Tim Horton's Sustainability Report, the major strengths are that it defines the company's internal structure for implementing CSR, and that it is highly detailed. The first component is important, because it puts the CSR initiatives in the context of the company's overall strategy. The report outlines the management structure of the company and the oversight structure as well. The report discusses the company's history and mission. It is important that CSR initiatives be evaluated in the context of these factors. Corporate social responsibility initiatives are more likely to be implemented effectively if they are aligned with the company's general mission and strategy. A good example of this would be Wal-Mart, which is already focused on efficiency as a cost-saving measure, making it easy to focus on reduced waste as an environmental initiative. Tim Horton's being a low cost provider, faces a similar issue. The company's mission in this case is only somewhat aligned with the environmental aspects of the business -- fast food inherently generates a lot of waste and the company has only begun recently to examine ways of dealing with that.
Another strength of the Tim Horton's CSR report is that is a highly detailed. These types of reports are only as useful as the information they contain, and in this case the information is quite detailed. Tim Horton's understands that CSR is about meeting the needs of a wide range of stakeholders, and explains its understanding of the stakeholder environment in which it operates. It then outlines its performance on several initiatives, from nutrition to waste to employee benefits. The information provided is rich and well-structured. For each major category the company outlines the stakeholders, the objectives and how it intends to meet these objectives.
One weakness of the report is that it is focused largely on what Tim Horton's does well....
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