Marketing Management Assignment You are commissioned to write the outline of a marketing plan for your organization. This outline should be around 4,000 words (+or- 10%). These are the tasks required:...

Running Head: MARKETING MANAGEMENT ASSIGNMENT                1
MARKETING MANAGEMENT ASSIGNMENT                        2
MARKETING MANAGEMENT ASSIGNMENT
Executive Summary
Tim Hortons have been celebrating their passion for coffee for almost more than fifty years now. Every minute detail is taken care of right from the tree to a cup of their coffee. Horton’s have been Canada’s favourite for many years because of the love they weave in their every cup of coffee. Thus, introduction of new products may lead to legal proceedings from their competitors who may claim infringement into their private property and rights. This can affect their operations negatively. Their major customer base is in Canada so it is obvious that any kind of substantial decline in the Canadian business can affect their overall financial performance.
Table of Contents
Executive Summary    2
1. Introduction    5
Background    5
Mission    6
Vision    6
Corporate Objectives    6
2. Market Strategy    6
Marketing Strategy    6
Value Proposition    7
Target Customers    7
Market Segmentation    8
3. Capturing Marketing Insights    8
A) Internal Marketing Intelligence    8
B) Analysing the Macro Environment    9
4. Overview of the Market    10
A) PESTLE Analysis    10
Political    10
Economic    11
Socio-Cultural    11
Technological    11
Environmental    12
Legal    12
B) SWOT Analysis    12
Strengths    12
Weaknesses    13
Opportunities    14
Threats    14
5. Justification of Marketing Objectives using Ansoff Matrix    14
Market Penetration    15
Product Development    15
Market Development    16
Diversification    16
6. Outlining the Marketing Research Plan    17
Objectives    17
Outcomes    17
Target Customers    17
Promotions Strategy    17
Budget    18
Ethical Considerations    18
7. Creating Value for Customers and Clients    18
Value for Customers    18
Value for Clients    19
8. Conclusion    19
References    20
1. Introduction
Tim Hortons have been celebrating their passion for coffee for almost more than fifty years now. Every minute detail is taken care of right from the tree to a cup of their coffee. Horton’s have been Canada’s favourite for many years because of the love they weave in their every cup of coffee. Small farmers are involved in growing their coffee in the most popular regions of Columbia and Guatemala. An artisanal process is followed in growing their famous coffee. Love and labour are both intertwined in their process of growing as well as making coffee. Their master blenders are experts in creating rich, blended as well as complex blends of coffee.
Background
The company was founded in 1964 in a place called Hamilton in Ontario. The founder was a hockey player from Canada namely Tim Horton as well as Jim Charade. This happened after a venture of hamburger restaurants. In 1967, Horton collaborated with an investor Ron Joyce who had assumed control over the operations when Horton died in 1974. They covered certain major parts in Canada and in the year 1985, they opened their first United States restaurant in New York (Tim Hortons, 2021).
They received huge response and subsequently became the proud owner of numerous restaurants in the United States. The brand has thousands of restaurants in the major parts of the United States as well as Canada. Starting their journey since 1964 now they are recognised with a separate identity of their own. They own more than four thousand restaurants worldwide at present. They have signed an agreement very recently about opening hundred and twenty restaurants as well as standalone in the United States.
Mission
Their mission is to deliver good quality products as well as services for guests and communities by applying effective leadership strategies, innovation ideas and relations of strong partnerships.
Vision
Tim Hortons has a vision statement of being a leader in whatever they do. They keep customers at the heart of everything. They believe in excelling in their services, cooperation among each other and stewardship (Odar Timana, 2018). Since the time of their opening their first store in Hamilton, they have exemplified a spirit of always winning together.
Corporate Objectives
Their main objective is to always ensure and maintain their quality and standards. They strive to produce new and superior quality products with utmost effort and commitment. They aim at always keeping customers delighted with their excellent services and high standards (Tim Hortons, 2021). They always look for opportunities and their best usage.
2. Market Strategy
Marketing Strategy
The company is among the top ten most popular coffee brands in Canada according to the latest survey. They had a bit of a struggle in the year 2017 and acquired serial number sixteen on the list of coffee brands. Their adaptive marketing strategies have helped them gain an influential position in the market once again. It is a universal fact that the most popular brands do not just sell a product or service but they strive to promote a sense of emotional connection with their customers.
Value Proposition
A right balance is important in aspects of trust, engagement and leading edges and then only the correct impact is created upon the customers as well as across the different regions of the world. The purpose driven strategy of Tim Hortons helps them create excellent bonds with their targeted audience. This strategy helps in gaining the trust and loyalty of customers and an emotional connection is always established, which gives sustainability to a business (Taylor, Noseworthy & Pancer, 2019). Tim Hortons leaves no stone unturned to connect better with their Canadian audience.
Target Customers
Canadians are in love with hockey so Tim Hortons has always tried to keep the connection with hockey throughout their branding process. The founder is the main reason behind this because he is the famous hockey player Tim Horton, who reigned from the year 1949 to 1974. Recent activities have shown that they are wanting to put greater emphasis on the heritage of hockey.
The last few years have shown their interest to work with Sidney Crosby, the legend of hockey. This year they worked with Nate MacKinnon to ensure that there is always fun at the heart of the national sport of Canada (Tim Hortons, 2021). They have brought back nostalgia about the famous trading cards related to hockey. This is a fantastic strategy because it awakens the older generation’s passion and encourages the younger generation’s spirit for the game.
They also sponsor Timbits hockey teams that provide encouragement to kids of the age group of four to nine years (Maamoun, 2019). They are provided moral support for playing minor hockey. The program is not about putting any stress upon children of that age group to win or lose but it is just a fun activity to promote the love of sports among children.
Market Segmentation
In the past years, Tim Hortons tried to reach the younger population but now they are also targeting challenging demographics. Shawn Mendes, the famous Canadian singer and songwriter has worked with the company in their latest commercials and advertising campaigns. They have also launched new interactive websites where their customers can share their personal experiences and upload pictures as well as videos.
Users are allowed to provide ratings to the stories and download images for their wallpapers. This process of purpose driven marketing is the best way to create lasting connections with their customers (Horton et al. 2020). They launch very meaningful camping programs, which encourages kids to grow their own potential and create their own inspiring stories.
Tim Hortons have done great on the marketing front and they are leaders in connecting with larger audiences by creating a lasting impression upon them (Tim Hortons, 2021). Their purpose driven plans for marketing have worked wonders for them. To compete with brands like Starbucks or international roasters they need more number of creative ways to connect with the relevant demographics.
3. Capturing Marketing Insights
A) Internal Marketing Intelligence
Not gathering enough information about internal market intelligence always makes a company vulnerable. This process involves a series of activities. Like scanning of newspapers, following up trade magazines and economic data released by the Government of the country where the company is operating. Tim Hortons needs to plan and incorporate certain internal marketing princesses that will raise the sustainability of the company (Tim Hortons, 2021).
Tim Hortons can subscribe to mystery shopping services and news services to stay updated about what is happening in the business environment all around. Companies need to gather information about legal operations and changes in operational policies of a country so that they can apprehend the future of the business in that country (Vicol, Neilson, Hartatri & Cooper, 2018). LexisNexis is such a company that provides companies with necessary business and legal information.
They can also make use of analysing software that can help in studying transactions and market research as well as good amount of demographic data related with...