These were then cultivated by a horticulturist. Luckily both supplier power and the threat of new entrants is quite low so at the moment these are not a concern. The Zespri brand was launched in following a decision by New Zealand growers to represent the high quality New Zealand kiwifruit under a unique brand to maximize the sales revenue for growers. Te Kete Ipurangi Navigation: This will determine if there are any threats of new entrants or substitutions, the degree of buyer and supplier power, as well as the degree of rivalry. Firstly, Zespri and its competitors must market themselves with a differentiation strategy.

In doing so, they will have liquidated machinery, land, and a large amount of expenses that each supplier entails. Zespri Group limited is currently in their maturity stage. Skip to content Access keys. In order to avoid this occurring, Zespri must educate consumers on the unique nutritional value of kiwifruit and more importantly on how their product has better nutritional value. Since they work closely with retail customers they are able to obtain the long lead-time needed in order to satisfy customer demands.

Since they have established numerous growers in a wide array of locations and in staggered seasons they can continue to operate with no real short-term changes. Kiw advantage that Zespri has, is that they are solely invested in the production and distribution of kiwifruit, whereas the competition generally works with a variety of different products. During the campaign period, Zespri ran ads across subways in Shanghai and Beijing, featuring the collaboration between Zespri and Fruit Ninja.

Zespri Case Analysis Essay Example for Free – Sample words

This is necessary since kiwifruit is a niche fruit that can be easily substituted for another fruit. Facing growing international competition, Zespri invested in consumer branding and innovation, which has led to new types of kiwifruit that taste better and are protected with patents. After the Zespri brand was launched inexports of Zespri Gold kiwifruit began the following year.


After conducting this model it should be evident what the profit drivers are.

And it has the large, ambitious population needed to drive its development, both as workers and consumers. In order to implement our initial plan in the short-term, Zespri has to simply continue to maintain their business operations as they normally have in previous months. The economy in this situation is on the rise with demand increasing as well as overall expenditure on kiwi fruit per capita.

Case study 3: Zespri

Fonterra Other resources Sitemap You are here: Zespri is the leading marketer of kiwifruit worldwide. The brand needed a strategy that would make a healthy, boring food truly fun, educational, and even addictive to the target audience of mothers and children.

Consumer response has been positive and Zespri has begun to grow kiwifruit outside of New Zealand in order to have the product on retail shelves year round. Unfortunately, stdy kiwifruit is not inimitable. Sorry, but copying text is forbidden on this website!

In doing so, Zespri will be able to conduct market research on all levels of operations ranging caee product assortment, marketing research, technological advancements, and supply chain logistics. We’ll occasionally send you account related and promo emails.

Zespri Case Analysis Essay

Technology development is a very critical support activity that must be invested in. Reinhardt, and Emer Moloney. Skip to content Access keys.

In continuing both of these zspri, the Zespri brand will proceed to flourish in the market.

Zespri – Case – Harvard Business School

Zespri is consistently experiencing steady growth, and increased competition. A small number are based between the US and Australia, cae people in the Tauranga headquarters. Zespri has been able to achieve this by marketing their higher quality then competitors. Conducting extensive research in these areas will allow Zespri to gain a better understanding of how to optimally run their company while achieve the largest possible profit margins at an efficient rate.


Business focus and functions.

zespri kiwi case study

A large increase in crop volume meant that the overseas importers and retailers could put pressure on the industry to drive the prices right down, and in doing so, diminish the returns.

Luckily Zespri is aware of this and is able to manage it effectively by ensuring growers use best technology zfspri growing practices as well as investing in research in health and nutrition. Alvarez, Jose, and Natalie Kindred.

zespri kiwi case study

Services are another very important primary activity that adds value through customer support. This mobile gaming case study looks at how the brand engagedkids across the country completed the Day Challenge in two months.

The Zespri brand was launched in following a decision by New Zealand growers to represent the high quality New Zealand kiwifruit under a unique brand to maximize the sales revenue for growers.

Hi, I am Sara from Studymoose Hi there, would you like to get such a paper? Yet, Nigeria has all the natural blessings to be an agricultural powerhouse competitive on an international scale.

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