Tim Hortons Case Analysis

Topics: Tim Hortons, Brand, Brand management Pages: 3 (612 words) Published: November 6, 2011
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
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

ImportanceUrgency| Low| High|
Low| I| II|
High| III| IV|
B) Case Data Analysis
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|...
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