Page 99 - Tyrrells Flip Teaching Guide

Structure: Chase 2002 – 2008

In the case of Tyrrells Chips growth had been the catalyst of

change. Markets and products had been developed and

extended, predominantly based on the knowledge of

William Chase. Although there is evidence in the case study

that Chase has developed the company structure from

embryonic to a functional one, he also seems to be closing

down channels of distribution i.e., Supermarkets which

could lead to enhanced growth. Moreover, the move into

vodka production would shift the company away from its

distinctive competence and would require structural change

where embedded knowledge was not enough to sustain

performance leading to a split between parent and

subsidiary business.

STRUCTURE: Milner 2008 - 2016

David Milner joined Tyrrells just as change had started to

take off. His task was to build on the move away from

Chase’s reticence to deal with the supermarkets. In addition

to move the company into international markets.

Inevitably, such growth would impact on the structure of the

organisation. Especially as acquisitions such as Glennans

were added thus driving the company towards the maturity

stage.