the coffee wars

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School

Cape Breton University *

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Course

5301

Subject

Marketing

Date

Feb 20, 2024

Type

docx

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Uploaded by UltraMusicOryx37

Case Study: The Coffee Wars Prepared by: Kazi Zahin Hossain ID 0270519 Prepare For: Tracey E. MacNeil MARKETING (MRKT-5301-22) Cape Breton University

SWOT analysis for Starbucks and Tim Hortons Starbucks Strengths  Global Reach  Globally highest number of stores  Globally Higher income  Globally Brand Recognition  Quality of Products  Products taste good.  Convenient Weakness  High prices  Less Stores in Canada  Fewer Food items offered than competitors.  8 out of 10 coffees are served by the main competitor in Canada. Opportunities  Scope for store expansion  Scope of diversifying product range.  Introducing breakfast and espresso market. Threats  Competitors offer a cheaper price than Starbucks.  Trend shift of consumers towards consumption of coffee at home. Tim Hortons

Strengths  Less costly than rival brands.  Variety of products.  More sales  More Locations  Comparative advantage on certain products on the east coast of Canada. Weakness  Lower global market presence.  Less attractive packaging than competitors. Opportunities  Scope to spread stores globally.  Create a global brand.  Create Brand Value globally.  Introduce products for grocery store shelves to attract new customer segments. Threats  Competitions from Starbucks, McDonalds, and other similar restaurants.  Inevitable situations like Covid 19 pandemic. Taking these things into account, a decision about an investment might entail carefully evaluating each company's strategies for mitigating potential threats, capitalizing on opportunities, and addressing its weaknesses. Considering only on SWOT analysis it would be difficult for me to decide on investment but still, if I had to decide then I would go for Tim Hortons as the opportunities to grow globally seem promising. References Marketing. 6th Edition. By Dhruv Grewal, Michael Levy, Shirley Lichti. 2023 | Published: February 9, 2023.

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