Page 58 - How not to cheat

If Chase would not have identified the right product, then
there is no way that Tyrrells Chips would have seen such a

phenomenal growth. In that case, Tyrrells would still have

been a local player in the market and not a multi-national

company as it is today.

Strengths

1. Good Brand Image: Over the years Tyrrells Chips has
crafted out a good brand image among customers. More

importantly, they have been able to differentiate

themselves from other fried chips available in the market.
This differentiation has enabled them to charge a

premium price in the market.

2. Full control over entire production chain: Tyrrells
produce the potatoes in it’s own farms and fries the chips

in it’s fully owned facility. No part of the production is

outsourced. This enables them to have full control over the

entire production chain which helps them to maintain
quality and agility of the supply chain.

3. Offers healthy products: Tyrrells offers healthy
products. The potatoes are grown organically in their own

farm without using any chemical fertilizers and pesticides.

The product is purely natural as compared to other chips

available in the market.

4. Good relationship with retailers: Tyrrells believes in

maintaining good relationship with the retailers. Right

from the time when the Tesco row happened where
Tyrrells decided to standby its existing base of retailers,