Business Analysis Report: Analysis of Tim Hortons' Business

This business analysis report examines Tim Hortons, a well-known fast-food chain, focusing on issues impacting its business performance. The report identifies problems related to product quality, including coffee cup size, and internal conflicts with franchisees. It also addresses the lack of effective social marketing and strategic management gaps. The analysis provides recommendations such as improving product innovation, resolving franchisee conflicts, and enhancing social media presence to attract customers, particularly millennials. The report emphasizes the importance of stakeholder management and sustainable development to improve the company's image and profitability. Ultimately, the report suggests that Tim Hortons can regain market share by focusing on product quality, effective conflict resolution, and strategic marketing initiatives.

3/4/2020
Running Head: BUSINESS ANALYSIS 0
Business Analysis
Report
Student name

BUSINESS ANALYSIS 1
Contents
Introduction................................................................................................................................2
Analysis of Tim Hortons............................................................................................................2
Issues in the products.............................................................................................................3
Prices issues.......................................................................................................................3
Social marketing.................................................................................................................3
Changes in products and services..........................................................................................4
Strategic management........................................................................................................4
Stakeholder management...................................................................................................5
Conclusion and recommendations.............................................................................................5
References..................................................................................................................................6

BUSINESS ANALYSIS 2
Email:
Dear Sir,
Greetings of the day!!!
I am writing to you, regarding business related suggestions and recommendations so that your
business can grow and develop more.
Firstly, it is recommended to you that please update or change the ‘Coffee Cup’ size of your
brand.
Secondly, it is suggested that the conflicts among the different franchises of the Tim Horton’s
must be minimized and resolved effectively.
Introduction
Business analysis is a large process to identify different issues and challenges. In
addition, the recommendation report has based on the business analysis in which different
types of services and products have analysed by a person. Tim Hortons is a well-known fast-
food chain in Canada. The company is popular in the home country as well as other places
because of tasty food and services (OUR STORY). There are some issues in the products and
services of the company that makes a huge impact on the business of the company in terms of
revenue and profit. This recommendation report will analyse issues in the business of the
company and it will provide recommendations for the company to improve its sales and
profits.
Analysis of Tim Hortons
This report will share about the product quality of the company and social marketing
that is necessary to avoid crisis in the company as well, which are coffee cup size, and
product quality as well. The company has provided different past food and coffee in its
stores that are located at the national and international levels. Moreover, the firm has not
focused on business processes and products. There are some issues in the company that
makes their sales down in the market. There is a battle between owners and franchisees. It is
suitable for the business as well. There is some lack of social media that is necessary for the
advertising of products and services. There is a huge issue of the product and social
marketing that is serious trouble for the company (Ahmad).

BUSINESS ANALYSIS 3
Source: (Thomas)
Issues in the products
The company has lost its reputation in the market because of various issues regarding
their products and internal wars with franchisees. In addition, Restaurant Brands International
(RBI) was situated in the US before shifting in the Oakville (OUR STORY). The main issue
in front of the company, which is mismanaging the franchisees that has happened because of
a lack of constrictive consultation.
Prices issues
The next challenge is the cost of the products that is not suitable for the local
community. Thus, the company can manage its Key success Factors (KPIs) to manage the
cost of the products according to selected areas as well. The next issue is advertising, which
is necessary for the sales of products at new and existing places (Lua).

BUSINESS ANALYSIS 4
Source: (Thomas)
Social marketing
Moreover, there are many advantages of social marketing that can provide better
knowledge about the products and services, as other competitors have provided their
customers. There is a huge issue with introducing products, can extend their relevance in
lighter trafficked dayparts. It has happened because of poor management and underestimating
competitors, such as McDonald’s and Subway (Desai).

BUSINESS ANALYSIS 5
Source: (Mahdawi)
Changes in products and services
In addition, social media must be used for advertising and marketing of products, that
makes a huge impact on the business of the company as well. Social media has influenced
customers and leaders. Moreover, the company has taken its target audience in a light way
that makes a huge impact on the services. There are many changes in the products based on
the Generation-X and Boomers (Maze).
Strategic management
Besides, Tim Hortons has developed new business strategies using innovations and
technical knowledge. However, there are many gaps between different franchisees. Thus, it is
necessary to improve the basic processes. In addition, digital marketing should be adopted
for improving business in different places. This process can develop new ways to improve
business strategies. Moreover, the company should innovate new products based on the
choice of the target audience (Newberry).
Furthermore, there are many changes required in the company to improve its business
in various places. Moreover, there are many processes to change in the basic management of
the processes. The coffee cup should be created in a proper size based on the competitors in
the market. However, it is not affected their customers, but it makes a small impact on the
sales of the products as well (Social).

