Page 51 - How not to cheat
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Waitrose, declined the offer from Tesco. This decision of Chase was
not correct and he should have gladly accepted the offer to
increase his reach to the target consumers. Later on, the future
management corrected this decision and entered into agreement
with the Tesco for selling Tyrells line in all it’s stores across the
country.
§ Health: Consumers are slowly moving towards healthy products.
The consumers today are more health conscious and prefer
healthy alternatives to every product out there in the market.
Tyrrells chips containing natural ingredients were perceived to be
healthier than other chips in the market.
§ Consumer opinions and attitudes: Consumers were very excited
about Tyrrells Chips. The natural feeling of the chips and the
unique packaging were good enough reasons to encourage
consumers to try and become loyal to Tyrrells Chips.
§ Views of the media: The support of media was crucial when the
Tesco and Chase almost entered into a legal battle after Tesco
procured Tyrells chips from grey market and listed them at much
lower selling price. Chase’s idea to use media instead of legal ways
during Tesco row is commendable as the issue was settled without
much financial involvement.
4. Technological factors:
§ Technological development: The technology played an
important role in the making of Tyrrells Chips. It was due to
technological advancements that Chase was able to procure the
machinery at affordable price and could compete with large
multinational firms. Had the technology not been widely available,
it would have been almost impossible for Chase to start the chips
manufacturing business.
§ Research and development: R&D is the backbone of any
business and Tyrrells is no exception. The Chase and his team
visited many countries, especially US and Canada, to learn about
the art of making chips. He also spent considerable amount of
time in researching various combinations of frying time and
ingredients to be used to figure out the best combination for his
chips.
