Tims China: Brand Positioning in China

Xiangyang Ma, Ze Yu, Tieshan Li

商品編號：W37845
出版日期：2024/09/10
再版日期：
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：Tims China;coffee expansion;porter’s five forces;brand positioning;marketing mix;franchise model;direct operation;economies of scale;competitive advantage;coffee market China;store growth strategy;brand repositioning;China coffee chain;brand management;franchise vs. owned;footprint expansion;differentiation strategy;market entry China;retail growth;executive strategy.
難易度：4 - Undergraduate/MBA
內容長度：12 頁
地域：China
產業：Retail Trade
事件年度：2023

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?

教學手冊：Tims China: Brand Positioning in China - Teaching Note
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