition from Starbucks and McCafe, which offers a variety of products with different prices. Not only so, Tim Hortons falls behind in regards to its mobile app, “Timmy Me”, which customers cannot pay with. As high-tech app becomes the points of difference between Starbucks and Tim Hortons, it needs to develop high-tech products to not only catch up with Starbucks, but also create its own points of difference to minimize the threat.

In addition, focusing more on younger customers who demand more complex coffee drinks, and developing healthier options by providing more balanced choices will also become Tim Hortons’ main focuses.

Video: Tim Hortons expansion

Hyperlink: http://www.ctvnews.ca/business/tim-hortons-chain-looks-to-expand-across-the-globe-1.1532688