Monthly Archives: October 2014

Blog Entry Three, W/C 20th October Critical Success Factors

During the week commencing 20th October me and John met in the workshop to complete the TOWS analysis that had been started in the previous week. Although Paige, Karim and Emily could not make the tutorial they have since helped modify and improve the work that was done during that hour.

At the start of the tutorial, we asked Joe to review the progress we had made so far and in doing so, allowed us to see we had made several mistakes on the Internal factors (the strengths and weaknesses) of the TOWS analysis. While I made the corrections John started to create Critical Success Factors and researched any circumstances that could influence these both positively and negatively. We were able to find several CSF’s, an example of which is Kettle Chips have a weakness of limiting themselves to only one market, however they are established enough to be able to break into a new market without the high start up costs such as advertising or finding companies to sell through.

Once this section had been completed we moved on to prioritise the CSF’s, listing them in order of most to least important. We could then focus on which stakeholders could effect these factors (such as negative reviews from customers damaging Kettle Chips reputation when breaking into a new market) and how Kettle Chips would deal with the interferences effectively.

Now that we have the TOWS analysis completed, with the CSF’s and sources to back up every point, we can put all of the information onto one easy to understand infographic during the next tutorial. This session will also allow us to decide and practise how we will present our information to the other students.



Blog Entry Two, W/C 13th October TOWS Analysis Table

Two weeks ago we finally decided, after much discussion to do our inforgaphic project on Kettle Chips. This week our group met in our workshop session to put together our macro (external, PESTEL) and micro factors (internal) into a TOWS analysis table in order to distinguish critical success factors. John and Paige were unable to attend this session however they let us know beforehand and offered to do work in their own time, which we accepted. John conducted further research into the Kettle Foods brand so that we had some concrete evidence to support our findings.

In the workshop Jamie, Karim and I discussed which factors belonged in either the ‘threats’, ‘opportunities’, ‘weaknesses’ or ‘strengths’ sections of the TOWS analysis table. For each category we decided on three factors that we could use in order to create the critical success factors. For example, our first external threat, T1, revolved around the fact that Kettle Chips have a large competitive set, being in the savoury crisp market. We then listed the first internal weakness W1, being their high selling prices compared to competitors. After we had done this for each heading we merged the factors together to make the critical success factors. We put T1 and W1 together to make our first critical success factor ‘the large amount of competition could affect Kettle Chips pricing strategy and force them to drive down their premium prices’.

Our next steps towards the completion of the infographic will be to complete our TOWS analysis table, as we ran out of time in our last workshop session. Waiting for the next session will also mean that John and Paige can input any ideas that they have into the table. We will then have nine critical success factors and a list of both macro and micro factors and we will be able to begin to put together a hard copy of the infographic on the computer.



Team JEJ 

My group overall are great we have 2 new members to the group this week, Paige and Karim and they have contributed to the group well, When it came down to researching Kettle we had already spilt up the research James was looking at 3 factors of the pestle, Environmental, Technological and economical, Emily looked at the other 3 remaining factors and me along with the 2 new members added to what I had already found on micro factors effecting Kettle chips.


Macro factors

P – Kettle will have to take into account the UK might look into having a fta tax for “foods containing more than 2.3% saturated fat” Kettle in their current recipes have 3.5g of saturated fat which is equivalent to 7% of your RDA set by the food agency, If the Government was to introduce this the Kettle will have to change their recipes.   

E – Kettle chips are seen as a premium crisp brand which is not only hinted at as they sell their whole selection of crisps at Waitrose but the fact that they also price there crisps higher than your normal Walkers crisps, Kettle chips 50g bag are 25p more expensive the Ready salted Walkers 50g on the Waitrose site.

S – Because Kettle chips are priced more expensive than its competitors in our group we discussed that Kettles target market would be up class people with a higher disposable income. These people would care more about there social status and the brands they buy than the money it cost’s to acquire these brands.

T – The only technological advancements that we could find with Kettle is the use of social media to get there brand out there, As Kettle had only launch its self properly in 1988 with the launch of kettle foods.

L – All manufactured food in the UK has to follow the rules set by the food standards agency, for mass produced food such as kettle crisp’s this will include things like having the nutritional values clearly labelled on the packaging and what additives are in the products.

E – With all businesses now a day getting involved is very important and kettle is no exception with the company doing fundraisers and supporting a number of charity’s, this is so they come across as a big friendly company.







BBC (November 2012)


Food standards agency (July 2014)

Kettle Chips