Delivering the Marketing Brew

Congratulations! You have been appointed the Country Marketing Manager for Tim Horton’s Pakistan.
Looking at the booming coffee businesses in Karachi, it looks like a promising investment to try their luck
in the local market. The company plans to carry out a Karachi wide launch of the brand in the next four
months, by Feb 2019.

Globally, the brand has fared very well and thus, has a reputation to live up to. To ensure success of their
brand, you are handed the responsibility to develop a marketing plan for Tim Horton’s in Karachi.
http://www.timhortons.com/ca/en/index.php

Your plan should cover all of the following aspects:

 Business Definition: (What is your business and brand? Product,

processes etc.)
 Industry Analysis: (The overall coffee industry in Pakistan)
 Market Analysis: (Description and analysis of the dynamics of the
market segment you plan to enter and why? Discuss strengths,
weaknesses, opportunities and threats in context of the market)
 Target Audience Analysis: (Who are you selling to? Why?)
 Competitive Analysis: (Who are your direct/indirect customers?
Why?)
 Distribution Channels: (How will you get your product to your
customers, where will you source it from yourself?)
 Promotional plan and strategy: (Where, how and why you plan to
promote your brand?)
 Pricing Strategy: (Which pricing strategy you will choose and why?)
 Additional recommendations and suggestions
*Substantiate your reasons, arguments and facts through
primary/secondary research and literature review. Reference all your
sources.
You are expected to deliver the perfect brew to leave all the stakeholders delighted! Good luck! 

Note: This is an individual assignment.