MARKETING IN AUSTRALIA

Marketing in Australia

Executive Summary

This assignment introduces an expansion of a coffee of Tim Hortons in Australian. It is a Canadian product that is expanding its business to Australian market. On the basis of market capitalization, in North America, Tim Hortons is on fourth number among the most quick service publicly-traded restaurants and in Canada, it on number one. This assignment discusses the marketing plan of Tim Hortons. The plan includes the detailed strategies of marketing and promotion to target the segment and positioning the products in the minds of the customers. This assignment shows that the investment in coffee for introducing in Australia will be profitable because the average weekly numbers of coffee consumers are 56%. A brief marketing budget and return on investment of marketing budget is incorporated in this assignment to show that the expansion of Tim Hortons is profitable in Australia. The budget of market and return on its investments shows that in first year; Tim Hortons will earn 16.2% return on its investment. In the second and this year, its marketing cost will decrease and it will generate more return ion future.

Marketing inn Australia

Introduction

Background of the Tim Hortons Coffee introduction plan\

Tim Hortons is a Canadian restaurant that is known for its coffee and donuts. Tim Horton's has 3,578 locations; 563 in U.S. and 3,015 in Canada. Tim Hortons is planning to expand its business in Australasia. The main product that Tim Hortons want to introduce in Australia is “Tim Hortons Coffee” (Tim Hortons, 2009, n.d.). Tim Hortons believes in customer satisfaction and customer quality, therefore, it constantly brings innovations in its processes for meeting the customer needs, taste, and preferences (Tim Hortons, 2012, n.d.). With the same target and mission, it wants to enter in the Australian market to provide tasty and luscious coffee to the Australians. The marketing plan of Tim Hortons for expanding and marketing product in Australia is of three years. This marketing plan will help the Tim Hortons to catch the attention of the Australian customers and to arouse the interest and desire in them for having a luscious coffee. The marketing plan is followed will be followed up by considering all the necessary aspects of an Australian culture and society. The customers will be targeted through strong marketing strategies that will position the Tim Hortons Coffee in the minds of the target market. In 2011, it was reported that purchase of instant coffee decreased from 47 percent to 43 percent; and, the purchase of fresh coffee increased from 24 percent to 26 percent; and, the consumption of coffee in cafes increased from 51 percent to 54 percent. Thus, it shows that the opening of Tim Hortons coffee shop is profitable in Australia.

Purpose of the plan

The purpose of designing the marketing plan is to know the marketing, targeting, and positioning strategies that will be covered for the expansion and introduction of Tim Hortons Coffee in Australia. This plan will give a clear understanding of the effective marketing tools ...