Tim Hortons SWOT Analysis
Here is a detailed SWOT analysis of Tim Hortons covering strengths, weaknesses, opportunities and threats.
SWOT analysis is a management strategy framework used by businesses like Tim Hortons for assessing organization’s Strengths, Weaknesses, Opportunities, and Threats to guide strategic decision-making. Tim Hortons is a café chain famous for its coffee and donuts. It was founded in 1964, by the hockey player Tim Horton and his friend Jim Charade in Hamilton Canada where initially it started as a hamburger joint but later was changed into a café. By examining these internal and external factors, Tim Hortons can capitalize on advantages, mitigate risks, and chart a more competitive path forward. It was acquired by Burger King in the year 2014 for 11.4 billion dollars. Let us start the SWOT Analysis of Tim Hortons below.
Tim Hortons Strengths
- It is Canada's largest fast food service with over 100,000 employees
- It had 4,500+ restaurants in Canada, 800 in the United States
- It was founded in 1964 and has enjoyed a strong brand image
- Tim Hortons commands majority of the Canadian market for baked goods and holds major of the Canadian coffee market
- It has been purchased by Burger King in this August 2014 and they now are the third-largest operator of fast food restaurants in the world
- Nutritional information on most of its menu items is made available by the company in a two-page brochure and is available online
- Canadian Business magazine has twice named Tim Hortons as the best-managed brand in Canada
- It also promotes itself through the Tim Horton Children's Foundation
Above are the strengths in the SWOT Analysis of Tim Hortons. The strengths of Tim Hortons looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Tim Hortons Weaknesses
- It announced closing many stores in the north eastern US due to high competition
- According to the blog Coffee and Conversation, "Tim Hortons does not sell organic coffee, does not sell Fair trade coffee, and does not disclose the source of its green beans"
- Does not cater to the health conscious segment
These were the weaknesses in the Tim Hortons SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
Tim Hortons Opportunities
- Venture into newer markets
- Introduce more options on its menu
- The brand can leverage its existing image and increase its popularity through marketing exercises
Above we covered the opportunities in Tim Hortons SWOT Analysis. The opportunities for any brand can include prospects of future growth.
Read more about Tim Hortons
Tim Hortons Threats
- Growing Health conscious segment
- Presence of strong competitors in this segment
- Increasing competition and higher costs of raw materials
The threats in the SWOT Analysis of Tim Hortons are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Hence this concludes the Tim Hortons SWOT analysis.
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About Tim Hortons
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Tim Hortons Overview | |
|---|---|
| Parent Company |
Tim Hortons |
| Category |
Restaurant |
| Sector | |
| Tagline/ Slogan |
It's Time for Tims |
| USP |
Its known for its coffee and doughnuts |
| Tim Hortons STP | |
| Segmentation |
Food & beverage restaurants |
| Target Market |
Children and Youth from middle and upper middle class |
| Positioning |
To serve customers delicious items at an amazing value |
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