Report on

‘Yummy Yummy Chips’

Prepared For
Shaila Jahan Mona
Lecturer,
Department of
Management,
School of Business &
Economics,
North South University
Prepared By
Nazia Jamil Pial
ID# 162 0974 030
Tabassum Akter Bristy
ID# 172 2259 630
Tasnim Zaman Mridula
ID# 173 1018 630
Shariar-Al-Imran
ID# 173 1316 030
MD. Rezowan
ID# 173 1468 030
Date
19/04/2018
Prepared for,
Bobby Hajjaj (BHj)
Lecturer,
Dept. of Management, SBE
North South University

Prepared By,
Md. Moinul Haque Tuhin
Id: 1721939630
Date of submission
12-01-2021
 Yummy Yummy Chips
Vision Framework
 Strategic Intent: Yummy Yummy Chips will sell in the local market and Super shop
with a very high-quality product at a very budget-friendly price with different kinds of
flavors. We will provide different sizes of packaging not only for one person but also for
family and the flavors are made for kids and adults differently.
 Ideology: We will provide healthy authentic flavored chips for the betterment of people.
So, people can eat our chips with joy without getting affected.

 Core Values: Apart from other chips in the local market, we maintain the
quality of our chips because the chips we found in the local market are mostly
unhealthy and caused many types of health issues. So, we will try to make our
chips with natural ingredients and not use artificial colors or anything that is
harmful to the human body. So, anyone along with kids can easily eat them
without fear.

 Core Purposes: Our core purpose is to compete with foreign brands because
they are spreading their business all over our country only because we don't
have any good quality chips brand on our own. And also we want to spread
our business all over the world so that other countries also know about
Bangladeshi brands and can enjoy our chips with Bangladeshi authenticity.

 Mission: The mission of Yummy Yummy Chips is to sell high-quality chips at a low

price to the customers. Yummy Yummy Chips want to be the number one chips brand in
Bangladesh giving authentic test of chips and by maintaining the hygiene of the chips.

Key Issues:
 Huge and aggressive push from strong competitors
 Increase of new competitors in the market
 Huge cost for authentic flavors
 Rising input costs day by day

Goals: Our goal is to spread our product all over Bangladesh so that anyone can able to avail of
this anytime and will become a popular brand in our country. We will make our chips tasty and
authentic so that people will get out of the habit of having foreign brand's chips and enjoy our
Yummy Yummy Chips. AND our ultimate goal is to make this brand an internationally
renowned brand and serve mankind with our service.
 Internal Analysis
Distinctive Competence:
We will evaluate the uniqueness of the firm by doing this analysis. Along these lines, this is the
thing that I will do to clarify why Yummy Yummy Chips are not the same as other chips.
 Authentic Ingredients: We will use authentic ingredients like authentic flavor and
authentic spices. So that our chips will special than others
 Maintaining Hygiene: We will make our chips by maintaining proper hygiene.
 Well Packaging: Yummy yummy chips will provide a unique style of packaging that
will attract customers a lot
 Great Taste: Yummy Yummy Chips wants to become the number one chips in
Bangladesh. So we will provide a unique and great taste for our chips.
All these will make our chips different from others. So that customers will eat our chips
more than others
Competitive Advantage:
1. Resources Based View (RBV)
Resources and capabilities that Yummy Yummy Chips has:
 Brand
 Expert Makers
 Unique Making Method
 Many Flavors
 Segments for different age and different taste buds
 Authentic Flavors
Now by using the VRINO framework -
1. Brand: Valuable, Rare, Inimitable, Non-substitutable, Organizational
As it meets all the 5characterisics of VRINO, it is a competitive advantage
2. Expert Makers: Valuable, Not rare
Expert makers are not rare because other company can also hire an expert maker as well. So, it is
not a competitive advantage
3. Unique Making Method: Valuable, Rare, Inimitable, Non-substitutable, Organizational
As it meets all the 5characterisics of VRINO, it is a competitive advantage
 4. Many Flavors: Valuable, Not rare
As many flavors are not rare, as other company also has many flavored chips so it is not a
competitive advantage
5. Segments for different age and different taste buds: Valuable, Rare, Inimitable, Non-
substitutable, Organizational
As it meets all the 5characterisics of VRINO, it is a competitive advantage
6. Authentic flavors: Valuable, Rare, Inimitable, Non-substitutable, Organizational
As it meets all the 5characterisics of VRINO, it is a competitive advantage

Competitive Positioning View (3 generic strategies):

We will be connected to the market as a differentiator as we wants to provide best authentic
quality chips at a low price. And our main focus is to be a healthy brand by maintaining the
hygiene and quality of our chips.

