This was a quick deck put together in a few hours using only info from the Tim Horton's website. It was created for a presentation audition I did as part of the application process to represent the Queen's School of Business at the International Case Competition @Maastricht in 2013.

1. A New Partnership for Growth:
How well does it align?
+ = ?
November 19, 2012 Prepared by Alex Radu

2. Problem
Tim Horton’s is looking for ways to grow sales in
a sustainable way, while staying true to its
values and brand image
Problem Analysis Recommendations

3. Recommendations Snapshot
+ =
Problem Analysis Recommendations

4. Company-Centric Analysis
• Great product standardization
Capabilities
• Online and restaurant dist.
• Recently opened
new roasting plant
Capacity
• Low capital req’d
• Large scale • Consistent, high
product quality
Competencies • Iconic brand and
marketing
• Competitive price
Problem Analysis Recommendations

5. Market-Centric Analysis
• Triple-digit growth in
• Fresh, and brewed Market on-demand single serve
the “right” way attractiveness
Value • 950,000 brewers
• Excellent value, proposition
positioning • Very accessible
appropriate pricing
($0.64 - $1.37 / cup)
• Tassimo margins likely to
Revenue
model be lower than in restaurant
• Contract with Kraft
Viability
Problem Analysis Recommendations

6. Mission Alignment
“Our guiding mission is to deliver superior quality products
and services for our guests and communities through
leadership, innovation and partnerships. Our vision is to
be the quality leader in everything we do.”
Problem Analysis Recommendations

7. Strategic Plan Alignment
1. Attacking daypart, category and
marketing opportunities to drive
same-store sales (i.e. Wi-Fi)

2. Investing to build our scale and
brand in new and existing markets

3. Growing differently in ways we
haven’t grown before 
4. Leveraging our core business
strengths and franchise system 
Problem Analysis Recommendations

8. Risks
• Cannibalize in-restaurant coffee
• Lower foot traffic, decrease same-store sales
• Recycling (TerraCycle) and sustainability (DJSI)
 • Top quality
 • Always fresh product
• Fit with brand:  • Value oriented
 • Great service
 • Community Leadership
Problem Analysis Recommendations

9. Recommendations
+ =
• Target at-home coffee drinkers
• Sell in supermarkets, Tassimo retailers
• Work with Kraft to solve recycling issues
• Focus marketing efforts to combat seasonality of Q1
• Track coffee tin and single-serve sales
Problem Analysis Recommendations

10. Thank You
Any questions?