BUSINESS ANALYSIS 6
Stakeholder management
The firm should reduce the internal challenges of management to improve the sales
and marketing of the project. Besides, stakeholder management is necessary for business as
well, such as customers and employees. There are many changes in the new products and
services for valuable customers. It will improve the sales of products. In addition, mobile
marketing will improve the interest of customers towards new products including coffee and
Doughnuts (Thomas).
Furthermore, the company can include new digital strategies for attracting customers
at their stores using social media and internet marketing. It is the best way to target
millennials. It will change their choice for fast food, as they have changed their interest in
new things. Thus, it can be useful for improving the profit of the company as well. Moreover,
sustainable development will improve the interest of investors. It is the best way to attract
people. Besides, people are more health-conscious in the present era. Thus, the company can
use sustainable products and services in their business processes (Yannopoulos).
Conclusion and recommendations
In conclusion, Tim Hortons has lost its image in the market because of conflicts
between owners and franchisees. Moreover, product quality has mattered a lot in the sales of
the products. Coffee cup’s size has mattered a lot for customers. Thus, it is necessary to
increase the size of the cups. The innovation is an important factor in the company with their
doughnuts and other products for target audiences. Moreover, there are some basic needs to
change the business strategies in the company. Conflict management is necessary to improve
the sales of the company as well. It has recommended to the company to manage their
internal issues to avoid different types of issues in the sales and marketing of the company.
Finally, the company can grow using new products and fewer flights between owners. It will
improve the income of the company as well. Besides, social marketing will improve the
interest of Canadians in the products of the company as well.

BUSINESS ANALYSIS 7
References
Ahmad, Bilal. 10 Advantages and Disadvantages of Social Media for Society. 2016. 24
September 2019. <https://www.techmaish.com/advantages-and-disadvantages-of-
social-media-for-society/>.
Bertot, John Carlo, Paul T Jaeger and Derek Hansen. "The impact of polices on government
social media usage: Issues, challenges, and recommendations." Government
information quarterly 29.1 (2012): 30-40.
business.gov.au. Benefits of social media for business. 2018. 22 May 2019.
<https://www.business.gov.au/marketing/social-media/benefits-of-social-media>.
-canadian-cup-half-empty-tim-hortons-struggle-to-stay-relevant-to-a-new-generation. 29
Octobar 2019. 5 March 2020. <https://business.financialpost.com/news/retail-
marketing/a-canadian-cup-half-empty-tim-hortons-struggle-to-stay-relevant-to-a-new-
generation>.
Fusi, Federica and Mary K. Feeney. "Social Media in the Workplace: Information Exchange,
Productivity, or Waste?" The American Review of Public Administration 48.5 (2018):
395-412.
Lua, Alfred. 21 Top Social Media Sites to Consider for Your Brand. 2019. 28 May 2019.
<https://buffer.com/library/social-media-sites>.
Mahdawi, Arwa. What happened to Tim Hortons? The downfall of Canada's brand. 2 July
2018. 5 March 2020. <https://www.theguardian.com/world/2018/jul/09/tim-hortons-
canada-coffee-brand-popularity-downfall>.
Maze, Jonathan. RESTAURANT BRAND CULTURE MATTERS: TIM HORTONS’
PROBLEMS IN CANADA TELL US WHY. 12 April 2018. webpage. 5 March 2020.
<https://www.restaurantbusinessonline.com/financing/tim-hortons-problems-canada-
prove-culture-matters>.
Newberry, Christina. 23 Benefits of Social Media for Business. 2018. 28 May 2019.
<https://blog.hootsuite.com/social-media-for-business/>.

BUSINESS ANALYSIS 8
OUR STORY. n.d. 5 March 2020. <https://company.timhortons.com/us/en/corporate/our-
story.php>.
Social, Smart. 10 Examples of the Positive Impact of Social Media. 2019. 24 September
2019. <https://smartsocial.com/positive-impact-of-social-media/>.
Thomas, David. The Tim Hortons brand is badly broken. Here's how to fix it. 17 May 2018. 5
March 2020.
Yannopoulos, Peter. "Impact of the Internet on marketing strategy formulation."
International Journal of Business and Social Science 2.18 (2011).
Yates, Dave and Scott Paquette. " Emergency knowledge management and social media
technologies: A case study of the 2010 Haitian earthquake." In Proceedings of the
73rd ASIS&T Annual Meeting on Navigating Streams in an Information Ecosystem-
Volume 47.1 (2010): 42.