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Posted: April 3rd, 2022
You have been asked by the President of Tim Hortons Inc.'s (TMI) to provide some consulting (advisory) service. Tim Hortons is considering opening its line of restaurants in China and is looking for a feasibility study that will include macroeconomic analysis and estimates of market potentials for THI products.
There is a strong interest from investors in Hong Kong because there are a large number of Canadians in that country. Hong Kong, a former British colony, operates as an autonomous state but it is part of China. Opening THI restaurants in China can be considered as a two-stage process: (1) first open in Hong Kong and then (2) move into China.
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Hot on the heels of the success (or perhaps trying to show you can improve upon a less-than-satisfying performance) of your first foray into the assessment of macroeconomic conditions of a country (i.e., your research essay), you have decided to join forces with three of your peers to take it to the next level. You have formed a small consulting company and are bidding on a major project with a major client - Tim Horton's Incorporated (THI).
THI has issued a challenge asking for recommendations on whether they should or should not strengthen their investment in one of the fastest growing economies of the world: the People's Republic of China (China). Your team will consider the macroeconomic environment of China and its trends, and then examine the feasibility of establishing a formal presence for Tim Hortons within the boundaries of China. If you recommend that THI should enter this market, then you must also list the various steps that it should take to ensure its success. Should you recommend that the market is not suitable, then you must present a strong argument as to why.
As a further twist, your team will have some competition. Other teams will be given the same opportunity to prepare their recommendations on the same project using the same case study as a starting point, so you need to find a way to find, select, and package your information that will be the most engaging, creative, and persuasive. THI will hire the most convincing group to help them in the broader project.
Some questions to think about as you approach your research are:
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Materials Required
Ragan, C.T.S., (2013). Macroeconomics (14th Canadian ed.). Don Mills, Ontario: Pearson Education Canada.
You can absolutely reach out to your academic writer using our simple, user-friendly chat feature. It’s there so you can add details, clarify instructions, or tweak adjustments for editing your research paper or dissertation according to your grading rubric—even after you’ve submitted "help me with thesis writing or dissertation help" and they’ve started working on your project.
Instructions
Overall, your team will study the case study provided and then conduct additional research on the country of China in order to get information to address the following questions:
Your ultimate goal is two-fold:
CASE STUDY: Should Tim Hortons Expand into the Chinese Market?
Tim Hortons Inc. (THI)
Tim Hortons, arguably, is the best known Canadian brand. Its restaurants provide premium coffee, espresso-based hot and cold specialty drinks, cappuccinos and espresso shots, fruit smoothies, home-style soups, fresh baked goods, grilled Panini and classic sandwiches, wraps, soups, prepared foods, and other food products.
THI was founded in 1964 in Hamilton, Ontario, by Canadian hockey player Tim Horton. Tim Hortons franchises spread rapidly and eventually overtook McDonald's as Canada's largest food service operator. The company opened twice as many Canadian outlets as McDonald's and system-wide sales also surpassed those of McDonald's Canadian operations as of 2002. Tim Hortons commands 76% of the Canadian market for baked goods (based on the number of customers served) and holds 62% of the Canadian coffee market (compared to Starbucks, in the number two position, at 7%).
As of December 30, 2012, the company had 4,264 restaurants, including 3,436 in Canada, 804 in the United States, and 24 in the UAE and Oman. Tim Hortons' international expansion strategy has been categorized as careful and slow. In comparison, Starbucks, a U.S. based competitor, has been very aggressive in international markets for several years, and has already expanded into China.
However Tim Hortons' international presence has some interesting features. To provide moral support to the Canadian soldiers in Afganistan, it opened a restaurant on a military base outside Kandahar, Afghanistan. Two more outlets are located in military bases at Fort Knox, Kentucky, and Naval Station Norfolk, Virginia. Tim Hortons' other international expansions include a small outlet at the Dublin Zoo. Tim Hortons also made a deal with the Spar convenience store chain in the UK and Ireland, resulting in Tim Hortons coffee and donuts being sold at small self-service counters in many Spar stores.
Its busiest branch is located in Fort McMurray, Alberta; its location in Iqaluit is the northernmost store.
In November 2010, Tim Hortons extended Interac debit payment system acceptance to most of its stores. The company previously began accepting Interac in its stores in Western Canada in 2003 and, later, MasterCard and MasterCard Pay Pass across most of its stores in 2007. The company often indicated the delay of broader or wider electronic payment acceptance was to "ensure speed of service." In 2012, Tim Hortons began accepting Visa cards.
Twenty years ago, Tim Hortons used to sell mainly donuts and coffee but it offers breakfast and lunch menus. Product lines have been diversified and the stores are getting better furniture and free Wi Fi. Investors in THI stocks have been rewarded very well.
China
Since initiating market reforms in 1978, China has shifted from a centrally planned to a market based economy and experienced rapid economic and social development. GDP growth averaging about 10% a year has lifted more than 600 million people out of poverty.
With a population of 1.3 billion, China recently became the second largest economy and is increasingly playing an important and influential role in the global economy.
Yet China remains a developing country and its market reforms are incomplete. In 2011, China's gross national income per capita of $4,940 ranked 114th in the world; over 170 million people still live below the $1.25-a-day international poverty line. With the second largest number of poor in the world after India, poverty reduction remains a fundamental challenge.
Rapid economic ascendance has brought on many challenges as well including high inequality, rapid urbanization, challenges to environmental sustainability, and external imbalances. China also faces demographic pressures related to an aging population and the internal migration of labor.
Significant policy adjustments are required in order for China's growth to be sustainable. Experience shows that transitioning from middle-income to high-income status can be more difficult than moving up from low to middle income.
China's 12th Five-Year Plan (2011-2015) forcefully addresses these issues. It highlights the development of services and measures to address environmental and social imbalances setting targets to reduce pollution, to increase energy efficiency, to improve access to education and healthcare, and to expand social protection. Its annual growth target of 7% signals the intention to focus on quality of life rather than pace of growth. Economics homework help
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