Page 41 - Tyrrells Flip Teaching Guide

Issue 2 – USP – a reality or a perception

The success of Tyrrells Chips was founded upon its unique

selling propositions. Yet this dynamic changed when Milner

took over. Marketing, brand management and USP underpin

the drive to profit and ROI. How much of a risk is it for
Milner to adapt these elements?

Issue 3 – Funding

Funding is a major issue throughout the case study.

Essentially, three periods may be identified each with

unique requirements and consequences. These are as
follows:

Start-up – Chase – embryonic/survival

Venture Capital – Langholm Capital – growth

Secondary buyout – Investcorp – premier brand management

Issue 4 – Critical Success Factors

Critical Success Factors (CSF) underpin the growth and

development of Tyrrells Chips. How these changed over the

period of the case study and their impact on the

performance of the company are issues that need to be
examined.