Tim Hortons Case Analysis

CASE STUDY PREPERATION CHART
Case Title: Tim Hortons
Short Cycle Process
Who is The Decision Maker: Tim Hortons Inc. Executive branch
What is the Issue: How to continue expansion of the Tim Hortons brand
Why the Issue has arisen: Tim Hortons corporate objectives are for further expansion and sustained growth
When the Decision must be made: Over the course of the next year
How (Case Difficulty Cube):
Analytical: 2
Conceptual: 2
Presentation: 1
LONG CYCLE PROCESS
  A) Issue(s) to solve: Where and how to continue expansion in North America
What emerging/foreign markets to enter with which market entry strategy

Reason Case Assigned: To assess the difficult decisions made by food service brands in the current global   environment

ImportanceUrgency | Low | High |
Low | I | II |
High | III | IV |
  B) Case Data Analysis
SWOT
Strengths-Strong brand presence in Can.-Healthier quick-serve options-Convenience of diverse Coffee and food menus-Presence built in US through Wendy’s partnership-Sustained revenue and capital to invest in future expansion-Effective promotions | Weakness-Low brand recognition in US-Over expansion in Can.-Simplistic menu-Lack of reach of baking facilities-Lack of debit/credit capabilities in all stores |
Opportunities-Growing Can. quick-serve mkt.-Large US mkt.-Emerging mkts.-Health food trends-Coffee trends | I)-Use Health, convenience & promotions to push expansion in US-Use coffee, brand name, western menu to expand in Asia | II)-Follow Can. growth with sustained expansion-Expand health/coffee menu in new markets-Adapt new POS capabilities |
Threats-Established competition-Fallout of Wendy’s breakup in US-Economic stagnation in US | III)-Push promotions and health food products in US-Expand on brand building campaigns in Us/Abroad | IV)-Seek alternative partnerships/mergers within the IS market-Adapt new payment methods |

Decision Tree
Expand Tim Horton’s Brand |
| |
Consolidate Can. | Expand US |... [continues]

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