The strategic dealings of Tim Horton, a Canadian based coffee business - Research Paper Example

Download file to see previous pages Currently, the market penetration of Tim Hortons is slow as it was expected due to presence of Dunkin Donuts. TABLE OF CONTENTS INTODUCTION………………………………………………………………. 4 CONTENT AND ANALYSIS……………………………………………….. 5 Company Issue………………………………………………………..... 5 Corporate Level Strategy………………………………………………. 6 Business Level Strategy………………………………………………... 10 Marketing Mix………………………………………………………….. 13 Strategic Business Models……………………………………………… 15 SWOT Analysis…………………………………………………………. 15 Internal Environment Analysis………………………………………….. 19 External Environment Analysis……………………………………….... 20 Competitive Analysis…………………………………………………… 20 DISCUSSION AND CONCLUSION………………………………………… 24 REFERENCES………………………………………………………………... ...
Tim Horton opened his first donut and coffee shop in Hamilton, Ontario in 1964. The menu included some of his own recipes. In 1965, Tim Hortons became partners with Ron Joyce. Ron Joyce, then, quickly initiated for company development and expansion. Unfortunately, soon after the establishment of his business, Tim Hortons lost his life in a car accident that occurred on 21 February 1974. After the death of Tim Hortons, Joyce took the sole responsibility and ownership of the company in 1974. In 1992, Tim Horton decided to open an outlet with Wendy’s featuring cross-branded products of both the companies. During the mid of 90s, the company expanded aggressively beyond Canadian Borders. It opened several outlets as donut shops in West Virginia, Ohio, and Detroit. Tim Horton is now publicly listed in Toronto Stock Exchange (TSX) and is considered as one of the most well known corporation of Canada. CONTENT AND ANALYSIS Company Issues There are number of issues that have influenced restaurants like Tim Horton. Some of them include: Demographic shifts Community Company Issues Environmental Issues These issues are briefly discussed in the subsequent paragraphs. Demographic shifts Demographic trends influence the business of restaurant largely. Some important variables of demographics that affect the company’s business include location, population, income of customers, age group, taste, preferences etc. They are some important factors that must be considered by a company. The population of Canada has increased from 19 million to 33 million. In order to accommodate the increased level of demand brought by increase in population, a company needs to incorporate new technologies into its business to enhance efficiency, hire more workers, and expand its outlets. ...Download file to see next pagesRead More