StudentShare solutions
Triangle menu

Tyrrells Crisp Business - Essay Example

Nobody downloaded yet

Extract of sample
Tyrrells Crisp Business

And for there to be success with customers or Market, there has to be a clear competitive advantage. A competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and service that justifies higher prices.2 What are the strategies which provide this competitive advantage Following on from his work analyzing the competitive forces in an industry, Michael Porter suggested four "generic" business strategies that could be adopted in order to gain competitive advantage. The four strategies relate to the extent to which the scope of a businesses activities are narrow versus broad and the extent to which a business seeks to differentiate its products The differentiation and cost leadership strategies seek competitive advantage in a broad range of market or industry segments. By contrast, the differentiation focus and cost focus strategies are adopted in a narrow market or industry. We will analyze in this case study how Tyrrells utilized each of these business strategies to gain a competitive advantage.
Strategy 1, Differentiation: This strategy involves selecting one or more criteria used by buyers in a market - and then positioning the business uniquely to meet those criteria. This strategy is usually associated with charging a premium price for the product - often to reflect the higher production costs and extra value-added features provided for the consumer. Differentiation is about charging a premium price that more than covers the additional production costs, and about giving customers clear reasons to prefer the product over other, less differentiated products. Now how are Tyrrell's Chips different. In Will Chase's own words "It's not rocket science. We're only chopping up spuds." But there a few differentiating factors which have made a very strong impact in the customer mind. They are called "chips" to differentiate between the thick-sliced, hand-fried delicacies and the cheap as, crisps alternative. But it is more than that It's not just the quality, the packaging, or the story. It is all of them combined .The Tyrrells story - from field to fryer in the same day - has found an audience in the small but growing number of consumers who want to know the provenance of their food and are willing to pay 85p for a packet for the freshness. Tyrrells uses its own produce and bans additives or pesticides. Rather than rinsing out the starch, the company fries fat slices in sunflower oil for an "all natural" snack. Its 12 flavors - from the no-salt Naked Chips to Smoked Salmon Horseradish and Capers - do not contain GM ingredients. Tyrrells aims to be certified organic in 20 months' time. All of these things create a Niche market of Customers who want fresh environmentally friendly and healthy snack.
Strategy2 - Cost Leadership: With this strategy, the objective is to become the lowest-cost producer in the industry. Many market segments in the industry are supplied with the emphasis placed minimizing costs. If the achieved selling price can at least equal the average for the market, then the lowest-cost producer will enjoy the best profits. This strategy is usually associated with large-scale businesses offering "standard" products with relatively little differentiation that are ...Show more


The story of Tyrrells is of how a farmer turned a crisis into an opportunity. This started when started when a big manufacturer rejected a batch of his potatoes. Chase sent them to a leading purveyor of "premium" crisps and found a market for spuds that were a bit dark and knobbly…
Author : millscatherine
Tyrrells Crisp Business essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Tyrrells Crisp Business"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Managing organizations and people
On the contrary, a corporate body is born into the market place where there is no room for such loving sentiments. A new entrant is treated as a
10 pages (2500 words) Essay
Most of the entrepreneurs collect money from the investors for the expansion process of their business through the public issue of the company shares. In order to gain the confidence of the potential investors it is necessary
2 pages (500 words) Essay
The main objective of a security plan in e-business is to “protect the privacy of the people with whom you do business and safeguard your IT and other information assets.” (Rapalus, 2001) Information is a significant business asset for any
2 pages (500 words) Essay
Allows representative of the employees have a chance to discuss with the seniors about the problems that collect the feedback from the employees and to make agreements for solutions during the
2 pages (500 words) Essay
Because Amazon has no physical location, it is able to save on operating costs. Many other competitors also use a physical store along with their online presence to reach their customers. Amazon is able to
1 pages (250 words) Essay
Firstly, there are only 4 employees to start with out of which 2 are the owners. Add to this the fact, that the business is a start up, which means that the exact working procedure and demand is still theoretical. Therefore,
1 pages (250 words) Essay
Shareholder owned business organizations are principally accountable to their external investors, in which they are expected to take responsibility in maximizing financial returns. Contrary to this accountability
2 pages (500 words) Essay
Strategic mangement for business building success
re of premium crisps as well as snacks as the main products that have steered the business to higher market recognition for its competitive structure of business. This report will also create an understanding of its competitive advantage as well as the company’s strategies
19 pages (4750 words) Essay
The company has demonstrated great potential with the increase in sales through e-commerce. However, this strategy can be explored further to ensure that the
8 pages (2000 words) Essay
Among the other factors important in the essay will include the processes of making a business strategy, and implementing it within the environment of the business. The competitive strategy model provided by porter will have importance
10 pages (2500 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us