SBMG 10013- Final Exam Guide - Comprehensive Notes for the exam ( 65 pages long!)

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SBMG 10013
Final EXAM
STUDY GUIDE
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Running Head: MARKETING PLAN: TIM HORTONS PRE-PACKAGED SALADS
Executive Summary
The quick-service restaurant is a highly competitive market, in which Tim Hortons leads
the market in Canada. Tim Hortons has maintained a leadership position in the breakfas daypart
and late night snacking market, but has been experiencing less than desirable sales in regards to
their lunch time daypart menu, falling second to their key competitor, McDonalds. Tim Hortons
has developed a new lunch time product, pre-packaged salads, which is meant to meet the
demands of the health conscious psychographics and gain a competitive advantage in the
lunchtime market. By doing this, Tim Hortons will lead in each of the four dayparts. In order for
Tim Hortons to achieve this goal, small and large pre-packaged salads will be available at all
locations across Canada. The in store pre-packaged salads will bebe located next to the cashier, in
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Marketing Plan: Tim Hortons Pre-packaged Salads
1
a clearly visible refrigerated display unit. Further, in order to continue differentiating from
competitors, a lower price-point of $5.99, to coincide with Tim Hortons position will be
implemented. In addition to this, to promote this new product, a marketing mix that will be
implemented over the next year including, print advertising (Globe and Mail), outdoor
advertising (Billboards and Drive-thru screens), viral videos and a national television
commercial. This will cost approximately $13M over a one years span. All of the strategies will
be implemented throughout the year with a heavy emphasis on the first six months of the launch.
Further, the market will be targeted using a market penetration strategy in order to steal
customers from McDonalds and further increase market share in the lunch daypart segment.
Through analysis of the competition and analyzing the current and potential customers, Tim
Hortons can succeed achieve their overall objective to increase market share by 10%.
Table of Contents
Executive Summary ......................................................................................................................... 0
Table of Contents ............................................................................................................................. 1
Introduction ...................................................................................................................................... 3
Situation Analysis - Internal ............................................................................................................. 3
Company Analysis: ...................................................................................................................... 3
Company Objectives and Marketing Objectives: ......................................................................... 4
Company Resources: .................................................................................................................... 5
Present Target Market: ................................................................................................................. 5
Current Marketing Mix: ............................................................................................................... 6
Marketing Collaborators Current and Potential Stakeholders: .................................................. 8
Situation Analysis External ........................................................................................................... 9
Industry Analysis ............................................................................................................................ 11
Market Analysis: ........................................................................................................................ 11
Market Size ................................................................................................................................. 11
Market Forecast: ......................................................................................................................... 11
Power of Suppliers: .................................................................................................................... 12
Power of Customers: .................................................................................................................. 12
Existing Rivalry: ......................................................................................................................... 13
Power of Substitutes: .................................................................................................................. 13
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