3+SWOT+Analysis

=1.Strength= Tim Horton's is a widely known coffee and donut fast food restaurant chain in Canada and accounts for 22.6% of all the fast food revenues in Canada. It also contains 76% of the Canadian market for baked goods. It has become one of the most important iconic prescience in the Canadian culture to a point where all Canadians understand what a double double is. Some people may even refer to Tim Horton's for a sense of belonging beyond home and work. There was no national wide restaurant until Tim Horton's founded by our beloved hockey player in 1964. Its customers segment is mainly mid to low income level customers which represent the majority people. Tim Horton's has also become a pride to many of the Canadians as well and this fast food restaurant chain has succeeded as a company in Canada by placing a Tim Horton's restaurant for every 12,500 Canadians which is almost a double of the closest competitor McDonald's.

= 2 .Weakness= Even though Tim Horton's has a high reputation in Canada, it still has Similar products that other companies have duplicated and that allows variety to steal business from them. For example, the McCafe in McDonald's (Iced Latte, Iced Mocha and Iced Coffee), the Polar Cappuccino or Iced Freeze in Country style, the Iced Peppermint Mocha, Iced Caramel Macchiato, Iced Skinny Flavored Latte and Iced Dark Cherry Mocha in Starbucks, and the Chillers products in Second Cup.

= 3 .Opportunity= Since Tim Horton's has a high reputation in Canada, it would be a great opportunity to cut the price of Ice cup and increase the sales volume by 77.8% based on our research. Tim Horton's also put a lot of energy in production improvement. For example, it used to take 6 steps to make one cup of Ice Cappuccino in total of 1minute 20 seconds to 1 minute 50 seconds. Ice Cap is a time consuming product, it may cause potential customer lost during the rush hours. Now, due to the production process changed, it only takes 4 steps and 30 seconds to make one Ice cup. It significantly reduces the waiting time which is more convenient for customers.

= 4 .Threats= Our threats is the duplication of our marketing strategy, which is the Price Cut. For example, if McDonald's cut the price of Iced Coffee, there will be many customers attracted by it and this may cut the amount of customers at Tim Horton's. However, Tim Horton's has a high reputation and has a very strong brand. We do not need to worry about this threat as much. Also unless the company is large like ours, price cutting is too risky. The reason for this is because, if the volume is not increases by expected, they will loose profit. Also, having cut the manufacturing costs, the customers might have the psychological mindset of the Ice cap quality to be worse then it was before. But this problem must be avoided by educating as much as we can to the customers so that they know that the quality is just as good as before.