Final Project: Analyzing Tim Hortons' Market Position

Desklib offers solved assignments and past papers to help students succeed.

1
Course Name: Final Project - Research & Analysis Paper – Part II
Name:
Student ID:
Due Date:

2
Introduction
In this report, the discussion is about the famous restaurant food chain named Tim Horton. Under
this report, SWOT analysis and environmental constraints of the company will be discussed. The
organizational structure and design and how does it operate will also mentioned. Further, the
discussion will continue mentioning the motivational theories which the company uses for its
employees. At the end, recommendations and the control practise will be discussed which the
company uses to evaluate the progress.

3
About Tim Hortons
Tim Hortons is a worldwide famous restaurant chain started from Canada. It was established in
the year 1964 by Tim Horton and Ron Joyce. It is basically a restaurant food chain famous for its
donuts, burgers and drinks. The company is headquartered in Toronto. Tim Hortons operates in
14 countries and have a total of 4000 restaurants (Timhortons, 2019).It is said to be Canada’s
fastest food delivery chain. The meals available at Tim Hortons are highly affordable and the
customers love the taste of every bite of Tim Horton’s products. Along with producing the best
taste for the consumers, Tim Horton is involved in the programmes for environment
sustainability. Along with the food chain, Tim Horton owns foundation named Tim Horton
Foundation Camps(Timhortons, 2019).
SWOT Analysis
 Strengths of Tim Horton are famous for its products and have built a good image in the
eyes of the customer. Also, the company’s behaviour towards its customer makes it more
famous than any food company in the market. Tim Horton also provides training to the
staff which helps them clearly understand the managing and working of the
company(Martinez, 2014).
 Tim Horton generally focuses on the local employee instead of the racial one. Also,
proper budgeting and planning is missing which creates problem in the business. To
improve this weakness, Tim Horton should properly manage their budget and should
work according to the budget(Martinez, 2014).
 Increasing customer via online platform is the great opportunity for Tim Horton. Tim
Horton can display new varieties for the customers online and offline as well. This will
help Tim Horton to expand its business and grow in the market.

4
 As this is a fast food company, the biggest threat of the company is health awareness.
Fast foods are not healthy if eaten on daily basis. Therefore, to eliminate this threat, Tim
Horton should make use real and natural food items which are not unhealthy for the
body(Martinez, 2014).
Environment Constraints
Tim Horton’s specific environment is its
 Customers- The customers are mesmerized by the services provided by Tim Horton. Not
only the flavours and the food items, but the behaviour towards the customer makes this
company more loved and famous.
 Suppliers- Tim Horton owns a larger number of suppliers. The suppliers are responsible
for delivering the raw materials and machinery which is used by the
company(Weatherby, 2016).
 Competitors- There is a large competitive market for Tim Horton. There are many other
fast food companies in the market as well. Therefore, the company continuously plans
and strategize to maintain the competition(Weatherby, 2016).
PESTEL analysis of Tim Horton describes the global environment of the company.
 Political-Tim Hortons plans for all the strategies according to the market of different
countries. The rules and regulations may differ from country to country, therefore
strategies are made keeping in mind the policies of a particular company(Weatherby,
2016).

5
 Social-Tim Horton’s target customers are the youth and small kids who can take benefit
of delicious fast food. Therefore, the varieties are provided according to the tastes and
preferences of the customer.
 Economic-All the policies and guidelines are prepared after studying the external
environment. Policies and guidelines include the taxation policy, trade policy and so on.
 Technological- Tim Horton is now using new media technological instruments for the
promotion. Also, Tim Horton is now expanding their business by taking online orders
from the customers(Weatherby, 2016).
 Environmental-Environment Sustainability is the main focus of the organization. Tim
Horton has joined various environment conservation programmes to improve the
environmental sustainability(Weatherby, 2016).
Shareholders
There is no prior information is given about the shareholders of the Tim Horton. But here we can
assume that their main shareholders are its customers. The company provides all its facilities to
the customers and asks for the reviews as well. Also, the customers are highly impressed and
with the services that the company is providing them. Along with it, Tim Horton is working to
improve their services for its customers. The improvement will help in the growth of the
organization.
Organization Structure and Design
Tim Horton follows a hierarchy of working. There is a CEO who owns the company. Under the
Chief Executive Officer, there is a finance department which plans the budget for the working
and operation. Human Resource Department which hires the eligible and qualified staff and also

6
provides training as well.Marketing Department is responsible for the promotion of the company
on online platforms as well as offline. The department uses all the new media for the promotion.
Motivating Employees
Tim Horton motivates and encouragesthe employees to work hard for achieving a target. Maslow
theory of needs is followed by Tim Horton to motivate its employees. As the hierarchy of the
model says, Maslow provides job to the interested candidates which completes the psychological
needs of the employees. Tim Horton provides salary and wages to those candidates which fulfil
the safety and security needs.Friendly environment is provided and the company takes
suggestions for improvement. Thus, this fulfils the self-esteem, love and belongingness and self-
actualization needs.
Recommendations
Tim Horton is a famous fast food restaurant which maintains its chain in 14 other countries. Like
every other company, there are some parts which need to be improved for the growth and
expansion of the business. After the SWOT analysis, Tim Horton should work on its weakness
and threats. Special plans and strategies should be made in order to improve the budget. Planned
budget gives advantage to save money and investment for the future. Also, the company should
deal with the competitors. Tim Horton should have detailed research about its competitors. The
research will help Tim Horton to plan accordingly. Along with this, the company should produce
more nutritional products in their fast food to maintain the health of the customers.

7
Controls to Evaluate the Progress
There are certain controls which the company exercises for evaluating the business activities and
planning. The controls are Feedforward Control which helps in removing the possible problems
and errors that occur in an activity. Concurrent Activity helps in solving the problems which
occur during the activity is performed. Feedback Control is performed after the activity is done.
Usually the reviews of the customers are taken after the activity is performed. The company then
improves its services according to the suggestions and reviews given by the customers.
Tim Horton is using the Feedback Control strategy to evaluate its business activities. As it is a
fast food company, it generally provides its services and then asks for the review from the
customers. After the reviews, all the possible changes are done according to the customer
preferences.
Conclusion
In this report, the discussion was about the famous fast food chain named Tim Horton. In this
report, SWOT analysis and environmental constraints were studied. Along with the SWOT
analysis, shareholders of the company were also discussed. The analysis also proves that the Tim
Horton uses Maslow’s theory of needs for motivating the employees. Further, Tim Horton’s
organizational structure is also described and the controls are also discussed which are used by
Tim Horton to evaluate the business activity. At the end, recommendations are given in which
the company can use for further improvement.

8
References
Martinez, P. (2014). SWOT analysis of Tim Hortons. [Online]. Fool.Available at-
https://www.fool.ca/2014/06/19/tim-hortons-strengths-weaknesses-opportunities-threats/
[Accessed on 7th August, 2019].
McGuire, K.J. (2012). Maslow's hierarchy of needs- An introduction.Business and Economics 1
(12). PP. 1-15.
Mymanagement, (2012).Explain feedforward, concurrent, and feedback controls and provide an
example for each one. [Online].Mymanagement.Available at-
http://myllurmanagement.blogspot.com/2012/08/control-feedforward-concurrent-feedback.html
[Accessed on 7th August, 2019].
Timhortons, (2019).About Tim Horton.[Online].Timhortons.Available at-
https://www.timhortons.com/ca/en/index.php [Accessed on 7th August, 2019].
Weatherby, G. (2016). Tim Hortons: A situational analysis. UPEI School of Business 1(1). PP. 1-
140.