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. A small number are based between the US and Australia, leaving people in the Tauranga headquarters. The realization of over farming and lack of crop rotation leads to the destruction of the landscape and the draining of resources in exchange for profits. They must check whether all things are done as scheduled and if any changes need to be made. However, it takes some time to see the improved sales, thus, asset turn over went down. Long-term, Zespri may be able to increase suppliers globally. There are multiple fruits people can easily choose from the supermarket.

There is no extra cost for Zespri but they still can gain increased profit All the strategies are stable for Zespri Cons: With the exploitation of new attributes of kiwi and wider range of customer groups, Zespri is very likely to stay as a leader in kiwifruit market in the long term. Sorry, but copying text is not allowed on this site. For the promotion purpose, Zespri should build a relationship with the local government and social median, because it is a good way to make the local to accept the products that come from other country. These activities are what make Zespri such a successful company. 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.

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Zespri Case Analysis Essay Example for Free – Sample words

Zespri has been able to achieve this by marketing their higher quality then competitors. How to cite this page Choose cite format: They also need to find emerging markets, research on new varieties and improve the 12 months supply program.


When selecting the place, the key factor is whether Zespri can enhance the ability to sell kiwifruit more profitably. Sorry, but copying text is forbidden on this website. They would have no advantages to compete in the market with other fruits. The more sales zesori the harvars productively equity works.

zespri case study harvard

Your Answer is very helpful for Us Thank you a lot! The support activities that Zespri has are technology development and company infrastructure. 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.

For example, China may be a good choice for Zespri because China has the capacity to produce large amounts zeslri kiwifruit and there is cheaper cost of labor and land. Recent research has proved that the kiwifruit is one of the most nutrient dense fruits.

ZESPRI Case Essay

As referenced earlier, the main objective for sustainable success within a niche market, one must generate great awareness for the specific product. Accessed May 22, By increasing their marketing efforts, Zespri will be able to purchase additional TV time, more print advertisements, and launch an online advertising campaign. hxrvard

Zespri would keep the previous promotion activities. But because kiwifruit is a niche market you must satisfy the buyer in order for them to pay more then the minimum, which means that buyer power is quite high.

Suppliers and Zespri are in the reciprocal relationship. Another advantage atudy 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.

zespri case study harvard

Zespri already had an integrated supply chain to lower the cost, and the premium consumer brand had become a stable brand in the current market. The person responsible for the first New Zealand commercial kiwifruit was Hayward Wright who established the first kiwifruit orchard in the BOP and cultivated a green kiwifruit variety he then named after himself, Hayward. At the same time, Zespri also exports the original three types of kiwifruit products.


Rivalry in this industry is quite high due to the niche market making up only a small portion on supermarket shelves.

havard Since buyer power is high for this niche fruit satisfying the consumer is the top priority to obtaining profitability. The new entrants and rivalry cannot compete with Zespri because Zespri is a mature company on their management and strong brand aspects. They have variety of nutrition people can get by digesting them.

zespri case study harvard

Zespri has high growing standards but due to the ideal climate to grow kiwifruit in New Zealand there are a lot of suppliers, which means supplier power is low. Te Kete Ipurangi Navigation: Zespri and suppliers are highly relying on each other.

Zespri Case Study BPS by Nishant Bhatia on Prezi

About the Author Jose B. As for price, Zespri haravrd always the price setter in the market. Sorry, but copying text is not allowed on this site. Zespri also can bundle Zespri kiwifruits and kiwi juice as a package offering to customers in the beginning stage. With the improvement of public relationship, Zespri shows the public a positive image to the market, thus, consumers have a good perception of Zespri.

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