The paper "The Success That Tim Horton Has Recorded in the UAE" is a perfect example of a case study on marketing. Tim Horton is a Canadian multinational coffee and donuts shop founded in Hamilton, Ontario in 1964 by Tim Horton and partner Jim Charade (Hunter 2012, p. 1). In the past five decades of its existence, Hortons has grown to become a global brand operating in nine countries across the globe, including the United States, the United Kingdom, United Arab Emirates, and Brazil just to name but a few. In the third quarter of 2016, Hortons became Canada’ s largest quick-service store receiving the highest number of coffee and donuts lovers in Canada (Lamb 2012, p.
3). The restaurant currently operates at about 4,500 stores in Canada and globally. Despite the strong competition that Hortons faces in the restaurant industry from some of the established brands, such as Starbucks, McDonald’ s, Dominion and burger King among others, Hortons has maintained good performance since it was founded, registering back to back growth (Quinlan 2009, p. 3). In 2015, the restaurant generated revenue totaling US$4.0522 billion and a net income of US$511.7 million (McKenzie 2015).
The more than five decades of Hortons’ success is attributed to the effective marketing management that has helped draw a large number of customers to its brand in the face of competition. Horton’ s coffee and donuts are loved mainly because of quality and fair pricing that keeps customers coming back to the shop (Hunter 2012, p. 5). This report assesses the marketing management of Hortons with a focus on the United Arab Emirates (UAE). The report begins by analyzing the macro-environmental factors that affect the operations of Hortons in the UAE using the PESTEL model.
The report proceeds to assess the segmentation, targeting, and positioning (STP) of the restaurant. The third part of the report involves using Young’ s Blue Ocean Strategy (BOS) to analyze how innovative Hortons are in the market. The fourth part of the essay analyses the marketing mix of the restaurant. Lastly, the essay will assess the efforts made by Hortons to understand its customers in light of cultural, social, and personal factors.
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