Reading: Market Development Example

Tim Hortons

Market development: use existing products to capture new markets

Market development involves introducing existing products into new geographic regions or new customer segments. An example of this is Tim Hortons, which has been expanding its footprint in the United States beyond its traditional strongholds.

In early 2025, Tim Hortons announced plans to open at least 10 new locations in Howard and Carroll Counties,

Maryland, marking another phase in its U.S. growth strategy.^[1]

This move shows the company extending its established coffee, donuts, and “Double-Double” branding into new suburban markets where it can position itself against competitors like Dunkin’ and Starbucks.

By entering Maryland, Tim Hortons is leveraging its existing product lineup and brand identity to capture new customers. Its expansion strategy involves:

• Launching under the familiar “Tim Hortons” experience (coffee, Timbits, baked goods).
• Opening drive-thru suburban locations to match regional preferences for convenience.
• Maintaining consistent pricing and product offerings aligned with Canadian brand value.

This is classic market development: the company uses what it already does well—its menu and brand—and carries it into unfamiliar territories where it previously had limited presence.

Creation note: This content was drafted with the assistance of ChatGPT, and reviewed by the author for accuracy and instructional clarity.