However the founder cannot tolerate anything like entering into another deal with the supermarkets having almost brought the business to a halt earlier and forced him to start producing potato crisps and selling them direct to the retailers. Apparently he still has fear for involvement with the large supermarket chains.
But there are many businesses which are courting Tyrell's Crisp business and it has become hard for the owner to make a choice on which direction the business should take. However it seems entering into partnership will be one of the best strategies that will be suited to move the business forward. In this regard entering into a partnership will help the business to penetrate many countries in the market but only if it enters into partnership with a business that has international presence. This means that it has to scrutinize all suitors and find the one which has as strong market distribution channel and enter into legally binding agreement on how the distribution channel will be unlike in the past when the business has suffered also from undefined distribution chain.
The current business strategy of Tyrell's is to market its product directly to the retailers. ...Show more