Page 60 - How not to cheat

limited and is not world-wide which results in a low
market share of the company.

4. Competitors are big and established: The competitors of

the Tyrrells chips are both big and established companies.
Competitors have deep pockets and most of them offer

chips at a much lower price. They pose a constant threat

to Tyrrells market share in almost every market around

the world.

Opportunity
1. Foreign markets with low competition: The home

market of Tyrrells has been saturated with intense

competition. The opportunities now lie in the overseas

markets. The Russia, China, India and US are the biggest
markets that Tyrrells should be targeting aggressively.

Almost 30% of the world population lives in China & India

and these Asian markets offer huge potential for Tyrrells

chips.
2. Consumers moving towards healthy products: With

every passing day, the consumers are moving towards

healthy products. The awareness among consumers about
the benefits of consuming healthy product is now much

more than ever. Consumers are ready to pay a premium if

they know that the product can be categorised as healthy.

From the very beginning, Tyrrells have been promoting its
chips as being a healthy alternative to other fired chips

and the changing consumer’s preference towards healthy

products will act as a booster for Tyrrells.

3. Government support for healthy products: The
government in many countries are offering many