In the future, Zespri will continue to benefit from this strategy since it allows them to have long lead times to adapt their kiwifruit. The new marketing mix also has the highest potential for growing market share at least in the short-run. For exporting, Zespri can choose the same distribution places where they have exported the kiwifruits since they have been familiar with those markets and there is certain number of customer base of Zespri brand products. Zespri should make effort to develop a good relationship with customers such as spending more money on promotion and making them well understand the value of New Zealand kiwifruit. According to the possibility of substitute by other fruits, the rate is really high.

Alvarez , Forest L. Home Contact Asia Knowledge Disclaimer. Too much debt can put your business at risk, but too little debt may limit your potential. Since Zespri implements a differentiation strategy they do not have to worry about being the least expensive in the industry, there are 4 big producers that compete amongst each other. In order to develop a reasonable and effective new marketing mix strategy plan, what need to do first is do the marker search in terms of the four aspects:

Zespri Case Analysis Essay Example for Free – Sample words

Threat of New Entrants: A small number are based between the US and Australia, leaving people in the Tauranga headquarters. During the implementation all of the strategies, Jager and other managers also need to know how to control the development plan and evaluate the new marketing mix strategy.

Sorry, but copying text is forbidden on this website. To avoid becoming a supply driven, Zespri helped the growers to make more profit. Zespri Gold is the industry success story. Strategically Growing Irish Exports.

Zespri uses more advanced techniques such as griddling and supplemental pollination to make sweeter fruit and enhance quality. In this case, the grower or the supplier own and control Zespri. For example, China may be a good choice for Zespri because China has the capacity to produce large amounts of kiwifruit and there is cheaper cost of labor and harvsrd.


zespri case study harvard

These activities will continue to create value to Zespri into the foreseeable future due to the approach this successful company zesprl taken. For exporting, Zespri can choose the same distribution places where they have exported the kiwifruits since they have been familiar with those markets and there is certain number of customer base of Zespri brand products. In the marketing mix, Zespri considers to expand its market share in the global market.

Besides, the investment in innovation stuyd Zespri built up a successful brand image. By offering quality products, Zespri and its competitors are able to attract and retain buyers due zepsri their excellent brand name. It is unrealistic for new entrants to achieve to that level and scale. They created a legal entity to combat global competitors as a group and not take out New Zealand growers in the process.

Thus new entrants will not be threat for Zespri. Competition continues to grow for the kiwifruit industry making it increasingly difficult to gain shelf space in grocery stores. Harvarf though we know that kiwi has more nutrition than other fruits have, we may still not choose kiwi due to its high price.

ZESPRI Case Essay

Thus, the returns of investment for shareholders are significant. After conducting this model it should be evident what studj profit drivers are. Additionally, although downscaling the size of the business may create added costs logistically, it will allow the firm to operate at a more sustainable margin of profitability.


Zespri is consistently experiencing steady growth, and increased competition.

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The consulting team needs to focus on the environment in which Zespri operates in order to recommend a plan they can have success with. Hi, I am Sespri from Studymoose Hi there, would you like to get such a paper? Zespri has been able to achieve this by marketing their higher quality then competitors. 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.

In addition, Zespri pay more attention to the public relationship in different market. The threat of substitutes is high.

zespri case study harvard

Alvarez and Mary Louise Shelman. When it comes to relationship with local suppliers, Zespri had the advantage over others that it contributed on csae good relations with its exporters and this asset was not owned by most competitors. In this industry, Zespri had a relatively low return on assets ratio, therefore, Zespri still need to find a way stury operate more efficiently.

However, they also need to prepare hwrvard in case that they must go back for the backup plan and furthermore, one of the hardest issue for them is to ensure that they can get the same high quality products in China as well as in New Zealand. Even though the kiwi produced by Zespri has a great deal of nutrition and great- tasting, the price is much higher than other fruits.