Case Notes/Answers
TIM HORTONS INC. by Karin Schnarr W. Glenn Rowe
Discussion Questions:
1. Is the quick service restaurant industry a profitable industry to be in? What are the key success
factors required to be competitive?
2. In August 2014, what is Tim Hortons’ strategy? Is it working?
3. Who is Tim Hortons’ main competitor(s)?
4. Evaluate the strategic choices available to Tim Hortons. What should be its immediate priorities?
5. Is the proposed acquisition by 3G Capital a good move for Tim Hortons?
, Teaching Note
TIM HORTONS INC.
CASE SYNOPSIS
This case presents a comprehensive overview of Tim Hortons Inc. (Tim Hortons) halfway through 2014. A
powerhouse in the Canadian quick service restaurant industry for 50 years, Tim Hortons has a number of
strategic choices to make if it is going to succeed on a global scale and address increasing competition and
shifting consumer trends. This multi-faceted case requires a holistic consideration of Tim Hortons and its
competitors. The company operates within a competitive industry environment and has aggressive
financial and strategic targets that shareholders expect it to achieve as part of its five-year strategic plan. In
addition, its strategy may shift as a result of the announced acquisition by 3G Capital, the Brazilian private
equity firm that is the majority owner of Burger King.
CASE OBJECTIVE
The purpose of this case is to provide students with the opportunity to perform a thorough strategy analysis
of a mature, well-known company in a highly competitive industry. The case allows for the consideration
of external, internal, competitor and financial analyses. Students will learn to develop and then evaluate
strategic choices, ultimately making recommendations that could significantly alter existing operations and
Tim Hortons’ organizational culture.
POSITION IN COURSE
This case would be most appropriate for courses in strategic management and international business for
upper-level undergraduate business and MBA students. As it provides a complete picture of the company,
it would work well as either an introduction to strategy or as a wrap-up/review case.
PROPOSED TEACHING PLAN
Structure for an 80-minute class:
TIM HORTONS INC. by Karin Schnarr W. Glenn Rowe
Discussion Questions:
1. Is the quick service restaurant industry a profitable industry to be in? What are the key success
factors required to be competitive?
2. In August 2014, what is Tim Hortons’ strategy? Is it working?
3. Who is Tim Hortons’ main competitor(s)?
4. Evaluate the strategic choices available to Tim Hortons. What should be its immediate priorities?
5. Is the proposed acquisition by 3G Capital a good move for Tim Hortons?
, Teaching Note
TIM HORTONS INC.
CASE SYNOPSIS
This case presents a comprehensive overview of Tim Hortons Inc. (Tim Hortons) halfway through 2014. A
powerhouse in the Canadian quick service restaurant industry for 50 years, Tim Hortons has a number of
strategic choices to make if it is going to succeed on a global scale and address increasing competition and
shifting consumer trends. This multi-faceted case requires a holistic consideration of Tim Hortons and its
competitors. The company operates within a competitive industry environment and has aggressive
financial and strategic targets that shareholders expect it to achieve as part of its five-year strategic plan. In
addition, its strategy may shift as a result of the announced acquisition by 3G Capital, the Brazilian private
equity firm that is the majority owner of Burger King.
CASE OBJECTIVE
The purpose of this case is to provide students with the opportunity to perform a thorough strategy analysis
of a mature, well-known company in a highly competitive industry. The case allows for the consideration
of external, internal, competitor and financial analyses. Students will learn to develop and then evaluate
strategic choices, ultimately making recommendations that could significantly alter existing operations and
Tim Hortons’ organizational culture.
POSITION IN COURSE
This case would be most appropriate for courses in strategic management and international business for
upper-level undergraduate business and MBA students. As it provides a complete picture of the company,
it would work well as either an introduction to strategy or as a wrap-up/review case.
PROPOSED TEACHING PLAN
Structure for an 80-minute class:
