Tim Horton - 4900 (1)

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York University *

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ADMS 4900

Subject

Marketing

Date

Feb 20, 2024

Type

pptx

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17

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Main issue ● Global Expansion
Global Expansion ● Lack of brand awareness in other countries ● Slow growth rate in the restaurant industry
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Global Expansion ● Gain more market share ● Increase profits ● Try to stay competitive with its competitors
Competitor Analysis ● McDonald ● Starbucks ● Dunkin Donuts
SWOT ANALYSIS STRENGTHS ● 4th largest in North America, largest in Canada ● Innovation WEAKNESSES ● Financial ratios did not meet targets ● Untapped American market OPPORTUNITIES ● Rewards programs on the rise ● Capitalize on gluten free and healthier market THREATS ● Changing consumer preferences ● Sit down dinners vs. Fast food ● Starbucks and McDonalds competition
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VRIO ● Brand Awareness ○ Valuable - yes ○ Rareness - yes ○ Costly to Imitate - yes ○ Organized to capture value - yes ● Customer Service ○ Valuable - yes ○ Rareness - no ○ Costly to Imitate - no ○ Organized to capture value - yes ● Distribution ○ Valuable - yes ○ Rareness - no ○ Costly to Imitate - no ○ Organized to capture value - no
Porter’s 5 Forces ● Rivalry among competitors - High ● Bargaining Power of Buyers - High ● Bargaining Power of Suppliers - Low ● Threat of Substitute - High ● Threat of New Entrants - High
Value Chain INBOUND LOGISTICS ● Coffee producing regions ● Program for farmers OPERATIONS ● Eat in dining areas, drive thrus ● “We fit anywhere” ● Coffee making process OUTBOUND LOGISTICS ● Manufacturing facilities and warehouses ● Corporate owned trucks deliveries ● Sophisticated operations SERVICE ● Product innovation based on consumer trends ● Lattes, cappuccinos, iced coffees MARKETING AND SALES ● Chain-wide vs regional advertising ● Tim Hortons and Canadian culture ● Roll up the rim
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PESTEL ● Political - government regulations ● Economic - higher wage, higher inflation and lower growth in industry ● Social - healthier food, ethnic option and younger generation’s trend ● Technological - social media and digital technologies ● Environmental ● Legal - local laws
Alternative #1 Mainly Focus its operations in Canada: ● Positive: ○ Experience in running operations in Canadian market ○ Constant increase in sales and revenue every year between 2009 and 2013 ○ Ability to innovate and differentiate its products by adding items of local Canadian customers choices ○ Focus to capture large amount of Canadian market share
Alternative #1 cont. Mainly Focus its operations in Canada: ● Negative: ○ Dependent too much on Canadian sales ○ Brand image and their existing locations may be affected if abandoning their operations in the US and overseas Markets ○ Focusing overseas may lead to divert their attention from existing markets ○ Can save money by not using capital to invest in other markets ○ No longer be called as a multinational company
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Alternative #2 Merger with Burger King: ● Positive: ○ Opportunities to expand globally and pursue foreign markets ○ Target a bigger market segment ○ Reduction in costs as Burger King may able to purchase in bulk - Economies of scale ○ Allows to monopolise the certain areas of the market where both can dominate ○ Ability to combat of competition in the market ○ Increase brand awareness and familiarity globally
Alternative #2 cont. Merger with Burger King: ● Negative ○ Can be dependent too much on Burger King ○ Consumers may eventually start focusing on Burger King - Loss of Tim Hortons brand image ○ Culture Clash between both the companies employees ○ May create job security issues among the existing employees as new management will come in place
Final Recommendation ● Merger with Burger King
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Implementation ● Merge as soon as possible ● Increase investment in R&D and market studies ● Merge of employees skills and knowledge of both companies ● Enough time is given after announcing the merger deal, as operations need to diverte and plans have to be developed ● Due Diligence - all Terms & Conditions are agreed upon before announcing to the Public ● Target multiple segments in the market
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