마케팅개론_영문 케이스스터디, 회사 마케팅 분석 케이스 과제 리포트, 리테일기업 마케팅

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"마케팅개론_영문 케이스스터디, 회사 마케팅 분석 케이스 과제 리포트, 리테일기업 마케팅"에 대한 내용입니다.

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1. Tim Horton has been a beloved Canadian company which is a so-called Canadiana (Canadian DNA) brand as it is down to earth, accessible for every coffee and donut occasion, and has been building a daily routine for most Canadians. It has been ranked top 10 in reputable Canadian company for 20 years, but now it is 4th placed after McDonald, Second seat, Starbucks after several scandals and its connected negative media exposures. Tims tried to do marketing activities like lid design change but resulted in many complaints instead of getting customers' happiness. While Tims is losing its beloved place, key findings and raised issues are as below:
•Do we need to focus on rebranding in customer satisfaction and services rather than tactical or specific marketing and product development?
•To retain existing customers out of negative branding now, which market positioning does Tims need to build?

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