Market Scope
Yummy Yummy Chips market scope will broad as we will have
 Many markets segment
 Broad coverage

Value Innovation:
Yummy Yummy Chips must go for Blue Ocean as it means to come up with something new that
nobody is doing and Yummy Yummy Chips will do this thing.

X-Factors:
All of the things that customers care about in chips -
 The Spices
 Crispiness
 Amount of the chips
 Pricing
 Flavors and authenticity
 Well packaging
 Unique test
 Availability
Yummy Yummy Chips will try to meet all these x-factors. So, we can be successful.

External Analysis

Porter’s five plus one force:

1. Barriers to entry: There is a low barrier to enter the education industry sector with a very low
amount of capital anyone can enter this industry.
2. Industry rivalry: There is high industry rivalry as there are many competitors who offer a low
price.
3. Supplier power: Suppliers have low power because there are a lot of suppliers(tutors) for this
industry.
4. Buyer power: Buyer or customers have more bargaining power because they can easily switch
from one to another
5. Threat from substitutes: The risk is very high as there are many substitutes.
6. Complementors: There are no complementors for this industry

Value Chain
For chips making we should follow some steps:
1. Collecting authentic flavors, spices, and other ingredients
2. Collecting fresh potatoes from authentic sources
3. Well Packaging
4. Marketing and distribution
Value-added for marketing and distribution stage 40%, For packaging 5%, for potatoes 25% and
for Collecting authentic flavors, spices, and other ingredients
30%.
We will try to limit our cost as possible. So that we can sell our chips, even more, lower price.
Key Success Factors (KSF)
What customers want?
 Chips Quality
 Low price
 Packaging
 Authentic flavors

What drives industry competition?

 Price
 Quality
 Brand Image
 Availability

Our product will so authentic and our packaging will also good at a minimum cost. So, I think
we will make customers satisfied with our product.

Value Net
Value net indicates players who are connected with our Yummy Yummy Chips
 Customers: All aged people are a customer of ours. Because We have many flavored
chips for many people.
 Suppliers: Our main suppliers are a farmer. As we will buy our main materials which are
potatoes and spices from farmers.
 Competitors: All other chip companies are our competitors like Lays, Sun, Pringles,
Alooz, etc.
 Complementors: There are few complimentary products like every type of cold drink
that are complementors for our chips.
BCG Matrix

High Star Question Mark

(Yummy Yummy
Chips)
Market Share

Low Cash Cow Dog

High Low

Market Share

Our product will in a question mark as its market growth is quite high but as customers don’t
know much about this product so it’s market share is low. So it will in the question mark. We
will invest more to make it start and than make it a cash cow\

Three Strategic Postures

Yummy Yummy Chips will be a Shaper as we want to do something new .So that we can
achieve more success in the future

Scenario Analysis:
1. Project: Start Yummy Yummy Chips
2. Time-line: We hope that 6 months is the time line for the project
3. Identifying drivers of change
PESTEL

Political
 Government policy
 Political stability
Economical
 Economic growth
 Recession
Social
 Rituals
 Cultural trends
Technological
 New innovation
 Emerging technology

Ecological
 Health consciousness
 Climate change

Legal
 Health and safety laws

4. Mini scenarios:
Political: If government policy changes in the future and also can continue political instability
that’s going to be difficult for doing our business smoothly.
Economical: If economic growth goes down and it will be in a recession then it may hamper our
business. 
Social: Ritual and cultural trends changes for many reasons. So it also can be changed
Technological: New innovation and emerging technology can also have an impact on this. 
Ecological: Health consciousness or climate change also have an impact on macro-
Economics 
Legal: If health and safety laws change that can put the effect on our business.

5. Overall Scenario: We can see that if the government changed many things can be
changed like govt. policy, taxation, and also for the economic situation it can be
hampered. But we need to do our accordingly and making our decision quickly so that we can
overcome every problem quickly and our main focus is to reduce this type of risk so that we can
cope with all these problems and can easily compete with competitors and can be number one
chips brand in Bangladesh.