Page 57 - How not to cheat

any company and it makes Tyrrells almost like an OEM

(original Equipment Manufacturer) for chips.

Strengths
Weakness
1. Good Brand Image
2. Full control over entire production 1. High price (premium product)
chain 2. New company
3. Offers healthy products 3. Low market share
4. Good relationship with suppliers 4. Competitors are big and established
5. Wide range of products

Opportunities
Threats

1. Foreign markets with low competition 1. Highly competitive market
2. Consumers moving towards healthy
products 2. Everyone has the similar product
3. Government restrictions on level of fat
3. Government support for healthy and salt
products
4. Social Media 4. Adverse weather changes

If we look at the SWOT analysis in totality, we can see that
the best available option for Chase was to enter into potato

chips business. He has identified the right product at the

right time. This is evident from the fact that total revenues for
Tyrrells in the year 2003 was half a million pounds and it

grew to 80 million pounds in the year 2013. In other words,

the revenue has increased by 160 times in just over a decade.
The company has expanded into other countries like Russia,

China, USA, India, Australia, France, Canada and more

recently Dubai after it has been acquired by Investcorp in

2013. The strong and unique brand image of Tyrrells is
received very well by it’s consumers which helps Tyrrells to

sell its line of products more easily as compared to other

competing brands in the market.