Tim Hortons: Bringing Canada’s Iconic Coffee to China
商品編號：W25260
出版日期：2022/02/10
再版日期：
商品來源：
商品主題：International Business; Strategy
商品類型：Case (Field)
涵蓋議題：foreign market entry;international franchising;foreign market expansion;emerging market
難易度：4 - Undergraduate/MBA
內容長度：12 頁
地域：China
產業：Accommodation & Food Services;
事件年度：2021
In February 2019, Tim Hortons, Canada’s iconic coffee franchise, opened its first coffee shop in China in Shanghai, thereby extending its international footprint to China. To accomplish this entry, Restaurant Brands International (RBI), the parent company of Tim Hortons, formed a joint venture (JV) Tim Hortons (China) Holdings Co., Ltd. (Tims China) with Cartesian Capital, a private equity fund that had operated in China for more than twenty years. As the minority owner, RBI granted Tims China the master franchise rights, covering the use of trademarks, core products, store management procedures, and so on. Cartesian Capital, on the other hand, held majority ownership and would manage the strategy and daily operation of the joint enterprise. A veteran of Cartesian Capital was dispatched to the JV to be its chief executive officer. The fast-growing coffee market in China presented enormous opportunities, but Tim Hortons was a latecomer compared with foreign brands like Starbucks and numerous local coffee providers. In this situation, how should he best position and expand Tim Hortons in the new market?
教學手冊：W25261;
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