Page 40 - Tyrrells Flip Teaching Guide
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ISSUES
Introduction
The case study traces the development of Tyrrells Chips
after its founder William Chase launched it in 2004. During
this process Chase attempted to build a team and develop a
product base but did so against a background of market
dominance of the major supermarkets.
Issue 1 – Tesco – the price of ethics
When Tesco approached Chase to stock Tyrrells Chips, he
turned them down. Tesco then sourced a supply of Tyrrells
Chips from the grey market. Chase’s response to this was
not to go to litigation but rather to create a media campaign
against Tesco’s actions.
In the first instance was it necessary for Chase to rebuff
Tesco’s initial approach? Was this cutting off his nose to
spite his face?
If Chase was seeking to grow his business, was it
appropriate to close down such a large potential outlet.
After all, when Milner sought growth, he courted this
distribution outlet.
Could Chase have responded differently? Would his ethics
have allowed him to?
