Entering the

New Era
Presented By:
Kamaldeep Singh
Tony
CJ
Inderdeep Singh

Agenda
Company Info
PESTLC: China
PESTLC: India
Country Selection
Entry Strategy
Target Market
Consumer Preference
Marketing Mix
Company Structure

Company Info
Tim Hortons
Former NHL player founded the restaurant in 1964
4,600 Stores worldwide
3,700 stores in Canada
100,000 Employees working
62% of Market Share in Canada
Tim Hortons Merged with Burger King in 2014

PESTLC : China
CPC: the only party in power
Laws and regulations tend to be
general
Fastest growing major economy
Ongoing urbanization
Economic
Environmental pollution
Largest population
Social
and
Culture: Confucian philosophy
Cultural
Hofstedes cultural factors
Rapid advances in infrastructure, etc
Technological
Increasing Internet consumers
Bureaucracy and corruption
Poor
protection
of
intellectual
Competition
property
Rising labor costs
Political
Legal

and

PESTLC : India
Democratic country
Over 200 parties
Rapid economic growth
Environmental pollution
Manufacturing boom
Rank No.2 largest population
Low labor cost
Diverse culture
Significant advancements
Innovation
Poor infrastructure
Bureaucracy and corruption
Poor protection of intellectual
property
Potential investing opportunities

Economic

Social and Cultural

Technological

Competition
Political and Legal

Country Analysis
Variables

Weights

Country
China

India

Size of Investment

0-5

Corruption Index

0-5

Middle Class Income

Level

0-5

Young Consumers

0-5

Market Size

0-5

Market Potential

0-5

Political/
Stability

0-5

Infrastructure

0-5

Western
adaptability

0-5

Legal

Entry Strategy
Joint Venture
Create new Venture
Low Risk
Why Bombay Burmah??
Second Highest Market Cap.
Operated Under Trustworthy
Group WADIA
Regular Supplier of Coffee
Beans and Tea.

Bombay
Burmah

Tim
Hortons

New Venture

Target Market
Age: 15 29
48% Male
52% Female
Youth,
Teenager
Business
Professional

Consumer Preferences
Business Professional Prefer to drink coffee
Consumer wants relaxing environment with coffee
Adapting western Culture

Marketing Mix
Product
Increase Product Line
Spicy Veg options

Price
Penetration Pricing Strategy
Cost Value Benefit

Marketing Mix
Promotion
Use Social Media
Coupons Schemes
Promotional Events in
Metro cities
Celebrity Endorsement

Place
Densely populated area
in Metro Cities
International Airports
Universities

Company Structure
Organizational Structure & Orientation
Geographic Functional Structure
Multi-domestic Orientation
High Responsiveness to consumer needs

Summary
Objectives that need to be incorporated into the final
strategic plan for penetrating the Indian market:
Exploration of a Joint Venture
Multi-domestic Orientation
Decisive Target Markets
Establishment of Reliable Distribution Networks