Analysis of Tyrells Potatio Chips business

Analysis of Tyrells Potatio Chips business The team of the Tyrrell potato chips is very passionate about growing potatoes and turning them into delicious chips. Having travelled the world in the last nineties in search of the perfect potato chips production method and equipments. Therefore later on the equipment and methods were brought to Tyrrell’s court farm and launched a product that would be Britain’s best loved â€Å"premium† snack product. The main objective of the Tyrrell’s potato chips was to get closer to the customers. Therefore as a result Tyrrell potato chips developed a more sophisticated chip. He mainly cut the potatoes thicker so that it retained more potato flavor. Due to this the final product was very different from other products and therefore the customers were happy to pay a premium price for a superior quality and a better tasting product. Since the launch of Tyrrell potato chips in 2002, it has built over 4000 customers. They include independent retail customers and many pr estigious food retailers. Therefore Will Chase continues to evolve his dream and remain devoted to develop the Tyrrell’s brand using his Herefordshire farm. What advice would you offer Will Chase, the owner of â€Å"Tyrrell’s chips†, as to how to develop and grow its customer base amongst customers from higher social grades, without either changing or losing the perception of its product coming from a Herefordshire farmer. With reference to: http://en.wikipedia.org/wiki/Customer_base 2010 11:30am customer base is defined as: The customer base is the group of customer and/or consumers that a business serves. In the most situations, a large part of this group is made up of repeat customers with a high ratio of purchase over time. These customers are the main source of consumer spending. In many cases, the customer base is considered the business’s target market, where customer behaviors are well understood through market research or past experience. All act ions the company takes would be through consideration of its customer base. Companies with a customer base consisting mainly of large companies may increase their customer base by pursuing small and mid-size companies Businesses in war zones may temporarily expand their customer base to include military personnel, but ongoing violence can drive away a local customer base. The advice offered by me to Will Chase will be based on three main points i.e.: Maintaining company’s image Customer relationship management (CRM) Emphasis on core benefits of unique selling proposition (USP) Maintaining company’s image means that whatever action is taken by the members of the company it should make sure it gives a rise to the company’s name and not a fall. The company’s image can be maintained by considering the 4p’s of marketing, the 4p’s of marketing are as follows: product, price, place and promotion. Customer relationship management (CRM) is the overal l process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Unique selling proposition (USP) is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. The term was invented by Rosser Reeves of Ted Bates & Company. Today the term is used in other fields or just casually to refer to any aspect of an. object that differentiates it from similar objects