Tim Hortons Case Analysis .docx

Iii growth from new areas tim hortons has been rather

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iii. Growth from new areas Tim Hortons has been rather successful in this area with their expanded menu offerings and focus on customer preferences. They realize that their business is more than just coffee and donuts and are implementing a number of initiatives to drive increased traffic during the afternoons. I believe that they could increase their offerings of non caffeinated beverages. Their partnership with G3 Capital provides them an excellent opportunity to do just that. The case mentions that in the past they partnered with Wendys where they opened a number of combo locations. I believe they could capitalize on their new relationship with Burger King and try this concept again. The one concern I’d have in this case is cannibalizing coffee sales at Burger King or Burger King cannibalizing their food sales. iv. Utilizing the firm’s business strengths Management has not done well in this area. The merger with Burger King’s owner seems to have clouded the strategic plan that management set. Tim Hortons is in a business with high competition and what truly sets it aside is its pricing advantage and customer loyalty, but the success of the brand in the U.S remains to be seen. III. Opportunities and Threats for Tim Hortons 4
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A. Macro- environment i. Technological Trends The demographic trend for quick-service restaurants changed to the younger generation of the millenials. This generation wanted to pay and access reward programs at food-service establishments through their mobile devices. ii. Demographic Trends At the time of the case, the population age was increasing. These older individuals had more money and purchasing power than in previous years, but decided to eat at full-service restaurants. The millenials were gaining more purchasing power for quick-service restaurants at the time of the case because of their on-the-go lifestyle and their need for snacks. The morning, afternoon, and evening snack started to become essential for this age group. iii. Economic Trends The majority of the case was concerning the years 2012-2014.There was no mention of any economic trends in the case but this was only a few years after the 2008/2009 Financial Crisis. The downturn right after the crisis was the recession that resulted and had an effect on all restaurants because of the high unemployment rates. iv. Sociocultural Trends There was a large shift in health awareness during the time of the case. Consumers were wanting more gluten-free and non-wheat pasta options on the menu. Consumers were also wanting a bolder tasting coffee, so Tim Hortons introduced a new dark roast blend to continue their commitment to their customers. v. Global/Political Trends There was no mention of any global trends in the case but Tim Hortons should be concerned with the changing currency exchange rates and the change of political leaders being a global franchisor in the (GCC) Gulf Cooperation Council.
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  • Spring '18
  • Felski
  • Brand, BURGER KING, Fast food restaurant

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