Swot of Tim Horton

Extern Analysis | Opportunities | Threats |

| * Low competition in France except Paris * French people drink a lot of coffee regularly * French people research coffee shop that differs from bar and restaurants to have another atmosphere and cheaper than Starbucks * French people and Quebecois have a kind of relationship * French people are aware about North American’ products, particularly from Quebec * Consumers are ready to spend more money for coffee of better quality | * Hard to enter into the French coffee shop market because of country coffee culture and its traditional coffee consumption * Regulatory concerning food industry * Starbucks can be a tough competitor * The growing awareness about health and nutrition can be a problem to sell donuts and types of sweet and fat products |

Intern Analysis | Strengths | Weakness |

| * Fresh products * Leader of coffee shop market in Canada * Not expensive at all * Large choices for pastries * The size of cups are already adapted to the French market, different sizes available * An efficient “line of production” that enable employees to serve quickly customers * Same language (French) | * Product adapted to North Americans’ tastes * Not known on a global scale |

This SWOT analysis provides elements which explain why we have chosen to target student French people in Toulouse. Indeed there is no competition in this town about the coffee shop market compare to Paris where we’ can find a Starbuck in each corner street for example, plus all other competitors. Moreover, Toulouse is the second largest student city in France and students prefer not spend too much money to eat. Tim Hortons can provide this thankfully its products not expansive at all. Furthermore, these products are always fresh, thing very important for the French market because of regulatory concerning food industry. More and more awareness about health and nutrition become important in this country,...