Tim Hortons Case Study Essay
CASE STUDY PREPERATION CHART
Case Title: Tim Hortons
Short Cycle Process
Who is The Decision Maker: Tim Hortons Inc. Executive branch
What is the Issue: How to continue expansion of the Tim Hortons brand
Why the Issue has arisen: Tim Hortons corporate objectives are for further expansion and sustained growth
When the Decision must be made: Over the course of the next year
How (Case Difficulty Cube):
Analytical: 2
Conceptual: 2
Presentation: 1
LONG CYCLE PROCESS A) Issue(s) to solve: Where and how to continue expansion in North America
What emerging/foreign markets to enter with which market entry strategy
Reason Case Assigned: To assess the difficult decisions made by food service brands in the current global environment …show more content…
ImportanceUrgency | Low | High | Low | I | II | High | III | IV | B) Case Data Analysis
SWOT
Strengths-Strong brand presence in Can.-Healthier quick-serve options-Convenience of diverse Coffee and food menus-Presence built in US through Wendy’s partnership-Sustained revenue and capital to invest in future expansion-Effective promotions | Weakness-Low brand recognition in US-Over expansion in Can.-Simplistic menu-Lack of reach of baking facilities-Lack of debit/credit capabilities in all stores | Opportunities-Growing Can. quick-serve mkt.-Large US mkt.-Emerging mkts.-Health food trends-Coffee trends | I)-Use Health, convenience & promotions to push expansion in US-Use coffee, brand name, western menu to expand in Asia | II)-Follow Can. growth with sustained expansion-Expand health/coffee menu in new markets-Adapt new POS capabilities | Threats-Established competition-Fallout of Wendy’s breakup in US-Economic stagnation in US | III)-Push promotions and health food products in US-Expand on brand building campaigns in Us/Abroad | IV)-Seek alternative partnerships/mergers within the IS market-Adapt new payment methods |
Decision Tree Expand Tim Horton’s Brand | | | Consolidate Can. | Expand US | Expand Emerging | | | | | -Minimum risk-Extensive market knowledge-Maximize brand recognition-Low growth potential | -Moderate Risk-Moderate market knowledge-Little brand recognition-High growth potential-Partnership favorable | -Maximum risk-No market knowledge-No brand recognition-High growth potential-Partnership vital |
CASE STUDY PREPERATION CHART
C) Alternative Generation
1) Keep expansion in Canada
2) Continue expansion in US
3) Continue expansion in US with new partnership
4) Expand in Europe with local partnership
5) Expand in Asia with local partnership
D) Decision Criteria
A) Growth potential
B) Risk aversion
C) Utilize brand recognition
D) Market knowledge
E) Growing demand for Tim Horton style menu
E) Alternative Assessment Alternatives | Decision Criteria (1-5) | | A | B | C | D | E | 1.Domestic | 1 | 5 | 5 | 5 | 4 | 2.US Solo | 3 | 3 | 2 | 3 | 4 | 3.
US Partner | 5 | 5 | 4 | 4 | 4 | 4. EU | 4 | 2 | 1 | 2 | 1 | 5. Asia | 4 | 1 | 1 | 2 | 1 |
F) Preferred Alternative
Establish a new partnership with a US quick-serve chain which will facilitate expansion into the US market, while expanding their brand in Canada at the same time enhancing Tim Horton’s.
