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LESSON PLAN Tyrrells Chips

Subject Vision/Mission
Overview & Purpose
These self-assessment exercises are based on Tyrrells Chips, its case study,
e-books and online Bookcase.
SAE Tyrrells Chips case study e-Resource
Examine the Vision/Mission exhibited by the management of Tyrrells
Chips
To a great extent
the initial
vision/mission of
Tyrrells is
encapsulated in
the following
statements:
“His vision was
simple - “My aim
was to produce the
tastiest hand fried
chips in the UK with
a pedigree – using
my years of
knowledge, and
ability to grow the
raw product here at
Tyrrells Court.”

“Dig, peel, slice, fry,
package, and sell
them without
meetings, middle
management or
multi-millionaire
costermonger.”
Both statements have an element of both vision and mission. Nevertheless,
both ultimately act upon competitive strategy, objectives, functional
strategies, and action plans. Simply put, the strategy of Tyrrells is
conditional upon its purpose (why it is in existence) and its ethos (how it
sees itself). “Our aim is for every chip to be eaten within three weeks of
being made – one of the main reasons our minimum order is only four
boxes. If we used distributors the chips would sit in a warehouse for a few
weeks.” Reducing food miles is another reason for Chase cutting out the
middleman and delivering overnight, direct to the customer in four small
delivery vans.