INTERNATIONAL MARKETING PRESENTATION: TIM HORTONS MEETS BRAZILBy: Brandon Neto, Bethany Menard, Blake Goldring, Nick Buote-Gould

Why Brazil?

Why Brazil? Brazil is one of Tim

Horton’s coffee bean farming suppliers so import and export costs would next to none.

Brazil is part of the BRICS countries so it is a very important and emerging country in the business world

At 4.6kg per capita Brazil is the 9th highest coffee consuming country.

Brazil has a stable and growing relationship with Canada. There is a Brazilian embassy located in Ottawa.

Stackbucks, being the sole coffee competitor makes Tim Hortons triumph as it is more affordable with a product with equal quality.

OUR PLAN

OUR PLAN Franchise in Brazil by starting out with a couple locations in major

cities in Brazil such as Brasilia where the Canadian embassy is located. We would start with smaller restaurants with a basic menu selection and expand with the demand to maximize profit as it comes.

Brazil is already extremely familiar with the Tim Hortons products as they currently do business with Tim Hortons, they currently import their coffee beans from Brazil which adds the instant trust that comes with the brand.

Hire bilingual management to adhere to responsibilities to minimize the language barrier, as well as hiring experienced Tim Hortons management to maximize product quality and customer service. This would help these new franchises stay on track and follow the Tim Hortons Mission.

PLAN OVERVIEW

Plan Overview

Brazil being the 9th highest consumer country of coffee there will be a great amount of product that each restaurant will need.

Price: $1.00 CAN = $2.52 Brazilian Real which means a coffee in Canada that is worth $2.70 CAN = $6.81 Brazilian Real. So we would take the Canadian Tim Hortons Pricing and convert it into Brazilian Real currency.

Product: Brazil will use it’s own coffee beans and product to remove import costs

Influences: Brazil already has a good relationship with Canada as it was the 12th largest recipient of Canadian direct investment last year

SWOT Analysis

SWOT Analysis

O Opportunities- Introducing Tim Hortons a world wide brand into the growing market of Brazil. Tim Hortons will be able to cut down on shipment costs because coffee beans are grown in Brazil. Tim Hortons should adapt to the culture of Brazil and add terminology used in Brazil such as “ Cafezhino” (small black cup of coffee)

S Strengths- Tim Hortons is considered a top competitor in coffee chains around the world with a loyal following of customers and a brand people can trust. Tim Hortons has a brand with an affordable price which will allow them to compete well against their competition Starbucks.

W Weaknesses- Tim Hortons is entering a country where there isn’t any Tim Hortons locations which will take time to grow a following of loyal customers to their brand. Tim Hortons will have to adapt to the culture of Brazil.

T Threats- Brazilian drought may increase cost of coffee, bean farming etc.; but to make a negative a positive, this would not affect Brazil nearly as much if franchised here as opposed to in Canada. https://www.youtube.com/watch?v=Zt--d_LmAEQ

CONSUMER SEGMENTATION

Consumer Segmentation

Average Brazilian Citizen

Geographic: Brazil citizens will go to Tim Hortons because of the fact that they get coffee beans from their own country

Demographic: Could incorporate a Bauru sandwich into the menu which is a very popular sandwich amongst people of Brazil. Also the fairly low prices that Tim Hortons has are good for Brazil as the average income in the country is only $10,310 after taxes

Usage Rate: Brazilians are very high consumers for coffee and will generate a lot of revenue

Tourists to Brazil Geographic: Climate in Brazil

will drive sales of iced coffees and cold drinks higher

Benefit: Many people travel to Brazil and will look for restaurants that have less of a language barrier

Psychographic: Tourists will see a place similar to home when they see Tim Hortons and feel comfortable to go in one as it brings familiarity to them.

The End

In conclusion Brazil has a growing relationship with Canada and already does business with Tim Hortons. Brazil has a very big love for coffee and the brand of Tim Hortons is just what they need. The idea of expanding Tim Hortons into Brazil is beneficial for the organization and the country itself.