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Strategy Analiysis:

Tim Hortons Case Analysis

Competitive advantage test:

  • Tim Horton's understanding of the Canadian market aids to maintain its competitive advantage.
  • In the USA has brand awareness the is limited to the Northeast and Midwest regions. thus the greater need for a marketing financial resources.

Four Generic Strategies:

  • Tim Hortons is adapting a focus low cost strategy.
  • This strategy boosted Tim Hortons volume advantage
  • Its prices are well placed below market.

Strategic Fit Test:

  • In Canada,Tim Hortons presence is significant
  • It is logical to invest in expansion, development and renovation programs.
  • In the USA investment in advertising, design and consumer relations is an optimum startegy.

Suppliers' Force:

  • Supplies are widely available.
  • Tim Hortons Implemented vertical integration.
  • Centralized manufacturing on site baking.
  • Suppliers power is Low.

Strengths:

Force of competitors

Establishing to the end of 1960s:

  • Numerous similar businesses.
  • There was no product differensiation.
  • The Globe and Mail predicted the the coffee and daughnut concept has reached its peak and there is no more room for growth.
  • Power of competition is high.
  • Inclusive and accessible Brand.
  • Well involved in the community.
  • Consumer affinity and sense of pride.
  • Distibution Advantage.
  • Diverse Menu.

Porters Five Forces Analysis

Weacknesses:

From the 1970s and on:

  • Tim Hortons neutralized the competition by defferentiatin it self and its products.
  • Fast and agressive expansion throughout Canada.
  • Power of competition is moderate to low.
  • Lack of popularity in the USA
  • Weak franshise celection.
  • limited beverage choices compared to some competitors.

Threat of new entry:

  • supplies ar easily obtained and available.
  • Low capital requierement for stratup.
  • The business model is easily imitable.
  • The power of new entry is moderate to low.

Threat of Substitutes:

  • Initially the threat of substitute was high.
  • With time Tim Hortons nutralized the competition by developing Brand loyalty.

SWOT Analysis

Porte's Five Forces Conclusion:

Threats:

  • Buyer's force: LOW
  • Supplier's force: LOW
  • Threat of New entry: LOW
  • threat of Substitite: Moderate
  • Rivalry: High

Opportunities

Buyers' Force:

  • Strong Competitors in the market McDonalds, Coffee Time....
  • Not so "fresh" frozen food.
  • Consumers making their own coffee.
  • A wide range variety
  • Improve the atmosphre
  • Expanding into new markets
  • Promotions Roll up the Rim.

Establishing to 1960s:

  • Low consumers spending $57 annually on dining out.
  • Hamiltonians preffered coffee while Torontonians preffered tea.
  • The number of coffee shops was very high therefore there was many choices.
  • Buyer's power was high

From the 1970s and on:

  • Tim Hortons established a strong presence targeting buyers.
  • The first firm to implenent the drive-through in a coffee shop.
  • Provided lots of parking space.
  • Buyer's power became low.

Contents:

  • Porter's Five Forces
  • Four Generic Strategies Analysis
  • PEST Analysis
  • Question period.

Questions???

  • Group #19:
  • Noor Al Sadi
  • Naim Ricardo Halal Rossie
  • Raef Roman
  • Areeb Siddiqi
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