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Section B
Q3: Identifying the right product is the first step to
success. Evaluate the actions of Tyrrells in light of
this.
Answer: Identifying the right product is indeed the first
step to success. Chase owned potato farm and potato chips
business was the best option for him to enter. Identification
of the right product is done by analysing the relative
strength and weakness that the product is expected to have
in the market. The USP (Unique Selling Point) is also linked
to the identification of right product. The combination of
right product and USP is the recipe for creating a successful
company.
Unique Selling Point (USP): The USP of Tyrrells chips is the
“healthy and natural” brand image associated with Tyrrells
chips. The chips of Tyrrells are perceived by consumers as
healthy, prepared from organic products and are hand
fried. Due to this brand image, Tyrrells Chips sell at a
premium as compared to other chips in the market.
Chase and also the future management of the company
have full control over the type and quality of potatoes to be
grown for the manufacturing of chips. Having 100% control
over the supply side of the production is a huge bonus for
