Assessment of Tim Hortons' Market Position and Future

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Research and analysis paper 2
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Table of Contents
Summary....................................................................................................................................3
SWOT- Formulating Strategies..................................................................................................4
Environmental Constraints.........................................................................................................6
Stakeholders...............................................................................................................................7
Organizational Structure of Tim Horton....................................................................................8
Motivating the employees..........................................................................................................9
Recommendations....................................................................................................................10
Controls and recommendations................................................................................................11
References................................................................................................................................12
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Summary
This report is prepared to conduct the research insights of an organization. The company
selected for such purpose is Tim Horton which is one of the largest and growing food place in
which not only offers the coffee and the beverages to their customers but also the breakfast
and lunch is also offered by them to their customers. There are several outlets of such
company in Canada and US and its presence can be seen everywhere there. This report will
include the insights of the SWOT analysis made in previous assignment and necessary
explanations will be given in order to utilize the strengths of the company and minimize the
weaknesses. Further in this report, the discussion on the environmental constraints and the
stakeholders of the company will also be made. At the end of this report, the justified
recommendations will be given for the company to handle the problems of the organization.
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SWOT- Formulating Strategies
There are several numbers of the strengths, weaknesses, opportunities and the threats are
identified regarding the company Tim Horton. Following are the strategies formulated as per
these identified information about the company:
Strengths
The company Tim Horton has several numbers of the strengths which helps it to achieve the
competitive advantage in the market. One of the main strength identified in the previous
assignment is the pricing strategies used by the company. It has been identified that the
company offers their products on the cheaper prices. This strength of the company can be
used in order to attract more and more customers. The company can use effective marketing
tools to bring the awareness among the people regarding the cheap prices of the products and
a large customer base can be attracted by the company.
On the other hand, The Company has also maintained a very good image in the market and
the customers are loyal towards such company. The advantage of this goodwill can be taken
by the company in order to take loans from the financial institutes and further expand its
business into the market.
Weaknesses
The company has the weakness of losing its reputation into the market due to the growth and
success of Starbucks. This weakness of the company can be minimized through the effective
customer loyalty programmes and the attractive offers to the customers. The company can
gain back its reputation through the public campaigns.
Another weakness identified in this company is the lack of product differentiation. The
company can protect itself from this weakness through launching the new and innovative
products in the market. It will be helpful in increasing the variety of products (Prowse, et. al.,
2018).
Opportunities
The opportunities identified for the company include providing the education, employment,
increasing the income level and providing the opportunities to the women at the workplace.
These all can be used by the company in order to increase the organization’s reputation in the
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market. The company can present itself as the sustainable organization and can show the
good work it has done for the community. It will help in enhancing the reputation of the
organization.
Threats
The company is facing the major threat of high level competition in the market. There are
many competitors for the food retailers in the market. The company can protect itself through
providing the best quality and healthy food in the market on the affordable prices. It will be
helpful for the company in achieving the competitive advantage (Frisby, et. al., 2016).
Another threat for the company is that the people are aware of health and it has become
problematic for the food retailers. The company can use the healthier ingredients in their
products and can be protected from such threat.
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Environmental Constraints
Political/ Legal Economic Social Technological Environmental
There are some
of the legal and
political factors
that have the
impact on the
food retailers in
Canada. There
are certain acts
such as Health
Menu Choice
Act which
govern the way
of serving by
these
organizations.
There are
several factors
having impact
on the restaurant
chains in
Canada. These
factors include
the inflation
rates as well as
the GP of the
country.
There is priority
given to the
organic as well
as the healthy
food in Canada
hence it is
having impact
on the products
offered by the
company.
The companies
like KFC and
McDonalds are
using the latest
technologies
which are
creating the
competitive
advantages for
them against
Tim Horton.
The
environmental
factors also have
a major impact
on the
operations of
Tim Horton
because it
influences the
use of different
food production
techniques.
Environmental Constraints: The Company Tim Horton is facing different environmental
constraints for its business. One of the major constraints identified for the business is the
small holdings of the land as well as the lack of facilities to store the products.
Addressing the constraint:
Such constraint identified can be solved by the company through increasing the sales of the
company through selling its products of the lesser prices as compared to current market price
in order to clear the stock (Christensen, et. al., 2016).
Challenge
The biggest challenge can be the technological constraint for the company because all of its
main competitors are using the latest technologies which are negatively influencing the
business of Tim Horton.
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Creation of the opportunities: The main opportunities are created for the businesses
through the requirements of the customer. The company can make effective and the efficient
customer centric tactics for the business which can be further used for the purpose of
attracting more customers and satisfying them with the products as well as services. This will
help in creating the major opportunities for the business.
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Stakeholders
Stakeholders Employees Customers Store owners Shareholders
Importance Employees are
considered as
the most
important
stakeholders of
the company
because these
are the people
who are working
for their
livelihood in
such company.
They have the
economic stake
in the company.
The customers
are the people
who purchase
the products
offered by the
company. The
customers are
the people who
provide the sales
to the company
(Andrée, et. al.,
2016).
These are the
people who own
the stores and
have their whole
interest in such
business.
These are the
people who have
invested their
money in the
company and
want their
returns.
Impact They handle the
queries of the
customers.
Helpful in
increasing the
value of the
organization.
Provide the
products as well
as the services
to the
customers.
The stock of the
company can be
increased
through the
investment.
Priority 1 2 3 4
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Organizational Structure of Tim Horton
The company follows a formal structure of the organization. There is a hierarchy between
different levels of the management in the organization. The effective communication
channels are being used by the company and those channels are formal in nature. The vertical
as well as the formal channels are used to manage the conflicts among the different teams
working within the organization (Daepp & Black, 2017).
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OwnerAssistantmanagerCashiersOperationsManagerSalesExecutiveCrewmanagerCookStoreManager

Motivating the employees
There are many employees in the organization and in order to keep their morale high, it is
necessary to use an important motivational theory. The company can use the rewards and
recognition system strategy in their business in order to keep the employees motivated, happy
as well as satisfied. The employees will be working hard in order to achieve the rewards and
to be recognised within the organization. The Adam’s equity theory of motivation theory can
be used within the organization in order to motivate the employees (Eppner, et. al., 2015).
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Recommendations
 It can be recommended to the company to make the further strategies to expand the
business operations into the international market. The company can develop the
business throughout the world in order to increase the success rate of business.
 The company is required to use the latest technologies within its business in order to
ensure that the other companies cannot take the competitive advantage against such
company.
 Another recommendation that can be made to such company is to integrate the
business intelligence tool within the business in order to effectively manage the
operations of the company.
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Controls and recommendations
The recommendation given above can be implemented appropriately within the organization
through providing the on- the- job training to the employees of the company. The control
measures are required to be taken within the organization in order to ensure that the company
is using all the techniques and strategies effectively within the business. The internal audit
can be done within the organization in order to keep the eyes on the performance of the
employees of the company. The company can further ask for the feedbacks from the
customers in order to ensure that they are completely satisfied by the products as well as the
services offered by the company. The employees should also be provided training to adopt
the technological changes within the organization and then implementing them within the
organization effectively. It can be ensured that the objective of the company is being
achieved through comparing the data from past. All the recommendations are required to be
implemented in the business for its success effectively.
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