Predicted Outcome:
Tim Horton’s will use its strengths in terms of promotion, menu quality, brand recognitions and combine them with the strengths of another organization as it did with Wendy’s, to form a mutually beneficial agreement
G) Action & Implementation Plan
Who: Executive branch
What: Seek out partnership/merger to facilitate expansion
When: Within the next few
years
Where: In North America
How: Through negotiations and aggressive joint location placements
Missing Information
Who the current executives are
Time frame for this decision
Market information for EU
Assumptions
That Tim Horton’s will continue its expansionist strategy and not just focus on improving its stores
That there is little demand for Tim Horton’s products in Europe or Asia
Case Title: Tim Hortons
Short Cycle Process
Who is The Decision Maker: Tim Hortons Inc. Executive branch
What is the Issue: How to continue expansion of the Tim Hortons brand
Why the Issue has arisen: Tim Hortons corporate objectives are for further expansion and sustained growth
When the Decision must be made: Over the course of the next year
How (Case Difficulty Cube):
Analytical: 2
Conceptual: 2
Presentation: 1
LONG CYCLE PROCESS A) Issue(s) to solve: Where and how to continue expansion in North America
What emerging/foreign markets to enter with which market entry strategy
Reason Case Assigned: To assess the difficult decisions made by food service brands in the current global environment …show more content…
ImportanceUrgency | Low | High | Low | I | II | High | III | IV | B) Case Data Analysis
SWOT
Strengths-Strong brand presence in Can.-Healthier quick-serve options-Convenience of diverse Coffee and food menus-Presence built in US through Wendy’s partnership-Sustained revenue and capital to invest in future expansion-Effective promotions | Weakness-Low brand recognition in US-Over expansion in Can.-Simplistic menu-Lack of reach of baking facilities-Lack of debit/credit capabilities in all stores | Opportunities-Growing Can. quick-serve mkt.-Large US mkt.-Emerging mkts.-Health food trends-Coffee trends | I)-Use Health, convenience & promotions to push expansion in US-Use coffee, brand name, western menu to expand in Asia | II)-Follow Can. growth with sustained expansion-Expand health/coffee menu in new markets-Adapt new POS capabilities | Threats-Established competition-Fallout of Wendy’s breakup in US-Economic stagnation in US | III)-Push promotions and health food products in US-Expand on brand building campaigns in Us/Abroad | IV)-Seek alternative partnerships/mergers within the IS market-Adapt new payment methods |
Decision Tree Expand Tim Horton’s Brand | | | Consolidate Can. | Expand US | Expand Emerging | | | | | -Minimum risk-Extensive market knowledge-Maximize brand recognition-Low growth potential | -Moderate Risk-Moderate market knowledge-Little brand recognition-High growth potential-Partnership favorable | -Maximum risk-No market knowledge-No brand recognition-High growth potential-Partnership vital |
CASE STUDY PREPERATION CHART
C) Alternative Generation
1) Keep expansion in Canada
2) Continue expansion in US
3) Continue expansion in US with new partnership
4) Expand in Europe with local partnership
5) Expand in Asia with local partnership
D) Decision Criteria
A) Growth potential
B) Risk aversion
C) Utilize brand recognition
D) Market knowledge
E) Growing demand for Tim Horton style menu
E) Alternative Assessment Alternatives | Decision Criteria (1-5) | | A | B | C | D | E | 1.Domestic | 1 | 5 | 5 | 5 | 4 | 2.US Solo | 3 | 3 | 2 | 3 | 4 | 3.
US Partner | 5 | 5 | 4 | 4 | 4 | 4. EU | 4 | 2 | 1 | 2 | 1 | 5. Asia | 4 | 1 | 1 | 2 | 1 |
F) Preferred Alternative
Establish a new partnership with a US quick-serve chain which will facilitate expansion into the US market, while expanding their brand in Canada at the same time enhancing Tim Horton’s.
Predicted Outcome:
Tim Horton’s will use its strengths in terms of promotion, menu quality, brand recognitions and combine them with the strengths of another organization as it did with Wendy’s, to form a mutually beneficial agreement
G) Action & Implementation Plan
Who: Executive branch
What: Seek out partnership/merger to facilitate expansion
When: Within the next few
years
Where: In North America
How: Through negotiations and aggressive joint location placements
Missing Information
Who the current executives are
Time frame for this decision
Market information for EU
Assumptions
That Tim Horton’s will continue its expansionist strategy and not just focus on improving its stores
That there is little demand for Tim Horton’s products in Europe or Asia