Page 100 - Tyrrells Flip Teaching Guide

COMPARISON

Chase -V- Milner

Comparison: Chase -V- Milner

Chase Milner

2002 - 2008 2008 - 2016

• Niche player • Niche player

• Premium price/product • Organic, no pesticides

• Unique potatoes – not • Packaging

easily reproduced

• Organic, no pesticides • Ethical

• Ethical • Supply chain -

supermarkets

• Supply chain – high end • Professional

independents management

Table 3

GENERIC STRATEGIES

The generic strategy of Tyrrells was not static. With the

change in leadership there is evidence of a subtle

movement as Milner takes the firm into the growth segment

of its product life cycle.

However, pressures from the international market

penetration will affect the generic strategy