ACCOUNTING
Tim Hortons Case Analysis .docx

Iii growth from new areas tim hortons has been rather

Info icon This preview shows pages 5–7. Sign up to view the full content.

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
Image of page 5

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

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.
Image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.
  • Spring '18
  • Felski
  • Brand, BURGER KING, Fast food restaurant

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern