MGMT 256 - Tim Hortons: A Case Study in Global Business Strategy

This case study provides an overview of Tim Hortons' global business strategy, focusing on its target customers, mission, vision, and the challenges it faces. A SWOT analysis highlights the company's strengths, weaknesses, opportunities, and threats, particularly within the competitive restaurant industry. The analysis discusses the impact of health trends, cost increases, and the threat of substitutes on Tim Hortons' business. The study concludes with strategic recommendations for improvement, including product innovation, increased investment in scaling, and new marketing campaigns, aiming to strengthen Tim Hortons' position against its rivals. Desklib offers similar case studies and solved assignments for students.

Global business
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Introduction
The Canadian restaurant Tim Hortons is
the most popular food chain for offering
quality coffee and the snacks like
donoughts and so on. The other major
feature which makes the food chin
identical for its close connection with the
national identity of Canada.

Target customer of Tim Horton
Business individuals
Professionals
Youngsters
Families
Sports enthusiasts
Foreign visitors

Mission and vision of the company
The popular food chain is dedicated to serve
quality service as well as products to its
customers with an aim of encouraging them to
come to the restaurant.
The vision of the food chain is to lead in the
industry in which it deals in.

Challenges faced by the company
Issue regarding washroom and restroom
Decrease in sales
Issue in relation with license
Employee salary

SWOT analysis of the food chain
Strength
The food chain is spread all over 98 countries with more
than 18000 outlets.
Close connection with the nationality of Canada enabled
the company to be established as an iconic brand.
The company has franchises all over the countries in
which it operates in.
In those every countries, the company has its franchise
based locations with 24 hour delivery facility.

Weakness
Ineffective marketing strategy in order to create
awareness in other countries.
Due to minimum wages, employees do not stay for
longer period.
The food chain does not serve specially designed
food for children.

Opportunity
The food chain can open its stores in the gas stations,
adjacent areas to colleges and institutes and so on.
IT will be beneficial for the company, if it expands over
western Canada and the other markets like urban markets
and Quebec.
The company may employ the immigrants since the rate of
immigrants is increasing day by day in Canada.

Analysis of the industry
The industry is highly competitive with rival companies like
Starbucks, Mcdonalds and so on.
The increasing health trend is another threat to be likely.
The industry is also facing cost increasement over the recent
years.
The threat of substitutes is also relatively high with
increasing grocery stores .

Result of the analysis
The company is one of the most renowned brands in Canada.
The company is focused on fastest delivery.
The government of the whole idea of the
The financial growth of the company is related with the
business environment of Canada.

Strategy for improvement
Innovation in the product range.
More investment on building scale.
New ways of promotional and marketing campaigns.
More effort in product innovation and new product launch.
Introduction of franchising in its business strategy.
Inclusion of more activities through which brand recognition
within the industry.

Conclusion
Thus, in order to conclude, it is apt to assert that presentation
gave an overall overview of the food chain named Tim Horton.
As per the analysis and discussion, the presentation gave
recommendation and suggestions through which the company
will be able to make its position stronger than the rival
companies.

THANK YOU