Page 59 - How not to cheat

they have made it a point to always support the retailers
and supermarkets with whom they enter into business

agreements.

5. Wide range of products: Tyrrells has a wide range of
products and not just potato chips. They have expanded

into making chips of carrots, parsnips, beetroot, celeriac

etc. This wide range of products helps to mitigate the risks

associated with keeping all the eggs in one basket. This
diversification in related products helps Tyrrells to offer a

wide range of products for consumers to choose from.

Weakness

1. High price (premium product): Tyrrells chips were

always marketed and sold as a premium product. There is
a weakness in this strategy if it is applied to price sensitive

customers. The Asian markets are very much price

sensitive and they may not switch to premium chips so

easily as it has been the case in developed markets.

2. New company: Tyrrells is a relatively new company and

companies like PepsiCo are more than 100 years old. The
brands of older companies are easily recognised by

consumers whereas a new company like Tyrrells have to

depend upon marketing to create brand awareness.

3. Low market share: Tyrrells cater to premium segment of
the market and like all other products, the premium

segment constitutes only a small percentage of the entire

pie. The distribution system of the Tyrrells is also very