Samenvatting

Tim Hortons is a Canadian quick service restaurant best known for its coffee and doughnuts. It opened its first coffee shop in 1964 in Hamilton, Ontario. From the start, Tim Hortons has focused on top quality products that are always fresh and delivering exceptional service. It has grown into the largest quick service restaurant chain in Canada that specializes in fresh coffee, home-style lunches and baked goods. They have been active in other countries as well and it could be interesting for them to expand even more. This leads us to the research question, “What marketing strategies should be used for Tim Hortons to succeed in the Netherlands?”
The methodology of the research was mainly conducted by desk research. Field research was also used by conducting a survey for the potential customers and an interview with an employee of one of the potential competitors.
The internal analysis of this report reflects the strengths and weaknesses of Tim Hortons as a company. Tim Hortons should use the image that they have in Canada and implement this in their marketing for the Netherlands. The most important aspects of their current strategy are their competitive pricing, wide range of products and their quick and friendly customer service. Because of the recent merger between Tim Hortons and Burger King, more opportunities have arisen for Tim Hortons to expand globally. Burger King is already established in the Netherlands and a lot of other countries in the world and their experience will help Tim Hortons to establish themselves on the Dutch market. 3G Capital Inc. will own the majority of this merger very soon and they will be able to offer a lot of their marketing expertise.
The external analysis of this report reflects the opportunities and threats that Tim Hortons is faced with in the Dutch market. Some of the biggest potential competitors that Tim Hortons would have to consider when they enter the Dutch market were identified. Albert Heijn to Go is the most surprising competitor in that they do not focus on selling coffee, tea and sandwiches but are more focused on the ‘to go’ culture and for people to get some quick groceries when they are off to work or school. Some of the more interesting aspects that were found in the DESTEP analysis were the use of social media on a large scale, the coffee culture of the Netherlands and the fact that the Netherlands has the most coffee drinkers in the world.
A Marketing Plan for Tim Hortons to Succeed in the Netherlands Ridley Boot
Academy of European Studies & Communication Management 4
Tim Hortons needs to focus on the ‘to go’ culture and try to encourage this with their marketing. There is definitely a ‘to go’ culture in the Netherlands especially in the bigger cities. With their high population density and a lot of traffic in and out of the cities, it is a smart move for Tim Hortons to start their first coffee shop there. Setting up a coffee shop in the centre and close to a train station would most likely be the best option. To really keep the ‘to go’ culture on the rise, Tim Hortons should make sure to market their products accordingly and speak to the most important target group, which are the young adults and students. These people are always busy and do not always have time to sit down and enjoy their cup of coffee. Tim Hortons could set up stands at social events and by hosting these, they would have a higher possibility of reaching younger people. These events would be best marketed through social media as almost nine out of ten people in the Netherlands are active on it.
In conclusion, there are several possibilities for Tim Hortons to find success in the Netherlands, they just need to use the right tools that are at hand.