Rubric for Case Study: Tim Hortons Inc.
Skill Development
Case Analysis Tasks
Learning Outcomes
Concepts and Analytical Tools
Stellar:
Mastery demonstrated by full
engagement in task, original ideas, and
value-added discoveries
Score
D C B B+ A- AA+
Review and synthesize facts of
the case
Internal analysis of the company‘s
strengths and weaknesses
Exceeds expectations and acutely identifies
the company’s brand, position in Canada,
and pricing capabilities as competitive
advantages.
Demonstrate command of
relevant concepts and analytical
tools applicable to the case
External analysis of opportunities and
threats in the marketplace
Exceeds expectations and expertly
integrates the industry’s five competitive
forces into the discussion of external forces
impacting strategic decisions.
Evaluate and discuss the
organization’s current situation or
existing industry conditions
Competitor analysis of key rivals
Exceeds expectations and thoughtfully
incorporates the strategic implications of
likely competitor behavior into the analysis.
Identify conclusions that can be
drawn from the analysis
Assessment of strategic objectives and
five-year strategic plan
Exceeds expectations and makes
outstanding recommendations to rejuvenate
the company’s business and steer
international expansion.
Deliver conclusions (written, oral,
or discussion)
Discussion and communication of
analysis results through written report,
oral presentation, and/or team
participation
Exceeds expectations and delivers insightful
contributions from the analysis that
demonstrate mastery of skills and concepts.
Determine relevant decision-
making factors
Produces set of strategic options for
consideration to take advantage of
internal and external environment
conditions
Exceeds expectations and develops an
excellent discussion of the strategic fit of
the components in the company‘s five-year
plan.
Identify viable strategic options
Specifically factors important variables
into strategic decision making
Exceeds expectations and conducts an
intricate weighted analysis of the factors
relevant to Tim Hortons‘ strategic decisions.
Build a position in support of
recommended strategic action
Presents convincing evidence to back
strategy selection and recommendations
Exceeds expectations and proposes an
integrated strategy which facilitates targeted
and successful expansion into the U.S. and
other international markets.
Deliver conclusions and
recommendations (written, oral,
or discussion)
Uses written report, oral presentation,
and/or team participation to
communicate assessment and proposed
business strategy
Exceeds expectations and delivers insightful
contributions from the assessment that
demonstrate mastery of skills and concepts.
Exhaustively includes for consideration the
critical SWOT factors and produces a strong
selection of strategic options.
Includes important factors that should be
weighed in the strategic decision-making
process.
Situation Analysis
Strategic Options and Decisions
Analysis fails to identify some of the
company‘s internal strengths and/or
weaknesses.
Analysis identifies some of the company‘s
internal strengths and weaknesses.
Analysis fully and accurately identifies the
company‘s internal strengths and
weaknesses.
Analysis fails to identify some of the
opportunities and/or threats existing in the
quick service restaurant market segment.
Analysis identifies some of the opportunities
and threats existing in the quick service
restaurant market segment.
Analysis fully and accurately identifies the
opportunities and threats existing in the
quick service restaurant market segment.
Analysis fails to conduct a sufficient
competitor comparison of the company‘s
biggest rivals’ resources and/or capabilities.
Analysis conducts a sufficient competitor
comparison of the company’s biggest rivals’
resources and capabilities.
Analysis conducts a strong competitor
comparison of the company’s biggest rivals’
resources and capabilities.
Assessment does not effectively evaluate the
company‘s strategic objectives and plans
and/or identify any flaws in the company’s
direction.
Assessment evaluates the company‘s
strategic objectives and plans and identifies
potential flaws in the company’s direction.
Assessment thoroughly and effectively
evaluates the company‘s strategic objectives
and plans and identifies the likely flaws in
the company’s direction.
Excludes important factors that should be
weighed in the strategic decision-making
process.
Convincing evidence to support
recommended strategic action is missing.
Assessment and/or business strategy
recommendations are incomplete.
Discussion and/or conclusions from the
analysis are absent or incomplete.
Presents good evidence in support of
recommended strategic proposals.
Significant assessment and business strategy
recommendations are delivered.
Thoroughly describes important factors that
should be weighed in the strategic decision-
making process.
Presents strong and meaningful evidence in
support of recommended strategic proposals.
Excellent assessment and strong business
strategy recommendations are delivered.
Excludes from consideration some of the
critical SWOT factors and/or fails to produce
an acceptable selection of strategic options.
Includes for consideration some of the
critical SWOT factors and produces an
acceptable selection of strategic options.
Meets Expectations:
Demonstrates acceptable level of
understanding and competency
Exceeds Expectations:
Demonstrates high level of
understanding and competency and
makes relevant contributions
Significant discussion and conclusions from
the analysis are delivered.
Excellent discussion and strong conclusions
are drawn from the analysis.
Scoring Criteria for Levels of Performance
Below Expectations:
Shows no evidence of or significant gaps
in understanding
Evaluator Comments
Total Score