Thus, it was crucial for the author to reveal the main tools that enabled this achievement for Tim Hortons.
3/ The most important kinds of information in this case concern the history of company’s development. At the very beginning, Tim Horton opened his coffee and doughnut shop in order to gain income in the off-season. Then, this business attracted Ron Joyce, who became the owner of Tim Hortons after the previous owner’s death. Furthermore, the company became the property of American fast-food chain, Wendy’s. Nevertheless, the ability of Tim Hortons to create an attractive national Canadian brand evoked the willingness to make ownership again Canadian.
4/ The main inferences (and conclusions) in this case are about the key achievements of corporate management throughout the history of Tim Hortons. In particular, the company managed to “sell itself not only as a destination, but also a part of typically Canadian experiences outside its doors.” In other words, Tim Hortons is an example of the company that pays attention to the national component within its brand. By creating a certain type of popular culture between the Canadians, it gained popularity in different dimensions of its activity, both in outdoor and indoor segments. Thus, corporate overall strategy reveals its effectiveness in Canadian business environment.
5/ The key concepts we need to understand in the case are market share, best-managed and influential brand, organization’s positioning, organizational goal, and company’s overall strategy. In fact, all these concepts are deeply interconnected in the case of Tim Hortons. In particular, the market share is the amount of market the company owns. In this context, the growing amount of market share, or “gradual expansion into adjacent areas,” is the definition of this company’s overall strategy. Then, case discusses in detail the attractive traits of