Page 89 - Tyrrells Flip Teaching Guide
P. 89
USP: Key Points
USP analysis is a useful way of understanding how firms are
competing in an industry. It is essential for identifying the
company’s USP, so that management know what to build
upon and sell to its customers.
USP Analysis is a four-stage process:
• First, list the decision criteria (explicit and hidden)
that consumers use in making purchase decisions.
• Second, rank the company and its competitors by
these criteria.
• Third, examine the ranking and craft a USP from this
• Finally, determine how to defend and build the USP
as competition evolves.
USP: STP Strategies
STP is the base for marketing, which by adopting STP
(segmentation, targeting and positioning), the organizations
can offer more suitable services and products to different
market groups.
Since ‘Tyrrells’ has such a good number of USPs, it has
successfully developed good and effective relationships with
many customers and, it has been represented by many
high-end retailers such as Selfridges, Harrows and Waitrose.
Moreover, it has increased its market share in premium
potato crisps market from:
