Tims China: Brand Positioning in China

Xiangyang Ma, Ze Yu, Tieshan Li

Product #:W37845

Supplier:Ivey

Discipline:Marketing, Strategy

Setting:China, 2023

Details:Case (PDF) • 12 pages • 2024-10-09

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Despite Tims China already operating more than 800 stores, the coffee company was still at a disadvantage in terms of store numbers. An urgent issue that the chief executive officer and his management team needed to resolve was how to rapidly expand to achieve economies of scale: Should they stick to company-owned stores to maintain absolute control over quality, or open up to franchising to rapidly expand their footprint?

Learning Objectives

This case is suitable for courses in undergraduate and postgraduate business administration and executive-level programs in brand management and marketing management. This case study traced the development history of Tims in Canada and described Tims China’s strategies following its 2019 entry into China. By sharing the management practices that Tims China adopted in order to differentiate itself and form competitive advantages in China’s fiercely competitive coffee market, this study explored the brand positioning process of Tims China and its future expansion strategies. After working through the case and assignment questions, students will be able to do the following:

Use Porter’s Five Forces Model to analyze Tims China’s competitive environment.
Utilize the Brand Positioning Diamond Model to analyze Tims China’s brand positioning process.
Understand the process and reasons behind brand repositioning.
Explain two expansion models and analyze their advantages and disadvantages.

Tims China: Brand Positioning in China

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Learning Objectives