Page 140 - Case Lab Summary

Electronic Teaching Guide

As with the case study itself we have produced an interactive
teaching guide excerpts of which are given below and cover business

topics such as:

- Reinvesting personal funds from the sale of a majority stake in Tyrrells Crisps
- Inspiration for the business idea - a trip to the USA
- Rebranding the new product to avoid confusion with / damage to Tyrrells
- Chase Distillery capacity utilisation - about 33% currently
- Significant investment in capacity - land, equioment
- Labour intensive production process - increases the break-even output
- USP - quality not price
- Pricing - 300% higher per liter than super-market branded vodka - competing
with other premium bands
- Distribution - difficult to build
- Award of world’s best vodka has really helped boost demand & distribution
(power of PR)
- Exporting: 50% of revenue is to international markets, but exports will soon
dominate