Tim Hortons case

Tim Hortons’ Situational Analysis
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Tim Hortons’ Situational Analysis
Abstract
Doughnut and coffee chains are increasingly being an integral part of Canadian food market. In Canada, Tim Hortons is the largest franchiser which has several stores across the state. The increase of the fast food restaurants represents some of the features of celebrity franchising. This paper will provide a situational analysis of Tim Hortons Company by looking at the company’s internal strengths and weaknesses as well as the external threats and opportunities. The paper will also identify the major factors leading to the success of the company and the key risks that the company is faced with in the market. Tim Hortons is known as both a source and a site of the self-image of Canada. As a result, this authorization leads to the company capitalizing the ambiguities that capitalize the national culture of Canada, and it largely dominates the Canadian fast food market which provides it with a strong foundation useful for the company to venture in foreign countries.
Keywords
Brand, company, iconic, strength, opportunity, competitive advantage, financial stability

Tim Hortons’ Situational Analysis
Tim Hortons is a fast casual restaurant that is known for its coffee and doughnuts. It is the most abundant restaurant in Canada dealing with the quick service. The mission of the company is; delivering services and products of superior quality for communities and guests.

The vision of the company is; to become the quality leader in all activities the company is involved in (Hortons, 2008). One primary need of the organization’s stakeholders is that the company must implement a low-cost provider approach with the aim of providing their services and products at low costs. The other need of the stakeholders is that the company should focus on strategies that will help the organization to expand globally. Tim Hortons must consider redefining its human resource plans in a manner that aligns with its new strategic goals and as well fits into the culture of Burger Kings.
The company’s principal strength is its reputation and brand name. The other strength is that the company has good financial stability. One major weakness of the company is that standards of service quality are low in international stores than when compared to Canada. An opportunity for the company is that there is an increasing demand for the innovative services and products. The other opportunity is that there is client inclination for the healthier options. A significant threat facing the company is high competition from Starbucks and McDonalds as well as rapid changing preferences of clients. The reputation of Tim Hortons of having the largest successful quick service provider restaurant has given the company a competitive advantage that would make the company grow across the globe hence making it be an iconic international brand.
One of the critical risks that Tim Horton is faced is investor pressure. The expansion of the company in other countries such as America which is already saturated by fast food results to lower returns because of competition. The additional key risk is hard times. Hard times are contributed by slow economy recovery which leads to fewer consumers. As a result, the company has to depend on lower prices so that it remains competitive.

Reference
Hortons, T. (2008).The story of Tim Hortons. Tim Hortons.